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How this furniture enthusiast found the perfect vintage chair

Alan Eckstein added the chair of his dreams to his collection, all thanks to personalized ads on Instagram.

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There’s nothing quite like the “a-ha!” moment of discovering a big idea. Those good ideas deserve to be found, and personalized ads can help us find them. They’ve certainly helped Alan Eckstein, owner of the furniture store The Somerset House in Williamsburg, Brooklyn. A former fashion designer, Alan recently turned his love of furniture from a side hustle into a full-time gig. He now curates custom and refurbished pieces and finds them a new home.

Alan spends his nights and weekends looking for one-of-a-kind vintage pieces. Whether it’s attending estate sales, messaging thrift store owners, or scrolling down rabbit holes of listings, finding that perfect piece can take a lot of work. Luckily, personalized ads put good furniture on Alan’s radar, saving him from the infinite scroll of doom.

Alan’s “a-ha!” moment struck when he saw a personalized ad on Instagram for a vintage 1960s chair from AptDeco, an online marketplace for used furniture. It was love at first sight: Shaped like an upside-down teardrop and colored a deep royal blue, Alan knew he had to bring this chair home.

“Have you ever felt that? Like you see something really beautiful and it makes your brain feel… fuzzy?” Alan asks. Call it fate, call it destiny — call it personalized advertising magic. From the moment the chair arrived, Alan was charmed. Now, he gets to marvel at and swivel in the chair of his dreams. Thanks to personalized ads on Instagram, a preloved chair found a new home, and Alan has a beautiful new piece in his collection.

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