Jonathan is a fourth-generation entrepreneur from a family of Persian rug merchants. He struck out on his own to start Eyely, a premium home décor brand that he’s growing on Temu.
In 1914, Jonathan’s great-grandfather built a thriving business in Iran, selling exquisite Persian rugs. It was a time when home décor was defined by craftsmanship, and customers sought him out — drawn by reputation, quality, and tradition. His business flourished through word-of-mouth and timeless designs, long before online listings and marketing campaigns existed.
Fast forward to today, and Jonathan is carrying on the family’s tradition of quality craftsmanship — but in an entirely different world and country, his family having moved to America in the late 1970s. Instead of a local rug shop, he founded Eyely (Tiktok @eyelyhome), a modern home brand born in the heart of SoHo, New York—a neighborhood synonymous with art, design, and reinvention.
While his great-grandfather built success through personal relationships and a loyal clientele, Jonathan is navigating an era where businesses must actively seek out customers and engage them where they are.
And nowadays, they are on Temu, the direct-from-factory online marketplace that has quickly become the world’s second-most visited e-commerce website and a top Apple recommended and downloaded app. Temu launched in the U.S. in September 2022 and gained legions of fans by eliminating intermediaries and passing savings directly to consumers. For brands like Eyely, this model presents a chance to bypass middlemen who jack up the sticker price and reach a global audience efficiently.
Temu is Cool
Jonathan, whose mantra is “change, adapt, and stay relevant,” recognized early on that relying solely on traditional methods was no longer enough. Today’s consumers demand affordability, convenience, and instant access to stylish, high-quality home goods. They also don’t want to pay more for a product because it passes through more hands than necessary.
After following Temu’s growth for some time, he knew it was the right time to take the digital plunge when Temu fully opened its marketplace to U.S. sellers late last year.
“It’s like the new kid in school, the new store, or the new music band. In the U.S., ‘new’ is cool, and we want to be associated with that energy,” he said. “The cool kids are at Temu, and that’s where we want to be.”
Some have raised concerns about Temu’s reputation as a place for the best deals, worried that it would burden Eyely with a low-end image. But Jonathan isn’t concerned—he believes the key is providing value for money. After all, Costco sells gold bars and Château Latour wine alongside Kirkland peanut butter.
“You can buy both expensive and cheap items at any store. When customers hold the product, read reviews, and try it out, they’ll decide if it’s worth the price,” he said.
“Consumers want choices, speed, and quality, and Temu is meeting those needs. It’s the company of the future, and we’re excited to be part of that.”
Ideal Partner
With almost 12,000 products in its catalog, Eyely needed a platform capable of matching its ambition. Temu’s seller support, efficient logistics, and ability to connect with engaged shoppers made it the ideal partner.
“Temu moves fast, and so do we,” Jonathan said. “The team is hands-on, responsive, and committed to making things work. From onboarding to logistics to customer feedback, everything happens efficiently.”
Since joining Temu, Eyely has experienced remarkable growth, particularly in sales of rugs.
“It’s like a snowball getting bigger every day. Temu customers write detailed, thoughtful reviews. It’s been a pleasant surprise because before, reviews were often much shorter. Temu’s customers are genuinely engaged and excited to share their feedback,” he said.
These insights allow Eyely to refine its offerings in real-time, adapting to customer preferences. Eyely’s focus on high-quality, affordable products also aligns fully with Temu’s shopper base.
“I think Eyely’s customer base is very similar to Temu’s,” Jonathan said. “Temu has a younger demographic, and our brand complements what they’re looking for—quick shipping, well-made products, and good design all in one place.”
Quality Decor
As Eyely continues to grow, Jonathan is focused on innovation and sustainability. The brand incorporates recycled materials and explores cutting-edge approaches like 3D-printed designs, all while maintaining its focus on accessible, high-quality home décor. With Temu as a key partner, Jonathan is confident in bringing Eyely’s vision to even more homes worldwide.
“My great-grandfather built a business by knowing his customers and delivering quality. A century later, I’m doing the same thing—just in a different way. With Temu, we’re bringing that vision to more people than ever before.”
