Targeting high-income homeowners who appreciate luxury linens, tableware, and accessories, Chandelier opened in a newly developed upscale shopping enclave of Old Town Ridgeland, Mississippi, in late 2008. As she selected inventory, supervised build-out of space, and recruited her staff, store owner Carol Hartman turned to Communication Arts for support in developing the Chandelier brand.

We began by having her define not just what the store of her dreams would look like but also how it would feel to first-time visitors. We worked with her to gain a thorough understanding of the service and hospitality Chandelier would provide to build good relationships with customers. We considered the motivations of shoppers who seek household goods with timeless appeal and enduring quality. The insights we gleaned led us to craft the phrase “Domestic Distinctions” as an accompaniment to the identity we designed.

Our Chandelier Brand Perspective document served as a guideline for writing and design of a VIP preview invitation, print advertising, website, press releases, and in-store communications.