ISSUE 21
NOVEMBER 2021
NEWSLETTER
Home for the Holidays & HPMKT Trends
LEAP YEARS BY BRAD CATES Julia Cameron, author of the Artist’s Way, has famously said, “Leap and the net will appear.” Here at Sarreid, like everywhere else, our distribution has been hampered by supply chain constraints and wild, fear-mongering reports on the nightly news. Unlike everywhere else, however, we reacted early and with authority to the issues we were facing and because we did so, we are providing a superior flow of high-quality goods and great designs to our customers.
CEO, Brad Cates in a sea of new samples
In other words, we made decisions about the chances we needed to take in order to be successful and then we leapt. And then we leapt again. We made the leap from being a company that specialized in decorative accessories to one that specializes in whole home with an emphasis on exceptional design. To support it, we made the leap to an entirely new product development cycle that ensures our customers have access to a continuous flow of new and innovative product immediately available for sale. We also made the leap from one-of-a-kinds to become a stocking resource that enables designers, retailers, and specifiers to buy a single item or rooms full of curated products designed to work together no matter which of our boutique factories in countries across the globe produced them. We took a chance on building a social media presence designed to drive people to your location with an awareness of our brand, and we made significant investments in technology that vastly improved our website and our communications strategy too. So now, rather than feeling paralyzed by scarcity, our customers have roundthe-clock access to everything we produce via Sarreid.com, whenever it’s convenient for them, and not just twice a year at Market. I’ll be the first to admit there have been times in recent months that it has felt as though our entire team has been literally flying through the air, stretching to catch the next trapeze. In this month focused on thankfulness, I’m grateful they chose to keep reaching and not look down. Because it’s clear now that as the unknown is becoming a bit more known to us, that the bold moves are paying off. The net has continued to appear, our business continues to grow and we’re steadily gaining market share (you guessed it) by leaps and bounds.
On the Cover: One of our best-selling dining tables, The Walnut Jupe Table
MORRIS FAMILY
#HPMKT TRENDS
As you know, thousands flocked to High Point last month to check out the latest and greatest introductions from the furniture and design industry. The Sarreid Showroom was redesigned and stocked with NEW pieces that were very well received. The top three trends that our buyers couldn't get enough of were: 1. Organic with a twist. The natural beauty of raw wood made even more visually appealing by intricate and geometric hand carved patterns. 2. Osprey White Shagreen. A classic Sarreid material offered in a new fresh white and gilded edges was an instant favorite. 3. Custom hardware. It only seems right to compliment our custom finishes with one-of-a-kind hardware made from iron and brass.
Equestrian Wardrobe/Bar
Shagreen 4 Drawer Chest
Bamboo Dresser
Vineyards King Bed #53328 "The femininity of the frame mixed with the leather accent headboard is just the perfect juxtaposition to this bed."
Midnight Coffee Table #30877 "I love that the combination of embossed leather and gold trim keeps this piece feeling modern."
TEAM SPOTLIGHT
KAREN WHEELER There’s a familiar refrain here in the Wilson offices whenever questions that need answers arise. It’s “Ask Karen,” also known as the “Answer Lady” and/or “Mother Superior.” Her real name is Karen Wheeler, vice president, general manager, and secretary of Sarreid, and we’re all grateful for the knowledge she has amassed about the company throughout the past 41 years. And yes, you read that right. In fact, her most apt name might be “The Unicorn,” because Karen is such a rarity in today’s workplace. She has been an integral part of Sarreid for more than four decades now. “Without Karen in the building, the roof would literally cave in,” says chief executive Brad Cates with a laugh, and really, he’s not entirely joking. Hired directly out of school to run the warehouse computer system, Karen has steadily risen through the ranks to her present position which on an average day encompasses issues as varied as working with vendors in multiple countries, placing purchase orders (and then following up on why a certain container is being delayed), fielding customer service questions or working with sales reps or ensuring information on the website is accurate up-to-the-minute. Along with her extensive knowledge and experience, usually with this kind of longevity a sense of boredom might begin to creep in, but Karen Wheeler is typically the first one in the office at 7 a.m. and the last to leave. “I’ve always really loved being a part of the team here, which is really a family,” she relates. “Plus, this is a sexy industry, a fashion industry that changes all the time.” Given all the changes that have occurred throughout the past two years at the company, everything feels exceptionally new. “Brad has worked for larger companies, and brought a lot of outside experience with him, which has been eye-opening for me because I’ve worked here for so long,” she explains. “As much as I have always loved what I do, I always thought it would be nice if I could go outside of these walls and see what else was going on out there. In many ways, the outside influences he’s brought have changed the way we think and look and talk and focus as a company. Everybody understands where we’re going and what we need to do, and we’re all rowing together in the same direction.” The bonus for the Answer Lady? “I have an exciting and challenging question that I’m asking of myself these days: What other contribution can I make that will help us move forward?”
JUNE 28, 2020
ASIA TRAVEL
“I’ve always really loved being a part of the team here, which is really a family,”
SARREID AT HOME Thanksgiving is the official kick off to the holiday season and the time we start to crave those fun family gatherings around the table. This year, Brad and Jodi Cates will be hosting their family in their new Wilson, NC home. The large Jupe Dining Table seen here will be the place where they come together to celebrate important milestones, holidays and create memories for generations to come. From our Sarreid Family to yours, we wish you a very Happy Thanksgiving.
Walnut Jupe Dining Table, #78-42
In Loving Memory of Gwyn Bradley
A special member of the Sarreid family,Gwyn Huggins Bradley, 57, passed away on October 30, 2021. Gwyn was born and raised in Gastonia, NC and has spent the last 25 years in the Wilson area. She has worked with Sarreid Ltd for over 17 years as a customer service representative and was a loyal colleague and friend to many. Her humor, knowledge and commitment to customers will be missed terribly here. Brad, Jodi and their precious pups graciously invited us in their home for an inside look at what Thanksgiving will look like for their family. In this photo: #78-42 Jupe Table, #60-29 Jupe Side Chairs, #17651 Rebound books
Outside of Sarreid, Her children and grandchildren were her greatest accomplishments. She was a fun and loving daughter, sister, mother, grandmother, and friend and we extend our deepest sympathies to all who loved Gwyn.