People often assume a business has to be loud to be seen. But some of the most meaningful decisions happen behind the scenes, when no one is watching—when a founder sets a limit, draws a line, or simply chooses not to push. That quieter judgment call often defines the shape of a business more than any big launch or public milestone. For Melanie Kalfaian, this kind of restraint has become a daily practice. After relocating from Argentina to the UK just before the pandemic, she gave herself a full year to rethink what she wanted to build next. Her new company, What A Host, wasn’t meant to be grand—it started as a tablescapes brand. But once she saw that customers were buying it for the homeware, not the wine, she quietly stripped away the bundle and started over. Every decision since has followed the same logic: make something people want, keep it manageable, and don’t overspend.

“I built this with my own money, and I don’t want to waste it.”

What A Host launched in 2021 and now sells around 250 home accessories, from brass candle holders to cutlery and marble trays. All products are designed by Melanie and produced in India by small family-run factories. Her reason for choosing India over China was simple: "I wanted to know who was behind each product. And I needed people who would take a small client seriously." Working directly with these makers gives her the freedom to customize, test, and gradually grow her collections—something she says wouldn’t have been possible using off-the-shelf catalog items. Product development is slow by design: each new line takes 6–8 months from sketch to shipment.

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The business is on track to double revenue in 2025. Melanie says the company broke even early and has been profitable since. “Even last year, I was surprised. We ended up being positive,” she says. Right now, about 90% of revenue is direct-to-consumer, with the remainder coming from hospitality clients like hotels and restaurants. Melanie is in talks with major retailers but isn’t betting the business on wholesale. “We run at very low cost,” she says. “We don’t need to sell that much to be profitable, and I’m proud of that.”

“I tried a paid agency at an early stage. It failed. I won’t do that again”

In the early days, Melanie wore every hat—design, customer service, order fulfillment. “I was going around on my bike, delivering packages myself,” she says. Once the business grew, she outsourced logistics and now uses a third-party fulfillment partner. Her small team includes a part-time SEO hire, a PR freelancer, and a commission-based affiliate agency. She manages strategy and operations herself.

Her marketing approach is split between paid and organic. Only Google Shopping ads have delivered consistent results; Pinterest, Meta, and influencer content flopped. “We made mistakes,” she says. “But I’d rather experiment slowly than burn money.” Email is a growing focus. She uses Klaviyo to build automated flows, retarget visitors, and announce new collections. SEO and affiliate partnerships are another core bet. Melanie measures everything. “We’re numbers-driven. We don’t just try things—we track and decide.”

Still, she’s honest about the complexity of the business. “It’s a lot—many SKUs, lots of fragile products, and a supply chain that isn’t easy to manage,” she says. “But through making mistakes, I’ve come to understand it deeply.” That complexity has become a strength: “It raises the barrier to entry. It’s part of what makes us harder to copy—and that puts us in a stronger position long term.”

She’s not chasing shortcuts. She’s building something lasting—on purpose.

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