Will, I read that your passion for design started in your childhood. Can you share more?
My grandfather was an architect. He owned a construction company and built a large portion of my hometown in Wisconsin – homes, banks, schools, mostly commercial buildings. Then started doing residential projects. I kind of felt into that. My dad was in the kitchen industry for more than 30 years, primarily on the sales side. I studied Industrial Design and was planning to start a career in either furniture design or designing small handheld electronics. Unfortunately, it’s a very hard industry to get in – you need experience, but how does one get experience without working in the industry? My dad convinced me to work in a cabinet showroom and surprisingly, I loved it. I worked in a variety of kitchen cabinetry showrooms, and one of them, Christopher Peacock, eventually brought me to California. Because of the economic downturn in 2008, I left the company to work for a design tech startup and spent 3 years there. After some time, I had the desire to return to the kitchen design world and worked in a couple different showroom settings again. I loved being there, but I had a feeling that I needed to do this on my own. I was already taking private clients on top of working a full-time job. Finally, last September I pulled the trigger and started working on my own.
How was your first independent year? What did you learn?
It has been great! The biggest lesson I’ve learned this year is to learn how to say NO, so I can have a good balance in work and in life. I would never want my client’s project to suffer because of overloading my own schedule.
Who are your clients?
A lot of my clients are first-time homeowners or second-time buyers who haven’t had any home remodeling experience. They’re looking to get direction on design and also to be supported in the process. How this process is going to look? How long is going to take? How do we find and select a contractor? How to communicate with a contractor? I often take on the role of Project Manager for my clients, in order to set expectations and make it a smooth process for everyone involved.
Alameda & Oakland are my main markets – the first-time home buyer, trendsetting San Francisco transplants who move over to the East Bay because of their kids and the school systems. There are so many houses that need help over here! Most houses are built in the 1920’s – 1948’s: Bungalow, Craftsman, Mid-century modern…
How would you describe your personal style?
I like both – traditional and modern. Since I’m from the Midwest with roots in the East Coast, my designs tend to lean a little more towards traditional, but I like to define it in a way that’s more refined and simplified. I personally gravitate toward mid-century modern style, because there tends to be more color and texture. I try to push the envelope a bit – by giving confidence to my clients and expressing their style beyond the traditional white kitchen. At the same time, I’m not trying to be a designer with one particular distinct style. This is the client’s home – and don’t get me wrong, I do want to make my mark – but at the end of the day, it’s about them and their family and a true expression of who they are. I don’t look at a project with the desire to have it published. My end goal is always to make my clients happy.
What’s hard in this business?
Sometimes it’s customers’ expectations, especially in regards to timing. When you get into construction, there are often unexpected things that occur that can seriously delay a project, and you can’t always account for that. It’s hard to break the news to a client that there is a delay – that is probably the most hated word during construction. Meeting a budget, especially when it is tight, can be challenging, too. We always need a buffer – expect costs to go over. Labor is also at a great expense in the Bay Area. Fortunately, I have a few contractors that understand my clients and how I work – and we are able to create some pretty successful projects because of it.
What’s most rewarding in this work?
To see the end result, to see the client’s response, to witness them using the space. Aesthetics are important, but it’s mostly about improving their everyday lifestyle. Making their family life better – creating a space that’s inviting, beautiful but most importantly, functional.
What do you like about ART TILE?
I’ve been working with ART TILE for a year now. A client of mine actually informed me about the showroom. They carry so much! I especially like the WOW and AKDO brands –they’re both so unique and yet classic, full of dimension & texture. Marta is absolutely fantastic! Patrick is very supportive of local businesses and it’s important in this economy that we all continue to develop that great community. I love having a resource here that is great in responding to my needs and inquiries. With current technological advancements, there are so many exciting things happening in both natural & man-made materials – especially with tile. Marta is often introducing me to new products that I immediately love!
What do you think about Natural Stone?
No matter how good the man-made material is, it will never replace Natural Stone. There’s so much fear around using Natural Stone in a home – but I always say, visit Italy. Everything is covered in marble – and it’s been there for centuries and it is still beautiful today!