Design, history and the thrill of the find – behind the scenes at Curiouz
Having just launched in June this year, Curiouz is a disruptive new platform for vintage and classic furniture, with the aim of transforming how interior designers and enthusiasts source timeless pieces. Curiouz combines cutting-edge AI authentication, smart logistics, and a community-first model, to offer a highly curated and sustainable alternative to mass-market furniture sites. In an industry where sourcing unique, high-quality vintage furniture can be a challenge, Curiouz has created a solution that not only redefines the process, but makes it more efficient, transparent, and sustainable. At the core of Curiouz’s business model is a commitment to sustainability and a circular economy because, by bringing more sustainable options to the forefront, Curiouz empowers designers to make impactful choices without sacrificing style or personality. The Luxury Channel sat down with founder and CEO Barbara Neto to find out more….
You’ve described Curiouz as a response to the “fast furniture” crisis – can you tell us about the moment that sparked your decision to launch the platform?
After over a decade working in the design world first, in luxury furniture, before setting up my own interior design studio, I noticed recurring issues in the industry that needed addressing. I was constantly frustrated by how hard it was to source vintage pieces at scale, with confidence in their authenticity. I’d spend hours searching across fragmented platforms, often without transparency or proper logistics. At the same time, I increasingly saw more “fast furniture” entering homes, pieces that looked beautiful but weren’t made to last. The tipping point came when I realised the problem wasn’t lack of demand, but lack of infrastructure. Curiouz was born from that gap: a way to make timeless design more accessible, scalable, and sustainable.
Curiouz champions craftsmanship, authenticity, and longevity, but how would you define authenticity in today’s interiors market, and why do you think it’s become so rare?
To me, authenticity means intention; a piece with a story, a maker, and a reason to exist beyond trend. It’s rare today because the market is flooded with mass-produced items that mimic style without substance. Authenticity requires time, craft, and a level of imperfection that feels human. At Curiouz, we seek out those objects that hold memory, quality, and soul. Pieces that you don’t just buy, but keep.
What were some of the biggest challenges you faced translating a design-led, values-driven vision into a commercially scalable tech platform, and how did you overcome them?
The biggest challenge was staying true to the curatorial heart of Curiouz while building tech that could scale. Most platforms prioritise volume; we prioritise value. So, we had to be selective with sellers, pieces, and even our roadmap. We’re not chasing quantity. Instead, we focused on tech that enhances quality: AI verification, smart logistics, and tools that simplify the resale process for professionals. Building trust at scale is hard, but possible, and I believe it starts with curation and transparency.
As an LVMH-trained designer turned founder, how has your background shaped the way you lead and make decisions, from product curation to company culture?
The LVMH experience taught me to value excellence, detail, and storytelling. But it also showed me the power of emotion in design; how the right piece can transport you, anchor you, even define you. To Curiouz I bring that same mindset: every decision, from how we present a product to how we build our team, is driven by narrative, craft, and care. I’m also fiercely protective of culture. I want our company to reflect the same beauty and integrity we promote in our pieces.
Curiouz has already gained strong momentum, despite its recent launch, but what have you found most surprising or exciting about the market’s response so far?
Honestly, how ready people are. Both trade professionals and private collectors have responded with such excitement, as if they’d been waiting for this kind of platform. Many have told us that they’re pleased that someone is doing this right. That immediate resonance, especially in a niche like high-end vintage, has been incredibly motivating.
You’ve built a curated network of over 500 vetted vintage sellers across Europe – what’s your approach to sourcing, and how do you ensure quality, provenance, and alignment with your values at scale?
We vet every seller personally, starting with a deep dive into their inventory, story, and sourcing habits. We look for passion, connoisseurship, and transparency. It’s not about having hundreds of listings; it’s about having the right pieces from people who know and love what they’re selling. We’re also developing tools to streamline provenance documentation and pricing logic, without losing the soul of the process.
When investing in high-value interiors, what do you believe the modern collector is truly looking for, beyond aesthetics?
I think they’re looking for permanence, something that outlives trend cycles and speaks to their identity. It’s about emotion, heritage, and sometimes even legacy. They want to know where something came from, who made it, and why it matters. Essentially, they want meaning in their pieces, and Curiouz helps bring these stories to light for customers.
There’s a growing appreciation for design as both an art form and an asset class – do you see a shift towards viewing vintage and artisan furniture as an investment, and how does Curiouz support that perspective?
Absolutely. We’re already seeing more clients, especially younger ones, choosing vintage not just for its charm, but for its financial and environmental logic. These are pieces that hold or gain value over time, especially when tied to iconic designers or movements. At Curiouz, we support that shift through education, documentation, and curated storytelling ensuring that we show why something is not only beautiful, but important.
You’ve implemented AI-powered authentication as part of your process – how do you see technology elevating the standards of trust, quality control, and precision in the high-end vintage resale market?
Tech can’t replace human expertise, but it can amplify it. Our AI tools help verify patterns, identify makers, and reduce fraud risk, making the buying experience safer and smoother for both trade and private clients. In a world where trust is everything, technology allows us to scale without losing credibility.
Sourcing rare vintage is often a deeply personal and relationship-driven process, so what does that side of the business look like behind-the-scenes and what role do private collectors play?
Behind the scenes, it’s a dance: part intuition, part detective work. We’re constantly in dialogue with collectors, gallerists, and dealers who’ve spent decades building expertise. Some of our best pieces come through private networks and quiet conversations, not public listings. That’s why curation and trust are at the heart of what we do. We’re as much matchmakers as we are merchants.
Are there certain periods, designers, or movements in vintage furniture that are especially in demand among your high-end clients right now, and what do you think is fuelling the trend?
Italian radical design from the ‘70s is very hot right now. It’s bold, playful, and collectible. There’s also a growing appetite for brutalism and postmodernist pieces. But beyond trends, we see clients gravitating toward the unexpected: lesser-known artisans, one-of-a-kind pieces, or local legends with stories attached. I think what’s fuelling this is a desire to own something unique, not just algorithm-approved.
Finally, the one question we ask everyone! What is your favourite luxury?
Time! Time to think, to create, to be surrounded by beautiful things that don’t rush you. And of course, a perfectly aged armchair by a window, with a book and no phone in sight.
