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Case Study · A New Store's Opening Press + Quiz

Named among the best, before the doors even opened

Maison Mischief is the debut retail boutique from Katie and Ruben Gutierrez, the founders of Errez Design. By the time it opened in Coral Gables in spring 2026, Modern Luxury had already named it to Best of Design 2026. Here's how that happened.

The Launch Window

Press before the store even opened

Three magazine features ran around the opening. One of them came out before the store, or even its website, existed.

3
Press features
in the launch window
0
Days open when Modern Luxury
named it to Best of Design 2026

In plain English: a Florida design magazine picked Maison Mischief as one of its best new places for gifts in 2026, before a single customer had walked in.

8
Quiz results, each one asks
for a name and email first

In plain English: it's a short, fun style quiz, like the ones people take online, and it collects contact info before showing the answer.

2026
Doors opened,
Coral Gables, Miami
The Story

Why the press was already waiting

A brand-new store usually opens to silence and hopes for a mention. Maison Mischief opened to an audience that already existed.

Katie and Ruben Gutierrez spent 18 months building press momentum for their design firm, Errez Design: 50+ features, a name editors already knew, and page-one Google rankings in their market. In plain English: when someone searches for a designer in Miami, Errez Design's website is one of the first things they see, not buried on page five. When they decided to open their own home-decor boutique, editors already trusted their name, and that trust carried over to the new shop.

The result: Modern Luxury Interiors Florida named Maison Mischief to its Best of Design 2026 under Best Gifts before the store had opened its doors or launched its website. Modern Luxury then ran a full feature on the opening, and Coral Gables Magazine spotlighted the boutique among the neighborhood's newest arrivals.

And here is the part worth reading twice: nobody chased these editors. All three placements came inbound. Writers who already knew Katie and Ruben from their Errez coverage wrote about the new store on their own. That is what the years of relationship building were for.

Read how that momentum was built →

The Coverage

The launch window, verified

Every one of these is a real magazine or press mention of Maison Mischief, in the order it happened.

Best of Design 2026 · Pre-open Modern Luxury Interiors Florida Named under Best Gifts: “a new design destination that takes a maximalist approach to artful objects and bespoke curiosities. Bold color, story and joy take precedence here.”
Full Feature · April 2026 Modern Luxury “Design Duo Ruben and Katie Gutierrez Open Maison Mischief.” The feature spotlights the couple's belief in biographical design and the boutique's imaginative signature collections.
New Openings · May 2026 Coral Gables Magazine “Maison Mischief feels like a gallery. Inside, fringe chandeliers, statement color furniture, and artwork line every wall,” with collections from Chromatique to Palmera Club called out by name.
What Happens After the Press Hits

Press brings the visitors. The quiz keeps them.

A press feature brings a rush of visitors, and then it fades. We built Maison Mischief a quiz that turns those visitors into an email list the store can use again later.

Alongside the launch, Design Story PR built Maison Mischief a quiz on the store's own site, like the personality quizzes you see online: shoppers answer a few questions, then enter a name and email to see which of eight shopping styles they are. Someone who reads about the store in a magazine and visits the site can now leave their name and email by taking the quiz, instead of just looking around and leaving with no way for the store to reach them again. And when someone shares their result, their friends see Maison Mischief too, at no extra cost to the store.

  • Eight shopping styles matched to the store's collections
  • Collects a name and email before showing the quiz result
  • Built so people share it, bringing their friends to the site too
  • Live on the store's own website

Try the quiz demo →

The quiz just launched, so we are not quoting numbers yet. We will update this page with real capture data as it comes in.

The services behind this result

PR Momentum  ·  Branded Quiz Creation

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