For those of us in the business world, it’s easy to get caught up in bottom-line performance metrics such as cost, revenue and profit. It goes without saying that these metrics are vital to the success of any brand. However it’s also important to occasionally look beyond accounting benchmarks and remember that at the end of the day, customers are people; unique individuals each with their own wants, needs, opinions, challenges and preferences. Successful brands often focus on getting to know these individual customers on a personal level to better understand how varying products or services fit into their daily lives.
Some great examples of this “know your customer” concept being put into action can be found within the Lifestyle Industry. Whether providing a lifestyle product or service, these brands are deeply ingrained in the day-to-day activities of their customers; so a strong connection is important to stay relevant, competitive, and top-of-mind. Living as the unique individuals we are, what speaks to our personalities and preferences more than our homes? We are there every day and the value of a comfortable home cannot be overstated. The location we choose and the way we decorate say a lot about our personal styles, and even minor upgrades or adjustments in these areas can do A LOT to improve the overall quality of life. For many reasons the Lifestyle Industry is fascinating and so it was chosen as this month’s industry of focus.
We are greatful to have had the opportunity to connect with a local Thought Leader who is not only a driving force behind one of the top lifestyle brands specializing in creating personalized environments, but is also an admired colleague and wonderful person; Jennifer Savio – President, Beach Drapery Service.
What life experience(s) do you feel best prepared you for a leadership role?
To understand my leadership style it’s important to note that I’m a quintessential Type A personality…and always have been!
As a woman business owner, I’m especially proud of the culture I’ve created for employees and customers. We encourage growth and support passions at each step along the process. Internally, we’ve launched a corporate wellness program that supports the health and well-being of our people. Externally, the care and partnership we share with each client aligns with our values and results in strong long-lasting relationships.
Who had the biggest impact on you throughout your professional development?
Having worked mostly in the design center builder market I was around amazing female leaders. Working around strong and passionate individuals set the expectation of what was needed.
As a family business, my parents have been extremely influential in showing me great work ethics and perseverance. Loving what you do and being part of a team that strive for success everyday.
Do you have a personal interest in design – interior or otherwise – that you feel is benefiting your current position?
Yes, I absolutely LOVE interior design. And it’s a blessing that I get to combine my passion and professional excellence each day – my career is both my work and my hobby. I’m honored to work with private customers and builders that share my passion and expertise.
Working with designers, homebuilders and private customers must present a variety of demands and challenges. How does Beach Drapery offer consistently exceptional experiences across these categories, especially considering their distinctly different needs?
I am constantly striving to improve. I bring this to every project. I approach design from a combination of passion and practicality. I work with talented colleagues who take in the space, the architecture, personal preferences, lifestyle, space usage, and I get to help them bring it to life through custom window treatments. My job is to clear the path for others to design beautiful art.
Design trends seem to evolve quickly and frequently. How do you and your team stay on top of your game and ahead of customer preferences?
Working in a close partnership with Hunter Douglas we have access to trends that are on the horizon both locally and Nationally. And here is a tip for 2018…Give a nod to nature! Living in a digital world is both remarkable and exhausting, as we can all relate. With all that stimulation we’re seeing a new trend towards personal space that peaceful, quiet, calm and inspired by natural color combinations. We anticipate a palette of washed, earthy neutrals to combine with soft shades of the outdoors – as opposed to harsh contrasts.
Are there any key benefits of being a family owned and operated business that you feel gives Beach Drapery a competitive advantage?
It’s most commonly known that family-owned businesses are theoretically ideal because we form a grounded and loyal foundation for the company along with long-term stability, trust, loyalty and shared values. However, just for fun, let’s pick the top 5 advantages:
- Nature + Nurture: Some of us are just born to entrepreneurial risk-taking — so it’s likely our kids are, too. When kids grow up in the business, they absorb the skills it takes to succeed
- Authenticity: The ability to be fearlessly and emotionally honest can help a family business thrive
- Trust: Trust is essential in all business, but it’s even higher in a family business because there are no secrets!
- Control: We control the fate of the business and the family – plus getting to have multiple generations working together is fun
- Next-Gen Ingenuity: Companies can lose their competitive edge when leaders lose touch with the youth market. A smart family business keeps its edge naturally when it brings in the next generation.
Do you have any advice for someone hoping to find a career in the home design or interior design industry?
In order to be successful in this business you need to have DRIVE, DETERMINATION, and DISCIPLINE!
What is your favorite quote?
“A diamond is a chunk of coal that did well under pressure” Henry Kissinger
Bonus Summary:
For over 45 years, Creative Window Designs and Beach Drapery have specialized in creating personalized environments with the finest window covering products available. The company was founded by my father and grandparents as a premier window treatment company to service home builders, interior designers, and home-owners to make the ambiance of their home match the quality of their lifestyle.
Historically, Creative Window Designs has serviced private home owners and Beach Drapery has serviced the premier builders in California. As both companies grow, Beach Drapery is poised to expand and work with the elite high end private home owners that require a larger and more sophisticated offering.
Orange County is one of the most beautiful places in the world and it’s a great place to live and work. The coastal access and sophisticated lifestyle makes this a destination market where people are inspired to raise beautiful families and grow successful businesses. We’re honored to serve this thriving region and community.
