Selling Interior Design/Designer Series: Mark Sunderland

I am so honoured to have been chosen as Jody Seivert's featured Interior Design for the month of May! I call Jody the "Pied Piper" of Interior Design Consulting. I encourage you to read the questions I answered for Jody,....and, if you just-happen to be an Interior Designer, I would HIGHLY-recommend giving her a jingle sometime! She has provided me with MANY constructive ideas I've used for my businesses since 2010. She's one of my favourite Peeps, a beautiful person both inside and out!

Thanks for my feature, Jody!

Atlanta is a sizable and supportive design market. ADAC (Atlanta Decorative Arts Center) was the last design center to be accessible to the public via designers and every seminar I have ever done there has been wildly successful. At my first ADAC seminar, Mark Sunderland sat in an aisle seat, nodding vigorously at comments that he agreed with and raising his hand and sharing his opinion at comments he found lacking. He was equally quick to share his best practices and his trials and errors that taught him how to run not one, but three profitable businesses. His formidable design business and his art and antiques businesses support each other. His Anglophile aesthetic and countenance, and his generous and sharp sense of humor comprise the hard-working gentleman I know him to be. Enjoy him and follow him on Facebook- he's sure to have something for you and your next project!

1. What are the biggest changes you have seen to the industry and to your business in the last 5 years?

Our Industry, among others, changed dramatically on September 15, 2008. I was on a whole-house installation that day, and remember watching the decline of our Economy on my client's plasma TVs all over the house. Since that day, "disposable-income" has new meaning. It is more of a challenge to convince clients, both former and new, to agree to spend their money on quality furnishings for their homes.

The Design World has changed dramatically, what with television shows, the Internet, and Big Box catalogues that arrive in the mail each week; the public is deluged with alternatives to using interior designers. It is our job to STAY IN CONTACT with previous clients and, using the plethora of Social Network sites, market ourselves to new clients.

I sometimes say, "I work twice as hard for half as much money," which is not far from the truth. We as Interior Designers MUST change with the Times.

2. What have you done in your business to respond to those changes - and how is that working for you?

I've done MANY things in the last few years to respond to these changes. Since March 2011, I sell antiques,....daily in 5 spaces at at Historic Roswell Antique Market, and monthly at 3-4 spaces at The Scott Antique Market, one of the best MONTHLY antique shows in the country.

So I wear 2 hats: an Interior Designer hat and an Antique Dealer hat. It's taken time, but I've acquired over $200,000 worth of antiques in 2 years, and my antique business is certainly supplementing my Interior Design business. Almost every month at Scott's, I meet a potential new client who might-just need my help with new upholstered furniture, draperies, or kitchen and bathroom renovations. So THAT's "A Good Thing!"

I have Jody Seivert to thank for teaching me about Marketing through Social Media. I met her in the Spring of 2010 at ADAC, and, by the time she returned that Fall, I had not only a great website (which I developed in 2005), but started a BLOG and increased my Facebook and Pinterest presence exponentially. It takes time, and certainly hour upon hour of careful posts, but I've been able to reach an even larger audience through social-networking.

Recently, in December, I had a $7000 sale of antiques I had posted on Facebook (from a Designer Showhouse in Atlanta that I've participated the last 2 years) to a man in Los Angeles that I had never met. The Power of Social Networking!

3. What do you predict for the future of the interior design industry - and how can designers prepare for that?

Interior Designers will always have a place in the Home-Furnishings Industry. It is our job to convince our clients, past, present, and future, that our biggest asset is SAVING THE CLIENTS' MONEY. This can be done by asking many questions, establishing a budget, and asking what I often ask, "Have you ever made a MISTAKE? It is MY job to PREVENT making mistakes going forward." I pride myself on my listening-skills, and, unlike some designers, I ALWAYS offer to visit my client's home for my initial consultation at no-charge. That "getting to know you" and listening to my clients' wants and needs is the most important part of the Process, in my opinion.

We must all be aware of what's "out there," quality-level and pricing of what clients already have,.....and, as these Interior Design projects can become expensive at times,....how much the Client is willing to pay....for product AND my Professional Advice!

I'm optimistic (I always thank my 6th grade teacher for assigning me a book report: Norman Vincent Peale's The Power of Positive Thinking). A positive mental attitude sure helps, as does hard work. And recognizing that What I Do, I do with PASSION! 

*See the full article here!

To All Interior Designers: Keep Calm and Carry On!
Mark.

PINTEREST: A Plethora of Ideas!!!!!

I've been "pinning" on Pinterest for a little over a year, now.

Several months ago, I noticed that contrast-shoestrings seem to be a NEW IDEA in the shoe industry.  Many of the pins I saw were from shoe companies that were a little-"young" for me.........But I can up with this (I thought ORIGINAL until I saw a DIOR-HOMME pin 3 weeks after I found red-shoelaces and spent a rainy Sunday afternoon lacing some old shoes, some over 20 years old)........

In any event, "original" or not, I am a very happy-camper with my now-new brown shoes!  I've received MANY compliments at ADAC, Scott's, eating-out.........everyone seems to think that they're Über-Cool and SOOOOO me!

Suffice it to say that THIS designer keeps up on TRENDS.......but I must say that, as an Interior Designer, I sometimes hear from design clients that they want that trendy Ikat fabric or lucite end-table; sometimes these trends work,...sometimes they don't.  It all depends on that personal-look that you want to have in your home.

Let me know if you're PINNING on Pinterest; and, of course, if you ARE, follow me to see what I post.  It's fun and something to do when I come home at night, too-tired to read.

http://pinterest.com/marksunderland

Keep pinning, y'all!!!!!!

Mark.

Christmas at Callanwolde; my Second Year!

I was honoured to have been invited back to do a few rooms for the Designer Showhouse at Christmas at Callanwolde.  This year, I did the Foyer, The Great Hall, and The Grand Stairway Greenery.

Here are some pictures from our Premier Party,....many taken in my rooms!

BTW: I'm the one in the RED tails (as if you didn't know that).........

All photos courtesy of David Fisher

Enjoy!

Cheers!
Mark.

DEC' (orate.....) Your Halls!!! ......and enter Scot Meacham Wood's contest!

The Season is upon us,.....since MOST of us do NOT wait until Christmas Eve to decorate their tree (I'd LOVE to hear,...and blog,...about those of you who wait.....), here's a national contest that all of my Peeps can enter...

As you might remember from LAST YEAR (2011),......my fireplace at Christmas at Callanwolde, which Norren Kloc, my decorative artist and faux-finisher, decorated for me, WON FIRST PLACE in Scot's mantle category,......AND, my tartan-filled Christmas tree, also at Callanwolde in my Billiards Room, won SECOND PLACE in Scot's "Best-Christmas-Tree contest.........

So,....of course I plan to enter again this year,.......YOU SHOULD, TOO!!!

...and, while you're at it,.....sign up for Scot Meacham Wood's blog,.....bar-none,...the BEST blog on Interior Design I know of.......

Cheers!

M.

Christmas at Callanwolde Designer Showhouse

I know what you're thinking,........Christmas ALREADY???!!!  Hey, I'm not playing Christmas tunes as a background to this blog, so consider yourself saved by THAT!

...just a note to let y'all know that I'm participating in this year's Christmas at Callanwolde.  Last year, my Billiards Room (above) was a Big Hit (at least in my own mind,....haha),....no, really, it was actually well-received and I was honoured to have been invited back this year:

Entrance Foyer

Discerning homeowners trust interior designer Mark Sunderland to create exquisite interiors that combine his extensive design experience with the classic, high-quality furnishings available through his namesake firm. His intrinsic understanding of light, texture, colour, space and proportion inspires rooms that are polished and accessible. In choosing the Entrance Foyer, Sunderland shares his philosophy that foyers "set the tone" and introduce one's guests to the house with a sincere "Welcome!"

Great Hall

Mark Sunderland is honoured to participate in yet-another Christmas at Callanwolde. The Great Hall is an opportunity to feature his decorating skills using antique furnishings from his company, Mark Sunderland Antiques, located at Historic Roswell Antique Markets,.....and monthly as a Permanent Dealer at Scott Antique Market, North Building. Over the years, the Candlers collected furniture pieces from Europe and America; Sunderland pays homage to the house's heritage with unique pieces from many Periods, just as he does with his clients' homes.

On a sad note, Callanwolde's Director, Dr. Sam Goldman, died last week.  I attended his Memorial Service at Callanwolde.  SRO!  He was truly loved and will be missed as the face of Callanwolde, having worked there for 30+ years,.....Director since 1998.

When Deborah and I were there measuring earlier this month, Sam came downstairs (hearing my voice) and gave me a BIG hug, welcoming me to another year at Callanwolde.  It was such a shock hearing two weeks later of his unexpected death.  I will never forget Sam's infectious smile; the World has truly lost one of "The Beautiful People."

But as we know, Life goes on.  Christmas at Callanwolde will continue,....this year and every year.  ....and I'm sure that ALL of the Designers will do their best to make this year's Christmas at Callanwolde Designer Showhouse the best EVER!

Cheers, Everybody!

...Mark.

Buying an Area Rug,....Rocket Science? .........pretty-much; read why:

The selection and purchasing of an area rug for your home can be one of the most-daunting parts of the home-decorating process.  Just ask me,.....fifteen years ago, I had little knowledge, if any, on the way antique rugs (or reproductions, for that matter) were made,.....why some were priced in the hundreds of dollars, others, in the thousands.

In the past 15 years, I've tried to learn as much as I can about how rugs are made, where they are made, and what they are made from.  I ask a lot of questions, especially to those who make area-rugs their business.  I take notes, lots of notes.  I attend seminars.  I read books.

 Sometimes I get lucky at Estate Sales. This is an Heriz rug from the late-1900s. It's about 9x12; right now, it's at my rug dealer, getting professionally-cleaned. He appraised it between $5000-6000. I'm selling it for $2500

If there were an "Associates Degree" in Antique Rugs, I would probably have one at this point in my career.  Rug dealers at ADAC and Scott Antique Market have personally expressed to me my "extensive knowledge," sometimes saying, "Mark, you know more about antique rugs than any Interior Designer I deal with."

When you hear this as a decorator, it validates the years of LEARNING the PRODUCT-KNOWLEDGE that is SO important in proposing and selling to one's clients.  "KNOW what you SELL" is something I remember from years-back at Beverly Hall Furniture Galleries, where I worked for over 14 years.  As I learned the differences of quality-made furniture, I learned that there are MANY differences in the way area rugs are made. A rug " is not a rug is not a rug" to 'butcher-paraphrase' Gertrude Stein.

In a blog, I cannot begin to explain this complicated-Industry.  For centuries, rugs have been made in the Middle-East, in India, and in China.  Some are HAND-KNOTTED,... others,....."HAND-LOOMED" or machine-made.  Some are knotted on a wool-ground; others on a cotton-ground.  Some rugs get their colour from natural, vegetable-dyed threads; others use synthetic dyes.  Some rugs take over a YEAR to make; others can be loomed in a few days.

 

(1) This is a Sarouk Ferahan, my absolute FAVOURITE type of antique rugs, period. As they were only produced for about 15 years in the late 1800s, they are rare and highly collectible. I own one like this one; it has definitely increased in value since I purchased it.

 (2) Here's a peek of my own Sarouk Ferahan, now in my Home Studio under my 10' stainless steel industrial kitchen work-table.

Get the picture?  ........and I haven't even mentioned the ETHICS (or lack-thereof) involved in the Rug Industry.  Suffice it to say, many of you reading this have probably at one time or another been ABSOLUTELY INTIMIDATED by the whole process, and end-up getting a sisal or seagrass area rug if any rug at all.

This is a great example of a NEW rug (an original Oushak made in Oushak, Turkey).  

Vegetable dyes are used and they LOOK old, but are a fraction of the price of an antique Oushak.

One of my favourite clients bought this antique Tabriz years ago.

Hiring an Interior Designer that you TRUST can be one of the most-rewarding experiences of your lifetime.  As I mention in Spectacular Homes of Georgia, "The difference between a GOOD designer and a GREAT designer is this: a good designer makes your house look pretty; a GREAT designer does so WHILE SAVING YOU MONEY".  Hundreds,....then thousands of dollars over the years.

Rug purchasing alone, whether it's that one perfect rug for your dining room, or replacing your existing-rugs (relocating them in secondary places, if possible) and trading-up to rugs that perfectly-compliment your home and furniture, can provide a "finishing-touch" to any home,....and, if done correctly through research and knowledge, can become a very rewarding and pleasurable experience.  Saving money should be part of the Process.  Just remember:

Cheers!
Mark.

SECOND HOMES SHOULDN’T BE SECONDARY

I LOVE helping my clients enhance and beautify the homes they’ve worked so hard to obtain. Over the past sixteen years, I've created designs for second homes ranging from a cabin in the woods to an estate on Kiawah Island. Nantucket. Destin. Snow Mass. Hilton Head. And every one of them has been magnificent, each in its own way.

It always surprises me when people treat their second homes as if they don’t matter. The second home is where they put things that are too worn or out of style for their regular homes – and this makes no sense to me! Whether it's a one-bedroom studio or a mansion on the lake, second homes should be valued for the comfort and relaxation they provide.

A good designer can recycle those "oldies-but-goodies" and put them in "just the right place". However, if quality time isn't spent discussing function and comfort, that wonderful second home can become a not-so-wonderful secondary afterthought. Do you entertain for six or eight for dinner? Then your 48" round table won't cut the mustard. Do you have a counter at your island to sit at and eat your cereal? Those old barstools are probably too high.

Regardless of whether you decide to recycle old items or buy new, do treat yourself to a good mattress and box springs. Losing sleep at your vacation home is an oxymoron at best. Your sofa needs to be comfortable for those Sunday afternoon naps, too - no springs popping up through the cushions!

A second home need not be secondary. With careful thought, working within a plan and specified budget, your second home will provide many years of good times and fond memories.

I don’t have a second home (I hope to one day). But a little vicarious living can be fun. So, if you don’t have a second home (yet), I’d love to hear what your dream home would be. If you do, tell us what you love most about it!

My Biggest Mistake

Have you ever made a mistake? Of course, you have. We've all made mistakes. They aren’t fun. But mistakes are only disasters if we don’t learn from them. And if we learn from them, hopefully, we become better human beings.

It Started When I Needed a New Sofa

Back in my twenties, when I bought my first home, I made a big mistake. I was working in fashion at the time but I always had an eye for interiors. And I knew that it was time to retire my five year old, unnaturally shiny Herculon couch and go shopping for a new, "eighties-looking" sofa. Yes, I know - sofa is just a nicer way to refer to a couch. And that’s what I needed – a nicer kind of couch. So I starting getting ideas.

I've always believed in giving business back to where I got business. It happened that one of my clients had a family-run furniture business, so I decided that I would buy my sofa from them. My client’s furniture store was in Houtzdale, Pennsylvania, some Podunk town I had only heard mentioned when big news happened there. Like maybe a bake sale.

I relished a road trip on my day off, so I hopped in the B'mer, rolled back the sunroof, turned on Talking Heads full blast, and I was off to Houtzdale. I had made an appointment, since, no matter where you are, an appointment gets you better service than “just showing up.” I arrived in this sleepy little town and, had I been in the Southwest, I might have seen some sagebrush tumbling by. Then, I saw the store and realized why people from all over the Commonwealth came there to buy their furniture. It was a big store. A HUGE store. I was met at the front door and introduced me to every employee within earshot. Made me feel so important. Then, Mrs. Ann Sahlaney escorted me to an old building elevator.

Upon arrival at the fourth floor, I witnessed what had to be the largest collection of sofas I had ever seen. There were probably a hundred or so and, like many of my clients today, I was overwhelmed by the task of selecting the RIGHT sofa for my new home.

Selecting the Right Sofa was Easy – NOT.

Keep in mind that I was a buyer and a selling manager in better men's and women's wear. If my job that day had been to buy $10,000 worth of men's suits in the best-selling sizes, colours and fabrics, I would have had no problem! But this was different. This was going to be my only sofa, and, being the trend-setting icon that I saw myself to be, I just couldn’t make a mistake. Those of you who know me well can probably already guess that I wasn't going to leave town without buying something or placing an order.

[side note: If you want to take two years to find the right couch for your home, think twice before you come to me for help. Make an appointment, come with a budget and rest assured - I'll order you that sofa within two hours.]

Halfway through the day, I went through the fabric samples on these big metal rings from the company whose sofa I liked and I narrowed my selection down to three choices (always a good idea). By this time, the salesman had stopped offering recommendations because, clearly, I could see, he understood my exemplary taste level. One of my fashionista mentors had used the word, "duck-cloth", so, when I came to the selection of duck-cloths, I knew that I was on the homestretch. My sofa (mine – not one of the "floor samples"), was going to be a classic, "tuxedo-style" sofa, with three back cushions over three seat cushions, and these two cute little "kidney-pillows." And it would be made in the most wonderful neutral-colour duck cloth that the mills had ever woven.

Mission Accomplished? Maybe not.

I was drunk with excitement. My dream had been fulfilled by a Drexel Heritage, name-brand sofa in a fabric that I alone had selected. I couldn't write the deposit check fast enough, seal the deal and drive home through the mountains to return to my soon-to-be-photographed house. After all, how could Architectural Digest resist?

Remember, this is a story about mistakes. So, what was the problem? Was the sofa too big? It could have been. You know, I NEVER thought about my award-winning sofa being too big for the room... and I lucked out in that it fit perfectly. Was it comfortable? Yes, it was. In fact, I still own it; it's in my library. Was the problem actually that beige duck cloth I had chosen so carefully to wear well and look fantastic?

Oh yes.

The Sahlaney truck arrived and the delivery men entered with my prized piece of furniture, wrapped like a mummy. I could hardly contain myself. The wait was over, and the men proceeded to carefully unwrap my treasure. I think I remember going to the kitchen to get the men a glass of cold water, and, when I returned, there it was… wait - my WHITE sofa?

I was speechless. What I had remembered as a cousin to khaki had evolved into an albino aberration of cushions and pillows. I didn't know whether to move to Hollywood or find out where my Grandpap got his bubble-wrap covers for his car seats on his '56 Nash, but I quickly signed the paper on the clipboard being held in front of me and crashed back to earth.

I drank back then, but even I knew that a Johnny Walker straight up (or two or three) wasn't going to change my dinosaur egg into the colour I should have ordered. At least I had bought a quality product, worthy of reupholstering. So, within a short year of napping, entertaining, and just plain-old TV watching, my seven-foot duck showed proof that I owned an Olde English sheepdog and I knew I had to call my best friend, Marlene, and hire her to slip-cover my Joan Crawford nightmare. It was time to move on with my life.

What did I Learn? A Lot.

So, what is the moral here? Never buy a white sofa? No, white is good for some rooms. It just wasn’t good for mine.

The lesson here is to know what you want and be willing to listen to someone who knows something you may not. Had I allowed myself to be warned about how a light fabric can appear up five times lighter when it actually appears on the furniture in a room, or had I thought to share that I had a dog, or had I at least been offered fabric protection, things might have turned out differently.

Thankfully, the wonderful business consultant and trainer, Iris Byers, taught me how to help my clients avoid my own earlier error: Let me listen to you, ask questions and work with you. You can rest assured that you’ll wind up with furniture that fits your home, your style and your budget.

So, how about you? In the great wide world of your home, what was your biggest mistake?