HOME DECOR/Fine Lines Discovers the Bounceback with the Virtual Showroom

Photo by John Arundel/Local Kicks Interior designer Lauren Simmons of Alexandria decided last month to go the e-commerce route, shuttering her small showroom and then reopening it as a virtual showroom online.

With scores of brick and mortar furniture galleries in the area going out of business, interior designer Lauren Simmons of Alexandria decided last month to go the e-commerce route, shuttering her small showroom in McLean and then reopening it the next day as a virtual showroom online.

Photo by John Arundel/Local Kicks Simmons said that these days manufacturers are scaling pieces smaller for smaller residences, a concept which goes for sofas, side tables and upholstery.

"We are trying to go with the flow," she said. "I avoid the overhead and target a designers’ market, and offer special pricing for the trade."

Simmons said that these days manufacturers are scaling pieces smaller for smaller residences, a concept which goes for sofas, side tables and upholstery.  "Accessories also continue to be popular," she said. "People are selecting condos and townhouses that require smaller pieces.  However, many of these items are limited quantity and you have to jump on them to get them."

With DC-area homes known for being simultaneously elegant and cozy in their décor, Simmons had proudly carried that torch with Fine Lines Furnishings, her brainchild after what she called a less rewarding career as a corporate CPA.

Her boutique-style showroom once featured high-end quality furniture and home accessories to outfit the most opulent parlors to the comfiest of family dens. Now the same merchandise can be found on her web site, with Simmons available for private consultations to give the inside scoop on furniture trends this year and expert advice on home furnishings.
     

Photo by John Arundel/Local Kicks Accessories continue to be popular. "People are selecting condos and townhouses that require smaller pieces," she said. "However, many of these items are limited quantity and you have to jump on them to get them."

"I've been in business for a little over three years and was drawn to it because I've always enjoyed decorating," she said. "Also, I wanted to open a store where I'd like to shop.  I like unique designer pieces and am always looking to get a good price.  Many of my friends had similar views; they couldn't find good furniture.  If they did, it was too expensive.  Since many of the area stores were going out of business at the time,  I thought it would be a good opportunity to fill a need."
     
The new must-haves this year include the new interior design colors introduced each year. This year Pantone introduced Iris Blue as the new "it"color.  However, for the less trendy, neutrals and earth tones are still very popular in decorating, she added.
     
"Also, I see a lot of people redecorating their current homes because they're tired of their older items and just want to spruce things up," she said. "Consequently, I'm selling a lot of upholstered sofas, chairs and wall decor."
     
Simmons advises young couples looking to decorate their first home together to find their style. "Look through magazines and clip items that represent the feeling you want your room to evoke," she said. "By establishing a visual, you're able to target your style and start looking for suitable items. You'd then determine if there are existing pieces you want to keep, and if so, you work around them."
     
In terms of furniture with children around the house, Simmons advises fabrics like chenilles or micofibers for durability and sustainability.  "Picking a good frame for upholstery is also important so it can stand the test of time," she said. "I don't know of anything that's absolutely 'accident proof' but working with good fabrics and frames is a good start."
          

Photo by John Arundel/Local Kicks Simmons said that Fine Lines' new virtual showroom should provide a better ease of shopping.

Cool new accent pieces this year include wall accents such as mirrors, panels and clocks that add dimension as well as style.  

"You can add an element of interest and flair to any room by adding different accessories," she said. "I'm also excited about a line of ecologically friendly candles by Zinnia.  They're made from both soy and palm wax; both are sustainable to the environment while not using valuable resources.  I also have a line of beautifully designed ceramic diffusers that emit fragrance but don't have an open flame."

Simmons specializes in making high-end furnishings available to her clients at significant savings.  As an adaptation to the new economic climate, the closure of the McLean showroom and moving to a digital format, allows Simmons to offer the same quality manufacturers as she has in the past but at an even more discounted price.

"We will continue to have pictures and lamps available for order in addition to the furniture," she vowed. "We will continue to provide the service of sizing as before."

By going online, Simmons said she avoids the overhead and is able to target a designers’ market, and offer special pricing for the trade. "The manufacturers are scaling pieces smaller for smaller residences, which goes for sofas, side table, and upholstery," she said.  "Accessories continue to be popular.  People are selecting condos and townhouses that require smaller pieces.  However, many of these items are limited quantity and you have to jump on them to get them."

Simmons advises clients with slimmer wallets than in the past to "develop a budget first so you can identify the pieces you can afford and what manufacturers are producing in your niche."
 
"Then, you need to start with a budget per room.  We will provide consultations for people’s homes and the pieces they already own and how they can work with some new pieces.  We also help people identify their style, or the look they are going for, such as traditional or ultra modern."

Fine Lines' new virtual showroom should provide a better ease of shopping.
 
"Everything is pictured on the Web site and can be seen from home or from a client’s home and can save lots of time," she said.  "E-mail quotes are available too.  We are definitely focused on making it easy for decorators to meet their clients needs efficiently and economically."

The Fine Lines Web site lists over 20 manufacturers of wood, metal, and upholstered furniture, including some exciting young companies she makes available to clients.

"Younger furniture offers about 350 different upholsteries, and for the quality and price is very well made," Simmons said. "For accessories, Uttermost is a good choice.  Accents Beyond is more traditional in their look with a very good price point.  Jansen Furniture is very traditional with a lot of inlays and offers very high quality traditional looks for a very low price.  Another upholstery company is CR Laine, offering a higher end upholstery with more than 850 fabrics."

Once Simmons places an order for a client, shipping varies by manufacturer but is typically 6 to 8 weeks, sometimes closer to 4 weeks for in-stock items.  Delivery is usually by a third party so there won’t be any significant changes in costs or time.
 
Stephanie Green contributed to this reporting.
 
Contact the writer at kirstenobadal@hotmail.com