When Abigail Marcelo Horace founded her Connecticut-based firm, Casa Marcelo, in the early days of the pandemic, she faced two new challenges: clients with middle-of-the-road budgets and the need to source exclusively online amid lockdowns. In just two years, she has turned those limitations into strengths.
You founded your firm in 2020, but you’ve been designing for a long time. How did you approach sourcing once you went out on your own?
The first thing I thought when I opened my business was that I needed to go to High Point Market to test out all the furniture and start making connections with brands. A lot of what’s there is American-made, which clients request, and the price point is unmatched. As an entrepreneur, I’ve realized there’s a sweet spot with the middle tier of clients who can’t afford high-end product but can afford something with a decent markup at a lower price. By shopping from those brands, I’m able to make more of a profit—whereas with retail, I’m only getting a very small percentage off, and if I add my markup (or have to limit my markup because the retail store doesn’t give me enough of a discount), it’s more difficult financially.
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