Millennials Can't Get Enough of This Tableware BrandKathryn Duryea didn't want Ikea dishes, and she didn't want fancy china. And she bet other people her age felt the same.

The tableware industry is enormous and old — a $7 billion space dominated by high-end legacy brands and low-cost plates from the likes ofIKEA. Is there room for more? Kathryn Duryea once worked inbrand managementatTiffany & Co., where she was part of that old guard, but then she saw a new opening: "We're in a moment of women embracingleadershipand entrepreneurship, but there's still a desire to build community at home through entertaining," she says. That led her to createYear & Day, a modern, minimalist tableware brand that has raised $3.5 million infundingand attracted a celebrity clientele, and is growing revenue 40 percent every quarter. Here's how she created a new place at a very crowded table.

1.Spot the opportunity.

杜里继承了她妈妈的心爱的餐具,but it all shattered during a move. That's when she decided to build her own collection. "It felt like a right-hand-ring moment: I was a woman of a certain professional stature, and I wanted to treat myself," she says. But themarketplacewasn't serving her need. Everything felt outdated, generic, and suited to a lifestyle she couldn't relate to. She — and other women her age — didn't want boring everyday dishesandfancy dishes for special occasions only. She wanted tableware for every day and every occasion, and she wanted it to feel like a treat.