My name is Michael Serrano, and I am a Visual Merchandiser for Crate and Barrel in the West Coast Region of the United States, specifically in San Jose, CA.
As a Visual Merchandiser, my goal is to transform retail spaces into an environment that tells a story through the product displays. By combining thoughtful product placement with unique storytelling and immersive store displays, I create shopping experiences that highlight Crate & Barrel’s modern aesthetic with timeless pieces that help customers re-envision our products in their own homes.
Services
Store Layout Planning
Designing the flow arrangement of products to maximize exposure and encourage sales
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Floor planning for foot traffic
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Store fixture arrangement
Visual Display Design
Create window displays to attract customers and communicate the brand message
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Product storytelling
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Seasonal displays
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Promotional windows
The Likas Collection
The Likas Collection (meaning "natural" in Tagalog) is a living room furniture line for Crate and Barrel that draws on Filipino-inspired designs and blends timeless aesthetics with high-quality natural craftsmanship. Inspired by traditional materials found in the Philippines, this collection brings an elevated, yet relaxed aesthetic that aligns with West Coast consumers who demand sustainable, artisan-crafted furniture that brings a unique combination of quiet luxury, organic textures, and cultural authenticity into their living room.
Jasmine Marie Reyes
Age: 36 years old
Location: San Jose, CA.
Status: Married
Family: Husband, no children, and no pets
Occupation: Creative Director for YUNI Beauty in California
Income: $145k
Hobbies: Cooking and hosting for friends/family, visiting artisan markets, shopping for home decor, meditation, and traveling
Style: Chic Minimalist fashion
Current Trends
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Natural Materials: Use of rattan, abaca, and bamboo brings organic character, warmth, and texture, while also remaining sustainable
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Earth Tones: terracotta, sand, muted sage, and beige are trending in homes
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Light woods, organic textures, and open layouts define West Coast houses, which appeal to a lifestyle that values comfort, style, and a strong connection to nature.
Market research
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The U.S. home decor market size was valued at USD 191.5 billion in 2025, and it is expected to reach USD 257.0 billion by 2034, exhibiting a growth rate (CAGR) of 3.23% from 2026 to 2034.
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The West Coast, particularly California, promotes California Cool interiors, which emphasize neutral tones, natural materials, and seamless indoor-outdoor flow.
Source: IMARCGroup
Demographic
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Crate and Barrel’s customers are 30.86% male and 69.14% female. The largest age group of visitors are ages 25-55 years old
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Middle to high-income households that prefer modern style decor that are premium and durable in quality
Source: Similarweb
Sustainability
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Partner with local Filipino artisans in both the Philippines and the Southwestern USA
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Ensures cultural authenticity and supports local craftsmanship
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Crate and Barrel could implement using materials such as organic cotton, linen, acacia wood, and rattan
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Helps in being environmentally responsible while also preserving true nature of Filipino culture
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Color Palette and Materials
Mood Board
Product Development
Caliraya Butaka Chair
A modern reinterpretation of the Filipino lounge chair, designed exclusively for Crate & Barrel. Crafted with a high-quality, solid acacia wood frame and woven rattan detailing, it blends Filipino craftsmanship with a clean, timeless look. Warm natural textures and a relaxed silhouette give this accent piece character, comfort, and cultural luxury in a modern home.
Cost to make: $190
Wholesale: $380
Retail: $850
Window Display
