Refael Zuraivin, owner of Refael Design Studio, hosts prestigious private events around the world for the extremely wealthy. During his events, his elite guests were inquiring about his one-of-a-kind napkins that were part of the table arrangements. He realized that he had created something unique, which could be sold to a wide range of customers from around the world. His limited products were associated with an emotional experience. Customers wanted his napkins not only because they were beautiful and rare, but because the items were associated with an emotional experience. Refael’s unique table linen simply meant more to them than any others they could usually get their hands on.

Venture capital investment firm, Clear Future, began funding Tableau shortly after, Co-founder and CEO of Tableau, Carmit Arabov, who was one of Refael’s clients, was approached by him with this unique business opportunity. The company realized it didn’t have much competition within the luxury market because Tableau would satiate the need for better hosting experiences. This includes anything considered home fashion or hosting related.

Co-founder, Carmit Arabov, explains how Tableau creates a new category in luxury markets:

“Even for the most affluent people, owning the product isn’t what matters anymore. People are spending money on vacations, dining, and special life experiences, not products. Tableau’s intention is to offer clients better hosting experiences at home. Making a home luxurious with Tableau’s products leads to more meaningful connections with loved ones. The company that Refael and I created brings back generosity and exuberance to hosting. Everyone will experience royal treatment with our limited edition products.”

Tableau is a luxury home fashion brand that started their vision with the release of a table linen collection. These 8 limited edition designs convey various themes for a hosted experience. Some items in the collections are upon request, but currently Tableau is offering tablecloths, napkins, placemats, napkin rings, and hand-painted vases.

The 8 collections are named as follows:

  • Zodiac
  • Denim
  • Oxford
  • Blue
  • White
  • Flying Over Rome
  • Spring
  • Characters
  • Tiles
The exquisite Flying Over Rome Collection, by TABLEAU. Designer: Refael Zuraivin

Tableau’s launch of these collections was extremely successful and even attracted interest from Farfetch. The exclusive luxury platform has now added Tableau’s unique collections on their site. This collaboration was a step towards Tableau’s aim to become the number one home fashion company in the world. In addition, the company plans to collaborate with leading high-end international retail brands. The hosting experience within the luxury market is an untapped $385 billion industry that Tableau plans on seizing.

Tableau’s current collections will demonstrate Refael’s unique designs and how high quality, durable, and unique the products are. After they’ve become widely known, Tableau plans to expand their products to include all home fashion and decor products. This could include furniture, kitchenware, textile products, and more.

Tableau will maximize their personalized experience for customers by eventually launching private concierge table design services and offering scheduled use of products for commercial venues. This strategy would mesh with Tableau’s overall mission of giving customers an immersive experience with their brand. Tableau would become a part of what gives their home beauty and functionality. Every purchase of their signature table linen comes with “The Art of Hosting” handbook which offers master host hacks, and helps hosts cultivate and execute elegant and welcoming environments.

Co-founder and Creative Director Refael Zuraivin illuminates Tableau’s future within the luxury market:

“We see this company as more than an internet brand. Tableau’s products are available on its e-commerce website and on Farfetch Fashion Concierge. Our plan is to open our first store in New York by the end of this year. Tableau will also open pop up shops at picturesque international locations during the summertime. We’re looking into having these pop ups in France, the Hamptons, and other stunning venues because our VIP audience prefers that. Within the next few years, Tableau will expand to all other aspects of home fashion, not just table linen. I want to continue telling stories through my designs. I’m inspired by the fashion world and I love dressing any space. I want to explore what other home products I can layer with the unique personality all of my designs entail.”