Q&A with Dana Gers, CMO of Lumens

Work & Co

You’ve spent your entire career in luxury and retail — how has that informed your moves in the last twelve months as you’ve worked to establish Lumens as far more than its respected position as the leader in lighting, but more broadly a place for inspiration, discovery, and expert curation of exceptional design around the world?

Dana Gers

My background in luxury fashion and digital retail, from Net-a-Porter to Jimmy Choo, taught me how powerful a well-crafted brand ecosystem can be when commerce and storytelling operate in harmony. Those experiences shaped how I approach Lumens’ evolution: from a respected leader in lighting to a broader destination for design inspiration and discovery.

Over the past year, we’ve focused on bringing that same level of emotional connection and editorial curation into the home category — showcasing the artistry, materiality, and innovation that define exceptional design. It’s about transforming Lumens from a place to buy lighting, furniture, and décor into a platform that inspires how people live, create, and design.

Work & Co

Tell us about your audiences: design-obsessed folks, interior design professionals, and beyond. As a CMO, how do you think about engaging them in different ways? Is it a challenge to maintain both B2B and B2C customer relationships?

Dana Gers

Our customers span from design professionals working on multi-million-dollar projects to consumers investing in their first design object. Both are deeply design-literate, but they engage differently.

For the A&D community, we’re building trust through service: exclusive trade programs, customization, and access to high-touch support. For design-obsessed consumers it’s about creating pathways for inspiration and discovery.

The challenge isn’t maintaining two audiences; it’s orchestrating a brand ecosystem that serves both with equal authenticity. We’re a bridge between design aspiration and practical application.

Work & Co

A big focus of yours is commerce, and we were lucky to work with your team to help redesign the site to highlight craftsmanship and allow more immersive shopping and filtered experiences. What’s been exciting for you about innovating the e-commerce experience?

Dana Gers

What’s most exciting about this new chapter is that we’ve created a platform that mirrors the experience of walking through a beautifully curated gallery, but with the intelligence and scalability of modern e-commerce.

In collaboration with Work & Co, we built a foundation that fuses design storytelling, data, and usability into one cohesive experience. From how products are filtered and presented to how users move seamlessly between discovery and purchase, your team brought an incredible level of rigor and craft to how our brand comes to life online. It’s not just about selling — it’s about translating the emotional and tactile qualities of design into a digital experience that feels intuitive and inspiring.

Work & Co

As you came in, you were part of a movement to expand Lumens’ presence across North America. What are you most excited about with regards to that expansion — and what does it mean for customers?

Dana Gers

Our physical expansion, beginning with the Lumens Design Gallery San Francisco that opened this past September, reflects the same philosophy that drives our digital evolution: connection through experience.

Design is happening everywhere across North America — of course, in major markets like New York and Los Angeles, but also in places like Nashville and Austin. Our role is to meet designers and clients wherever they are, creating meaningful touchpoints through both physical and digital spaces. The new Lumens platform allows those worlds to converge, giving every customer access to the same level of curation, expertise, and inspiration no matter where they live or work.

Work & Co

You’ve launched some exciting collaborations lately — what should we be watching for, and what’s next?

Dana Gers

Collaboration continues to be one of the most exciting and defining parts of Lumens’ growth. We’re partnering not only with global design brands like Louis Poulsen and Flos, but also directly with interior designers to bring our product stories to life through projects, features, and in-person activations.

These experiential moments — from gallery installations to intimate design gatherings — are intentionally high-touch, but they’re also deeply connected to our digital space. Each activation ladders back to the platform we’ve built with Work & Co, allowing audiences to move fluidly from physical inspiration to digital exploration. What’s ahead is a continued focus on creating collaborations that merge craftsmanship, technology, and experience. We’ll continue to build bridges between the worlds of design storytelling and commerce.