In 2011 Roxy Te Owens founded Society Social, the next generation e-commerce furniture brand that rose to prominence on Instagram. Roxy predated the direct-to-consumer movement and offered all the customization usually reserved for designers - color matching in any Sherwin Williams or Benjamin Moore finish at their North Carolina factory for grasscloth furniture pieces as well as custom tape trim, tassels, customer's own material, contrast piping and fringe to anyone ordering upholstery. Society Social is also known for their classic bar-carts, colored grasscloth furniture, and rattan pieces.