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Woodchicks: Jumping into Woodworking, and Flying
onto Success
by
Lee Gilchrist (Courtesy of Woodworker's Journal eZine)
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To
give them a softer look, the foot of Woodchicks' legs feature
a characteristic wedge shape.
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When
it comes to fine woodworking, there's a familiar, almost
stereotypical model. You've seen it on these pages many times... the
small one or two person shop struggling to balance the time-honored
craft of furniture making with the more worldly arts of marketing
and promotion. Sure, individual pieces can go for thousands of
dollars, but you've got to really work to find the right customers.
That's the reality for a lot of shops.
In
Santa Fe, New Mexico, two women are changing that reality. Kathy
DiFede and partner Gabrielle Bompadre started Woodchicks in 2001.
Combining original and sometimes whimsical designs, subcontracted
production, and marketing savvy, Woodchicks successfully sells a
diverse line of furniture, furnishings and decorative pieces.
The
company was started in 2001 when Kathy and Gabrielle met in
Philadelphia.
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| The
solid mahogany Casbah dining table is collapsible and easy to
carry ... inspired by five-story walkups in New York. |
Kathy,
the self-described designer chick, was born in Italy. Her mother is
Italian and her father was stationed with United States Department
of Defense (DOD). Kathy attended the DOD school with lots of
"military brats," but her mother had a big influence on
her design sensibilities.
"My
mother really inspired me." Kathy explained, "When I was a
kid, she would mix colors and textures that no one else was mixing
at that time. I really didn't realize until later in my own home
that I was mimicking her textures and styles."
She
visited the United States when she was nine and again later when she
was nineteen. Eventually she moved to this side of the Atlantic and
began a 20-year career in television production and writing, first
working for CBS news and then the Home and Garden network. Kathy
lived in New York and Los Angeles and eventually Philadelphia, which
brought her into contact with Gabrielle and her exceptional
background in carpentry and cabinetmaking.
"From
the age of nine and into my twenties, I worked at my father's
side," Gabrielle recalled. "It was a great foundation. He
did it all while remodeling kitchens and basements, so not only do I
know all about joinery, but I also know how to do plumbing, and
electrical work."
Gabrielle
ended up working in the wholesale florist business for 12 years,
then mutual friends introduced the pair.

Stackables
can be vertically stored when not providing extra seating. |
"When
I met Kathy, she had a lot of ideas and wished she could find
someone who could help her make them," Gabrielle continued,
"and I said, hey, I have a carpentry background, and I can help
you make them. And BAM - here we are."
They
started putting plans together in Philadelphia, but launched the
business in Los Angeles. It was a risk, but as they put it on their web
site: "sometimes you have to close your eyes and jump ...
then build your wings on the way down."
"Quality
is very important to us." Kathy noted, "You have to find
the right people who get it, and we were able to find them in Los
Angeles."
But
Los Angeles is also a tough market and an expensive place to start a
business so the duo decided to take a break from big cities and
build their business in Santa Fe. Based on Kathy's designs, they
started out with solid pieces of furniture, but gradually added
fabrics. Eventually a separate craft line was developed for
hand-painted jewelry boxes, kitchen accessories, and CD cabinets.
"That's
the creative process," Kathy explained, "where you start
with one thing and it leads to another. Our smaller accent pieces
are perfect for tucking into a corner that needs something -- a
little pop of color that is still functional. People are less afraid
to live with color today."

Woodchicks'
boxes are hand-painted on the top, sides and inside. Images
can also be translated to canvas for customers. |
Kathy
creates the designs; Gabrielle then fashions three or four
prototypes while working out any kinks in the plan... although
they've gotten pretty good at anticipating problems. They then turn
the prototype over to a production team that includes woodworkers,
upholsterers, and even seamstresses, some back in Los Angeles and
some in Santa Fe.
To
build national exposure, Woodchicks has entered pieces in the
Philadelphia Furniture Show and The International Contemporary
Furniture Fair in New York. The former attracts designers,
architects, and buyers for retail stores interested in furniture,
while the latter is primarily a wholesale show focusing on crafts.
It's all paid off... business has been good.

The base of Woodchicks' pedestal table is glued up
and milled and the top is created with a shaper. |
"Exposure
is everything." Kathy explained, "It's not enough to send
a press release or photos. You have to spend the money, time, and
energy to get your face out there. It's about letting people touch
it, sit on it, and see that your stools are not narrow like a bar
stool, but wide like a chair."
Despite
their success, Kathy and Gabrielle are anticipating another
move...either back to Philadelphia or even more likely Los Angeles.
After so many years living in large cities, they both feel a bit
like a duck out of water in Santa Fe. Plus Kathy still produces the
occasional one-hour special for HGTV such as her recent "Homes
in Rome", "Homes of Paris", and "Great Outdoor
Kitchens".
"I'm
a city gal and coming from Philadelphia to Los Angeles was not a
huge change, but Santa Fe was a totally different world,"
Gabrielle explained.
"California
is where our market is." Kathy added, "We have grown
enough now to take it back there."
And
about that name Woodchicks?
"The
name says it all," explained Kathy. "You have two chicks
who really do work with wood."
You
can read more about the Woodchicks at their web
site.
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