{"id":58979,"date":"2016-03-21T13:45:53","date_gmt":"2016-03-21T13:45:53","guid":{"rendered":"https:\/\/metropolismag.com\/projects\/west-elm-bets-on-americas-makers\/"},"modified":"2021-08-11T01:12:44","modified_gmt":"2021-08-11T01:12:44","slug":"west-elm-bets-on-americas-makers","status":"publish","type":"metro_project","link":"https:\/\/metropolismag.com\/projects\/west-elm-bets-on-americas-makers\/","title":{"rendered":"West Elm Local Bets on America&#8217;s Makers, Letting Them Sell Goods in West Elms Nationwide"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12172837\/2fece7b8e3f2cd671f301b5f803dbe15-west-elm-arden-wray-leah-duncan-studio-06.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Austin-based artist <a href=http:\/\/leahduncan.com\/>Leah Duncan<\/a>\u00a0is\u00a0one of the designers in West Elm&#8217;s Local program, which highlights the work of makers across the country.\u00a0\u201cAdding their\u00a0Texas shops to\u00a0my list of retailers has made people think I\u2019m fancy,\u201d she says.<\/h4>\n<h4 class=\"photo-credit\">Courtesy Arden Wray<\/h4>\n<hr \/>\n<p>Helming a department within a corporate behemoth was the last thing on Mo Mullen\u2019s mind when she co-founded the start-up Maker Maker to help emerging makers and designers grow and scale their businesses. So after visiting <a href=http:\/\/www.westelm.com\/>West Elm<\/a>\u2019s head office in Dumbo, Brooklyn, to discuss the brand becoming part of Maker Maker\u2019s network of retailers, she was surprised to learn that its president, Jim Brett, had envisaged a much grander plan.<\/p>\n<p>West Elm had blossomed under Brett\u2019s leadership since 2010, shrugging off its reputation for seemingly unimaginative furniture for a much hipper, personable aesthetic. Brett had been seeking ways to work more closely with makers and had overseen a collaboration with Etsy that <a href=http:\/\/www.forbes.com\/sites\/barbarathau\/2013\/03\/07\/etsy-partners-with-nordstrom-west-elm-more-mall-stores-in-store\/#703d7c2ff4a6>saw a series of pop-ups<\/a> in West Elm stores featuring Etsy sellers. Admiring Mullen\u2019s approach, he floated the idea of her helping to establish a similar initiative to Maker Maker within West Elm itself, focusing on local stores.<\/p>\n<p>She admits that she was slightly tentative at first. \u201cBut I quickly came to realize that West Elm already seriously supported craft, community, and artisan work.\u201d She was particularly impressed by the brand\u2019s commitment, as part of the Clinton Global Initiative, to invest $35 million in handmade products during a two-year period.<\/p>\n<p>With Mullen on staff, the company launched <a href=http:\/\/www.westelm.com\/shop\/collaborations\/all-local\/?cm_mmc=socialmedia-_-blog-_-nation-of-makers-_-westelm>West Elm Local<\/a> in early 2014. Beginning with the company\u2019s Dumbo and Atlanta stores as test locations, they asked each store\u2019s general manager\u2014known as \u201cshopkeepers\u201d\u2014to handpick artisans who lived and worked in the area and curate a collection of their goods for sale in store. \u201cOne of the hardest things was that first set of phone calls,\u201d says Mullen, \u201ccalling up 40 people promising it\u2019s going to be different from their other experiences and asking them to take a chance on us. Those were very scary for us to make. I felt, and still do, very invested personally in making good on that promise.\u201d The test run, which launched with 36 makers, allowed West Elm to identify the resources shopkeepers needed to build trust with the makers, and showed them how to identify products that would be good for customers. The Local program has since grown to include more than 500 makers\u201427 of whom are also featured on West Elm\u2019s website\u2014in 74 stores across the United States and now has creatives clambering to join.<\/p>\n<p><strong>&#8220;I didn\u2019t want to repel the small boutiques that are a major part of my business by giving off the impression that I had \u2018sold out\u2019 to a large company.\u201d<\/strong><br \/>\nIn late 2014, West Elm also ran a small business grant competition asking to vote for their favorite makers. The winner, Tennessee-based body-care product company <a href=http:\/\/littleseedfarm.com\/>Little Seed Farm<\/a>, was awarded $25,000 in unrestricted funds plus a year of business-consulting services. \u201cWe brought them to our office for a day,\u201d Mullen says, \u201cand we helped them make progress on their most pressing business challenges. They sat down with someone from each department\u2014social media, merchandising, sourcing, PR\u2014to work through those challenges with them.\u201d That process inspired Mullen and her team to create a tool kit for other makers and designers in their stable, who faced the same challenges.<\/p>\n<p>Though she works with a very small staff, Mullen ensures that team members have at least one initial phone conversation with each maker and that they remain in close contact. Los Angeles maker <a href=http:\/\/erictrine.com\/>Eric Trine<\/a>\u2014known for his locally manufactured steel, geometric side tables\u2014has evolved with the West Elm Local program, which he joined after the Local L.A. shopkeeper saw his work on Instagram. \u201cI wasn\u2019t making a lot of product,\u201d says Trine. \u201cSo the collaboration actually led to getting my first official product ready for production.\u201d While he admits that the orders he receives from the Local store itself are small, having his work spotlighted on West Elm\u2019s website has earned him a national audience. \u201cLast year we sold around 850 of our side tables\u2014that one product paid my entire salary.\u201d<\/p>\n<p>Understandably, some makers were unsure about becoming involved with such a big brand. \u201cWhen I was contacted by West Elm, I was elated and supremely humbled,\u201d says Baltimore-based designer Charlotte Cannon, who makes handcrafted home goods and textiles under the name <a href=http:\/\/www.thevintagevogue.com\/>The Vintage Vogue<\/a>. \u201cMy single reservation was that I didn\u2019t want to repel the small boutiques that are a major part of my business by giving off the impression that I had \u2018sold out\u2019 to a large company.\u201d But she soon found that wasn\u2019t to be the case. \u201cWhat I love about being a part of the Local group is that The Vintage Vogue hasn\u2019t been swallowed up by the West Elm brand.\u201d<\/p>\n<p>For West Elm, allowing its Local makers to maintain their own identity is extremely important. \u201cThere\u2019s a resurgence across the country of these creative economies and artisan products that are deeply rooted in the places they come from,\u201d says Mullen. \u201cThose are the stories we want to tell.\u201d<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12172837\/bc820461e46c1af176dc825befadc325-ArdenWrayLeahDuncan12.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Duncan creates\u00a0locally sourced textiles,\u00a0stationery, and home goods.<\/h4>\n<h4 class=\"photo-credit\">Courtesy Arden Wray<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12172839\/af57d2b907235ccd27dd9309a52148c9-The20Vintage20Vogue20-202.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Charlotte Cannon, of Baltimore\u2019s The Vintage Vogue, left a job in architecture to pursue her love of making. Her handcrafted rain wood trays are part of West Elm\u2019s online assortment.<\/h4>\n<h4 class=\"photo-credit\">Courtesy West Elm<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12172840\/4408e4d094ed12d8ca2967453a22ab20-Eric20Trine20-201.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Los\u00a0Angeles\u00a0maker Eric\u00a0Trine\u2019s octahedron plant holder. Trine\u00a0joined after the Local L.A. shopkeeper saw his work on Instagram.<\/h4>\n<h4 class=\"photo-credit\">Courtesy West Elm<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12172841\/99dfbb3fe60b451e32a6f5e3cd6a9471-070B9902.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">Jackie Hall Robinson, of <a href=http:\/\/www.42pressed.com\/>42 Pressed<\/a>, runs her own letterpress studio on a tea plantation on\u00a0Wadmalaw\u00a0Island outside Charleston, South Carolina. She became involved with West Elm Local after her work was spotted at a holiday pop-up.<\/h4>\n<h4 class=\"photo-credit\">Courtesy West Elm<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/sdg-migration-met.s3.amazonaws.com\/wp-content\/uploads\/2021\/07\/12172842\/782ce405889eddbd9758afb655d2bd4d-West20Elm20Pasadena20-20Local20120.jpg\" alt=\"\" \/><\/p>\n<h4 class=\"photo-description\">The in-store display for West Elm Local in Los Angeles<\/h4>\n<h4 class=\"photo-credit\">Courtesy West Elm<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>The furniture retailer is inviting local artisans to curate a collection of their own goods for sale in West Elm stores.<\/p>\n","protected":false},"author":35,"featured_media":1692,"menu_order":0,"template":"","meta":{"_acf_changed":false,"featured_image_focal_point":[],"legacy_WP_ID":null},"tags":[77,1688],"metro_tax_domain":[],"metro_tax_topic":[],"metro_tax_program":[],"metro_issue":[],"internal_flag":[],"class_list":["post-58979","metro_project","type-metro_project","status-publish","has-post-thumbnail","hentry","tag-makers","tag-west-elm"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - 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