Southern Home describes Cheryl Luckett’s style as "opulence in reach” with “vintage treasures and ingenious restyles” as essential tools in her design kit. Cheryl believes her clients should dwell in a home they love; a place that gives them a sense of well-being both indoors and out. She describes her design aesthetic as sophisticated but approachable; easy and livable. Launched in 2012, Dwell by Cheryl Interiors continues to grow with clients raving about Cheryl’s ability to transform a space on a realistic budget, as well as her professionalism and attention to detail.
I was deep in the throes of digging myself out of the mound of emails collected over the holidays when my phone rang on Wednesday, January 3rd. I was so busy in fact that I couldn’t even answer. I let the call go to voicemail and checked it during my lunch break. It was Staci, Marketing Director for Sylvester Alexander Furniture (SA) looking to show me the SA offerings and to set up a time to meet up in person. We made plans to have lunch in the coming weeks and that’s where it all began.
SA had been looking to work with a designer to launch their first licensed collaboration within the year. They’d been following me on social media for a while and connected with my story and brand and thought we’d make good partners. This was in fact the second time in the short time I’d been working as an interior designer full-time that a brand was reaching out to partner. In either case, I’m not certain of what exactly it was that drew them to me, but I can say that what I share on social media is authentically me. I do try to keep things design focused but I never shy away from sharing the things that are most important to me. I think that fact resonates with others and serves as a point of connection beyond interior design.
We set up a time for a preliminary discussion and started working out a contract shortly thereafter. Given this venture was a first for us both, we kept the lines of communication open as we worked well out an agreement that worked for both parties. While I’d created custom upholstered furniture with my upholsterer before, this seemed a little scarier. Honestly, the thought of working up ideas from scratch that would then be made and sold to other customers was a bit intimidating. I got to work immediately pinning inspiration, gathering my thoughts and sketching out my ideas for a five piece capsule collection. I worked with a rendering artist who brought my vision to life and shared the initial drawings with the team at SA. Given that they are the expert in manufacturing furniture, I was completely open to their thoughts on the pieces and recommendations for minor modifications. In the coming weeks, they worked to build out initial frames for the custom pieces, while I began working on the marketing and PR strategies.
The entire process has been a bit of a blur and more work than I ever dreamed it would be. However, as we near the launch of this, my very first product line, I’m so proud of what we’ve created together. My goal was to create pieces that are a reflection of who I am but that would also be useable and somewhat customizable for designers. I can hardly wait until High Point Market. The opportunity to see my vision come to life is truly a dream come true.
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