In 2011 Roxy Te Owens founded Society Social, the next generation e-commerce furniture brand that rose to prominence on Instagram. Roxy predated the direct-to-consumer movement and offered all the customization usually reserved for designers - color matching in any Sherwin Williams or Benjamin Moore finish at their North Carolina factory for grasscloth furniture pieces as well as custom tape trim, tassels, customer's own material, contrast piping and fringe to anyone ordering upholstery. Society Social is also known for their classic bar-carts, colored grasscloth furniture, and rattan pieces. Roxy is a decorator in her own right, having appeared on national TV and hosted her own pilot "Carolina Reno" for HGTV. She has been featured in the press for her holiday cocktail recipes, bar-cart styling and fun colorful decorations. This fall she opened her first flagship store in Charlotte, North Carolina, and this spring Roxy debuted her first designer furniture collaboration with Ariel Okin. The collaborative collection marries traditional design with stylish and affordable customization options for the next generation.