Operating supplies and equipment are a “critical” part of designing or renovating a hotel, according to Barbara Buchman, owner and CEO of hotel accessory supplier Suite Designs. “We like to work with designers and help them find what they need that’s appropriate for that particular property,” she said, noting that accessories for an island resort will have to be different than what is needed at an urban high-rise hotel. The company’s tagline is “Jewelry for the Rooms,” and Buchman believes this is an apt description for what Suite Designs can provide for hotels.
Coincidences and Opportunities
Buchman became a hospitality designer by what she calls “a series of coincidences.” After studying English at Widener College, she spent several years in a range of positions across a range of industries, including fashion and technology. When she was hired to revitalize a family-run corporation in the hospitality industry, it seemed like a “perfect opportunity” to direct her skills in sales and management—as well as her background in the fashion industry—into a new arena. “My directive was to grow the business and create market presence to enhance the company’s valuation,” she recalled. At the time, she knew “nothing” about the hospitality industry, and spent her first few months there learning all she could. “It was the most interesting and unusual industry I had ever experienced,” she said.
After several years of making connections and building a reputation in hospitality, Buchman founded Suite Designs in 2009 with little more than “a desk, phone and a computer,” as she describes it. She also had a network of contacts she had made over the years. “I [reached] out to suppliers that would support me as a start-up, that were willing to provide me terms.” With a solid reputation, her clients and connections were willing to work with her as Suite Designs grew. (In hindsight, she encourages entrepreneurs, especially women entrepreneurs, to have both a business partner and a financial partner as they build their companies.)
Facing significant competition in the industry, Buchman opted to promote Suite Designs as a resource for hard-to-find or unique items. “And it worked. We became a sourcing expert [and] evolved into a complete OS&E specialist.” When collaborating with designers and project-management companies, Buchman is able to “translate their ideas into products that will work in the room” and stand up to the rigors of hotel usage.
Growth and Goals
Having guided Suite Designs for more than 16 years, Buchman is looking to expand with new products, new lines, new materials, new resources and new customers. The company is working on a range of marble pieces, luggage racks, bath accessories and ice buckets as well as “unusual and decorative” clocks. “Expanding our portfolio of product lines—combined with expanding our portfolio of eco-friendly products—will launch the growth necessary to enable us to invest in the future of our planet,” she said. “It's all about quality, having great resources and trying to find new and great products.”
Buchman believes that understanding clients’ images, budgets and target guests is crucial for design companies. “Through better understanding of their design initiatives and needs, we can create and source the perfect products for their corporate personality,” she said. To that end, she added, “maintaining our broad network of factories is critical for our continued growth and success.”
Clicking With Clients
Communication is key when it comes to working with clients, Buchman said. “Customer service is critical. We talk to our customers, we show up. We are not just an email.” Despite the prevalence of technology in communication, maintaining a human relationship is essential for success. “Although we work with individual properties on a daily basis, we always try to work with corporate management to understand their culture and their requirements.”
This article was originally published in the January edition of Hotel Management magazine. Subscribe here.