Page 82 - Lighting Magazine June 2018

The New GeNeratioN
“I never wanted to just come in and start calling the shots because I was the boss’ son. I want to be viewed as a good t because of what I bring to the table.”
— Danny Warmbold
perspectives. If the owners of companies felt their children were listening to them, they would more freely give their kids freedom. If kids felt they were trusted, they’d be more inclined to take initiative. It’s a two-way street.
HRC: How has the lighting industry changed within your lifetime?
Adena Sperling: We saw manufacturing move from the U.S. to Mexico, and then to China. We were witness to a change in relationship, how- ever slight, in the design and production when a di erent manufacturer is executing it. Given the increase in outlets of production, we also saw a big in ux of di erent designs as each of the manu- facturers we worked with experimented and tried to nd their niche. Technology also moved quickly. We were early adopters of LED and learned as much as we could about its technology and de- sign. We continue to study and evolve accordingly. We are also currently seeing a burst of aggregate information on sales trends, pricing, etc. We are tapping into that information to apply to new designs, negotiate prices, promote product, and share with our sales representatives and custom- ers so that the entire team can bene t.
HRC: What are you doing to stay current as the industry changes?
Rudy Dini: We have been pu ing our work on Etsy. It’s been a great and easy way for people all over the world to purchase our custom lamps and designs. We also continue to support the commu- nity we serve. The industry might change, but our zip code isn’t going to — at least we hope not. This community has been good to us so we make sure to participate in sponsored events and charities, anything to give back.
HRC: What has been the greatest challenge you’ve overcome since joining the family business?
Danny Warmbold: Earning respect from my peers. I never wanted to just come in and start calling the shots because I was the boss’ son. I want to be viewed as a good t because of what I bring to the table. I’m taking some courses with the American Lighting Association (ALA) to understand the in- dustry and be part of the conversation.
HRC: What is one of the greatest life lessons you’ve learned?
William Senofsky: How to be inventive. When I was li le, I remember this box we had in the ga- rage. It was speci cally for taking things apart and pu ing them back together. When the microwave or hair dryer broke, they didn’t get thrown away — they got thrown into the box. I’m not saying we grew up without nice things. I’m saying my father always encouraged me to think critically, and to use my knowledge and the best of my abilities to improve the quality of the things I already had. Those same principles have been applied to how we do business. My father saw the value in lighting a few years ago and invested heavily. When the Recession hit, things got interesting, but we were used to refurbishing what we had. We came out of it with one of the best LED products on the market and our company has never been stronger.
HRC: What has been your biggest contribution to the business?
Rudy Dini: The hardest thing to get my dad onboard with was adopting Square (it’s a user- friendly so ware program). I think he was a li le apprehensive because it was something he just wasn’t familiar with. It’s a great tool for small busi- nesses; it does everything from tracking trends and payments to point-of-sale and payroll. My dad was used to doing everything by hand. I really pushed for Square because I knew it would make his life easier, and it has.
HRC: What industry changes do you expect to see in the next 5 years?
Jarre Fennell: I know a lot of people are worried, as far as ecommerce goes, but I don’t think brick and mortars are going away. I would never buy a lighting xture online. I still need to go to a store. I need to see it and feel it. I need that instant grati - cation. Pictures can’t capture the true beauty and essence of a lighting xture. Don’t get me wrong, I believe there is immense potential in ecommerce and it will inevitably change this industry, but I do not think it will destroy it. I think it will only make things be er.
80 enLIGHTenment Magazine | June 2018
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