{"id":5392,"date":"2021-04-29T13:09:32","date_gmt":"2021-04-29T13:09:32","guid":{"rendered":"http:\/\/9thstreetjournal.org\/?p=5392"},"modified":"2023-06-14T14:55:31","modified_gmt":"2023-06-14T14:55:31","slug":"boutique-furniture-store-with-loyal-following-powers-through-the-pandemic","status":"publish","type":"post","link":"https:\/\/9thstreetjournal.org\/2021\/04\/29\/boutique-furniture-store-with-loyal-following-powers-through-the-pandemic\/","title":{"rendered":"Boutique furniture store with loyal following powers through the pandemic"},"content":{"rendered":"

Business has returned to normal for the boutique furniture store Vintage Home South<\/a>. But when the pandemic struck in March 2020, owners Jennifer and Rich Devlin were not sure their Ninth Street store would survive the month.<\/p>\n

January and February 2020 had been their best start to a year since they opened their doors in 2016. So a 50% drop in revenue in April, their second-worst month ever, hit hard.<\/p>\n

\u201cWe\u2019re thinking, \u2018Holy crap! What are we going to do and how long is this going to go on?\u2019\u201d Rich Devlin recalled.<\/p>\n

They had cash to survive four months only. If that ran out, they would consider selling rather than going into credit card debt, as they had done to get started.<\/p>\n

It would take decisive action to stay afloat in the \u201crefined casual\u201d furniture business. A ramped-up focus on customer service and sharp upticks in the housing and home d\u00e9cor markets have done it for them \u2013 so far.<\/p>\n

Last spring, as soon as they could leave their house, \u201cwe would go to the store five or six days a week and go, \u2018Okay, what are we going to do to make money today?\u2019\u201d Jennifer Devlin said.<\/p>\n

Mary Moyer, the shop\u2019s only full-time employee, saw the Devlins\u2019 drive. \u201cThey weren\u2019t gonna sit around and see what COVID had in store,\u201d Moyer said. \u201cThey got busy, and they did a website.\u201d The new online shopping site attracted new customers from all over the country and now contributes 5% of total revenue.<\/p>\n

The Devlins also started making Instagram videos. There were instructional furniture videos, such as \u201cWall D\u00e9cor Hanging 101<\/a>.\u201d Others were light-hearted; one of them featured their one-take singing<\/a> to announce the website launch, with Rich playing guitar and their dog sitting on Jennifer\u2019s lap. Old and new customers watched.<\/p>\n

\"\"
Every day, Jennifer and Rich Devlin asked themselves: “Okay, what are we going to do to make money today?” Photo by Samuel Rabinowitz<\/figcaption><\/figure>\n

Rhonda Fawzi, a Wake Forest resident, learned about Vintage Home South from a WRAL news feature when lockdowns began. Seeing Jennifer on TV, she thought, \u201cI need to support this chick. I\u2019d probably like her. She\u2019d be my friend.\u201d<\/p>\n

A patron of local boutiques, Fawzi made her initial shopping trip to Vintage Home South via video call, something Jennifer started to try to stay afloat.<\/p>\n

\u201cI probably bought $100 worth of stuff from her, and she drove it to my house!<\/em>\u201d Fawzi said. \u201cDoesn\u2019t that strike you as something?\u201d<\/p>\n

Jennifer and Rich Devlin had met in 1998 while they both worked at a Ritz-Carlton hotel in San Francisco in the catering and banquet department \u2013 where, as Jennifer put it, \u201cyou dazzle them with customer service.\u201d This \u201clost art\u201d of customer service underpinned their founding of their own business.<\/p>\n

Acquiring a new customer in Fawzi helped. But an existing customer base pulled Vintage Home South through the pandemic. Customers have continued to purchase despite delivery delays, sometimes waiting up to 24 weeks for a piece that would normally take four, largely due to raw material shortages and understaffed production lines.<\/p>\n

Some have followed Jennifer’s interior decorating design consultations from in-person to video-call format. The consultations provide approximately 20% of total revenue and have been important for client relations, leading to more furniture purchases and repeat customers.<\/p>\n

In some ways, lockdown even helped business.<\/p>\n

\u201cNow everybody\u2019s trapped at home,\u201d Jennifer said. \u201cBecause people were fed up with sitting on uncomfortable furniture, they came in over the summer and bought all this furniture.\u201d<\/p>\n

Her observations match the recent spike in the home d\u00e9cor market<\/a> due to work-from-home. Salesforce\u2019s 2020 Q2 Shopping Index<\/a> noted a 134% increase in digital sales of home goods. Upward trends in home sales<\/a> have also increased business. For example, Fawzi is using Vintage Home South to furnish her new Wake Forest home.<\/p>\n

The new business made September 2020 the second-best month in Vintage Home South\u2019s five-year history, and business has been solid since then. But the Devlins still worry about continued effects of the pandemic.<\/p>\n

\u201cAll of the unpredictability that\u2019s thrown in from this otherwise not normal stuff going on, that\u2019s been the biggest stress,\u201d Rich Devlin said. \u201cHow long is this going to go on? Is there ever going to be a regular normal again?\u201d<\/p>\n

9th Street Journal reporter Samuel Rabinowitz can be reached at samuel.rabinowitz@duke.edu<\/a><\/i><\/p>\n

Top: When the pandemic struck in March 2020, Jennifer and Rich Devlin were not sure their Ninth Street store, Vintage Home South, would make it to April. Photo by Samuel Rabinowitz<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Business has returned to normal for the boutique furniture store Vintage Home South. 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