Page 60 - Lighting Magazine October 2019

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try new busIness tooLs
When panelists were asked what they are doing today that they hadn’t done before, Bernal replied that Jonathons has established in-house financ- ing. As a higher-end showroom, she felt unspoken pressure to compete with the purchasing oppor- tunities offered to consumers by larger companies such as Restoration Hardware for mid-to-high end merchandise. An offer such as “60 or 90 days same as cash” could persuade a consumer to make a larger purchase upfront instead of waiting to make subsequent visits months later.
For Priest and Tuff, text messaging has been a wel- come addition to their design arsenal. “We recently designed a fireplace mantel for a client in Colorado by text message,” Priest said. “They texted a photo of what the mantel looked like, and we sent back suggestions [of products] that would work.”
“The consumer is so savvy now,” Geyer stated. “We do carry the major brands, but we try to put our own spin on our [merchandise] mix. We let customers know that we can design something per- sonal just for them, or we can get them the [brand] they want. We’re a one-stop-shop.” Geyer has even designed custom chandeliers for clients. “And if we have a product line that is exclusive to our show- room, we always highlight that fact,” she added.
trenDs of tHe future
What will customers be asking for in five years?
These panelists believe there is no longer a “Hot/ Not” type of list to go by. “The notion of what’s in and what’s out is going away,” Priest stated. “I think the pervasive idea is to buy what you love, sort of like buying clothes that suit your body type. Now you see a lot of layering in colors plus mixing met- als and mixing woods. I think we’ll continue to see [design] mixing the high and the lower end.”
For me, I see trends in technology influencing design,” Geyer remarked. “Our orchids [in our permanent botanicals] are 3D printed and you can’t tell the difference. We found out one cli- ent’s housekeeper was actually watering them!” She also pointed to the increasing popularity of American-made goods as well as the growing con- sumer desire for customization.
“As independent retailers, a lot of us are com- peting on price for the same brands,” Bernal said. “I think we will see a lot more direct-to-consumer companies, and that will be the next challenge. This is why we need to focus on customer service. It’s more about engagement and telling clients, ‘This is why we bought this.’ I believe there will be more personal interaction [at retail]. Explain the differ- ence between value and price,” she continued. “I tell people, ‘I’m not the cheapest, but I will give you the best value for your money.’ Competition is nothing new; it’s just being delivered differently. To succeed, it’s about differentiating who you are and what you do differently from what’s out there.” 
From left to right: Jonathan Tuff and Brad Priest of Garber’s Interior Design and Jamie Bernal of Jonathons Coastal Living
58 enLIGHTenment Magazine | october 2019 www.enlightenmentmag.com
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