Elements Distinctive Lighting & Home Furnishings, Carle Place, NY
For more than 25 years, Elements Distinctive Lighting & Home Furnishings has grown its business by doing things differently. Known in its local market as the showroom that designs its own products, the company has also built a national following among trade professionals. A national sales force backs up a comprehensive trade website and full-line catalog. A proprietary coded number system creates a layer of pricing protection for interior designers and the like.
A unique product offering sets Elements apart from the pack. Buyers tirelessly bring in new products from every corner of the globe, which are presented in the showroom as collections. Management takes great pride in its ability to constantly reinvent the showroom through a unique product mix, stylized visual merchandising and the personal touch of the company’s dedicated design sales associates.
Having a design-savvy staff is a very important ingredient to Elements’ business growth. A number of associates are graduates of the Parsons School of Design and the Fashion Institute of Technology. Members of the staff teach lighting courses at Nassau Community College, as well as at a local design school, the Metropolitan Institute. These courses are offered to students and company employees, and are supplemented by in-store seminars.
Being a community leader is a keystone of Elements’ success. When Hurricane Sandy hit the East Coast, Elements went into action to help residents recover. During a four-day Black Friday sale, 10 percent of proceeds were donated to a local relief effort, Long Island Cares. Two employees reached out to local families by collecting donations that paid for food baskets and products from Elements, while also supplying much-needed cash.
When it comes to advertising, marketing and publicity, Elements takes a long-term approach with monthly calendars that take all media into account. Recently the company has focused on Facebook and other social media, as well as targeted e-mail blasts. These e-mail blasts are a blend of informational content and promotion, giving readers insight into new design trends, hot products and overstock specials.