Culture Club
Designers expand their businesses by tapping into ethnically diverse communities
By: Lee Ann Murphy
The U.S. has always been a nation of immigrants. That's why many Americans pride themselves on knowing and celebrating their heritage. Whether you consider our hometown to be ethnically diverse or not, chances are you do business in or near a veritable playground of ethnic and religious groups who are carving out their pieces of the American dream, just like our ancestors did. By being aware of these groups, learning about their culture and reaching out to them, kitchen and bath designers can expand their businesses while helping immigrant groups achieve a big part of their dream - a home that fits their family and reflects their identity. What could be more American than that?
Yes, I Speak Cooking
Although it may seem intimidating to seek out ethnic groups due to language and cultural barriers, kitchen and bath designers have a leg up because they speak a universal language - cooking. "The big challenge I see with clients of different cultures is figuring out what appliances are going to perform for their kind of cooking," say Erica Westeroth, CKD, of XTC Design Inc. in Toronto. For instance, you might have an Indian client who wants to heat flatbread directly on a heating element. They are going to be thrilled to have a cooktop with a griddle, she says.
The good news is the general questions you'd ask any client will help you glean information about ethnic cooking as well. When you ask clients what kind of things they cook, how they prepare dishes, what they need to prepare them and who is involved in cooking, you will start your education.
Such questions will only take you so far, however. Coming into the project with some knowledge of the client's culture will give you an edge. In fact, Rick Glickman, president of Dream Kitchens, Skokie, IL., believes ethnic enlightenment is a practical necessity and a sound business decision. "People in this business are dealing with a lot of competition and the thing that sets you apart is how you care for your clients," he says. "If you care enough to learn about them s o that you can service them better, they will be flattered and they will share more with you." ...
Build Trust
Learning about a client's culture does more than help you dodge some practical design bullets. As with all customers, there is a trust issue involved. When a family is new to the U.S., trust takes on even more meaning because people can still feel like foreigners within American culture. Assuring them that you respect and embrace their heritage goes a long way toward making them feel comfortable working with an American business. "The impression I make on people when I know more than they expected about where they come from is very meaningful," say Glickman. "It really makes them think they come to the right place." ...
Attracting the Business
Don't make the foolhardy assumption that immigrant populations aren't interested in doing business with Americans. In many cases, the lack of interaction between ethnic communities and the mainstream is because no on e has tried to bridge the gap. So you be the one, Glickman says. "You should know the demographics of your neighborhood," he says. Once you've identified the groups in your area, seek out prominent people from that group....
