Last week I outlined the latest updates in the Silverline series and how those foundational products work for balancing budget and trends. This week, I’d like to cover a few other ways you can use Silverline to go beyond the basics!
It all begins with color
As you know, the first thing clients are drawn to is color. Technically, it’s a combination of style, species and finish, but generally, clients see color. And of course neutrals are the latest trend as it pertains to color, so the top of the trend finish charts in Silverline look like this:
While this does not portray every finish available in Silverline, it covers the majority of what homeowners are looking for today: A backdrop of inviting tones to work with the décor they love! Modern – like West Elm, or vintage and architectural like Restoration Hardware…or the lookalikes! You see, that’s the key. For every clients wish-list of looks, there are price points in the market that give them options. I for one am a HUGE fan of RH. A few years ago I needed a dining room table and simply could not justify the RH expense and thought I would then go with a refurbished/recycled nice solid wood option…but that turned out to be equally as expensive! Eventually as Thanksgiving was closing in on me, I made a decision to visit one of those “American Furniture Mart” type places. I had to sacrifice the future dream of RH at the time, but decided on a similar look in a similar design from Ashley.
To me, that’s the Silverline client in a nutshell! Like me, they are dreaming for a grand kitchen, but realizing a budget far less! You get that, right? You get that Silverline, Gold and Platinum offer a nice continuum of price and quality. So what else is there to know?
Who doesn’t love a mix ‘n match deal?
I love the retail shopping experience…(said with sarcastic laughter). I was shopping for sweaters last weekend in a store I will walk slowly by, but never enter. The window display alone makes me so happy…it says “boutique” but of course, it also says “too expensive”! Nevertheless, I dared to enter, hoping I would not be approached as I secretly looked for the first tag to give me an idea of how quickly I need to exit. Turns out, the price tag pleasantly surprised me. But what I started to realize very quickly was that there was a mix n’ match sale; buy this then it’s price A, or buy this with that and it’s price B. Now as a designer, I take pride in my quick math abilities. Well, as long as it’s on increments of 3, or 12, I can do some serious fast math. Anyways, reality is, yes, one piece is cheaper than two, but two are clearly a better value! Moral of the story: Don’t take me shopping on a sale…I have new sweaters. (yes, plural!)
The same concept works with the price and product platforms you have at your fingertips. So why keep them separated? Why not use them to your full advantage and mix n’ match to get to the perfect blend of value and beauty that your client can be proud of?
Case in point: Envision a typical Silverline kitchen, using Lancaster maple in a warm Chai Latte classic paint. A soft brushed nickel pull, quartz counters, and a lovely island with seating. A simple kitchen, yet warm, fresh and inviting.
Now, what if we fill out that Silverline trending neutral palette with a couple of Gold finish additions:
And then we bring the Potter’s Mill cherry Cappuccino door into the island as an accent/feature?
Through one simple “switch items” command in 2020 you change the catalog on the island cabinets, assign a new door style/species/finish and you’re presenting a design that your client may not have seen as a viable consideration. And it’s a baby step by all means. Expanding on that simple concept of stepping stones, you can introduce multiple iterations and possibilities on style enhancements – resulting in a dramatic design difference without a dramatic price difference!
The best part is, you can create a menu of style and finish enhancements that are a good fit for your clientele and market. I kind of see it like this: You start with a foundation of Silverline and add the right amount of Gold! Here are a few examples I came up for reference:
Level 1 Style Enhancements
– Stains like Cappuccino and French Roast
– Styles with solid wood center panels (raised or reverse raised)
– Classic paints like the newest blues!
Level 2 Style Enhancements
– Antique or Legacy distressed stains
– Styles with unique or particular details, like Bahamas or Loxley
– Rustic woods
Level 3 Style Enhancements
– The Stoney Brooke Collection
– Appaloosa Collection
– Metal accent doors, like Bellagio or Brava
And those are just a few ways to think about adding a little Gold to your Silverline designs through style enhancements! The key is to segregate door styles by product line within your design, with the exception of Lancaster and Potter’s Mill which share the same look. It’s a good idea to set up a sample design to cost out models, so you can give your client a general sense of the upgrade costs during your proposal.