Live case · Coffee Table Diaries
Coffee Table Diaries is the interior and lifestyle brand of Valawa's founder. From mid June we grow it exactly the way we grow our clients' brands — and unlike our client cases, this one publishes everything with the name on it. The good weeks and the slow ones.
The brand
Coffee Table Diaries curates interior and lifestyle pieces for people who care what sits on their table — like the Alura candle in sand, the quiet bestseller. It grew the slow way: a community of 140K on Instagram and more than 10,000 customers, built on honest recommendations.
Which makes it the perfect test: a real brand, with a real community and real stakes. If our way of working builds creator revenue here, you'll see every step of how.
Visit coffeetablediaries.comThe scoreboard
No head start, no hidden warm-up. Everything that appears on this board from here on is our own work, done in public.
Active creators
first outreach starts ~June 17
Creator-driven orders
counted from the first tracked sale
Organic revenue
every euro tracked to a creator
last updated · June 11, 2026 · day 0 — updated with every milestone
The journey
This timeline fills in as it happens — dates and numbers get added the moment each stage is real, never before.
Day 0 · June 11, 2026 — now
This page is live before a single creator has been contacted. The scoreboard reads zero across the board, on purpose: whatever you see grow from here is the work itself, not a polished retrospective.
~June 17 · upcoming
Coffee Table Diaries starts like any client would: we design the split between commission, product and deliverables, set the tone of voice, and the first creators get recruited.
Upcoming
We map the interior and lifestyle creator landscape and build the first shortlist. We'll publish how many we considered and how many made the cut.
Upcoming
First messages go out. We'll share reply rates — including the awkward early ones, if that's what they are.
Upcoming
Terms agreed, candles out the door. The interest-to-shipment clock starts ticking and gets published.
Upcoming
The zeros above start moving. From that point the scoreboard updates with every milestone — creators, orders, revenue, with the brand name on every number.
Why we dare
Our client results are real, but the brands stay unnamed — and we understand if that makes you squint. So we're removing the squint: our own brand, grown the same way, with nothing edited out.
If our approach works, you'll watch it work. If a stage stalls, you'll see that too — what stalled, and what we changed. We can afford that level of transparency for one simple reason: we do this for client brands every day. Putting our own on the line isn't a leap. It's the obvious next move.
Send one email and we'll keep you posted at every milestone — first shortlist, first deal, first tracked order. No schedule, no fluff: a short update when something real happens.