A Handles-and-Knobs Start-up by Sight Unseen’s Monica Khemsurov

Monica Khemsurov, co-founder of the design platform Sight Unseen and a contributing editor at T magazine, has launched Petra, an online retail concept specializing in designer home hardware. Known in the New York design community for her discerning taste and extensive network, Khemsurov transitioned from journalism to focus on promoting designers and their work. After establishing Sight Unseen in 2009 with Jill Singer, which creates original design content and facilitates sales and exhibitions, and later the online smoking-paraphernalia shop Tetra, Khemsurov identified a new niche in the design market: high-end, artistic hardware. The inspiration for Petra arose from observing a gap in the market. While there was a burgeoning interest in customized hardware projects on platforms like Instagram, and interior designers often sought unique door handles and cabinet knobs, product designers faced challenges in reaching this demand. Khemsurov recognized that hardware offered a practical solution to connect designers with a broader audience without the logistical complexities and costs associated with larger furniture pieces. The market for smoking accessories, which Tetra addressed, had become saturated, prompting her to seek another avenue for design accessibility. Petra's debut collection showcases a wide array of styles, featuring 27 designers and brands, including both emerging talents and established names. The product range encompasses diverse aesthetics, from retro and sleek-contemporary to surrealist. Notable pieces include Nathaniel Wojtalik’s Delos Appliance Pull, which offers a Greco-Deco aesthetic; Chris Wolston’s bronze Spider Knob, described as a unique boudoir ornament; and shell-spackled switch plates from Frank Traynor’s Perfect Nothing Catalog, designed to add a touch of marine life. Khemsurov also highlights vintage reproductions from Spanish brand BC Barcelona, including historical door fixtures by Salvador Dalí and Antoni Gaudí, some of which can be found in Gaudí’s original buildings. The pricing strategy for Petra aims to make designer hardware more accessible, offering options that range from economical to high-end. Khemsurov emphasizes the concept of hardware as a 'little artisanal moment' that can be easily changed, appealing to individuals, particularly renters in cities like New York, who seek to customize their living spaces without significant investment or permanent alterations. This approach provides a low-cost, low-effort method for achieving a bespoke look in an apartment. Looking ahead, Khemsurov envisions expanding Petra to include a physical showroom and eventually her own branded hardware collection. She also plans to incorporate unique, 'oddball' pieces that reflect her distinct sense of discernment. Her approach to inspiration is broad, noting that ideas can come from unexpected places, such as the brass door handles featured in the television show 'Melrose Place,' which she expresses a desire to reproduce. Petra represents Khemsurov's continued effort to bridge the gap between talented designers and a wider audience, offering a curated selection of functional art for the home. #DesignMonth #MonicaKhemsurov #PetraHardware #HomeHardware #DesignerHardware #InteriorDesign #SightUnseen #ProductDesign #HomeAccessories #DesignMonth #MonicaKhemsurov #PetraHardware #HomeHardware #DesignerHardware #InteriorDesign #SightUnseen #ProductDesign #HomeAccessories

18 months ago

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