Affordable Style

To many consumers, it is an article of faith that high design and high prices go hand in hand. "People generally have the misconception that stylish products are automatically expensive," says Stephen Schembari, U.S. sales manager for DK Living. "But that does not have to be the case."

There are plenty of resources in the gift industry that offer high quality, high design accessories that won't burn a hole in your open-to-buy. The trick is learning how to spot those resources. Test the waters by incorporating just a few high design pieces into your merchandise mix, and you'll be surprised how easy it is to make the crossover. And when the price is right, customers will pay attention.

According to Mark Moussa, president of Arteriors, Dallas, the biggest misconception about affordable decorative accessories is that they are not well designed or well made. "Because they're inexpensive doesn't mean they are 'cheap,' " he notes. "High design is really about the look — not about the price. If an item is well-designed, well-made, and reflects current trends, it can be high design even if it's not expensive." Arteriors features a wide array of decorative accents at affordable prices, including a lustrous teardrop lamp for around $100.

Brad Huntzinger, owner and designer at oly, points out that many people believe that if a product is well priced, the materials must be low quality. But he disagrees. "Silver is silver. Bamboo is bamboo. Affordable products can be made from good materials," says Huntzinger, whose company features a line of high design resin candlesticks that can accent any home at a reasonable price.

But you won't find these bargains if you're not trying. The first step, of course, is to enter the showroom. And don't be intimidated by merchandise that has the look of high design. Talk to representatives about their product and find out if it is right for you before you pass it by. You might just be missing out on a wonderful new product line for your shop.

Stephen Schembari says that oftentimes buyers won't even come into the DK Living booth because they are intimidated by the design of the product, thinking that the prices will be out of their range. "Sometimes we have to lure them in with low-priced, stylish items near the entrance or the window of the showroom," he explains. But once inside, people are pleasantly surprised by DK's prices. For example, a 6"x6" square nickel vase retails for just $37.50.

The key is to always be curious, and to check things out for yourself. According to Moussa, good buyers don't hesitate to walk into a space, even if they just want to admire a particular item. Good buyers are intrigued by new and beautiful things, and aren't afraid to stop and take a look, no matter what the price.

Another challenge that vendors encounter is buyers who think certain types of product won't fit in their store, either because of price or design or both. Maureen Welton, president and creative director of 18 karat, urges buyers not to make snap judgments about high design merchandise. "Some buyers make an assumption before they even look at the price. They think the product needs to be in a sleek environment. But you can put it in a country home or a casual setting. You have to see it to know how it can work." 18 karat offers a wide range of decorative accessories for the home and garden, including stylish textiles, streamlined vases and tableware, and a line of fashionable planters in metal and natural fibers.

Of course, shopping trade shows can be overwhelming. Your time is more or less limited, and sticking to your usual vendors always seems like a smart show plan. And while remaining with your trusted suppliers is definitely a good idea, it's also worth your time to seek out new resources when you're at market.

"The most important thing is to have a good schedule that will give you enough time to visit your existing suppliers, but leave a cushion to find new sources," recommends Schembari. "It's healthy to find new vendors, even when you're content with your existing ones. Keep your eyes open, don't pass something up based on preconceptions, and ask questions."

Mark Moussa agrees, adding that shoppers should also use the shows to seek out new items that their current suppliers are offering. He also stresses that finding new product is what going to the shows is all about. "Don't use your time at the show to deal with issues that can be handled on the phone. Take time to walk around and feed the eye. Note how many times you see a particular color or finish. You could be identifying or confirming a trend. Go with a list of resources, map out your days, have a schedule," he says.

Moussa also suggests that buyers do some research before going to trade shows. Reading up on trade magazines as well as shopping retail stores in other cities to get a feel for designs that might not yet have reached your region are two activities he recommends. While high design has always been more common in larger cities, retailers in smaller cities can also have success selling high design product. And it doesn't mean that the tags have to boast big city prices. Shoppers everywhere welcome diversity. Mix up their shopping experience with a section dedicated to edgier product.

"Buyers have to make diversity a part of their plan. Whether it's walking a different floor or section of the show. You have to make a real effort," says Maureen Welton.

Natalie Mano, general manager at oly, adds that just walking the floor and taking notes is a very helpful way to get a sense of the show. "Hit your regular vendors, then walk the floor quickly and go back and meet with the new vendors you're interested in," she says.

Even if you're not ready to stir up your mix with sleeker, more trend-conscious product right away, you'll leave the show with more knowledge and a better grasp of what's happening in the industry. You owe it to yourself, and to your customers.