Wall decor: Curating a collection at retail

Wall decor: Curating a collection at retail

Wall décor has not always been a focal point for House by JSD, but it is important and has grown significantly in the past year, said Jeremy Rice, a founder of the Louisville, Ky.-based retailer.

House by JSD carries a variety of home accessories, seasonally influenced florals and wall décor. “In our area, art can be a hard thing for some folks to find as far as price points,” said Rice. “Our shoppers don’t want what they can find at Target and Home Goods, but also don’t want to pay the price for an original piece of art, so House finds that well-priced art that buyers are looking for.”

Around 20% of art purchases from House are classics while the rest tend to pack a visual punch.

All three owners bring a design background to House. Each has his own taste, so shopping for wall décor results in a mix of style and enables them to work with a wide ride of clients. When shopping for art, Rice said they often purchase from companies such as Paragon, Uttermost and Picture Source. Somerset House is also a large resource for House as it has access to a tremendous amount of licensed art and gives House the ability to customize artwork based on its customers’ needs such as size, mat and frame. Framing is not a service the store currently offers right now but it works closely with a framer when needed.

“For House, grays and neutral colors took over as art went a bit monochromatic but last year, art started adding more color,” said Rice. “In Kentucky, the audience is more traditional, not too much of a modern crowd.”  He added that that color and texture have been more important than subject matter and that art should be impactful.

When asked what House will be shopping for this year, Rice said they are on the hunt for beautiful smaller pieces that consumers can place in the back of a book case. “I’m not sure why it’s so hard to find, but that is what we are looking for.” He said it’s an opportunity to create a moment and not just a bookcase full of stuff; it’s curated, so he keeps an eye out for art without too much color since so it’s not a commitment piece and can be used in multiple ways and places.

As far as price points, $150 is typically a deal, Rice said. “Framed, 30×30 needs to stay around $250-$300, smaller pieces such as 14×20 should be priced around $100-$125.”

House curates and caters its art selections based on its customers. Although the ‘70’s macramé moment is coming full circle, it does not hold much appeal for House’s customer, said Rice. More natural and organic is the way to go. What’s out? Large, metal wall sculpture pieces, he said.

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