While home furnishings retailers across the country bemoan current macro-economic conditions, few regions have been as hard hit as South Florida. So, it might come as a surprise to learn that a Miami-based lifestyle store is actually having a record year.

“It takes thinking smart and implementing smarter to stay ahead in the market,” says Stephanie Jourdan, owner of MIYO Home, a Miami home accents boutique that recently eclipsed last year’s sales and this year’s expectations. “You can’t wait around and lament others’ misfortunes. You have to go out and find your next market now, and that’s what we did.”

MIYO (pronounced MEE-yo) accomplished it through strong branding, positioning and direct sales.

The eclectic shop, located between Midtown Miami and the Design District on 36th Street, partnered with Cre8tiv Juice Group, a multi-disciplinary design firm that specializes in strategic branding programs that define and substantiate its clients’ positions in the marketplace. The firm set about developing a multi-faceted campaign that positioned MIYO’s home accents as accessible products without downgrading the brand.

“The idea was that consumers are really hurting from the economy right now,” says Mauricio Giammattei, owner with Kevin Kelsick, of Cre8tiv Juice Group. “People want simple, accessible pleasures rather than extravagant expenditures at the moment. They want value.”

To address that need for value, MIYO Home looked to maximize the reach of their messages through smart, targeted buys and web components. Also, rather than hopping on the bandwagon of trying to make another viral YouTube video, they chose to invest in the right mix of media to reach their customer base with a targeted, added-value message.

Another trend MIYO Home avoided was referencing high gas prices and the economic downturn in an effort to advertise affordability. Instead, they chose to convey the joy and satisfaction that their products deliver. This kept the messaging positive, upbeat and focused on value.

“Our philosophy is to be trendsetters, not followers,” Jourdan says. “Our products and strategies are designed to inspire leadership.”

The campaign took MIYO Home from being a local Miami furniture store to accessing a national customer base. They are finding their customers are not just from Miami, but other areas of Florida, California and New York, among other places. The retailer is attracting and meeting this national demand through direct email campaigns and electronic catalogs. To see more of what MIYO is about, visit www.miyohome.com.