In the late 1990s, interest in interior design and home improvement projects grew thanks largely to reality TV. Television programs like “Trading Spaces” and “This Old House” provided inspiration for homeowners to tackle projects that would not only increase resale value but improve their quality of life. The rise of the internet in the early 2000’s supercharged this trend with the emergence of new platforms like Pinterest and Houzz where the latest design trends could be found by millions of people. The combination of increased interest in home improvement and access to a wider range of style options created new opportunities for designers, remodelers, and manufacturers in the kitchen and bath industry.
At the time, Hardware Resources had been offering cabinet makers functional hardware products but began offering a limited line of industry-standard knobs and pulls. According to Stephanie Lowe Mersky, product manager for Jeffrey Alexander decorative hardware since 2010, the expansion into decorative hardware was welcomed by customers. “We had long-term relationships with furniture and cabinet makers who embraced Jeffrey Alexander decorative hardware in part because Hardware Resources was already a trusted supplier.”
While customers appreciated the quality of the options, the need to have on-trend styles and offer a range of options for decorative hardware grew in importance. The design community drove this trend. They looked at knobs and pulls as something more than being simply functional. They embraced decorative hardware as a design element that should be carefully chosen when creating spaces. Like fashion, design trends continually change, so its vital to keep up. “We are always evolving the Jeffrey Alexander brand to keep pace with style trends,” said Mersky. Today there are 62 Jeffrey Alexander decorative hardware collections, many featuring patented designs, and new collections are released annually.
The Jeffrey Alexander brand gave Hardware Resources an opportunity to build relationships with showrooms and the design community. Many showrooms had designers on staff who interacted with homeowners to understand their vision for spaces. When consulting on bath remodeling projects, especially for situations where custom cabinetry would be cost prohibitive, designers appreciate how furniture style vanities could elevate a bath space. In response to the desire of designers to offer clients furniture style vanity options and the willingness of showroom customers to support a new product line, Jeffrey Alexander Vanities was born.
The original Jeffrey Alexander Vanities were launched in 2005 and featured popular styles at a value price point. As the market has evolved, Jeffrey Alexander vanities have become a higher-end vanity line featuring solid wood construction, metal slides, and soft-close hinges. “We want to bring features typically found in custom cabinets to furniture-style vanities,” said Asa Harrison, product manager for Jeffrey Alexander Vanities. “Soft-close doors and rollout drawers for easy access to stored items became standard features of our vanities, which differentiated them from competitors. We also focused on adding more modern styles that designers would embrace.” Today, the Jeffrey Alexander vanity line offers 12 collections in a wide range of sizes from 18” to 60” dual-sink vanities.
The Jeffrey Alexander brand is committed to providing innovations in both the decorative hardware and vanity product lines. In addition to the four new decorative hardware collections being introduced in 2024, Jeffrey Alexander will also introduce three new vanity collections. “Our goal is to offer the kitchen and bath industry exceptional quality, stylish products that homeowners will love for years to come,” said Mersky. Based on its track record, it’s clear that no matter how tastes, trends, or technology changes, the Jeffrey Alexander brand will evolve to stay fresh while remaining synonymous with performance and quality in the kitchen and bath industry.