The Thursday Show: The industry reacts to tariff upheaval. Plus: James Huniford on 20 years of Design on a Dime

10 Apr 2025 · 1 h 3 min

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Business of Home Podcast: Episode Summary

Episode Details

  • Title: The Thursday Show: The industry reacts to tariff upheaval. Plus: James Huniford on 20 years of Design on a Dime.
  • Host: Dennis Scully
  • Guest: James Huniford
  • Executive Editor: Fred Nikolaus
  • Sponsors: Jaipur Living, Chelsea House

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Episode Overview This episode features a discussion on the latest developments in the interior design industry, particularly focusing on tariff changes and the evolution of showroom strategies. Additionally, renowned designer James Huniford joins to discuss the 20th anniversary of "Design on a Dime."

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Key Topics Covered

  1. Current Industry News
  2. Tariff Changes:
  3. President Trump rolled back most global tariffs but increased taxes on Chinese goods.
  4. Discussion about market reactions and the implications for importers and retailers.
  • Kravet's New Showroom Strategy:
  • Plans to open four new showroom locations in various U.S. cities.
  • Implications of private equity backing for expansion into secondary markets.
  • ChatGPT Update:
  • Introduction of an upgraded image generator capable of complex instructions, improving usability for designers.
  1. Interview with James Huniford
  2. Design on a Dime's Impact:
  3. Overview of the event's history and its philanthropic goals supporting Housing Works in New York.
  4. Discussion of the creative freedom and collaborative spirit fostered by the event.
  • Event Structure:
  • Designers create vignettes from donated materials, emphasizing creativity over expense.
  • The excitement and community engagement during the event, including the rush to purchase showcased items.

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Key Takeaways

  • Tariff Reactions:
  • The immediate market response to tariff changes includes volatility, with many companies experiencing significant stock fluctuations.
  • Importers are hesitant to increase prices due to uncertainty and the temporary nature of the tariff changes.
  • Showroom Strategy:
  • Kravet's expansion into smaller markets reflects a strategic shift towards accessibility for designers and consumers outside major design hubs.
  • Creative Community:
  • "Design on a Dime" highlights the importance of community collaboration in the design industry and encourages emerging designers by providing a platform to showcase their work.
  • AI in Design:
  • The updated ChatGPT tool offers a new resource for designers, although its current capabilities do not threaten the unique value of professional design work.

Quotes

  • "It's not about the most expensive piece of furniture that you can get. It's about the creative process." – James Huniford on Design on a Dime.
  • "Designers are trying to figure out how to maintain their uniqueness while scaling up." – Dennis Scully discussing industry challenges.

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Conclusion The episode effectively captures the dynamic changes in the interior design industry, from economic pressures created by tariffs to the innovative strategies of companies like Kravet. James Huniford's insights on "Design on a Dime" demonstrate the enduring power of collaboration and creativity within the design community.

For further exploration of these topics, listeners are encouraged to visit [Business of Home](https://www.businessofhome.com) for more updates and industry insights.

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Transcript

Automatic transcript. May contain errors.

0:07This is Business of Home. I'm Dennis Scully, and welcome to the Thursday show. Later on, I'll be talking to James Hunneford about Design on a Dime's 20th anniversary. But first, we're going to catch up on the news, including the latest on tariffs, Kravitz' new showroom strategy, and a major update to ChatGPT. To do all that, I'm joined by Business of Homes executive editor, Fred Nikolaus. Hi, Fred. Hi, Dennis. How's it going? Great. How are you doing out there? I'm doing great. I'm here in Dallas for the Design Social event. I've spent the day talking to lovely people in floral caftans about global trade policy.

0:45It's been a fun morning, but it's really fun to be here. And this show will actually go up on Thursday morning, and I'm doing a conversation with Brad Ford on Thursday morning in Dallas. So if you are in the region, please come say hi. Indeed. Magically, those things will happen at the same time. The show will drop, and yet you'll be live talking to Brad. It's just going to blow people's mind, I feel certain. It's all happening, yeah. I've also, while I was here in Dallas, I haven't had my barbecue yet. I'm going to get around to that. Oh, you must. I must. I went to go see American Leathers Factory.

1:16Holy Hannah, that is quite the setup. We had the president, Veronica, on the show a couple years ago. And, you know, she was talking a big game. But when you see it, it's like a city. It's pretty cool. She's got an impressive operation, that Veronica. I'm so glad that you got to see it. I need to make that trip as well. But she knows how to run a factory, that one. I'm sure you'd be more than welcome and greeted with cookies at the American Leather Factory. Well, let's quickly look back on Monday's episode, a conversation with Richard Christensen of Flamingo Estate. Really interesting one, a little bit of a curveball.

1:47A little bit of a curveball. You might not expect what's coming in this conversation. So interesting to hear the origin story of Flamingo Estate. But now it's gotten so big. Is it too big? Well, maybe. and Richard wants to have a big company that somehow can act small and somehow scale scarcity and preserve all that is wonderful and magical about what he's built. Man, it's a challenge. What did you think? Yeah, I mean, Flamingo Estate is a really interesting company and it is like there's something kind of absurd about it. You know, it's they did like a honey collaboration with LeBron James. I mean, it's it's definitely kind of an interesting, interesting little niche.

2:30I found Richard to be so thoughtful in talking about those challenges of getting big while staying small. And also, he was just super candid about like, look, customers don't care about sustainability. Get over it. You have to seduce them with beauty and glamour and with celebrity. That's why he has LeBron James doing a little honey capsule collection and why celebrities are involved and why they're excited to be there and why he wants them to be there. So I found it to be a really interesting conversation. It's not really, you know, our normal fare because it's not like a fabric or furniture company.

3:01But I think there's a lot in there about, you know, the philosophy of how to approach business and how to do luxury in there that, you know, that anyone in our corner of the world can take stuff away from. Well, I've had so many people reach out to me who were impacted by the conversation for different reasons. I think your point about sustainability, so many companies are trying to figure out how to talk about that. And as Richard points out, who we should say is a very savvy marketer who ran a world class marketing company for many years, working with lots of luxury goods companies. And he says, I'll tell you honestly, anytime I talk about sustainability, the numbers go way down.

3:40The answer is don't talk about it. Yeah, but but stand for it. And so deliver this incredible product. And oh, by the way, you love this honey. Guess what? It's it's all sustainable. So, I mean, it's a really interesting conversation about how do we not scale some of these companies and ruin what is so special about them. We've talked to so many CEOs who are struggling with this same issue. And we talked to a lot of designers, too, who are just trying to figure out can they get bigger without losing what is so special about what they're doing. So, I mean, I think there's a lot in there for all sorts of folks.

4:18And the Thursday show is carbon neutral, or at least low carbon impact. I don't want to say neutral, but we're sustainable, even though we don't talk about it. Right. Even though the entire edit team at this moment is traveling to different points around the world. Hopefully not in private jets, but yeah, so much for our carbon neutrality. We'll see. Anyway, we're going to take a quick break and then we'll get into the news.

4:46This podcast is sponsored by Jaipur Living, rooted in purpose and crafted with care. Since 1978, Jaipur Living has redefined the art of rugmaking, championing ethical production and environmentally conscious practices every step of the way. They believe that when individuals thrive, society as a whole is elevated. That's why they empower more than 40 ,000 artisans, 85 % of them women, through financial consistency, skill development, and education. Discover how they're ensuring they leave the world a better place at jpoorliving.com slash sustainability. This podcast is also sponsored by Chelsea House.

5:34Chelsea House is excited to announce a major expansion to their lighting line, crafted from designer requests. At Spring Market, they'll add 150 new designs to their already brilliant collection of lamps, sconces, pendants, and chandeliers. Each one is priced to maximize designers' margins, ships in days, and all are available with no minimum purchase. Discover what's new in lighting at the Chelsea House Showroom, 200 North Hamilton Street, April 24th through the 30th.

6:10And we're back. The ongoing tariff saga, Fred. If you thought we talked about tariffs too much last week, get ready. Well, anyway, a week ago, President Trump implemented sweeping tariffs across the globe, causing widespread economic chaos. Today, only an hour before we started recording, he rolled back most of those tariffs while also increasing the tax on Chinese goods. What a year this week has been, Dennis. Exactly. What a time this has been. We've seen the world come to the brink of destruction. And now as we come on the air, markets are soaring. And apparently it was the plan all along, Fred.

6:56I wonder if we can just take a second. What is your understanding of the state of play here? And I know it's confusing because even the Wall Street Journal is a little bit confused about what exactly the numbers are. But my understanding is that we've rolled back the global tariffs to 10 percent. So there still are some tariffs. And it's just that China has been up to 125 percent. Where are we at the moment, do you think? Exactly. Basically, the administration is taking the position that we were having ongoing discussions. We're going to we're going to put the tariffs that we outlined on the White House lawn that you and I talked about last week on hold for now, other than this straight across the board, 10 percent tariff.

7:36And because China was more aggressive than the administration was hoping for, they're implementing 125 % tariff against China. So that's where things stand at the moment. But as we know, it's all subject to change. Much could happen between now and when this show actually comes out tomorrow morning. So we'll see. But there was definitely the feeling that so much was already happening in the way of meaningful discussions that they felt they could come out and announce this 90-day pause. Let's just sort of briefly recap what happened over the past week. Let's start with the stock market. As we talked about, right after the announcement in the Rose Garden, RH hopped on for their earnings call.

8:20And in a bit of a viral moment, Gary Friedman, the chairman and CEO, literally cursed on the earnings call as he saw his stock drop. But certainly, RH wasn't alone. It was just chaos on Wall Street for the past week, right? Well, exactly. So all of these companies that are bringing in product from China and Vietnam and countries around the world, they just saw shares plummet. And Gary Friedman, at the time he was looking at the screen, his stock was only down 25 % by the morning. It was actually down 40%. The poor guy can only imagine what he said then. But all the companies that we talk about, Williams-Sonoma, Wayfair, all of them were seeing massive stock declines.

8:59And we should say, in fairness, since we talked about the declines, today as we come on the air, because they've put this temporary pause in place. Shares of RH are up close to 30%. And lots of the stocks that we saw fall pretty dramatically are also having huge rallies into this. But it's been quite unnerving for the financial markets. And we've heard that a lot of things might be changing in terms of supply chain and other issues. So we'll see. Yeah. I mean, I think we should also say that 30 % off the bottom is not quite the same as regaining all the lost ground. I don't think any of these companies, or at least as a recording, I don't think many of these companies have regained the position they had on Tuesday of last week.

9:46But we'll certainly see. We may wake up to a different world, as seems to be the case frequently in this day and age. That's Wall Street. What about Home Street? What are we hearing from, what about the big importers? Have you been having conversations with them, the people who bring in a lot of goods from China, of Vietnam, Indonesia, everywhere. A lot of conversation, and it's interesting, a lot of people trying to get a much clearer sense on both what they already have on the water, as many people have things already on the way, and they got word that whatever's already coming isn't going to be impacted by the tariffs.

10:21And everybody really reluctant to try and say, We're increasing prices versus can we come up with some kind of a surcharge? Can we find some language that implies that we might not necessarily keep this increase in place? It might be temporary. Again, they're trying to figure it out in much the same way we are. and companies were hearing all sorts of things from different supply lines, but really hoping not to have to put a 46 % price increase in place as we talk about the tariffs against Vietnam, for example. I will say like all over the past week, I've been having conversations with people at all different corners of the industry.

11:06And the general reaction was this kind of panic because no one thought the numbers would be this big. But then an immediate pause, people were just thinking like, I can't do business assuming that there's going to be 46 % tariffs on Vietnam. This is going to completely change my company. I have to wait at least a week, maybe a month to find out where these numbers land. Then I can move, especially because you have to keep in mind, people knew that these tariffs in some form were coming and people spent all of the first quarter of the year moving out of China because that was the presumed target.

11:35And so the idea that they would spend the next quarter completely coming to reorganizing it entirely differently was just too much for some people. And so I didn't really hear anyone saying that they were going to resource, as it's called, based on last Wednesday's numbers. And they turned out to be correct. These numbers were very temporary. They didn't even really go into effect. I guess the one distinction, though, is that there is still a huge, huge tariff on China. I mean, when you stack up the aluminum and steel and the numbers that were there before, brands that are stuck in China, I'm thinking of the lighting companies that have a hard time getting out and people who do hand knotted rugs and people like, you know, not to call them out, but Fromenthal, who does a lot of hand-painted wallpapers in China, you know, they're still in a tricky position.

12:17Oh, absolutely. And I think what's been interesting is to see, again, you talked about this a lot, about the fact that some of these Chinese companies simply moved some of their operations to Vietnam and to some other places. And the administration was aware of that. And I think that that's why China China is so much the focus. And that's why initially you saw those big numbers against Vietnam, because they thought, really, we're still just talking mostly about China. And so now it seems like, OK, if it's really going to be the U.S. and China, still a major issue for a lot of the companies that we talk to.

12:56And I talked to a lot of companies that were getting ready to come to high point market in just a few weeks, thinking, how are we even going to talk about pricing? What's going to be on the floor? How are we going to tell people what to expect? I mean, there's a great deal of confusion. It's going to be the most interesting high point market since the housing crisis. Several people told me. I don't know if that's a good thing or a bad thing. Probably a mixed thing. Yeah, I mean, there are people in China, for example, who have orders that designers placed for their clients weeks ago. And you have products that takes a long time to complete.

13:28They may have charged$10 ,000 up front when they first placed the order. It won't be finished until a month from now. Now, imagine telling your client, hey, guess what? But that thing you paid for is now double the price. I mean, it places these people in a very complicated bind. And there are small players who are really going to be hurt by this. If you have the margin to suck up losses like that or you can move production around, you're in a good spot. But if you're a small, even just medium-sized company and you're stuck in China, this is still a very rough situation. I'm thinking, of course, of, you know, the enamel producer, the Crow Canyon home who talked about how even the 20 % tariff was, you know, extreme and she couldn't get out of China.

14:07We should we should definitely check in with her because, you know, she's exactly the kind of person who is most affected by this. But what about designers themselves? You know, Caroline Burke, a producer on the show, wrote a great story today talking about how designers are reacting to this. Have you been having chats with people out there, Dennis? Some people trying to be very proactive and send out notifications to their clients saying, listen, I might not be able to hold these prices even over the next few weeks because things are moving so rapidly. But wanting to make sure clients are very much aware of this and what it might mean.

14:41and again it sounded like designers were hearing a lot of different things from their partners about whether they were planning to increase prices whether they were waiting whether there was going to be some kind of a surcharge what was what have been some of your conversations with designers everyone is getting blitzed with emails right now just saying like hey like we're here for you or hey we're here for you and we're raising prices 10 so it's a little bit hard i think for designers to keep track and everybody like look everybody's waiting to sort of see where these numbers settle. And then we can learn a little bit more.

15:12But I think the smart thing to do right now is stay tight with your vendors, stay tight with your clients, explain to them what's going on. You may need to have a tariff surcharge. And I also think several people talked about how they can only guarantee pricing for a certain amount of time. And I was struck by some people moved it from 30 days to two weeks. And there was one designer who moved it to 48 hours, which is very, it's crazy when you think about that. It's like, imagine a grocery store saying, We can't guarantee the price of a can of Coke for more than 48 hours. It's pretty wild. I think that ideally will stabilize in the weeks ahead.

15:46But right now, I just think an abundance of communication is the smart move for everyone involved here. Moving on, let's talk about Kravitz's new showroom strategy, shall we? By the end of summer, the fabric company plans to open four new showroom locations in Birmingham, Alabama, Charleston, South Carolina, Watermill, New York, and Basking Ridge, New Jersey. Yeah, Basking Ridge. I haven't been there. I've got a lovely name. Makes me want to go Baskin, Basking Ridge, New Jersey. I was wondering if you'd be able to resist that one, Fred. Now we have our answer. When the pun's right in front of you.

16:19Yeah, this was sort of interesting. I mean, I suspect this plan was a little bit probably in place before Kravit. A majority stake of Kravit was acquired by that PE giant earlier this year. But I do sort of think like, look, when you have the backing of this company with billions of dollars as they do now, probably they're going to be making more moves like this, expanding, getting into more locations, secondary, tertiary markets. And I think it's really interesting to see. And I'm sure that a lot of the other big fabric players, your Tebow's, your Fabric Cuts, your Schumacher's are wondering, do we need to go to Basking Ridge, New Jersey?

16:52Do we need to be opening up in these markets as well? So this is just sort of a, I don't know if it's specifically related to the acquisition, but I'm sure having that backing makes them even more confident to try this kind of thing. Well, first of all, clearly you and I both need to go to Basking Ridge, New Jersey. That's obvious. And I look forward to that day trip with you. But I think this speaks to this whole suburban strategy that I actually think is very interesting. And I recall in my conversation with Peter Salik talking about waterworks and where they might show up in different RH locations.

17:25And he at the time was thinking, OK, well, this actually might be a very helpful way for us to ease into some of the suburban markets that we wouldn't normally put ourselves, but we can show up there in a meaningful way. And I think it's very smart for these companies. To your point, you've got to have the wherewithal to be able to show up in some of these markets. But we hear more and more if you can show up in a place that doesn't have a great big design center nearby and you can shorten a trip for some designers who might have to travel quite a ways, it can make a meaningful difference. So I think there's a lot to this strategy.

18:05Yeah, and we should say this is unorthodox. Mostly design brands look for sort of the comfort and the safety of numbers. They want to be where other design brands are. So Cravit is going to places where they're not necessarily next to a furniture store or next to even a competitor. So it is definitely kind of a bold strategy and an interesting one. We were talking just before we hit record about how this might be sort of a COVID thing, about how the COVID migration patterns push people more into the suburbs and into secondary markets. And so, of course, Cravit wants to be there. And I do think that there really is a strength in being where people are.

18:38I mean, I know that sounds obvious, but I think we get used to being in the big cities and, you know, designers saying like, ah, rep, stop coming and visiting me. Like, I've had enough, you know, cupcakes. I don't need any more samples. But when you get outside of, you know, New York and L.A., you know, designers are a little underserved. And having, you know, a place that you can pop down to really easily to get samples and do some, you know, have a meeting with clients, I think is a huge boon to those brands. And it's something that, you know, those designers will really react to. And I think that it's smart to have a really compact, tight thing.

19:09The Shade Store has basically rolled out the same model. I mean, I think they have something like 120 locations at this point. They're a very different kind of business. But it's an interesting strategy. And I'm really curious to see if other brands follow suit. I know Schumacher's on the street a little bit more now. But it just sort of speaks to the shifting geography of the design industry and also all the way that the major players are trying to get into it. You mentioned the Shade Store. I live here in Bronxville. The shade store's right down the street, and I've been by there quite a bit.

19:39And so, I mean, I think these strategies do make a lot of sense because I think a lot of times, too, the end user might be there, and it's a way for - Right. It's a billboard. Exactly. So, I mean, I think there's a lot of reasons that this strategy could work, and I think it's a smart move on Kravitz's part, to be sure. All right, moving on, let's talk about ChatGPT getting an upgrade. OpenAI has unveiled a new and improved version of its image generator tool, which can now handle detailed, complex, and unusual instructions. And I think you've already put those unusual instructions to work. You were just posting on Instagram.

20:20What were you using it to make, Dennis? I have created an AI-generated version of myself and of a fabulous action figure that I think many listeners are going to want to order in time for the holidays. I'm hoping I can get them ready for High Point. We'll see. It's a pretty fun tool, Fred. I'm not going to lie. I think just sort of like looking at AI and interior design in general, when these tools first started rolling out a couple years ago, they kind of all suffered from three problems. I'm going to go through them really quickly. One was that when AI would redesign a room, it would move a window and move a door and make everything smaller or bigger.

20:55It just wouldn't respect the architectural envelope of the space. The second problem was that you couldn't make fine-tuned changes. You couldn't say, hey, just change that chair to green. It would basically recreate the space from scratch every time, which is very frustrating. And then the third problem is that it doesn't put in real product into the room. It doesn't give you a new sofa that you can go then click to buy from room and board. And I'll say that like this new update, definitely you can preserve the architectural envelope of the room pretty well. It does make little changes. You couldn't use it for like, you know, CAD drawings, but it's pretty good.

21:27And most impressively, it has gotten much, much better at making these fine-tuned changes. I was sort of putting it through its paces this morning and, you know, you can, I took a picture of my hotel room and I said, hey, make the curtains red. And it did a pretty good job. And I said, hey, replace my desk chair with a Barcelona chair, you know, and it did that very well. So, you know, this is definitely a step forward. No, it's a huge step forward. And I think we've had a couple of different guests on recently talking about AI. And the gentleman that we had on from Presti was talking about this very issue of you want to try and make everything stay exactly the same except for this one subtle change.

22:04But every time you went to make some kind of a change, it would just randomly change things. and I will say that it made AI-generated Dennis heavier and older than he actually is. I want to make that clear. Well, something's broken then. Yes, yes. But the issue, though, I think is the remarkable ease of use. We think back to the Photoshop days and we think back to people working with all of these different software programs and having to learn all of these elaborate instructions. and the ease of use, the bar that it's gotten over there is really quite remarkable. To the whole issue of should designers worry about this, I don't think that they have a lot to worry about in terms of the kind of detailed work that it can create.

22:55And I saw that our friend Catherine O'Shea Evans was writing about this and talking to designers about should they be concerned, are they going to be replaced? And it seemed like the designers, again, stressed, as I think we often do, that it's a great tool and it can be inspiring and it can be helpful. Yes? You know, I don't think designers should worry. I mean, my standard is always, can AI get the painter to show up on time? And if it can't, the designers are somewhat protected. But I mean, in all seriousness, like, it is a very simple interface, but it's still, you know, it's a little kludgy.

23:31Like, you have to kind of sit there and go, like, well, what am I really trying to change? You have to sort of understand how the AI's brain works. I think the ease of use is up there for just getting a basic idea. But I still think most designers are really going to use a rendering program to make all the changes in concert they need with each other. I think it's really helpful for just dialing up a look really quickly. I think it probably will empower some clients to feel like they know what they want and darn it, they want this as opposed to their designer. But I think designers have been dealing with that for a long time.

24:00So I don't know if this is really game changing. I do think candidly that some rendering agencies will have some issues with this. I think that, again, it's not quite as maneuverable and manipulable as actual rendering software, but I'm sure some people are just, this is probably good enough in a way that some rendering companies are going to feel the impact of this. So I think they're the ones most vulnerable to these updates. But again, I don't know. Real interior design is project management. It's relationships. It's making it work in real life. I do think this is a tool, but I would just say like lastly, just try it.

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24:36I mean, that's one thing, the final message, just see what it can do. Sign up for ChatGPT. I think you can get it at the free tier because I think it's helpful to understand how it works, even if you're not actually going to use it. Just seeing what it's capable of is a good idea. Absolutely. Even if it makes you look heavier and older in the end. So don't be afraid of that. Moving on, we're going to talk about creative direction, Fred. For Women's Wear Daily this week, Sophia Celeste consulted top furniture and decor experts on how creative direction differs in home and fashion. And my starting question is, is there creative direction in home?

25:10It's much less common in home brands than it is in fashion brands. Much less common or much less celebrated, much less called out? I mean, what's your sense? Well, I've often wondered about this, and you and I have actually talked about this, maybe even when a microphone was on here and there about how it's sort of interesting how fashion you know companies have these mercurial you know people who have one name who lead the brand for a couple years and you know home brands typically do not have that person and why why is the discrepancy there you know i think there are some examples largely for like you know european companies they do have creative directors i know like pierre lasani is is one um but i don't know i mean i don't know that you know does West Elm have a creative director?

25:54If so, I don't know the name of that person. If they have these people, they're not putting them out front and center and trying to make them into a star the way that fashion brands do. And Sophia talked about some of the reasons why that might be. It was interesting. Actually, one of the takeaways from her piece was maybe the question is really more like, why do fashion brands have creative directors? Because they come in for two years, break everything. Someone else has to come and fix it. It can be very disruptive. It can be very hard to roll with these changes. And maybe we should be looking in the other direction.

26:25I don't know. Well, I mean, exactly. What was interesting, and I went into this article candidly thinking it was all about one thing. I thought it was going to be about the conversation that you and I so often have. That's, hey, why aren't more people better known in the furniture industry as being the creative directors? But this was really all about, well, here's the collaborative approach that the furniture industry talked about, that it isn't just about celebrating this one creative person, but that it's all about this process. And because this process can often take years, product development and the product to actually arrive, that the same person might not even still be in place in that position.

27:08So that's a great reason for you to not want to call out that specific person, but also is it about building a brand for the company or celebrating this individual? And I do think from a branding perspective, that's a really interesting dilemma. Yeah. I mean, there's just so many different ways to think about this. And I think that one of the other reasons is simply that the cadence of fashion is so much faster. Trends seem to come and go so quickly. I think home brands would feel a little bit stressed out by having someone who was trying to make changes quickly and dramatically. And, you know, for a million reasons, you know, the production process is more complicated, yada, yada.

27:48So I think the way that it is now makes a kind of sense. I will say this, though, like, we always talk about how, you know, you pull the average person off the street, ask them to name fashion brands, they go on for an hour, ask them to name home brands, they go on for 30 seconds. And I think part of that is because, you know, having this person at the head of the company draws, you know, people's attention to that person and makes them remember the brand. And so I would be really curious to see a major brand, especially a US brand, to really try it and to see them try and put somebody forward as, this is the creative genius behind our name.

28:19We're going to get them to do a bunch of interviews. We're going to get them in the media and see if it made a meaningful difference for their business. I know it's a little bit risky, but it's an experiment that I don't have to accept any of the consequences for, but I would love to see somebody try. Well, I mean, it's been fascinating to watch the transformation at Schumacher, for example, since Dara Caponegro came in and making a big announcement. Dara Caponegro is coming in, and she is going to touch every part of this business. And so we've seen collections introduced in a new way. We've seen a magazine introduced.

28:50We've seen it treated like a media company in a lot of ways. And everybody knows this is Dara's hand at work. So that, in my mind, is an example of that working in a big way. I think it can be a risk. What if that hadn't worked? What if everyone didn't like all the changes? So, I mean, it seems to have paid off in a big way there. I'm always interested with Kravit that has this huge stable of brands that used to be big leadership brands, Dongia and Brunswick. Sure. Dongia is a great example of that. Yeah. Yeah. I mean, an Angelo Dongia was a figure that so many people looked up to and idolized and really respected.

29:38And it's hard when he's no longer there. It's hard when you don't know who the big creative force is behind Brunchwig. And that's the risk. Yeah, I can't imagine Kravitz going to turn to its new PE investors and say, here's our big idea, an enigmatic mercurial person to run everything. But you never know. I don't know. It's maybe just if the right person comes along. I hear AI Dennis Scully is looking for work. So maybe he can apply to some of these jobs. He's going to be big. Keep an eye on AI Dennis Scully. He's going to be very big. All right. That's it for the news. But there's plenty more to check out on businessofhome.com, including the latest new hires in the industry and BOH's guide to spring high point market.

30:21We'll be back in a minute. But first, a quick break.

30:27J. Poor Living's award-winning art and sustainability initiative, Manchaha, empowers rural Indian artisans to craft one-of-a-kind rugs from leftover yarn, reducing waste and celebrating true artisanry. Each vibrant rug tells a story inspired by history, culture, and environment, embodying creativity. Learn more about this collection and shop the one-of-a-kind pieces at jpourliving.com. For the newly expanded Chelsea House lighting line, designer Jamie Merida drew on decades of experience as a successful retailer and interior designer to create 80 new products that strike a perfect balance of elegance and functionality.

31:14See Jamie's brightest new ideas in the Chelsea House showroom at 200 North Hamilton Street, April 24th through the 30th. All available at designer-friendly prices with no minimums required.

31:31And we're back. I'm joined now by renowned interior designer, James Hunneford. And you tell me, is it the founding chair of Design on a Dime, Ford? Is that your title? Is that your lofty title? It is the founding chair of Design on a Dime. Well, I'm so glad to have you here. Thank you, Dennis. Thank you for having me. And thank you for your ongoing support for this incredible cause. Well, I'm really excited to talk to you about it. As you well know, this is one of my personal favorite events, and it has been for years. I was trying to think back to the very beginning of Design on a Dime, but before we even jump into the history and all of that, I want to tell people a little bit about you, Ford, your history, what you've done in the industry all these years.

32:24and then we can get to how this event began. So let's talk about you, shall we? Sure. Tell me how long you've been in the industry. I've been in the industry for about 30 years, maybe a little bit more. Okay. Yes, I started my own firm in 2008. At the same time, I had my first child on my own. So it was a busy year. So you've been in the design industry for a long time and somewhere along the way you decide that you want to give back to the community? You tell me. Yes. You know, I thought it was an important time. There were AIDS crisis was in full tilt. There were so many people affected in our industry, any creative industry by AIDS and HIV.

33:16And I thought it was time to see if I could help make a difference in other people's lives. Home has always been such an important part of my life and so many people's lives that I work for. And just in general, as the design community, feels the same way. And I thought trying to find a way to have the interior design world gather together to have an impact and create a difference and offer a second chance for housing and home and find that way to make that opportunity happen. And were you working with Housing Works at the time? Were you familiar with the organization? I was involved with Housing Works doing some volunteer work.

34:08And I was more interested in a grassroots organization that was downtown. It was not fashionable at the time to be raising money for AIDS and HIV. There were other organizations that were kind of already on their way. And I think that there was an opportunity with Housing Works to blend together what their mission is and interior designers and what our goals or missions are and try to find a way to bridge that together. And I had a meeting with Charles King, who's one of the founders of Housing Works. And I talked to him about this idea and he thought it would be a great idea. And so, you know, the first one was at the thrift store on 23rd Street with, I think, four designers.

35:09And it was basically, you know, a glorified garage sale, not even a tag sale. And so that was the original concept. And designers were were doing vignettes basically out of the thrift store, if I recall. Yes, yes. You know, there were four or five of us at East City Vignette, and that's kind of how it all started. And how did we get from there to the Metropolitan Pavilion and this big, almost like a design show house in this giant space, yes? Yeah, you know, it's taken years of, you know, the interior design world and interior designers embracing this idea, being supportive, not taking no for an answer.

36:00And there were, you know, some important people like Sharon Simon-Air and Calvin Sow and Charlotte Moss, who, you know, and Miles Redd were at the front line of the early stages of this that really, you know, got behind it. And how do you describe what design on a dime is to people that are not familiar with the event, to designers who want to learn more about it? How do you describe it? How do you tell people what it's all about? I describe Design on a Dime as a showcase for creativity, as a philanthropic opportunity to give back to the community and a sense of collaboration with interior designers that, you know, in a somewhat competitive world, you know, industry isn't isn't the case with this.

36:54It's not about who's going to get the best room. It's about whose creativity is going to like, you know, flush out in what way. Not like a show house where, you know, if you get the living room, you know, you've arrived. Whereas if you get a fourth floor like room and it's just a different sensibility. Whereas this is not that it's not about the most expensive piece of furniture that you can get. It's about the creative process. Well, and to that point, one of the things that's also very different from a traditional show house is that just about everything in the space is ultimately going to be for sale.

37:36And so you're also thinking about this room that you're putting together that you're ultimately going to sell off the night of the event. Yeah, I mean, I think that is great that so many designers go to their suppliers and their vendors and their craftsmen and their upholsters to get things donated for this cause. It's like pieces of a puzzle that they assemble. And a lot of times, I know from my own experience, it doesn't come together until before they're letting people in. And where is everything coming from? I know a lot of things are actually pulled from housing work, thrift stores, but then a lot of designers are just finding stuff and bringing them into their space.

38:20It's been amazing how the interior design industry has embraced this event and this organization. And I remember early on, you know, Robert Stillen had this incredible Andre Arbus sideboard in his vignette. And it was just like the showstopper and, you know, seeing Alessandra Branca doing a double vignette and kind of just packing it with all of her things. Or, you know, Stephen Gambrell, who's, you know, those iconic rooms. And one of his clients donated a bunch of things from one of the projects that he designed for him. And all of a sudden I was like, well, we need to make him front row center when you walk in.

39:02or Cliff Fong, you know, getting a pair of light fixtures that were in Diane Keaton's kitchen somewhere at one of our houses. You know, I think that's the fun part of this event, of the things that are donated. And, you know, I think people have fun and enjoy participating in this event because there's no kind of guardrails as far as what they can create or what they want to create. Yeah, it's interesting. I mean, no guardrails is a great way to describe it. People really sort of put themselves out there and come up with fun themes for the rooms. And so many designers, you mentioned Miles Red and so many of his rooms stick out in my memory over the years of him just going over the top and really pouring himself into these spaces.

40:00You know, and I think the interesting thing about Miles is people now know that his double vignette is the go to and they line up. And it's just, you know, like 50 people deep to get in to just get, you know, something from that room and, you know, kind of grabbing for a price tag to be able to secure something is just unreal. Well, and we should explain again to people who haven't had the fun of going to the event that so the rooms are all put together. And if I remember, I mean, they only have a day or two to kind of piece everything together that they get into that space, right? Yes, they have about 36 hours from the time that it gets to the loading dock to get into the venue to get their walls painted, the wallpaper up, carpets installed, light fixtures hung, art on walls, furniture in place.

41:01And then if something doesn't work or doesn't fit, then you have to kind of reinvent the wheel all over again. Right. So a lot of times you thought it was going to fit, you thought it was going to work, and then you have to rework it all in the space of just a few hours. And then there's a big event and people get to come through and preview. And everything in the space has a price tag and everything is going to be sold the night of the big grand opening. Yes, on the Thursday night. And I've seen people line up around the block. from the Metropolitan Pavilion to 6th Avenue and wrap around and kind of just line up before the vignettes.

41:44They actually cut the ribbons to do that, and it's just like a mad rush. It's this crazy crowd, as you say, that lines up around the block in both directions with people waiting to get in. There's all sorts of layers of different tickets and when you might get access, And if you're lucky enough to get in a little bit ahead of time, you can run around and quickly see the spaces and start to put your list together of things that you want to buy. I have often, Ford, at events past, been stationed by different people who would say to me, Dennis, I need you to go and stand by that sofa in this vignette, right?

42:26So that we can make sure that we're the first people to actually get to buy it. And it hasn't always worked out. I'll tell you, there have been a lot of heartbreaks, a lot of disappointments. Some people shared some stories with me last night when I told them I was going to be speaking with you about, oh, the giant David Bowie print that they thought they were going to get and they didn't get it. There were a lot of people who had dreams shattered because somebody got their first. I've seen people try to rebuy things from somebody who was able to secure it. And then five minutes later, they're trying to like offer them twice as much money.

43:02Well, and interestingly, it sounds like over the years, some designers have been on the fence or you haven't been able to sell them on the idea. I mean, should we call some people out for it? Should we mention some people? I don't know. I mean. You know, I think there's always doubters. And it's interesting to see some of the doubters show up and kind of like see what it's all about. And then, you know, decide that they want to get on board. And then there's some people 20 years later who still won't get on board. And it's just the way it is. So is that right? So are there people that you've been asking for years and they're still they don't want to get involved?

43:46They don't want to return a phone call. Really? Really. So what is that about, do you think? Does it just seem like it's such a different kind of event for them than a traditional show house? Or what is it? You know, I think everybody has a different perspective and a different purpose. And I think that this has found its following and its, you know, a large group of designers who have embraced this. So I look at it that way in a good way rather than, you know, what it's not. Yeah, I was just curious because I mean, and I was speaking with Nick Olson just recently, right? Again, this is one of his absolute favorite events.

44:30And in part because I think and I think of he and Miles and others who just, it's a chance to throw your personality, your wit, your personal style into things. I think so many designers that I've spoken to have loved finding some great piece at some special price that they know they can sell and make good money for. I remember one designer was like telling me how he, you know, he had this whole list and I want to be sure that nothing's going to be too expensive and won't sell that night. And, you know, I have to be very conscious of it. But I mean, it just seems like it's this wonderful community event where everybody loves seeing each other's work and their creative finds.

45:16And everybody feels like they're getting to work on behalf of this wonderful cause, housing works. And also, it just it's a who's who event. I mean, the night of the event is one of the most packed scenes in New York City. I mean, it's like the old club scene back in the day when behind the velvet rope, you know, people waiting to get in. And you can't believe, and not even just the design scene, but there's often celebrities and all these other people that have showed up to either support or to shop, as you well know. I mean, I think people like to come to it. They like to support it because it's fun and it's for a good cause.

45:56And, you know, it is a sense of community. And I think it really, you know, speaks volumes about the interior design world and how when we all join together, what a difference and what an impact we can make. well and thinking about some of these designers who are on the fence about this and and i really want to try and get some of those people on board so so because i mean i just again i just think a it's a great cause b it's such a fun event um and also i just think so many designers have talked to me about just how it uses a different muscle it uses a different skill set you just approach this kind of a room differently than you would for Kipps Bay or for some other show house that you might be participating in.

46:43Yes? Absolutely. You know, I think that's what it's all about. And, you know, it's also interesting, a lot of the big brands, you know, who've gotten behind this, you know, from this year, you know, Cravet and Brunswick have become a major sponsor. And it's started with, you know, the people on their team have been longtime, you know, housing works and designer dime supporters. And I think they come up with this idea to do this whole like mini like flea market, you know, vignette story with five designers and kind of using all their kind of iconic Brunswick fabrics. And, you know, that's just going to be a huge moment.

47:23And Brunswick, you know, is such an iconic brand. And Benjamin Moore has been, you know, a longtime paint sponsor where there's other, you know, brands that have not been so supportive. And and I haven't really ever understood why. But, you know, hopefully in time, you know, they'll they'll get behind and support it because I think it is for a good cause. and it has a lot of impact for a photographer who's going to photograph 50 vignettes at a very discounted rate. But hopefully the goal is that other designers will want to hire them to photograph their projects and how meaningful that is. And the crossover from the financial world to the art world to design community to big brands and small brands.

48:17And, you know, sometimes, you know, the smaller boutique businesses who have been the most generous and then the slew of antique dealers that, you know, that that also has been, you know, amazing of the things that they have donated. And then this year you're doing some whole sort of pillow talk tie in. There's a whole bunch of designers who are making pillows and having a separate auction for that, if I understand. Yeah, you know, that's like one of the new elements of the event. And I'm very excited that Dara, she did not skip a beat without saying, yes, I would love to participate. And she would love to do that.

48:56And Schumacher and Frederick have gotten behind this idea to do kind of a freestanding event called Pillow Talk. and Dara asked 50 designers to each design a pillow and they've generously donated their time and their workroom's time and Schumacher has donated the fabrics and the trims and given them a blank slate to create whatever they want. And I think that is another element of maybe designers, it's a new point of entry to get involved with the event and just everybody's busy and that everybody's been able to make time to fit this into their schedules. And I've seen some of the pillows and they're just incredible.

49:41And, you know, Friday sometime there's going to be an unveiling because Housing Works has agreed to do a, you know, a window with the Schumacher and Frederick team two weeks before the actual event. Ah, fantastic. All right. You know, and I think that's how these kind of things get, they stay fresh and they become, you know, more interesting. Well, and I think, and that's a great point. And I think, as you were saying earlier, it's sometimes brands need help when it comes to thinking about big ideas or a way into an event. Because I know that you've tried to get some other people on board and they've stayed on the fence, unfortunately.

50:28But maybe this year we can coax some of them in. You know, that's what it seems like. And it's really thrilling to be able to see that it's getting that kind of traction. And, you know, the media also, not only you have been, you know, so supportive over the years on so many different levels, but, you know, the other publications too, from, you know, AD Pro to Elle Decor and Hearst to House Beautiful and, you know, First Gives. And there's just been such, you know, such love from the media community. And, you know, we're not advertisers. We're not taking out ads. And they're doing this because I think they believe in the event and they believe in the organization and they believe in the sense of community for the designers.

51:13Yeah. Yeah. No, no, no. And I was trying to remember some of the really great rooms, and I was trying to think about designers that broke through somehow because of their participation in design on a dime. What stands out in your mind when you think back? You know, I think there's been, you know, so many. I think that, you know, Charlotte's rooms have always been, you know, interesting. I think that Miles, you know, Miles' rooms have always been incredible. And there's just so many over the years that I think have been impactful for, you know, on so many different levels of creativity. Yeah. I mean, as we were saying earlier, I think that many designers use this as a way often to redefine themselves or to surprise people about their space and do something that you wouldn't necessarily think, to your point, is Charlotte Moss or is some of these other designers and how they otherwise might present themselves.

52:19You know, I have a friend named Mike Mazzano, who's, you know, a very young designer who started his business recently, and he did a vignette last year. And he said it really helped, you know, get some traction for his career. And it was an ability for him to create a room, which, you know, a lot of young designers want that kind of platform. And it's, you know, something you can see in person, and they're there, and they can like mingle and meet people. And, you know, it's not like social media where you're dealing with air. It's in person and it's live and it's real. And there's no filter and there's no edit button.

52:55So, you know, I think that has a lot of value. Well, so tell me how you think about the designers that you ask to be involved. Tell me how you think about the selection process. Look, they're all creative. They're all talented. You know, this year we have 50 designers. Some are doing doubles. Some are doing triples. And I think that it's a balance of different people's sensibility, how they're all going to like stack up and, you know, who's going to be taking the risks and the chances and who's going to be putting in the effort. And, you know, I think that all the designers that I've seen over the years have really given it their all.

53:40And I think their teams and their staff, you know, they like to roll up their sleeves and dig into it and, you know, come up with ideas that are inspiring and unique. And, you know, that they're on board with it. Nobody's just calling it in. yeah no no i mean i i was i was at the kips bay president's dinner the other night and and one of the design on a dime designers was showing me all of her inspiration and and her and her mood board for for her room uh and and she was so excited about it she's like i found this i found this i think this is gonna work and uh i mean whoever thought that you know designers are making mood boards for this event.

54:24Well, exactly. I mean, and I think, again, I think so many designers just love the challenge of, there's a scrappy element to it in a way. There's a different, there's almost like a merchant sensibility that you bring to your design on a dime room. You know, I think that that says a lot about the scrappiness is, you know, I, for myself, I moved to New York with, you know, a suitcase and, you know, you know, a lot of dreams. And I think that New York gives creative people an opportunity and a platform. And hopefully this is a way for all of us, you know, who moved here for that dream, you know, a sensibility to be able to give it back.

55:08And, you know, I was at a theater fundraiser last night for Miscast for the MCC. And, you know, there was just such parallels for the design community and the theater world of how they were all, you know, gathering together to make a cause to create a difference for other people in, you know, for an important cause. Well, so tell me what happens for the charity as a result of this event. You know, the charity is about, there's an educational program for people who need to get back into the job training program. There's an educational program. There are housing facilities. There are medical programs.

55:56And there's a lot of different, you know, elements of housing works that impact people and give them a second chance. And I think for me, it's always about, you know, how do we how do we create another opportunity for someone else? Yeah. I mean, it seems like so much of of what the charity has become about is the combination of of housing. And as you say, support and reentry and education and anything that somebody who is struggling with this would need. Absolutely. And, you know, I think that there's huge opportunities ahead, hopefully, for more companies to get behind this. And, you know, Jim Druckmann has been a longtime supporter of Design on a Dime and Housing Works.

56:46And, you know, he's been extremely generous, you know, along with, you know, a lot of our honorees, you know, from Bob Chavez, who was the founder, you know, the chairman of Hermes to, you know, Andy Cohen to, you know, so many designers. and even Darren Walker from the Ford Foundation. We honored him and so many groundbreakers that have been not hesitant about saying yes. It sounds like you're hoping some more corporate sponsors are going to come in once they see everything that's going on this year, yes? I mean, that's absolutely the goal because I think without them, it's just harder and harder.

57:32are interested in today's world in the economy. And, you know, I think they all need to make an effort. You know, the design community is extremely generous and very supportive of a lot of brands. And I think the brands, you know, kind of could give back. Well, so let's tell people when the event, because there's a little preview, right? And then the event. So let's tell people exactly when it is. Well, there's an honoree's dinner on the 23rd. Okay. And then the shopping event starts on the 24th. There is usually an hour preview. And then it's that evening of Thursday. And then it's all day Friday and all day on Saturday.

58:15It is a tremendous event. So I hope that a lot of people will turn out for it. Buy those tickets. Line up around the block so that they can come and participate in it. Because you're going to see some of your favorite designers really outdo themselves in terms of creativity and energy. And you get to buy everything that's in the room. So who doesn't want to participate in that? Thank you, Dennis. I'm so grateful to you. And it really is like a homecoming for the design community. It's kind of how I would sum it up. Well, exactly. I mean, it really is a big community event. And so I'm really looking forward to it.

58:53And I thank you again for making the time to talk to me. Thank you. Thank you so much.

59:01And we're back. We're getting to the end of the show here. But before we go, we'd like to take a second to highlight anything going on in the industry that might have caught our eye. Fred, what caught your eye? Well, I'm down here in Dallas for the Design Social event, as we mentioned. And there's lots of great lines, great people showing cool product here at the event. We'll not be able to name all of them, unfortunately. But I had a lot of great conversations this morning. And I wanted just to shout out a few people. There's this woman who does this great textile company called Face, F-A-Y-C-E.

59:29these really beautiful textural wallpapers and fabrics. This company called Textiles by Smith, really beautiful floral textiles and wallpaper. And also this company called Sorella Glen that does these really chic little lampshades, definitely made me want one. So it's fun just to be here at the event and see the stuff up close and personal as opposed to seeing it on my Instagram feed as I normally take a new product. But also just sort of on a sadder note, I don't know if you saw on Instagram the note that Sarah of Minna was going to be sort of pausing or shutting down operations. Minna is a great company that does these textiles and home products made by artisans, largely in Latin America.

1:00:07And she just announced that, you know, it just hadn't been fun recently and business had been rough. So she was closing the brand, which is really too bad. Really liked Minna, really liked Sarah. I'm sure she'll be back in some form, but it was just sad to see that. I don't know if you saw it. I did see that. And I was very sad to see that news. I know she's given it a great deal of thought and she's faced a variety of different challenges. But I hope that we do see her come back in some other incarnation because she has a lot to share with the world. So I'm a big fan and I wish her the best. Same.

1:00:43What caught your eye this week? I got to go to a really special event this past Friday at the British residence over at UN Plaza and be presented with the Highgrove collection that Sanderson has just come out with. And it's based on King Charles's private garden at Highgrove. And Sanderson was given access to the gardens and created this whole collection based on some of the king's favorite flowers and plants. and his favorite dog is actually in the fabric collection as well. And, you know, apropos of the conversation about creative directors, Sanderson has a remarkable creative director, Claire Vallis, who has been there for, I'll say, more than 25 years, so not even later, but been there such a long time.

1:01:39And I think that that's the power when you have a creative director that stays for a long time and can really develop the look and feel of the company and the image. This is a really striking collection, and it was extraordinary to get to see it in the setting that they created for us. And I really, a portion of it is going to the King's Foundation, so it will benefit the King's many charitable interests, but it was really special to get to see. All right, that's all the time we have today. Thanks so much for listening. If you want to keep up with the latest news, browse job listings, or take a workshop, visit us online at businessofhome.com.

1:02:24If you want to get in touch with the show, write to us at podcast at businessofhome.com. This episode was produced by Fred Nikolaus and Caroline Burke and edited by Michael Castaneda. I'm Dennis Scully. Have a great weekend, and we'll be back with you on Monday.

From the publisher

Host Dennis Scully and BOH executive editor Fred Nicolaus discuss the biggest news in the design world, including the latest on tariffs, Kravet’s new showroom strategy and a major update to ChatGPT. Later, designer James Huniford joins the show to talk about Design on a Dime's 20th anniversary.

This episode is sponsored by Jaipur Living and Chelsea House

LINKS
James Huniford
Design on a Dime
Business of Home

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