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Celebrating 10 Years Of Urban Natural
What a difference 10 years can make! In our first decade together, we’ve been so grateful to offer expertly crafted furniture to promote healthier homes for you and your family. We’ve also been fortunate to collaborate with outstanding, sustainably-minded workshop partners, and an innovative and thoughtful Urban Natural team. Join us in celebrating 10 years of style and quality craftsmanship as we get ready for many more to come!
2014
After years of planning, learning, and dreaming of opening his own furniture store, Urban Natural’s founder, Ali Qari, opens its first shop as a pop-up in his father’s New Jersey rug store.
2017
Urban Natural expands its business online to help make the exceptional furniture our workshop partners craft available and appreciated nationwide.
2019
We moved into our very first, exclusive showroom in Bloomfield, New Jersey, where we began to expand our line of Workshop Partners.
2021
Urban Natural got a new look! We updated our logo and website to align with our core values.
2022
Urban Natural offers its first complimentary design consultation services to give customers access to expert designer style tips and design guidance.
2023
We celebrate the grand opening of our flagship showroom in Montclair, New Jersey, and expand our Urban Natural internal team.
2023
Urban Natural introduces its own furniture brand, GRAYN. Made in the USA with sustainable and locally-sourced materials, GRAYN is built for long-lasting purpose and beauty.
You Make Our Work Matter
Our Customers
Our Urban Natural customers are a huge inspiration for the work we do. From discovering new products to share with you, to prioritizing the ethical and eco-conscious values that are most important to you, we owe so much of our 10 year success to you!
I have truly had a wonderful experience at Urban Natural Home. I purchased these two beautiful Ethnicraft kitchen table chairs through Urban. It was a huge decision however they helped out with sending samples first as well as following up and answering any questions that I had. I loved the samples so much that I knew immediately that these were the kitchen table chairs that I would purchase and have forever. After I placed the order, shipping was very prompt. More importantly though, the chairs were packaged so extremely well and arrived safely. I am so grateful to have found Urban Natural Home and have since placed an order for two more chairs. Truly a wonderful company with a really, really great selection of furniture online. I highly recommend - easily 10/10. If you're considering a purchase, go for it. You will absolutely not be disappointed. Thank you so much Urban Natural Home!! I love my kitchen table chairs so very much!!! :)
— Danielle S. 
Urban Natural is my family's first stop for anything home/design related. We've gone to them for many purchases, both large and small, and they've never been anything but courteous, attentive, and knowledgable. As a craftsperson by trade, purchasing furniture is difficult these days because of the lack of quality, consistency and attention to detail. Urban Natural and their workshop partners put that unease to rest. Great brick and mortar store along with their internet purchasing platform and customer service (which is very rare to find).
— Ethan K.
We knew we wanted to buy this Copeland bed, and I'm really glad we went through Urban Natural Home! The bed is beautiful, but we had some issues with how it was put together. I contacted Urban Natural Home, and they took care of everything! They went above and beyond to make sure we were happy. I will definitely use them again for our furniture purchases. Great service!
— Kate G.
Urban Natural was excellent to work with! We purchased a Copeland table from them. We were initially unsure about buying this type of item online but their price was very competitive and white glove delivery was included so we went ahead with it. The table is amazing and exactly what we had hoped for. We did end up having some issues with the delivery and assembly process that required the initial table to be replaced due to damage, but customer service at Urban Natural was excellent and had our back through the entire process. Communication was always easy and helpful, thank you Christin! I would not hesitate to order from them in the future and have all the confidence that should an issue arise, they will work with you to find a good solution!
— Tim G.
We had a perfect experience with Urban Natural buying furniture by Ethnicraft that we could have bought from any number of other online or brick and mortar stores. We chose to work with Urban Natural on our purchase because of their excellent, one-on-one customer service, which was flawless from the very first inquiry we made by phone and email to the final white glove delivery, which was done by their impeccable team. Highly recommend.
— Alexis M.
Scroll through to meet
The UN Team
Ali Qari: Founder And President
Ali grew up in the world of home furnishings, from working in his father’s rug store as a teenager, to many years of experience working in furniture retail. Passionate about the artistry and thoughtful skill that go into high quality woodworking and metal work, Ali founded Urban Natural with the intention of championing the expert skill of American craftspeople. He and his team also maintain a focus on sustainably-minded workshop partners who prioritize responsibly sourced, natural, and organic materials. Today, Urban Natural is a proud leader in promoting healthier homes, and more environmentally friendly manufacturing within the furniture industry. Ali and his fiance Cassie live in Montclair, New Jersey with their two cats. Go New Jersey Devils!
One of Ali’s favorite pieces is the Audrey Extension Table from Copeland whose subtle, self-storing leaf and exquisite modern design make it the perfect backbone for any well-appointed dining space.
Maria Ovchinnikov: Chief Marketing Officer
Maria combines her love of the furniture industry with her extensive background in ecommerce and startups. Through her own email marketing business, she gained valuable experience working with over 50 different types of businesses to increase sales, and raise awareness about their work online. A self-proclaimed computer nerd, Maria feels fortunate to use her ecommerce skills to promote ethically sourced workshop partners to customers nationwide who may not have access to their exceptional work if they don’t live near a big city. When she’s not improving Urban Natural’s online shopping experience, Maria enjoys spending time with her 3 dogs at home in Black Mountain, North Carolina.
One of Maria’s favorite pieces is the Loft Sectional from Cisco Home which she can also attest to from personal experience: “It’s our favorite place to chill out with the entire family, and it’s organic too!”
Caitlin Redd: Digital Marketing Specialist
Caitlin received her degree from Parsons School of Design, and spent time working in fashion and ecommerce before eventually falling in love with furniture and home decor. Growing up with a father who designed homes, Caitlin recalls spending time visiting residential job sites, and imagining all the layout and furnishing possibilities. Her appreciation for the amount of time and attention that goes into making heirloom quality furniture inspires her to help clients discover Urban Natural and its workshop partners’ curated collections. Caitlin lives in a small town in Tennessee where she enjoys spending time out in nature with her husband and three children.
One of Caitlin’s many favorite pieces is the Radley Sofa from Cisco Home for its laid back appeal, and versatile options that offer your choice of entirely organic materials, 100% linen upholstery, or even a durable Crypton fabric for families with small kids or pets.
Laura Greco: Lead Interior Designer
Laura began her professional career designing and merchandising for Crate and Barrel, where she also opened several of their stores nationwide, including the flagship location in New York City. Her passion for interior design and home decor began long before that, however, when she used to regularly rearrange her own bedroom furniture as a kid! Now at Urban Natural, Laura applies her experience in sales and space planning to help customers turn floor plan ideas into home interiors that truly enhance the possibilities of their everyday life. When she’s not devising creative solutions for design projects, Laura is devoted to her pilates reformer classes, and to visiting one new travel destination a year.
While she may be hard-pressed to name just one favorite piece, Laura would likely furnish the beach house of her dreams with Cisco Home and Ethnicraft!
Darlene Braithwaite: Interior Designer
Darlene extends an education in fashion to her keen appreciation for interior design and decor in order to create captivating and harmonizing spaces. Driven by the ways function and aesthetics can work together to reflect a client’s personal taste and lifestyle, she loves to help transform a room through furniture and decor choices. Born in Trinidad, and raised in New York and Texas, Darlene is especially fond of travel, and of getting to curate special occasion gift boxes when she’s not busy at Urban Natural.
One of Darlene’s favorite pieces is the Thayer Coggin Roger Lounge Chair for its sleek and distinctive design that you can also customize to suit your preferences.
Christin Martinez: Operations Specialist
Christin’s fine arts education with an emphasis on research and writing has helped propel her into a career where strong organizational skills and attention to detail are key. She has experience in project management for luxury industries that include fragrance, flavor, and events, but her favorite aspect of the work she does with Urban Natural is the opportunity to get to know customers, and help guide them through design projects with ease. A connoisseur of antiques and other unique collectibles, Christin has a special place in her heart for animals, especially guinea pigs! She’s also a budding DIY enthusiast, and mixed media artist.
One of Christin’s favorite pieces is the Bernie Swivel Chair from Rowe: “It makes me feel like a Bond villain whenever I sit in it!”
Joshua Kim: Customer Experience Specialist
Born and raised in Queens, New York, Joshua found his way into the furniture industry after honing his customer care skills in various New York City cafes, and luxury fashion retail. Now he’s excited to be a part of the Urban Natural team where he gets to guide and educate customers about high quality furniture that’s also friendlier for the environment. Joshua is passionate about great coffee, and trading his ever-growing collection of plants, succulents, and euphorbias in the community. If he’s not learning more about furniture manufacturing, you’ll likely find him studying up on his Bonsai care!
Joshua is partial to the Clip Sofa from Thayer Coggin. With its unique base, and mid-century modern design, it has the perfect comfort combination of seat depth and firmness.
Ali Qari: Founder And President
Ali grew up in the world of home furnishings, from working in his father’s rug store as a teenager, to many years of experience working in furniture retail. Passionate about the artistry and thoughtful skill that go into high quality woodworking and metal work, Ali founded Urban Natural with the intention of championing the expert skill of American craftspeople. He and his team also maintain a focus on sustainably-minded workshop partners who prioritize responsibly sourced, natural, and organic materials. Today, Urban Natural is a proud leader in promoting healthier homes, and more environmentally friendly manufacturing within the furniture industry. Ali and his fiance Cassie live in Montclair, New Jersey with their two cats. Go New Jersey Devils!
One of Ali’s favorite pieces is the Audrey Extension Table from Copeland whose subtle, self-storing leaf and exquisite modern design make it the perfect backbone for any well-appointed dining space.
Maria Ovchinnikov: Chief Marketing Officer
Maria combines her love of the furniture industry with her extensive background in ecommerce and startups. Through her own email marketing business, she gained valuable experience working with over 50 different types of businesses to increase sales, and raise awareness about their work online. A self-proclaimed computer nerd, Maria feels fortunate to use her ecommerce skills to promote ethically sourced workshop partners to customers nationwide who may not have access to their exceptional work if they don’t live near a big city. When she’s not improving Urban Natural’s online shopping experience, Maria enjoys spending time with her 3 dogs at home in Black Mountain, North Carolina.
One of Maria’s favorite pieces is the Loft Sectional from Cisco Home which she can also attest to from personal experience: “It’s our favorite place to chill out with the entire family, and it’s organic too!”
Caitlin Redd: Digital Marketing Specialist
Caitlin received her degree from Parsons School of Design, and spent time working in fashion and ecommerce before eventually falling in love with furniture and home decor. Growing up with a father who designed homes, Caitlin recalls spending time visiting residential job sites, and imagining all the layout and furnishing possibilities. Her appreciation for the amount of time and attention that goes into making heirloom quality furniture inspires her to help clients discover Urban Natural and its workshop partners’ curated collections. Caitlin lives in a small town in Tennessee where she enjoys spending time out in nature with her husband and three children.
One of Caitlin’s many favorite pieces is the Radley Sofa from Cisco Home for its laid back appeal, and versatile options that offer your choice of entirely organic materials, 100% linen upholstery, or even a durable Crypton fabric for families with small kids or pets.
Laura Greco: Lead Interior Designer
Laura began her professional career designing and merchandising for Crate and Barrel, where she also opened several of their stores nationwide, including the flagship location in New York City. Her passion for interior design and home decor began long before that, however, when she used to regularly rearrange her own bedroom furniture as a kid! Now at Urban Natural, Laura applies her experience in sales and space planning to help customers turn floor plan ideas into home interiors that truly enhance the possibilities of their everyday life. When she’s not devising creative solutions for design projects, Laura is devoted to her pilates reformer classes, and to visiting one new travel destination a year.
While she may be hard-pressed to name just one favorite piece, Laura would likely furnish the beach house of her dreams with Cisco Home and Ethnicraft!
Darlene Braithwaite: Interior Designer
Darlene extends an education in fashion to her keen appreciation for interior design and decor in order to create captivating and harmonizing spaces. Driven by the ways function and aesthetics can work together to reflect a client’s personal taste and lifestyle, she loves to help transform a room through furniture and decor choices. Born in Trinidad, and raised in New York and Texas, Darlene is especially fond of travel, and of getting to curate special occasion gift boxes when she’s not busy at Urban Natural.
One of Darlene’s favorite pieces is the Thayer Coggin Roger Lounge Chair for its sleek and distinctive design that you can also customize to suit your preferences.
Christin Martinez: Operations Specialist
Christin’s fine arts education with an emphasis on research and writing has helped propel her into a career where strong organizational skills and attention to detail are key. She has experience in project management for luxury industries that include fragrance, flavor, and events, but her favorite aspect of the work she does with Urban Natural is the opportunity to get to know customers, and help guide them through design projects with ease. A connoisseur of antiques and other unique collectibles, Christin has a special place in her heart for animals, especially guinea pigs! She’s also a budding DIY enthusiast, and mixed media artist.
One of Christin’s favorite pieces is the Bernie Swivel Chair from Rowe: “It makes me feel like a Bond villain whenever I sit in it!”
Joshua Kim: Customer Experience Specialist
Born and raised in Queens, New York, Joshua found his way into the furniture industry after honing his customer care skills in various New York City cafes, and luxury fashion retail. Now he’s excited to be a part of the Urban Natural team where he gets to guide and educate customers about high quality furniture that’s also friendlier for the environment. Joshua is passionate about great coffee, and trading his ever-growing collection of plants, succulents, and euphorbias in the community. If he’s not learning more about furniture manufacturing, you’ll likely find him studying up on his Bonsai care!
Joshua is partial to the Clip Sofa from Thayer Coggin. With its unique base, and mid-century modern design, it has the perfect comfort combination of seat depth and firmness.
Ali Qari: Founder And President
Ali grew up in the world of home furnishings, from working in his father’s rug store as a teenager, to many years of experience working in furniture retail. Passionate about the artistry and thoughtful skill that go into high quality woodworking and metal work, Ali founded Urban Natural with the intention of championing the expert skill of American craftspeople. He and his team also maintain a focus on sustainably-minded workshop partners who prioritize responsibly sourced, natural, and organic materials. Today, Urban Natural is a proud leader in promoting healthier homes, and more environmentally friendly manufacturing within the furniture industry. Ali and his fiance Cassie live in Montclair, New Jersey with their two cats. Go New Jersey Devils!
One of Ali’s favorite pieces is the Audrey Extension Table from Copeland whose subtle, self-storing leaf and exquisite modern design make it the perfect backbone for any well-appointed dining space.
Maria Ovchinnikov: Chief Marketing Officer
Maria combines her love of the furniture industry with her extensive background in ecommerce and startups. Through her own email marketing business, she gained valuable experience working with over 50 different types of businesses to increase sales, and raise awareness about their work online. A self-proclaimed computer nerd, Maria feels fortunate to use her ecommerce skills to promote ethically sourced workshop partners to customers nationwide who may not have access to their exceptional work if they don’t live near a big city. When she’s not improving Urban Natural’s online shopping experience, Maria enjoys spending time with her 3 dogs at home in Black Mountain, North Carolina.
One of Maria’s favorite pieces is the Loft Sectional from Cisco Home which she can also attest to from personal experience: “It’s our favorite place to chill out with the entire family, and it’s organic too!”
Caitlin Redd: Digital Marketing Specialist
Caitlin received her degree from Parsons School of Design, and spent time working in fashion and ecommerce before eventually falling in love with furniture and home decor. Growing up with a father who designed homes, Caitlin recalls spending time visiting residential job sites, and imagining all the layout and furnishing possibilities. Her appreciation for the amount of time and attention that goes into making heirloom quality furniture inspires her to help clients discover Urban Natural and its workshop partners’ curated collections. Caitlin lives in a small town in Tennessee where she enjoys spending time out in nature with her husband and three children.
One of Caitlin’s many favorite pieces is the Radley Sofa from Cisco Home for its laid back appeal, and versatile options that offer your choice of entirely organic materials, 100% linen upholstery, or even a durable Crypton fabric for families with small kids or pets.
Laura Greco: Lead Interior Designer
Laura began her professional career designing and merchandising for Crate and Barrel, where she also opened several of their stores nationwide, including the flagship location in New York City. Her passion for interior design and home decor began long before that, however, when she used to regularly rearrange her own bedroom furniture as a kid! Now at Urban Natural, Laura applies her experience in sales and space planning to help customers turn floor plan ideas into home interiors that truly enhance the possibilities of their everyday life. When she’s not devising creative solutions for design projects, Laura is devoted to her pilates reformer classes, and to visiting one new travel destination a year.
While she may be hard-pressed to name just one favorite piece, Laura would likely furnish the beach house of her dreams with Cisco Home and Ethnicraft!
Darlene Braithwaite: Interior Designer
Darlene extends an education in fashion to her keen appreciation for interior design and decor in order to create captivating and harmonizing spaces. Driven by the ways function and aesthetics can work together to reflect a client’s personal taste and lifestyle, she loves to help transform a room through furniture and decor choices. Born in Trinidad, and raised in New York and Texas, Darlene is especially fond of travel, and of getting to curate special occasion gift boxes when she’s not busy at Urban Natural.
One of Darlene’s favorite pieces is the Thayer Coggin Roger Lounge Chair for its sleek and distinctive design that you can also customize to suit your preferences.
Christin Martinez: Operations Specialist
Christin’s fine arts education with an emphasis on research and writing has helped propel her into a career where strong organizational skills and attention to detail are key. She has experience in project management for luxury industries that include fragrance, flavor, and events, but her favorite aspect of the work she does with Urban Natural is the opportunity to get to know customers, and help guide them through design projects with ease. A connoisseur of antiques and other unique collectibles, Christin has a special place in her heart for animals, especially guinea pigs! She’s also a budding DIY enthusiast, and mixed media artist.
One of Christin’s favorite pieces is the Bernie Swivel Chair from Rowe: “It makes me feel like a Bond villain whenever I sit in it!”
Joshua Kim: Customer Experience Specialist
Born and raised in Queens, New York, Joshua found his way into the furniture industry after honing his customer care skills in various New York City cafes, and luxury fashion retail. Now he’s excited to be a part of the Urban Natural team where he gets to guide and educate customers about high quality furniture that’s also friendlier for the environment. Joshua is passionate about great coffee, and trading his ever-growing collection of plants, succulents, and euphorbias in the community. If he’s not learning more about furniture manufacturing, you’ll likely find him studying up on his Bonsai care!
Joshua is partial to the Clip Sofa from Thayer Coggin. With its unique base, and mid-century modern design, it has the perfect comfort combination of seat depth and firmness.
Pull Up A Sustainable Chair, Let’s Chat!
Ali Qari, Founder
Meet Ali Qari, founder of Urban Natural Home, and learn how his company prioritizes sustainable, organic, handcrafted, ethically sourced and USA made furniture every day.
Laura Greco, Design Lead
Meet Laura Greco, lead interior designer for Urban Natural Home, and find out how to design your spaces with furniture and home decor to complement your lifestyle.
Maria Ovchinnikov, CMO
Meet Laura Greco, lead interior designer for Urban Natural Home, and find out how to design your spaces with furniture and home decor to complement your lifestyle.
And Now… A Little Dose Of Cuteness!
Urban Natural Furry Friends
Your pets are some of our very best and most enthusiastic supporters, especially since so much of our upholstery and fabric options were designed with them in mind!
May 1st - June 28th
10 Year Sale
We couldn’t possibly celebrate ten years together without a little something sweet to show our appreciation! Be sure to check out our 10 Year Anniversary savings going on from May 1st through June 28, and let us help style your home with what matters.