Rejuvenation launches 600 products a quarter with 6 agents

How the heirloom home brand inside Williams-Sonoma Inc. runs product launches in Airtable, with agents writing the details so humans can focus on the storytelling.

Before a Rejuvenation product page goes live, every detail on it has to be right.

The brand launches around 600 new products a quarter and a single custom fixture can carry upwards of 1,500 configurations. "When you custom-cut a pendant, you can't return that," says their Director of E-Commerce. "So we need to make sure the product specs are right, and we have to do that at scale."

Here is how they get it right in Airtable. Product details land in their Airtable base, then an agent writes the product copy. A second agent grades it and sends it back if it isn't good enough. Only then does a human read a word of it. Now multiply that by six hundred.

Rejuvenation is the heirloom lighting and hardware brand inside Williams-Sonoma Inc. They are eight consecutive quarters into double-digit growth. Its copywriting team has remained two people the entire time.

With Airtable, Rejuvenation has:

The launch process ran on copy-paste

"These days it feels like it was the Stone Ages," says senior copywriter Nicole Manguramas. "We were working out of millions of spreadsheets."

Every product team kept its own Excel tracker. Everything lived at the SKU level. One description had to be pasted into every SKU on its page. "Time where I'd just pop in a podcast, turn my brain off a little bit, and copy-paste," she says.

Nothing talked to anything else either. A dropped or delayed product traveled by Teams thread or hallway conversation. Sometimes it didn't travel at all.

Rejuvenation's Director of E-Commerce started counting the hours going into work that wasn't driving growth. The copy team was losing 46 a quarter to product pages. Product merchants were spending more than 500 keeping spreadsheets right. That is a full-time job nobody had been hired for.

For a year the team tried to fix the spreadsheets. Then came a third straight launch needing a "fast follow," which is a correction made after customers can already see the page. On a custom piece that is not a typo — it is someone receiving a light cut to the wrong length.

Eight weeks to build the foundation

Over the holiday season, the team ran an eight-week sprint and moved the launch process into Airtable. The Director of E-Commerce called it getting the house in order.

Every finish and every custom length on a Rejuvenation product is its own SKU, which is why the operational teams had always worked at the SKU level even though a customer only ever sees one page. Getting both into one system meant picking an anchor. The team assigned every SKU to a group ID and made that group ID the product page.

That relational layer draws on three data sources:

Linked records tie the SKU table to the product-page table. The several hundred SKUs behind one custom fixture now group under the single page a customer visits. The description is written once for that page instead of pasted into every SKU beneath it. That ended the copy-paste. It also made the agent workflows possible.

The same links surface what is missing. A SKU with no page attached now shows as a gap months before launch rather than after someone catches it. So does a page still waiting on specs. A QA layer catches the smaller errors too, like a text value typed into a number field.

Buying guides sit in their own table and attach by category so a pendant page arrives already carrying its finish and measuring guides.

A product launch interface sits on top of the base and gives the site team one screen for the day's work instead of the raw tables. Photo, marketing, email, and site read the same records, which makes a pushed product or a new shade visible to everyone.

A style guide for humans and agents

Right as product launches moved into Airtable, Nicole's team was overhauling the brand style guide. They rebuilt it for both humans and agents.

Nicole and junior copywriter Kate worked out what the agents would need. Language libraries, one table per product division, hold preset lines the agents pull verbatim. A product made of solid brass gets the approved phrasing automatically. Curated examples teach the agents what the brand sounds like. Then Nicole aligned every product and site merchant on how the brand shows up on every page.

A synthesizer agent reformats each division's guide for agent use and links it into the product copy table. "Who knows what AI needs better than AI?" Nicole says.

Six agents write three kinds of copy

Everything the agents need to write product pages is already in the Airtable base. The copy work runs in three parts.

Three copy types, each with its own agent

A Rejuvenation product page carries romance copy for brand storytelling, "details you'll appreciate" for selling points, and product bullets for specs. Each type has its own style guide, its own prompt, and its own field agent, an AI agent that lives right on the product record. When one agent finishes, an automation hands the record to the next.

There are six agents in all. Four of them write the names, romance copy, details, and specs. The team runs both Claude and ChatGPT models for variety and the copywriters edit the stronger output.

AI checking AI's work

Then the system checks itself. Evaluation agents score each output against its own guidelines. A passing grade moves the copy into the approved field. A failing grade sends it back to be written again. The loop repeats until it clears. A separate agent screens for regulatory and standards risk.

What they automated was not the writing. It was the standard the writing has to meet.

One field for the web team

Approved copy feeds a formula field that assembles the pieces and wraps them in the HTML the site expects. The site team pulls one finished field to the page.

Getting there took iteration. The first version generated copy one SKU at a time. That was the granularity that made the old process miserable. "And then we realized we should just do this at the collection level," Nicole says. Because the SKUs already group under their page, the agents write once and cover every variation beneath. "Our brand standards have really been elevated by this," she says.

They tested deliberately. Using Omni (https://www.airtable.com/platform/app-building), Airtable's AI assistant, they built a test table and ran one lamp through five agents against copy the team had written. Weeks later they piloted a launch with 100% AI-generated copy. Every quarter since has been a test run for tuning prompts.

Nicole now sits in campaign planning from day one of every season instead of pasting specs into cells. The e-commerce team merchandises launches a week ahead rather than running rounds of post-launch fixes.

The little brand the big ones ask

Rejuvenation is one of ten brands inside a $7 billion company and it is not one of the big ones. "You're used to waiting on the bigger brands to be like, 'Okay, here's the thing,'" Nicole says. This time it went the other way. "They're clamoring for this product," she says of Pottery Barn and West Elm. The team has run road show after road show showing them how to scale it across the portfolio.

"It's been really great being able to be the little brand and say, 'We piloted this program, and this is how we're doing it — and this is how you can do it too,'" she says.

Next is the front door. A vendor portal is being built in Airtable across Williams-Sonoma so suppliers enter product data directly instead of sending spreadsheets to be cleaned on arrival. An agent validates each entry as it arrives and catches a length typed where a width belongs. Rejuvenation will be among the first on it.

"That's probably the most rewarding part," Nicole says. "Being able to properly launch a product, give it the celebration it deserves, and show it off to all of our customers." She adds, “We’re making dream homes come true.”