Curated. By Justinieriors

In May, local interior designer Justin Brown opened the doors to curated., a home goods store in the Village of Webster. The shop offers a wide variety of new and vintage goods, including decorative accents, furniture, kitchen & dining wares, lighting, personal accessories, and gifts.

We sat down with him to learn more about the new space and his vision for the future.

Congratulations on the store! What led you here? It’s been a natural evolution. I spent most of the 2010s working in New York City showrooms and relocated to Rochester in 2018, where I spent several years working at Windsor Cottage. I also had a space in a local co-op, and this shop is the next iteration of that journey and brand. I’ve always wanted to open a store, so it’s a dream come true.

How would you describe the esthetic? Sophisticated, but warm and accessible. And it’s very eclectic, which is where the name curated. comes from. I love bringing together beautiful pieces from a wide variety of sources to help people create unique spaces.

What do you mean when you say “unique spaces?” Well, right now the home décor market is dominated by big box stores, national chains, and large online retailers. That’s not necessarily a bad thing, but homes can start to look generic and lack personality. If you want something different, you have to go local. That’s where you get those beautiful one-of-a-kind finds that tell a story. Those are the pieces that your friends will admire and ask about when you’re hosting a dinner.

The shop offers new and vintage pieces – why did you decide to go that route? Layering all of it together helps create rich textures and adds warmth. I know that mixing and matching can feel daunting for some people, but it doesn’t have to.

I often say, “the first rule of design is to love what you own” because, when you do, chances are that things will organically look cohesive. And, obviously, you’ll love how the space makes you feel, which is as important as anything in design.

How has the reception been thus far? It’s been wonderful. I’m learning names, people are introducing the space to friends—it feels like a real community.

What’s ahead for autumn? I love fall because it’s a time when people get reacquainted with their homes after spending summer enjoying the weather. People are also really motivated to do home improvements and spruce things up, maybe because we associate the season with going back to school. We’ll be here as folks revisit their spaces and are looking for pieces to enhance their home. And, of course, I love fall decorations, and the shop will be fully outfitted for the season.

What’s your ultimate goal for curated.? That’s a big question! At the end of the day, I want a space where homeowners and design enthusiasts can come to find beautiful pieces to surround themselves with. There is nothing better than seeing a smile on people’s faces as they walk out of the shop with something they love. Actually, the only thing that may be better is when they send a photo of that new piece in their home or post it on social media!