MCDANIELS, Ky. — Secret Shelfie, a Kentucky-based innovation home décor company, has launched what it calls the world’s first disappearing storage shelf designed specifically for decorative pillows and blankets.
The product, which combines traditional craftsmanship with modern, multifunctional design, transforms a wall mirror or picture frame into a fold-down horizontal shelf, offering a practical solution to store pillows and throws that typically end up on the floor when their regular furniture perch is in use. When empty, the shelf closes to disappear into the room.
“People didn’t know to search for this because it never existed before,” said Terry Callahan, founder and inventor of Secret Shelfie. “I’ve worked in real estate, décor and healthcare, and I kept seeing the same problem everywhere: beautiful pillows and blankets with nowhere to go. They don’t belong on the floor, and furniture shouldn’t be added just to hold them.”
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Each shelf measuring 37 inches wide by 20 inches high with a 1.75-inch depth, is handcrafted in Kentucky by Amish craftsmen using native poplar wood, commonly used in furniture-making because of its stability and versatility. Secret Shelfie says the wood also stains beautifully.
The shelf is priced from $229 and is offered in satin white, semi-transparent black and semi-transparent gray finishes. Customers may choose between a mirror version or a picture frame version that holds three 8×10 photos. Custom colors are available with extended lead times.
The brand says, unlike traditional shelving or furniture solutions, the Secret Shelfie replaces an existing mirror or photo frame while serving a second function as a fold-down shelf. The company noted the 2026 home design trend report from Houzz and Pinterest showed rising demand for multifunctional storage that blends into décor rather than standing out as furniture.
Secret Shelfie is currently sold through Etsy and select boutique home décor retailers, with plans to expand distribution in 2026.
