We agree that the social nature of the design community has really helped spur our growth. Our viral coefficient is off the charts for an e-commerce site. A lot of that has to do with people loving to share their latest design inspiration/find.
We think this will scale up nicely because everyone aspires to have good design. Not everyone is a design junky but everyone likes to have some design in their life. Apple is a great example of a brand that has capitalized on that. Also Target, Ikea, etc.
For many, design is a lifestyle. That will always be our core audience. But for the mass consumer, making design objects approachable and affordable is a huge market.