Stimulating Design


Last month, I attended a meeting of the newly formed Decorative Furnishings Association (DFA) hosted by the New York School of Interior Design in Manhattan. Founded by heavyweights in the fabrics and furnishings business (think Duralee, Schumacher, Farrow & Ball), the group’s stated goal is to create more consumers of design and refer more clients to interior designers. The President of DFA is the very engaging and enthusiastic Cary Kravet of Kravet Fabrics, who shared the initiatives of the group starting with an advertising campaign in top home and design magazines such as our very own CTC&G (see the ad on pages 2 and 3) and the launch of a new website, The focus is on stimulating demand through providing information and creating connections. "We serve consumers’ best interests when we give them enough information and choices," said Steve Nobel, DFA Executive Director. "There is a high level of cooperation across many organizations—from manufacturers and producers, showrooms and design buildings to schools, the media and designers—to make interior design more accessible to consumers." Cottages & Gardens is in line with those goals, as we provide a showcase for the very best designers in our areas, while simultaneously inviting our readers to meet them in our pages, on our website and at our events. And our recent Design Professional Market Insights Report shows that designers who read CTC&G are busier than ever! With an average of eight projects a year averaging $600,000 in value, they frequent the nation’s top designer buildings and are very clear about their expectations of those resources. The survey provided us with mountains of data. If you’re interested in learning about the findings or scheduling a presentation of the results, please do not hesitate to contact me.