Home Renovation and working with what you have.

 

Work it Baby! It’s human nature to notice the physical beauty of others and sometimes wish we had the same attributes; this also applies with houses when you are undertaking a renovation. You must learn to love the bones and limitations and work with what you’ve got.

Often when I begin a domestic renovation design job, I find myself looking through Houzz or Pinterest mood boards that my client has made. It’s a great way for me to learn about their ideas for what they want and their tastes. I can usually start to pick patterns in what they have saved.

It is quite easy to admire a particular style and want to copy it, but the style you love may not translate to type of house that you have. Behind most successful and emotive interiors photos are unique characteristics of that property that have been enhanced. It is possible that the story you are reading about in a home magazine started out with a brief in a different direction but was carefully steered and moulded to make the best of what they had to work with.

At the early stages of a job it’s important to be realistic and assess whether it’s possible to achieve the desired outcome based on the existing house that you are starting with. For example I can’t turn a Queenslander cottage into a New York loft. Nor can I achieve the same window effects in a house with 2.4m ceilings and plaster board walls if the example image is a vintage French chateau with 4m ceilings and full height billowing curtains. Sometimes acknowledging those limitations can be a disappointing realisation for clients. That said, it is possible to pull off amazing transformations with good interior design. There are many industry tricks that can conceal offending features.

Seeing something you love is the easy part but being able to recognize what elements have made that initial image successful can be more difficult. This is where an experienced designer can help. They can offer the client guidance and options which put a positive spin on what they can achieve with what they’ve got and where possible rework some of the original elements to suit the space.

Approach your renovation with an open mind and know the importance of flexibility during the concept stage. Designers love excited and inspired clients and your finished look may become another person’s inspiration.

The Lipstick Effect

 

You can’t get it, but you may already unknowingly be part of it.

The Lipstick Effect

You’ve probably heard it mentioned but wondered exactly what it is. It’s being used more frequently at the moment, especially when the household spending is discussed.

It’s a subtle, but unofficial economic indicator. While the term was only coined in the past few decades, it can be traced back to the depression in the 1930’s. The Lipstick effect is the purchase of a luxury beauty item that gives a feel good effect to a woman. It refers only to cosmetics, not clothing or any other discretionary item. The psychology behind this is the in tight economic times women want a product that quickly and easily makes them attractive to a potential mate with good earning capacity. Whilst in this day and age that may seem very antiquated and most modern women would strongly argue this, we are still seeing it in action.

It was reported that Estee Lauder saw significant increases in lipstick sales after the 9/11 stock market crash and also the 2008 crash. The one significant variant to the Lipstick Effect was during Covid and the economic roller coaster of those couple of years. Women swayed from purchasing lipstick that would be concealed by a mask and instead perfume purchases increased.

The Lipstick Effect relies on regular sales figures from major cosmetics brands- which are not always forthcoming. It’s also a bit ambiguous because some women may be sticking to their regular cosmetics brands, whist others are still purchasing lipstick but have downgraded to cheaper brands.

Silicosis

 

This subject has been in the news a lot lately. It’s an issue which greatly affects my industry from the initial product specification stage to the end manufacturing- which is where the disease is occurring.

It relates to the silica content in the dust of quartz, sand, stone, soil, granite, brick, cement, grout, mortar and bitumen. But it’s the engineered stone benchtops that have been causing the most problems. I don’t see the demand for stone benchtops declining at any stage in the future.

However the past couple of years has seen the trend swing back to the natural stone for benchtops as opposed to the engineered stone. The reason for the resurgence of natural is riding on the 70’s design trend going through, which heavily features stone but also celebrates the uniqueness of each stone slab.

Engineered stone was invented for numerous reasons. It enabled a consistent finish to be guaranteed. If you wanted a particular colour or pattern heaviness in the stone slab you could specify it and know you would get that. If you are using real stone slabs you need to go to the actual stone mason and reserve your specific slab if you wish to ensure you get that exact pattern appearance.  The natural stone could not guarantee exact colours and patterning. The natural was also limited by the amount found in nature. Some stones are very expensive because they are rare and found in one off locations in the world.

Manufactured stone enabled the creation of a similar look to the real but could be provided as an endless supply.

The manufactured stone is a much stronger product than some types of natural stone, which may have cracks and fissures resulting in higher breakage and therefore replacement costs.

Silica does occur in natural stone, however it’s usually around 30% silica. The manufactured stone is has approx. 80%  or higher silica due to the formula.

How does the building industry keep up with the demand for a product while eliminating the dangers of manufacturing the product?

For a while now the major engineered stone companies have been creating new products with a lower silica content. Smartstone have a range with the stone image printed onto the top surface and allowing them to decrease the silica in the substrate. Caesarstone  are also working on new products which will have at least 40% or lower silica content. That is the percentage they are expecting the governments to regulate.

The other initiative which has been implemented for a while is safer handling procedures to manufacture with this product. I must say that any stone masons I’ve worked with over the years have been very professional and run wet cutting procedures. This is a proper way to cut as it eliminates the deadly dust. However there have been some manufactures who have not wanted the expense of setting up a wet factory and cut dry.

I’m keen to see how this all develops as I know we can’t simply outlaw stone benchtops.

 

My 5 tips for Retailers

 

Ask anyone who has worked in the retail arena for their top tips and you’ll get different answers every time. The responses are largely influenced by the area of specialty that person has.

For almost 30 years I’ve lived in the realm of the retail world. I love watching all the mechanisms that meld together to make this industry function. I’ve designed shops and retail outlets for all types of clients- hair and beauty, foodies, clothing, jewellery, health and medical, real estate, furniture, produce, garden and lifestyle.

Here are my Top 5 Tips for Retailers.

1.      Know your Market. I always ask new clients who their market is. If I’m designing their store I have to make the look appeal to that market, but also be conscious not to isolate any potential customers on the fringe who may be enticed in. Knowing the market is also important for service. One example that comes to mind is a brand of upmarket clothing that appeals to the pre-teen market who aren’t quite old enough to work and therefore rely on the bank of mum and dad. However the sales people are known for being super rude and dismissive to the parents.

2.      Have Omni channels. We’ve definitely seen the importance of this during covid, but even before then businesses knew the value. Multiple platforms and ways to allow customers to buy are so important. They may be browsing your socials or website at 11pm but wanting to come into your store the next day at 9am so they can touch and feel the product and then purchase. Or they may simply purchase online, as many had to during covid.  Do not limit the methods for them to purchase from you.

3.      Educate your customers. If done well this will generate add on sales. This is done by sales staff and visual merchandising and promotional/ advertising online. It’s the sales person who offers up accessories or a top that goes with the bottom piece the person is trying on. Or it’s the window display that shows the a whole outfit all working beautiful together or the online images showing a range of home décor that compliments the furniture in a room. People often need to be shown or advised about how to make something work or how versatile it can be. Many people are nervous about “getting it right” if left entirely to their own decisions.

4.      Walk the walk, Talk the Talk. I know a gorgeous older woman who owns a suburban clothing boutique. When I see her at the local supermarket she always looks stunning in an outfit from her shop. Her hair and makeup are beautiful. Her social media promotes her stock and shows her customers out and about wearing clothing from her store. She attends fashion events and also promotes these on her socials. She personifies what she sells. If you are building a brand it needs to encapsulate everything you value for your brand. There is nothing more disappointing than the plumber with the leaky taps.

5.      Acknowledge your strengths that set you apart from your competitors. There will always be competition in life regardless of what you do or which industry you’re in. Instead of getting caught up in what your “competition” is doing, think about what you can do to be unique and add that edge of difference. Perhaps you have an interest in a charity that ties into your area of retail- promote it. Offer customer incentives- spend $1000 on clothing and get a free styling session. A well known tile shop is currently promoting the fact that you can get complimentary tea or coffee while you are in the showroom browsing.

 

My tips are not about having a well designed store. That’s important, but is only one cog in the wheel. A great looking store will only get a retailer so far if the other elements are not working. Over the years I’ve designed stores knowing from the start that they won’t work because the other factors are not in place and not considered important. However it’s an absolute delight to watch a retailer who nails it in every aspect and their brand grows with success.