DISTINCTIVE DESIGN ELEMENTS MAKE MAJOR IMPACT
After the Spring High Point Market, Home Accents Today interviewed our president, Brian Berk, about the outlook of home decor in 2016. Read the full article below:
"Distinctive new design elements – from V-shaped grooving and intertwined mirrored frames to cut geode agates – are some of the headliners this season from Howard Elliott. Showcasing innovation in both its materials and finishing techniques, these latest introductions also reflect the value that Howard Elliott’s wall décor has come to represent to both retail and design customers. Getting ready to mark his company’s 15th anniversary this October, President Brian Berk outlines Howard Elliott’s 2016 design perspective here.
What are the main attractions of your company’s 2016 presentation?
In High Point, we introduced a collection of oversized mirrors that feature V-shaped grooved bevels, where a bevel is created in the middle of the mirror into creative geometric patterns. These pieces measure up to 90 inches high, and are complemented with brushed gold and brushed nickel decorative hardware. One of the decorative mirrors introduced in this collection is the Bogart mirror, a handsome piece that features an Art Deco-styled rectangular wood frame finished in a smooth matte black. Its grandiose size makes it a perfect focal point for any room of the home. Another standout item has been our Aleena mirror – a stunning piece that is composed of intertwining mirrored sections that gracefully form a scalloped octagonal shape. The frame is then trimmed in champagne silver leaf borders. Our new Geode mirrors in different shapes are composed of black and gray geode agate pieces, creating a look of natural cut stone that has really attracted some strong attention. We also continue to integrate vibrant colors into the finishes of our decorative mirrors and wall art, judiciously adding rose gold, champagne and copper, to name a few, as added points of interest.
What design statement does your wall décor make?
Our design statement speaks to a high design clientele while still focusing on offering a perceived value. We offer a full assortment that complements rooms from all four major design styles, with a strong concentration on transitional styling.
Why do customers come to Howard Elliott for their wall décor?
People gravitate towards us because of our diversity, highlighted by our unique finishes, interesting textures and distinctive shapes. Our selection is second to none, even among companies that are significantly larger than ours. We also have a strong customization program, and pride ourselves on being able to offer something for everyone. Howard Elliott also strives to create accessory pieces that are multi-functional. A perfect example is a collection of textured bowls and trays that double as wall décor that we recently introduced at market. They create a three-dimensional focal point guaranteed to be a conversation piece. Buyers who saw the pieces in High Point couldn’t resist reaching out and touching them!
How do you rate the current popularity of the category?
It’s as strong as ever, and there is certainly more competition. Several seminars I recently attended spoke about the sheer number of people that will be entering the market to purchase wall décor for years to come. This new audience may not purchase the way customers traditionally did, but it’s certainly refreshing to know that the sweet spot for home furnishing consumers is between the ages of 35 and 55. This new group surpasses the “baby boomer” generation in sheer quantity, representing 78 million people. This new era of consumers should provide a nice increase in potential business for many years to come."
You can check these and many more home decor products on www.howardelliott.com or at the Atlanta & Las Vegas Furniture Markets this July!