Small Business Makeover: Social Media Strategy Boosts Online Furniture Business’ Chances For Success

For Leonard Riforgiato, the path to small business ownership began in the 1990s with an abandoned company trademark and a passion for antiques.

After selling heirlooms and collectibles in storefronts around South Beach for decades, he turned his attention to Heywood-Wakefield, a vintage furniture brand his customers were buzzing about. Founded at the turn of the last century when two still-older furniture companies merged, Heywood-Wakefield incorporated unique designs and a creative use of bent wood to produce durable and stylish beds, chairs, night stands and other pieces designed for the home. Prices range from $540 for a bar stool to over $1,500 for a bed.

“I got interested in Heywood-Wakefield by accident,” Riforgiato said. “I noticed that, over the years, a lot of people came into my stores asking for vintage Heywood-Wakefield furniture.”

He researched the company, unearthing a trove of information. Heywood-Wakefield chairs and other now-iconic pieces had been made in Gardner, Mass., since 1897, continuing until the late 1970s. Gardner, with a population of 20,000, is the self-styled “Furniture Capital of New England”; in 1983, the Heywood-Wakefield Company Complex, where the well-known furniture was originally made, was added to the National Historic Register.

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