In 2017, I sat in on a panel discussion at the Pacific Design Center (PDC) in Los Angeles, where a group of “luxury” furniture makers were asked a seemingly simple question:
What makes your products luxury?
The answer should have been straightforward, yet the panel quickly derailed into a 45-minute rant about suing knockoff manufacturers. I left the room wondering: Why are these brands so focused on litigation instead of storytelling?
What Furniture Manufacturers Are Getting Wrong
The furniture industry often makes one glaring mistake: they forget to tell the story behind their products. Instead, they rely on branding, pricing strategies, or discounts to move their goods, assuming customers will connect the dots on their own.
But here’s the truth: a great story sells.
It’s not enough to display a beautiful chair or a stunning table. Customers want to know the why behind the design. Who came up with the idea? What inspired it? What challenges were overcome? What details should they notice that only an expert would see?
The Example of the Red Lollipop
Let me give you a simple analogy. Imagine I’m holding two identical red lollipops with white sticks. They look exactly the same.
Now, I tell you that the lollipop in my right hand is made with real honey. Which one do you want?
Most people would choose the one in my right hand. Why? Because they have a reason to believe it’s better.
What I didn’t tell you is that the lollipop in my left hand is also made with honey—better honey, in fact. But without the story, it’s just another red lollipop.
How Furniture Companies Can Do Better
If you’re a furniture manufacturer, here’s how you can elevate your products and build stronger customer connections:
Tell the Origin Story - Share who created the design and what inspired it. Was it a vintage piece? A moment in nature? A personal experience?
Show the Process - Document the journey of how your product is made. Include the missteps, the adjustments, and the breakthroughs. People love seeing the human side of creation.
Highlight the Details - Educate your customers on the craftsmanship. Is the wood sustainably sourced? Is the fabric hand-dyed? Are there hidden features that only an expert would notice?
Celebrate Your Suppliers - Take your audience to the source. Introduce them to the artisans who weave the fabric, the sawmill that provides the lumber, or the factory where your designs come to life.
Empower Your Sales Reps - Give your team a few simple but compelling stories to share. A unique detail or anecdote can make all the difference in sparking interest.
Why Storytelling Matters
Storytelling doesn’t just create an emotional connection—it creates value. When customers know the story behind a product, they’re more likely to:
Choose it over competitors.
Share the story with their friends.
See it as more than just furniture.
The best part? Stories don’t have to be complex. Simple, authentic details go a long way.
Stop Selling Transactions, Start Selling Stories
Too often, brands focus solely on the transaction—pricing, promotions, and deals—assuming that’s what drives sales. But it doesn’t. Customers don’t just buy products; they buy how those products make them feel.
So, ask yourself:
What does my customer want?
They want something to share. Something they can identify with. And if you give them a story, they’ll carry your brand further than any discount ever could.
As a Fractional CMO, I help brands rethink their approach to marketing and storytelling. If you’re ready to tell the story behind your products, let’s connect. It’s time to turn your designs into something customers can’t stop talking about.
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