From Lockdown Hobby to Lucrative Business: The Rise of Instagram House Clearance

House clearance is undergoing a transformation, moving beyond the traditional image of rag-and-bone merchants. A latest generation, leveraging the power of social media, is finding success in valuing and rehoming previously overlooked objects. This shift has been particularly notable since the COVID-19 lockdowns, as individuals reassessed their possessions and sought new avenues for decluttering and generating income.

The Pandemic Spark

For Natalia Rawley, the catalyst for change came during the 2020 lockdown. Confined at home with her four sons, she began to question the necessity of her accumulated belongings. “I’ve always been a passionate treasure hunter,” Rawley explains. “But with everyone at home during Covid, I asked myself whether I really needed 30 patchwork quilts.” Meet Instagram’s Steptoe

Selling a quilt online proved surprisingly successful, revealing a potential business opportunity in finding new homes for unwanted items. Six years later, Natalia Violet – named after her grandmother and a potential name for a daughter – has emerged as a thriving enterprise born from the challenges of the pandemic.

Instagram as a Marketplace

Rawley’s business operates largely through Instagram, where she showcases her finds to a growing audience of over 27,000 followers. Her account features a diverse range of items, from furniture like a Habitat bed (£195) and Ralph Lauren curtains (£550) to smaller treasures such as an oak salt cellar shaped like a mouse (£85) and watercolours (£55). Meet Instagram’s Steptoe

This approach taps into a growing nostalgia for everyday possessions of older generations, often described as “chintzy granny chic” or quality brown furniture. Rawley notes that people are increasingly seeking comfort and personal connection through these items, adding “knick-knacks” to their homes to create a welcoming atmosphere.

Beyond Natalia Violet: A Growing Trend

Natalia Rawley is not alone in this emerging field. Gail O’Reilly, also based in Wiltshire, utilizes Instagram to sell antiques and soft furnishings to her 14,000 followers. Louise, operating as Keepers Finds in Margate, Kent, has also gained a following, though she is currently on leave due to maternity leave. Meet Instagram’s Steptoe

This trend even found its way into fiction, with author Simon Brett creating a professional declutterer as his new amateur sleuth in 2020.

The Emotional Side of House Clearance

Rawley’s background in art history and arts therapy proves valuable in her work, particularly when dealing with the possessions of those who have recently passed away. She emphasizes the importance of sensitivity and understanding during these emotionally challenging times. “It is a very emotional time… You have to be sensitive with people who are grieving,” she says. Meet Instagram’s Steptoe

Often, clients are unaware of the potential value of items they’ve inherited, and Rawley has helped families uncover unexpected financial benefits, such as a recent sale that generated £10-12,000 for a family to use for a holiday. She once discovered a Wemyss Ware tooth mug, fetching £300, and even identified a drawing by Lucian Freud, advising the owners to sell it at auction for a higher price.

A Focus on Recycling and Rehoming

Rawley’s mantra is “recycle, rehome and relove,” reflecting her commitment to diverting items from landfill. She finds joy not only in discovering valuable pieces but also in helping people find unexpected value in their possessions. She acknowledges the optimistic hope of finding a “Rembrandt” in every house, but equally appreciates the satisfaction of helping someone make a little money from an overlooked item.