Instagram has also become a powerful tool for independent homeware brands. It’s a free marketing tool with a rich pool of consumers but most importantly, it’s become cool to buy something from social media.

Here you are connected with smaller brands with a story behind them which caters to the 2020 consumer’s interest in buying from ethical, eco-friendly and diverse brands. Indeed, 83% of users say they actively use the platform to discover new products.

With greater access to more exclusive homewares, we’ve seen a huge buzz around pieces which have now become almost synonymous with the social media platform. Think Astrid Wilson’s flower market prints, Siren’s body candles or Afton By Palm’s trinket dishes – they have all become the purchase du jour for Instagram users to have on their grids and in their homes.

It’s something founder of Afton By Palm Bonnisa Moore has keenly felt during the growth of her brand. Speaking to Stylist.co.uk she says: “With Instagram being so aesthetic heavy I feel like the decor industry has a platform that works in the favour of small homeware brands like mine. In fact, the majority of my website orders tend to come in through Instagram, so that shows how big the impact is on my brand.

“It also links with millennials being more conscious of things like the Slow Fashion Movement and Shop Local campaigns. Through these kinds of hashtags there has been a real increase in the focus of independent makers that are able to create unique pieces to add to contemporary homes.”

How the interior design industry is changing to meet a new generation of decor enthusiasts