In short
Annie Meyers-Shyer (This Oak House) explains how she turned a renovation of her historic Los Angeles home into a home-design brand, and how she scaled it into a book and a Target accessory collection while staying authentic on Instagram.
Guest backgrounds
Annie is the daughter of filmmakers Nancy Meyers and the late Charles Shyer. She worked in fashion/magazines (including Chanel for nearly six years) and later became a home-content creator after the pandemic.
Key claims
Authenticity and transparency drive her audience; she shares her own sourcing and process, not others’ proprietary trade info. She chooses partners that “feel warm” and pass a “would the original architect have made this choice?” test. She builds around the “next right thing” (book first, then brand extensions).
Notable examples
An Instagram story about Lands’ End sheets led to over $500k in sales. She collaborated with Target after an AMA question; the collection was designed to be used in her own house (e.g., hurricanes, a custom throw). She also partnered with Matchstick Blinds and Farrow & Ball for paint.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOAnnie Meyers-Shyer's Background
0:45 to 1:15
Annie shares her upbringing in a creative family and its influence on her career.
“Annie found a much larger audience and began building a brand of her own, culminating in a forthcoming book about the process, and a new collection of home accessories with Target.”
Annie Meyers-Shyer's Background
2:18 to 3:06
Annie shares her upbringing in a creative family and its influence on her career.
“Their Italian-made collection of multifunctional furniture is designed as an integrated system, allowing spaces to move seamlessly between working, gathering, hosting, and resting without compromising the overall design.”
Growing Up in a Creative Household
3:06 to 6:04
Annie discusses her childhood experiences and lessons learned from her filmmaker parents.
“So, Annie, as I was just saying to you earlier, I want you to be the focus of this conversation.”
Finding Passion Beyond Filmmaking
6:04 to 7:34
Annie reflects on her career path and discovering her passion during the pandemic.
“So it modeled, to your point, it modeled this notion of finding something that you love to do and then throw yourself into it.”
The Birth of This Oak House
7:34 to 11:00
Annie explains the origin of her Instagram account and its authentic approach to home renovation.
“And so tell me how you discovered this pilot light was still burning and what happened?”
Building an Engaged Community
11:00 to 14:00
Annie shares how audience engagement grew and the unexpected business opportunities that arose.
“So you start to share, as you just suggested, you started to share some of this process and suddenly you found out that people were showing up and they were engaged and they were eager to hear and see.”
Building a Brand Around Authenticity
14:00 to 16:38
Annie discusses her journey in creating a brand by focusing on authenticity and the 'next right thing'.
“And I sort of go back to those questions like, do I love this brand?”
The Emergence of Annie as a Brand
17:17 to 20:20
Annie reflects on the realization of her brand identity and her approach to collaborations.
“So when did the realization that Annie's a brand now in all of this, when did that hit?”
The Excitement of Collaborating with Target
20:20 to 26:18
Annie shares the story of how her collaboration with Target came to be and the creative process involved.
“So you discovered, no, no, I don't want to be an interior designer.”
Navigating Social Media as a Private Person
26:18 to 28:00
Annie discusses her struggles with social media visibility and offers advice on authenticity online.
“And listen, so many people today, designers, but the world, trying to figure out, okay, what's my social media presence?”
Show all 17 chapters
Navigating Authenticity in the Creator Economy
28:00 to 29:16
Learn about the importance of authenticity and the intuitive nature of platforms like ShopMy in the creator economy.
“I think that's the best advice I could give is be authentic.”
Leveraging Affiliate Links and Creator Platforms
29:16 to 33:44
Explore how to navigate affiliate networks and the potential value they offer for creators.
“And so what did you learn about how to navigate that process beyond staying true to yourself and showing things that are real.”
Starting the Renovation Journey
35:54 to 42:01
Annie shares her approach to the renovation process and the importance of collaborating with skilled professionals.
“Many will assume that your family had given you some magical DNA because homes are such a huge part of Nancy Meyer films.”
Democratization of Design Insights
42:01 to 44:16
Explore the sharing of design resources and knowledge among designers.
“I don't claim to be the person who started it, but I definitely see sub stacks of amazing designers.”
Personal Journey and Lessons in Design
44:16 to 45:44
Discover personal experiences and key lessons from the speaker's design journey.
“What size can lights we should use or, you know, what's the right paint finish for woodwork versus the wall?”
Excitement for Upcoming Projects
45:44 to 46:48
Hear about upcoming projects and the enthusiasm surrounding them.
“No, but like I was, I was, I mean, this is, this is a second life.”
Gratitude and Reflection
46:48 to 47:44
Listen to expressions of gratitude and reflection on the podcast experience.
“And now the fact that I'm on it feels very full circle.”
Transcript
Automatic transcript. May contain errors.0:03Annie Meyers-Shyer:This is Business of Home. I'm your host, Dennis Scully. Every week, I'll be speaking to leaders and innovators from all corners of the home industry. My guest this week is Annie Meyers-Shyer, the multi-hyphenate creator behind the popular Instagram account turned home brand, This Oak House. The daughter of legendary filmmakers Nancy Meyers and the late Charles Shire, Annie grew up in a famously creative household, surrounded by the movies, interiors, and storytelling that had become part of our cultural vocabulary. After humble beginnings documenting the renovation of her historic family home in Los Angeles, Annie found a much larger audience and began building a brand of her own, culminating in a forthcoming book about the process, and a new collection of home accessories with Target.
0:56Annie Meyers-Shyer:I spoke with Annie about what it was like growing up with two celebrated filmmakers as parents, how she curates her social media account while trying to keep it authentic, and where she goes from here.
1:15Annie Meyers-Shyer:This podcast is sponsored by Lalloy. Just introduced at Las Vegas Market four new map-protected Lalloy rug collections, featuring 26 original designs to inspire beautiful spaces and new possibilities. Highlights include hand-woven stripes finished with contrast stitching, antique-inspired geometrics softened by sun-washed color, traditional patterns with subtle shifts in tone and texture, and graphic chevrons in dimensional sumac weaves. The latest introductions join Lalloy's wide-ranging assortment of rugs, pillows, and wall art, giving interior designers and retailers even more ways to find the right product for every need.
2:01Annie Meyers-Shyer:Explore the new collections and connect with your Lalloy sales representative at lalloyrugs.com. That's L-O-L-O-I rugs.com. This podcast is sponsored by Resource Furniture. For more than 25 years, Resource has partnered with the design community to rethink what a room can do. Their Italian-made collection of multifunctional furniture is designed as an integrated system, allowing spaces to move seamlessly between working, gathering, hosting, and resting without compromising the overall design. With extensive customization and a consultative process from concept through installation, Resource brings together flexibility to thoughtfully resolved interiors.
2:49Annie Meyers-Shyer:Visit their showrooms in New York, Los Angeles, San Francisco, Seattle, Toronto, Vancouver, and Calgary. Or join the trade program at resourcefurniture.com for trade pricing, rendering support, and dedicated project guidance. And now, on with the show. So, Annie, as I was just saying to you earlier, I want you to be the focus of this conversation. I don't want everyone to be distracted by, wait a sec, isn't she so-and-so's daughter? Yes, she is. She is. So let's just quickly tell the story. I understand you have a famous family that you come from, and I know your family has a lot of fans, so let's give them their due.
3:33Annie Meyers-Shyer:We're going to give them two minutes. Here we go. Here's the two-minute version.
3:39Well, you know, it's interesting. So my parents, for the majority of my entire childhood, they were a team, right? So they would write movies together, my mom would produce them, and my dad would direct them. The beauty of that is that writing takes a very long time. And so for many chunks of my childhood, my parents were home, home after school, in the backyard. We had an office, and that's where they worked. And I have amazing memories of falling asleep in the little den off their office while they were typing and working. And for most of the films that were made during my childhood, they all shot in LA.
4:14Baby Boom shot in New York and Vermont. And so we went on location and I left school and all of that. But for the most part, the movies shot in LA, which was fun and wonderful. And I would get picked up from school and go to set because that's where my parents were. And there was no one to be at home with me. And so, you know, I think if you grow up as the child of two dentists, you probably, by osmosis learn a lot about dentistry. And I think that I'm sort of the same.
4:41Annie Meyers-Shyer:And our sympathies go out to whoever grew up with two parents. Really. I mean, that's a group, a support. We're here for you. Sorry about that. Totally. Right? But as a child, I knew no different. And then after my parents split up when I was around 18, they went on to make movies of their own, which they both then wrote and then produced and directed on their own. My mom didn't direct her first movie until I was in high school, which was The Parent Trap. And so I think the thing that I take away from that time the most, well, first of all, is how much hard work making a movie is and that I never wanted to do it.
5:15And you thought, no, no thanks. My sister, who also makes films, I've said to her a million times, like, were you not paying attention to those crazy hours they were working? But really, it was the amount of hard work. And then there was sort of this family quote, which I actually think is a Cole Porter quote that they used to say, which is, work is more fun than fun. And that's what they felt about work. They loved it. It was the thing that was, you know, the topic of our family conversation. And so really more than anything, I think I got a feeling that you're supposed to love what you do. That was really what I learned.
5:50Yes, it was filmmaking, which I guess now looking back at it is interesting, but really it was just two people who were creative, who loved what they did. And that was a great way to grow up with parents who are passionate and in love with what they did. So feel fortunate that way.
6:06Annie Meyers-Shyer:So it modeled, to your point, it modeled this notion of finding something that you love to do and then throw yourself into it. You quickly got the message, it sounds like, that filmmaking wasn't that for you. Not it for me. Not it for me. And the truth is, I started my career working in fashion and in magazines. And for a very long time, it was really fun. I was young. I was in New York City. It was the world of town cars and expense accounts and, you know, run-throughs and fashion closets and all kinds of fun, exciting things. But as I started to get a little bit older, I fell a little bit more out of love with that.
6:46And when I was finding what was going to be the thing that was more fun for me, if work is more fun than fun, I wasn't finding it in that world anymore. And honestly, it wasn't until this project that I think maybe I've never really felt that feeling until now. Really? Yeah. That's the truth. Yeah. And I was fine.
7:08Annie Meyers-Shyer:Sure. You wouldn't have said you were unhappy before. Not at all. I enjoyed those experiences. I worked at Chanel for almost six years. I left there to really focus on my two kids who were young at the time. And And then, of course, we had that thing called the pandemic and all of that happened. But I was very happy. I loved the life I was leading and I was content and happy. I didn't know that there was still a pilot light on inside of me. I just didn't know. Interesting. And so tell me how you discovered this pilot light was still burning and what happened? Well, through a series of a lot of conversations.
7:46You know, my mother-in-law had lived in this house here in LA for decades. And at the beginning of the pandemic, we told her we thought it was a good idea for her to go to Montecito, which is where her weekend house was. And she decided to stay there. And so after conversations of, I don't want to sell the house in LA, but I don't want to live in LA, my husband came home and was like, well, what do you think she should do with the house? And I was like, well, I have an idea.
8:11Annie Meyers-Shyer:I know someone who would be interested. I'm just saying. I think I have a clue of someone who might be a good steward of that place. And the house was set up perfectly for her. She was a single woman, and that's how the house really worked. It had bedrooms that you had to walk through one to get to another. It was a wonky layout perfect for a single person. So I knew that it was going to take some work. I also know myself, and I also know that I like to deep dive on things and get really into it. I also know that doing a house is expensive. And when we were spending a lot of money, I wanted to make sure that I was doing my due diligence and learning as much as I could and working with the best professionals that we could afford at the time.
8:51And so I had a hunch that maybe this would be a fun thing, maybe, for some of my old coworkers in New York to follow along with. But there was absolutely no roadmap or game plan or foresight into what could possibly be. I thought maybe some folks would want to help me pick some paint colors. You know, that was really, it all sort of just was a very kind of on a whim idea to start this account.
9:19Annie Meyers-Shyer:So tell me about this notion of, oh, maybe I'll share some paint color ideas with some old colleagues and what you're going to jump on social media and say, hey, I'm fixing up this house. Here's what I'm doing. That really was what it was. I had really no game plan. I'm not saying that and being coy. That's the honest to God truth. there are a million house renovation accounts, right? Like a million people are doing this. So I didn't think that I was doing something revolutionary. I thought that it might be interesting. And I've always had a private account. I'm a pretty private person. So there really was just this whim of an idea to begin.
9:57And I think what started to happen was I was going through this process. It was very much like in the first person. I wasn't a professional. I'm not an interior designer. So it was really like, come with me to the marble yard. And why is everything so veiny? And why does it look this way? Or why is all the grout so gray? And trying to find, it was really very honest and authentic. And that has been the pillar of everything I've done is be authentic, share my experience, the good, the bad. And I think, especially in a world of interiors where traditionally there's been a lot of gatekeeping, a lot of this is to the trade and we don't tell our sources and all of this, which by the way, I have complete respect for.
10:43But I think when I then was out there sharing every paint color and talking about where I sourced something or taking people with me on a trip to Europe, I think that kind of opened doors and really brought people into the experience maybe in a different way.
11:00Annie Meyers-Shyer:So you start to share, as you just suggested, you started to share some of this process and suddenly you found out that people were showing up and they were engaged and they were eager to hear and see. And to your point, there were all these other places that they could be going and looking for this kind of content, but somehow what you were doing was resonating with a lot of people. And when did you start to meaningfully discover that? And how did you come to process that when you did? I think there were a few different times that I recognized it. I think the first and the biggest was when I told the story on my Instagram about the lands and sheets that my family discovered when we were on a vacation in the Hamptons.
11:43And I had never posted really an affiliate link before. I had to Google like how to post an affiliate link. And one of the wonderful things about affiliate links, other than the affiliate commission, which is its whole own subject, is that you can track clicks and you can see, is your story resonating with people? And I posted the story, told them that we discovered these sheets. We love them, posted the link, went to bed, woke up the next morning and woke my husband from a dead sleep and said, oh my God, there's something here. This is something more than I realized. I mean, to date, we've sold well over a half a million dollars worth of sheets of Land's End.
12:21Annie Meyers-Shyer:Just, oh, oh yeah. Yeah. It's remarkable. Remarkable. That, that is remarkable. And, and that is, so that is part of what is so fun about this story is the, the business that suddenly starts to present itself to you that was not at all a part of your thinking in this process? Not at all. I've really only ever in my life, and I tell this to my children all the time, I tell them, go towards the people that make you feel warm. And I really mean that. And it's something that I think about all the time. I was approached during the house build by many brands. When I heard from Farrow and Ball and they said, we'd love to work with you on the paint for the house.
13:05I said, amazing. I was going to work with, I was going to get Farron Ball paint regardless.
13:11Annie Meyers-Shyer:You're making me feel warm. Absolutely. Yes, this is a good thing. But then when I heard from other brands, I said, this isn't an authentic fit because I think consumers, I think people on the other end are very savvy. And I think they know and they can tell if it's not something authentic. And sometimes it can be challenging, right? Like sometimes there can be something that could be meaningful and I don't want to take it because it doesn't really make sense for me and my brand and what I'm building and what's important to me. And so going back to that, you know, there was this thing when we were building the house, you get swayed, right?
13:45Like you're on Pinterest and all of a sudden you're like, wait, do I want green cabinetry? I mean, it's like, you can just like all of a sudden, all kinds of things can, you know, you can be on Pinterest or Instagram, but there was this guiding question I would ask myself, which was, would this have been in the original house? Would the original architect have made this choice? And I sort of go back to those questions like, do I love this brand? Does this brand make sense? I always really try to bring myself back to that and never get, you know, stars in my eyes if something seems like a lucrative offer.
14:14It's just, it's not worth it to me.
14:17Annie Meyers-Shyer:So the accidental empire that starts to be built around all of this, the massive following that starts to show up to the This Oak House Instagram account and And how, again, how you start to process that and how you begin to think about, okay, where do we want to go with this? So for a long time, people started asking me, what's next? Are you going to be a designer? I knew that was not the answer. What are you going to do next? Are you going to do another house? I knew that wasn't the answer. And it wasn't until the email showed up in my inbox from my publisher that said, would you like to Zoom?
14:53That there was the first time that I was like, huh, that feels right. That feels like the next right thing. And that's how I've operated this whole time. What is the next right thing? What feels right? I think Ina Garten is famous for saying that, that she only went to the next right thing. And I actually heard on a podcast this week that she didn't write her first cookbook till she was in her 50s, which is remarkable, unbelievable. But thinking that way, that's how I've operated. So I've really only gone towards what's the next right thing. And writing the book was an enormous undertaking. I agreed to do the book before we lived in this house.
15:25So I was going to show every nook and cranny of a place I didn't know it was going to look like. It was a little scary to sign on the dotted line, but I did it. And I'm very proud of the book. I feel like it was the right next thing. I think it is part useful. It has all those sort of tips and tricks like my Instagram does. But then it's also part traditional beautiful photography book, like a regular coffee table book. And I think it has things that are useful for anybody who lives in a home and wants to know how to style a bookshelf or all the little things that I learned along the way. So the book felt like the right next thing.
16:00And then as different things have come my way, I've really just tried to take it in and see if this is going to be something that feels like the right next move for me, for my brand, for what I'm building. You know, I did an amazing collection with Everham of Matchstick Blinds. They're all over my house. It was an unbelievably organic partnership. It's what I authentically used. We decided to sell them. We've sold out two or three times. You know, I really have only gone towards partners and relationships that feel like the next right thing for me.
16:37Annie Meyers-Shyer:We're taking a quick break to remind you about resource furniture. Some rooms need more than one good idea. Resource furniture works alongside the trade to bring greater flexibility to thoughtfully designed spaces. Their Italian-made multifunctional systems combine sleeping, working, dining, storage, and seating in highly customizable configurations built for everyday use. From early space planning and renderings, through measurement and installation, Resource supports the process from concept to completion. Explore the trade program at resourcefurniture.com. And now, back to the show.
17:24So when did the realization that Annie's a brand now in all of this, when did that hit?
17:34Annie Meyers-Shyer:And when did your strategic thinking begin to shift around all of that? I would say with the lead up to the book and with the brands that came knocking. And that's the truth. You know, I had a very candid conversation with an interior designer who's done amazing brand collaborations. And I said to him, how? How did you do this? And he said to me, it's all come through my DMs. Everything good that has happened to me has come through my DMs. So when I was being approached by agencies and brand managers and all these people who wanted to meet with me, and I remember I got on this Zoom with a big agency, whichever one you're thinking, it's probably that one.
18:19and it had all these heads, right, on the Zoom, and everybody got on and told me, I do books, and I do speaking engagements, and I do this, and I do that. And when everyone introduced themselves, and it was my turn to talk, all the heads started to close. And then in the chat box, it was like, jumping to the next meeting, so nice to meet you. I thought to myself, huh, interesting. You know, I think that there are all these, it gets very exciting, and all these people, you know, can promise all these different things, but I really had to kind of like look inwards and decide, do I want to be, as the person who I ended up hiring who's wonderful, a house of brands or a branded house?
18:54And that was the question she posed to me. And I had to think about how I wanted to answer that. And so I think probably with the lead up to the book and then seeing the level of brands that were coming to want to work with me, I mean, I kept calling my husband at work saying, guess who just DM'd me? I mean, it was like, you know, there's part imposter syndrome. I mean, And that's the truth, right? And then the other part is, I think I can do something great with this brand. And I know we're going to talk about the brand that I did decide to work with, that I have something coming out with around the time of my book.
19:29But I didn't want to do it unless I knew we could do it and have it be great. And so I think, you know, I've now have a team of people I work with. And I have publicists. And I have my publisher. And I have a brand manager. And I have someone who helps me with my social media. So I think as the team formed, it became very clear to me that there is a brand emerging. And that brand to me is sort of based in the idea that I am hopeful that I can provide sort of beautiful things for every day, everyday living. That's what I'm after. That's how I want to live my life. That's the idea that I want to put out there and continue to just be authentic and transparent.
20:14parent. That's what this is rooted in. And as long as I stay true to that, I think things will be great.
20:20Annie Meyers-Shyer:So you discovered, no, no, I don't want to be an interior designer. No, I don't. I see that path. I see that path and that is not. Also, I don't know how. I don't know how to, I don't, I wouldn't know how to do that. But so, but so tell me what this is that you are becoming instead. it. So I think the beauty of this time that we're in now is that it is actually great to be many things and be a multi-hyphenate, which I already am in my name, but it's to actually be a multi-hyphenate. And so I am doing many different things. I do one-on-one consultations. I have a line, which is coming out with Target, which is unbelievable.
21:02And I'll tell you how that happened, speaking of a DM, but I've got my book, which is coming out. I'm going on a press tour with my book, you know, all around the country. So it's becoming many things and building this brand is something that I think about every day, every single day. And I think, what do my followers want? What does the end user want for me? And how can I deliver for them? That's what I'm constantly thinking. I see, I can see the clicks. I can see the traction. I know what they're after. And so now it's my job to deliver them something wonderful.
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21:37Annie Meyers-Shyer:And so they're after your guidance, your wisdom, your taste and style sensibility? Maybe D, all of the above. Okay. Maybe. Yeah. Yeah. I get it. I think so. And I bet they just want to hang out with you. I bet they just want to be your friend too, right? I'm sure a lot of people are just like, she's fun. Let's just stay here. I think we all have that person in our life. I know who my person is, that you go to with a question that you know you can trust their advice, that they're going to give you a real answer, right? I did that throughout my entire house process with my mom. I would show up at her house and say, do you like this?
22:17What do you think of this? And so I am that for a lot of people, right? I am that person that they can trust that's going to give them an authentic answer. I'm also somebody who believes in high-low. And yes, I have a light fixture from Jam in my house, and I also have coasters from Target. I love good design. I don't care the price. The bones of something are what matters to me. The beauty is in the design, not in the price. So I think that you'd have to ask them what they're after, but I think it's maybe a little bit of D all of the above, maybe. Yeah.
22:53Annie Meyers-Shyer:No, no, it makes sense. And And let's tell people the fun story of how the target collaboration happens because they took a big chance, right? They sure did. So I do, as I mentioned, I do these Friday weekly AMAs, and somebody wrote in, who is your dream collaborator? And I put the bullseye, the target symbol, as an answer. And I was going through my DMs. I really try to answer every DM. And somebody wrote, peep my bio. And so I looked at the bio and it said something like SVP merchandising, I don't know, Target. And I was like, oh my God. So I wrote, hi. And he wrote back, let's get on a Zoom.
23:33And I said, okay, let's get on a Zoom. And we Zoomed. And they shared with me on that Zoom that Target had planted that question, which is amazing and fortuitous and risky maybe. I could have written something else. And we got on a Zoom and right away we started talking about what could this look like and could it come out at the same time as the book and how can we sort of not rush things, but really make sure that we're thoughtful about what the collection is going to be. And in the process of designing the collection and getting the samples and Zooming with them and seeing the sizes and seeing the iterations and seeing how something changed, getting the samples, you know, delivered by DHL and ripping those packages open, my pilot light was, it was no longer a pilot light.
24:17Like we were engulfed in flames. I was like, I was lit up from the inside. I was so excited. I don't think I've ever really felt as much sort of creative exhilaration as I did in that process. Because when you're doing your house, from the time you pick the sample to the time the sofa arrives, a lot of life's been lived. It could be years. This was so immediate. We'd look at a vase and I'd say, can we have a bit of a thicker lip on it? And then in two hours, you'd have a cad where the lip is a little bit thicker. It was just so exciting and fun. They were an amazing partner. They were super collaborative, really open to my ideas.
24:55And I have a lot of ideas and a lot of things that I think, this is how we can make this better. Here's how we could use it. and I was very, very, very maybe bullish about shooting this in my house. I felt very strongly that I wanted my audience to see how I was going to use these products. And they agreed and we had an amazing shoot here at my house. But I think it's really important if it's going to be my brand at Target, I think people want to see it here and see how I'm using it. And in this first meeting I had with them. I said, we have to do hurricanes. I really, I love hurricanes. I use them constantly.
25:32And they said, okay, great. What else do you want? I said, I constantly ask by people for a great throw. Let's design a great throw together. And so they were very open to whatever I wanted this collection to be. It's a small collection. It's tight. It's very curated. It's going to live on an end cap at Target stores, but I'm very proud of it. And I think that when people see it, they will be really pleasantly surprised at the price point and the level of design that the collection displays, really.
26:03Annie Meyers-Shyer:I mean, I want to talk now about, so, okay, so here you are. Yep. You're right. You have this big old brand and you're about to go off on this big book tour and you're going to be shaking hands, kissing babies, meeting lots of new people. People are going to be all excited. And listen, so many people today, designers, but the world, trying to figure out, okay, what's my social media presence? And this demand that Instagram and Reels is making about need that video content, need to be on camera. It's a tough one. Yeah, it's a tough one. Right? It's been tough for me. It's been tough for me. I'm a private person.
26:50I've had a lot of success on Instagram with basically never showing my face. And it's been great. I've really loved it. But I've had the push where they really do want me to show my face and do more of that. I promise you that as soon as this book tour stuff wraps up, you will not see this mug on Instagram again. My biggest piece of advice to anybody with their social media, and this is probably the wrong advice, but it is my personal advice, which is just do what feels right. I don't think you have to worry about what everybody else is doing. I think do what feels right. Figure out what your niche is and figure out what's proprietary to you.
27:30What can you share that somebody else can't share and figure out how to do that authentically. Don't get excited by the gifting or the affiliate numbers. When I want to post something on Instagram, if there's an affiliate with it, wonderful. I don't ever choose something because of that. I choose it because I love the item. And that trust that I have built is everything to me. So I would say give away information for free if you're interested in doing that and just stay authentic and your people will find you. I think that's the best advice I could give is be authentic. I do not like being on camera.
28:08I'm so uncomfortable with it. Just today I had a meeting with someone and they asked me to record a video and it was like a gut punch. I don't want to. I don't want to. Please don't make me. I think some people love it and God bless. I'd love to be one of those people. That's not me.
28:25Annie Meyers-Shyer:Well, exactly. And listen, and some people can do it really well. Absolutely. Right? And they're a natural and how wonderful. But for the many that are struggling with it, I think it's just fine. Yeah. I think it's just fine. Yeah. I also don't really know how to put together a reel. So there's that. Like I just don't. Yeah, there's that part. You know, like I just don't. I do what I know how to do. And I think it's just fine. I think it's just fine. Also, you can't always be trying to keep up, you know? I think I just, I stick to the thing that I know that I'm doing, and I'm just going to keep on keeping on.
29:02Moving towards what's warm, doing what feels authentic, keeping that train on the track, And I think I'm really happy about where that's going.
29:12Annie Meyers-Shyer:And to that point, and I so appreciate that, you did discover there is this revenue machine over here. And these affiliate links and ShopMy. It's unbelievable. All of that, right? And so what did you learn about how to navigate that process beyond staying true to yourself and showing things that are real. But what did you, how did you figure a lot out that you have? Well, ShopMy is very intuitive, I will say. So there are other affiliate networks that I'm sure I should be on, but ShopMy is an app and a website, and it's unbelievably intuitive. I am not someone who should work at the Genius Bar, you know?
29:59I just, I am doing my best, but I am very clear on how to use ShopMy. I'm sure there are ways I could do it even better. But I love the platform. I think it is unbelievable. I think it is going to just continue to grow. I mean, I think it's already valued at something insane. And I think it's going to continue to be that because it's so easy for those of us to use who are shoppers, but also creators. And I think that they make it very easy for you. And they continue to constantly make it easy for you. So they have these updates that come constantly. The latest one is no matter where you're surfing on the internet, if you're on any website, a bubble basically pops up and tells you what the commission link can be for that item.
30:47Annie Meyers-Shyer:I mean, it's incredible. And all of a sudden you're like, huh, I could share those shoes and make 17 % of that sale. So they're very smart. I have somebody who's dedicated to my account because I am a big earner for them. And so I have a relationship with them. They cultivate that relationship. They constantly are sending me my analytics and my facts. And they tell me very interesting things about my audience. What are the things that are really appealing to them? And who knew I sold that many pajamas? I had no idea. And so yes, the being authentic is important. I continue to do that. And the creator economy is enormous.
31:27And I am very happy to be a part of that universe, but I'm a very tiny part. And I am very grateful, honestly, to platforms like ShopMai that do make it intuitive and easy for those of us who are, you know, at this age trying
31:41Annie Meyers-Shyer:to figure out how to copy and paste a link. But I mean, look at you. I mean, you say you're not going to be working at the Genius Bar anytime soon. But you obviously have a great deal that you could tell people about how to grow a tremendous following on Instagram, which is also something that people are trying to figure out and so eager to do because they imagine there is this wealth and success to be had on the other side of that. There is. There absolutely is. I mean, it's endless, I think, really, what the possibilities are. And by the way, I'm sure I could be doing it even better. But again, going back to those sort of pillars that I listen to.
32:23If you're on camera more, Annie.
32:25Annie Meyers-Shyer:I know. I know. But here's the thing. People are so, I said this earlier, but people are so savvy. As soon as I am out here telling people, you know, oh, this is my favorite grass seed and here's why I use this. You're going to know. Scott's Miracle-Gro is absolutely the best fertilizer I've ever used. Then I have jumped the shark. People will know. And so I think I'd much rather post a dog collar like I did this past week from a beautiful store in New Jersey. We sold out. They wrote me. They said, you did unbelievable business for me this weekend. Thank you so much. That's more meaningful to me.
33:06I can sell apparently a lot of land's end sheets, which had a wonderful commission attached to it. But I'm equally excited when I can sell out something from an Etsy seller or a creator or highlight an artist. I mean, those are the things that really excite me. And I get DMs all the time. We've never gotten more followers in a day. Thank you for highlighting me as an artist. I find that to be really exciting. So yes, the creator economy is amazing. I am constantly learning. Shopmai is constantly evolving. I think it's an unbelievable platform. Absolutely unbelievable. I'm so happy to be on it and be a part of that universe.
33:45And I'm also equally excited about highlighting the craftsmen that I discover from my travels, from being online, and small businesses. It's hugely exciting for me.
33:58Annie Meyers-Shyer:Well, and that's an incredible power to have and a gift to be able to give someone, to elevate them, to lift. Absolutely. Yes. And I love that. And I think that helping artists to become discovered or shining a light. The greatest feeling on a small store. Yeah, we did a pre-sale for my book, a signed copy. And we decided to do it with a small independent retailer. And they wrote me recently and said, you have no idea what you've done for our summer business. I mean, it's just great. I love bookstores. I love independent retailers. And that feels really good. It feels good to be able to illuminate somebody's business and help them.
34:38And it's wonderful. And if I can continue to do stuff like that, that's a win for me, without a doubt.
34:49Annie Meyers-Shyer:We're taking a quick break to remind you about Lalloy. Great design deserves to be seen, and the story behind it deserves to be heard. Lalloy is now accepting entries for Best in Design, Live at High Point Market, a new competition celebrating the vision, creative problem-solving, and transformative work of professional interior designers. Four finalists will be selected to take the stage at High Point Market and present a completed project before acclaimed designers Amber Lewis, Jeremiah Brent, and Gene Stouffer. It's an opportunity to share not only the finished space, but the ideas, decisions, and details that brought it to life.
35:33Annie Meyers-Shyer:Each finalist will receive$2 ,000 and the overall winner will receive an additional$10 ,000. Entries are open now through September 17th. Follow Lalloy for more information. And now, back to the show.
35:53Annie Meyers-Shyer:Take me back to when you first started to think about the renovation process and who you wanted to work with and how you thought about it. Many will assume that your family had given you some magical DNA because homes are such a huge part of Nancy Meyer films. Yeah. And right. Well, maybe there's probably some part of that that's true. Okay. You know, again, think if you grew up with dentists, you know a lot about dentistry. I don't think I've ever thought of that until today. But yes, I think in some way by osmosis growing up in the home I grew up with on the sets I was a part of. And just also, you know, being at the dinner table with my mom, she's up and down adjusting the lights four times, you know, it's just the way her brain works.
36:43And I'm lucky enough to sort of have maybe a little bit of that. So when we began the process, I knew that I wanted to work with people who were smarter and better than me in their field. And so I hooked up with a guy named Brian Covington, who had spent a couple of decades working at Ferguson and Shamanian. and he had been their LA guy for a long time. And he also moved out here during the pandemic and just decided to stay. And he needed an architect of record. And so we hooked him up with a woman named Karen Putman, who was wonderful. And the two of them were the architects of our house. When I had this meeting with Brian and he showed me these sketches, it illuminated the possibilities for me.
37:26And so he was my first hire and such a wonderful hire. And then I knew that I'd want to be very involved in the design process. My mom has worked with Mark Sykes on her house, and I felt like I needed somebody who maybe at the time had less work under their belt, someone who would be really open. Not that Mark wouldn't have been open, but he does such major projects and such incredible things. He's a busy guy.
37:55Annie Meyers-Shyer:He's a busy guy. It's easy to imagine that He wouldn't, you know. Yeah. By the way, I love Mark. And the origin story of how my mom and Mark met was, we ran into him on a street once. And it's a wonderful story for another time. It's in the forward of his book. But a girlfriend of mine, a stylist named Jamie Mizrahi, had just done a house in Montecito. And what was so great about the house in Montecito, she worked with Mike Moser. And what was so great about that house was that it looked like Jamie. It didn't look like, oh, this is so obviously so-and-so. And I believe that that is the magic of Mike.
38:28He figures out what your style is and what you want. And my house doesn't look like Jamie's house. And our houses don't look like Mike's house. And they don't look like the cool apartment in New York that was just an architectural digest that he did. They all look and represent the owner of the house. So he has this sort of like magical way of extracting what is it that you are going to love. And then he helps it come to life. and when we first started working together, he was definitely, you know, hadn't had his house on the cover of El Decor and been featured this much and I thought that he was such a nice person that I thought this is going to be a great fit and such a nice person and I've said this before, as talented as you want the people you work with to be, which you do, you are going to speak to these people so often and have so many meetings that working with nice people is so valuable.
39:26When you see your contractor's name on your phone, you don't want your heart to sink. You want to pick up and say, hey, what's up? What's going on? Tell me what's good today. What's happening? You want to have good relationships with these people. So I think the fact that Mike is as nice as he is and as talented as he is, I think he will go as far as possible in this world.
39:47Annie Meyers-Shyer:Well, and to your point, It's thrilling to see all the things that are happening for him now. Yes, absolutely. Yes, yes, yes. Amazing. Very exciting. And so I'm delighted to hear that he's such a good guy and obviously very, very talented. I'm curious, Annie, in the process, because you do go deep and you do learn about all of these resources and the differences in price and quality and everything. and it seems like that part of this process became really engaging for you. It seems like this just started to light you up, getting back to that pilot light that was still burning, right? You just seemed to, here you go.
40:33I don't know how many times in my life I'll have an opportunity like this. And a lot of people, I don't think, enjoy this kind of stuff. I loved it. I was so excited by it. I found it fun. I found it interesting. I was doing the research. I was really enjoying it. And nothing feels better than landing at the decision that you feel good about. So I was very happy and excited to do the deep dive. And then furthermore, really excited to share what I learned. There was like an outlet. There was somewhere I could share it then at the end of the journey of, okay, so I have found the greatest subway tile.
41:10Here it is. You know, I've done my due diligence. And now here it is. And I'm ready to share it.
41:15Annie Meyers-Shyer:Well, and as you were talking about earlier, these Friday AMAs with people diving in and asking you all sorts of things, again, you started to get a sense that there was this group regularly showing up who was just so eager to hear, right? And one of the things that I found interesting is they didn't just want to know what the rug was. They wanted to know how far away from the wall should the rug be, right? They wanted to understand the why. Yes, they wanted the link, but they really wanted to understand the why. Or how do you mix antiques? And I think there's a feeling that certain homes have, and people really want to understand how to do it for themselves.
41:55And I think, again, for a long time, that information wasn't readily available. And I do see a bit of a democratization of design happening. I see people sharing more sources. I don't claim to be the person who started it, but I definitely see sub stacks of amazing designers. I saw Jake Arnold started one this week. I know the Studio McGrath women have one. They're sharing sources. They're explaining why they're using paint choices. I think that stuff's really interesting and for a long time not available to the common public. That was really held for people who hired a designer. And I think it's interesting that people are starting to share that information.
42:37Annie Meyers-Shyer:Well, and we'll see if institutions crumble as a result of it all. But I mean, it's, I mean, listen, there are people who feel that this is the value. And you and I have talked about this. Without a doubt. Right? This is the value of what I bring. I have these resources. And you talked about how you weren't going to share resources that weren't. I never. I have never shared a resource that Mike found on my Instagram. That's not my business. That's his business and his proprietary information. And by the way, I totally understand why people don't share. I just find it interesting that people are starting to share.
43:14And I also think you can share some things to explain the why of how you got to something, which will help other people. And I don't think you need to say that this chair is from whatever showroom, if you want to keep that information. I have the utmost respect for designers, truly. I've only shared the things that I sourced or I found my journey, my experience. That's my story to tell. I don't think it's my business to share Mike's proprietary information, although I'm sure he would be open to it. It's just not something I've ever done.
43:46Annie Meyers-Shyer:Yeah. No, no, no. Same here. Same here. And And I, again, people are going to be so thrilled when they get the book and see how detailed it is. Yeah. Right? And how much you have shared. And it's all there for people who want to understand this process so much better. You've done the homework for so many. I have. Yes. For sure. I mean, the book has all the things I wish that I had known, right? When I was starting. All the things. What size can lights we should use or, you know, what's the right paint finish for woodwork versus the wall? You know, my mom has worked with a paint consultant for years and he's brilliant.
44:28And I met with him and I met with the Farrow and Ball consultants and I did my due diligence and I figured out what I think is the right paint finish for woodwork. That's my opinion, but that's there now. It took a long time for me to get there, but I'm really happy that it's all sort of in one place now in the book.
44:44Annie Meyers-Shyer:Can your mom turn this whole story into a rom-com? That's the question. I mean, Kenneth. So she's making one right now, and it's not about this. And she's almost done shooting. So I don't think she's going to do another one right away. Okay. But I can tell her you thought so. Well, I just, I think she's probably incredibly proud of you and what she's been able to do. Yes? She is, without a doubt. She wrote the foreword to the book. And she's very proud. and I'm thrilled. Yeah, she is for sure. And it sounds like this is a surprise to nobody in your world that you were able to do this. Yes. I would say that that, Dennis, is a correct statement.
45:33And to be honest, on some level, I don't think it's really a surprise to me either. Not that I've created this, but that there was something left inside for me to do. I definitely felt that. I wasn't sure what it was going to be.
45:44Annie Meyers-Shyer:left inside for me to do. No, but like I was, I was, I mean, this is, this is a second life. This is a second life. Well, and, and, and how tremendous that you've been given that, that second life. So the, the, the book is coming out September 15th. The collection is out at Target, right? I think it's September 13th. Everyone's going to, by the time this drops, everyone's going to be able to, to, to jump in, in a, in a big way. You're traveling the country. You're going to learn even more about how all of that feels for you. And then who knows where this goes? Well, I know, but I can't say it, but I do know.
46:24It's going to keep going. The train has left the station. We're on our way.
46:29Annie Meyers-Shyer:The train's left the station. It has. I have to say, Dennis, you know, as someone who has been in a sort of a rapid entry into this business, I love your podcast. I said this to you earlier, but I love it. I think it's so informative and interesting and I've learned so much. And I'm just so happy that something like this exists. And now the fact that I'm on it feels very full circle. I listened to you in the middle of the night. I have been listening for years and years and I just think our industry is lucky to have you. So I'm very grateful to be here. I mean that truly. Oh, well, that's very kind of you.
47:06Annie Meyers-Shyer:And I am thrilled to get to spend time with you You and I am so excited for everything that is happening for you. I really am. And it is well-deserved. And as I say, even if you didn't have those famous folks of yours, that you built this all on your own. Thank you. And I commend you for that. And I can't wait. I've been through the digital copy to the book. I can't wait for the hard copy to arrive. We will get you one. And I can't wait to see other big things that are happening for you. And I hope that you'll come back in the future and tell me what's next. I would love it. Thank you. Thank you for having me.
47:48Annie Meyers-Shyer:Thanks for listening. If you'd like to keep up with the latest design industry news, visit us online at businessofhome.com, where you can sign up for our newsletter, browse job listings, and join our BOH Insider community for access to online workshops, a free print subscription, and much more. If you have a note for the podcast, drop us a line at podcast at businessofhome.com. If you're enjoying these conversations, please leave us a review on Apple Podcasts. It helps others to discover the show. This show was produced by Fred Nikolaos and edited by Michael Castaneda. I'm Dennis Scully. Thanks again for listening, and I'll see you next week.
48:35Thank you.
From the publisher
Annie Meyers-Shyer is the multihyphenate creator behind the popular Instagram account turned home brand This Oak House. The daughter of legendary filmmakers Nancy Meyers and the late Charles Shyer, Annie grew up in a famously creative household, surrounded by the movies, interiors and storytelling that have become part of our cultural vocabulary.
After documenting the renovation of an historic family home in Los Angeles, Annie found a much larger audience and began building a brand of her own, culminating in a forthcoming book about the process and a new collection of home accessories with Target.
On this episode Annie speaks with host Dennis Scully about what it was like growing up with two celebrated filmmakers as parents, how she curates her social media account while trying to keep it authentic, and where she goes from here.
This episode is sponsored by Loloi and Resource Furniture
LINKS
Annie Meyers-Shyer
This Oak House
Dennis Scully
Business of Home