continued. . . 

How did this come about?

I found a group of investors called the Berkshire Opportunity Fund. They’re local folks who have had successful businesses and now want to share their knowledge by helping local operations like mine get to the next level. They’re great because they coach as well as invest. I’m the first company they’re working with. We’re building inventory, hiring people to run the office, and taking on a national sales manager. We’re serious about hiring the right people and getting it right the first time. The right staff and the right inventory will help my business grow immensely. Dealing with stores like Bloomingdale’s, for instance, is hard with just a couple of people in the office.

What do you forecast the dollar volume of the business will be in two years?

Within two years we’re looking at a $5 million business, and long-term, who knows.
You talked about stocking a core group of product. What part of the line is that?
We have about 2,000 SKUs; we’ll concentrate on eight to ten dinnerware patterns and about 75 giftware SKUs.

That’s a really big catalog. You’ve been very busy designing since you gave up production.

I love making stuff. And so many of our designs come in a number of color ways and metal finishes so there are many choices within a single collection.

Aren’t 2,000 SKUs overkill and a bit unwieldy?

I do need to make the line easier to understand and that’s been a struggle of mine. Being a one-man operation that’s now becoming legitimate the hardest thing has been simplifying. I’m working on it. The entire line will always be available to accounts who want it, but the core assortment is where our focus will be. That will be our editing of sorts.

Where will you warehouse the collections?

We’re looking in the Berkshires.

Is the entire line made in Ohio?

Just the porcelain. We make the glass in Istanbul. We tried Ohio but the quality wasn’t right.

Times are tough right now. Are you feeling the effects?

I’m a little lucky there because I’m catering to a very high-end customer who has been a little more recession proof. [Retail prices range from a $49 small bowl to a $900 porcelain centerpiece bowl.]

In our past interview, you spoke about the importance of brand recognition.

That’s huge and it’s something I’m still working on. We get some nice press but it’s hard to gauge how that impacts business.

What are you doing to promote the brand?

We have a PR firm. We’re looking at selling overseas. I do store appearances. We’re working hard to grow our business with the right stores. We have 150 accounts right now; we want 200. A new national sales manager will help there.

I know you recently did a designer’s event at Bloomingdale’s where you were in the very heady company of fellow designers Monique Lhuillier, Michael Aram,
Barbara Barry, and Thomas O’Brien who are all fairly well-known.

I definitely felt like the red-headed stepchild. Without a doubt I was pleased to be included with them. It was a great event and a fun project.

After almost two decades at this, is there a definitive lesson learned?

Not being afraid to take risks. I’ve learned to take chances and opportunities when they arise. It sounds cliché but it’s true. If you do what’s easy or comfortable you can only go so far. The other big lesson is to have fun. I always have a positive attitude and have fun even when things aren’t going the way I want.

What do you have the most fun doing?

I really love designing and talking to retailers which is what my dream job is going to be when all of our plans are in place.

How often are you on the road at stores?

Fairly often. I’m just back from a week in L.A. visiting Bloomies, Neiman Marcus, Gearys, and others. It’s always part maintenance, part appearance, part potential accounts. I want people to know there’s a designer behind the company name. My last name isn’t Lenox. There’s a face behind the product.

Do you think you’ll ever get past thinking every new step is a huge step?

I don’t think so. It’s like I’m the conductor trying to make sure all the musicians play at the same time and that doesn’t always happen. But with new investors it’s like getting a black belt which really means the hard work is about to begin. I’m looking forward to my company growing in a very big and positive way.

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