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Clarkston designers help inferior interiors |
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Beeker Street in Clarkston can be hard to describe. Is
it primarily a “specialty retailer of interiors and accessories for
your home and office” as its flyer states? Or is it more accurately
described as an interior design studio?
Those who come to the store looking for an unusual lamp
or vase will find unique accent pieces that make a statement. Others come
for interior design services, often after a referral from a satisfied
client. By combining a specialty retail store and an interior
design business, Ludvigsen avoids some of the struggles that independent
interior designers face. “Independents are constantly in and out of stores,
trying to buy in enough volume to get store discounts that otherwise only
go to larger design firms,” she explained. In 1997 Ludvigsen left a job she enjoyed in the corporate
world to buy Beeker Street. She viewed the store as a way to put into
practice her somewhat different business model, including using specialty
retail as a base for her interior design services, which allows her to
buy direct from the manufacturers. Ludvigsen hires only interior designers. And instead of
a retainer fee for her design services, she charges an initial consultation
fee, which is later discounted from the total the client pays for the
project. The holiday season just increases the flurry of activity
at Beeker Street. Ludvigsen and her staff spend about two weeks decorating
numerous themed Christmas trees in the store, in preparation for clients
who request the store’s tree trimming services. On top of the normal rigors of the holiday season, Beeker
Street’s staff goes to clients’ homes to deck their halls. “We
become the Christmas elves for busy professionals,” Ludvigsen explained. In past years, Beeker Street has had a holiday open house
throughout November and December. This year, Ludvigsen is trying a new
approach, holding instead a private holiday reception for about 100 invited
guests, preferred clients who are encouraged to bring friends. Each invitation specifies a time, allowing groups of 14
guests at a time to enjoy the holiday atmosphere, European treats and
the attention of Beeker Street’s staff. Ludvigsen hopes this will
result in a more intimate, relaxed setting rather than the crowded open-house
atmosphere that she had in the past. Beeker Street does not, however, rely too heavily on the
holiday season. It does well year-round with unusual items, such as custom-designed,
hand-dyed rugs from Nepal, which take six to eight months to get from
the design stage to the final product, and custom metalwork from one of
the blacksmiths with whom they work. Ludvigsen puts much energy as well into mentoring her
designers, and her pride in them is tangible.
“After all, the customer is king, and we’re
working in the castle,” she explains. “Working with customers
is a process of gradually building their trust, from the first moment
they walk in the store until the project is completed.” For Ludvigsen, education of both staff and customers is
paramount. “We love to educate the customer, and our customers
enjoy learning. When they know about the pieces they are buying, they
take more pride in them—it’s a more exciting purchase,”
said intern designer Siboney Smith. “But we also have to help make customers comfortable
with their new knowledge,” Ludvigsen added. “Many people are
afraid of the word ‘interior,’” she explained. “We
have to get them over their fears—of spending more than they planned,
or of ending up with something that feels foreign to them.” Ludvigsen has a knack for putting people at ease. When
a person enters the store, no one pounces with a “Can I help you?”
To Ludvigsen, the question suggests the pushy salesperson who only has
closing a sale in mind. Her staff jokes that they know they’d be
fired if they blurted out that tired phrase. Instead, she or a staff member offers something to drink
and asks, “What brings you in today?” “From the answer, I know whether the person is a
browser or a buyer.” Ludvigsen explained. Browsers are left in peace. Potential buyers or clients
might receive printed information describing the artist, the artistic
process or the unique features of an item; they may end up with an appointment
for a consultation. A designer has to be especially on guard for unethical
customers, who make use of the staff’s expertise and talent but take
their business elsewhere at sales time. “They come in for consulting services and get model
numbers for items, codes for fabric swatches and so forth. Then they drive
south or go online to buy products at a discount,” Ludvigsen lamented. Such behavior steals business from retailers. Customers
are not merely seeking better deals from manufacturers and outlets, they
are avoiding sales tax. That’s one reason Ludvigsen contributes to MRA’s
PAC. She wants MRA to continue working for sales tax fairness and applauds
its efforts on the Streamlined Sales Tax Initiative in Michigan. “It’s so important to level the playing field
between Main Street retailers and remote sellers. When incentives to buy
out-of-state or online are removed, customers will be more likely to reward
our attentive and highly skilled staff with the sales they have earned.” Ludvigsen plans to expand from her current small space
by the end of 2004, but she makes excellent use of her skills in space
planning to make every inch of her 1200-square-foot store intriguing. She urges retailers to think more creatively about their
space and to use it more effectively. “Can you see almost all the merchandise after taking
three steps into the store, or does something draw you deeper in? Is it
unkempt? Is everything displayed at the same boring level? Really think
about what you might do with your space,” she urges. This article was written by Amy Buttery, Michigan Retailer staff writer. |
Fortunately
for owner Ramona Ludvigsen, she doesn’t have to limit herself to
one concept. 
“Designers
are a different breed of cats,” said Ludvigsen. “They have to
be artists, savvy business people and experts in psychology. They must
really listen to the customer, read nonverbal cues and deliver work that
is both unique and well suited to the person.”