There's something about the Verellen showroom that makes you feel good.
A fire burns in the wood stove; light streams through the rustic, barnwood shutters; the showroom is restful with simple and interesting styling; but most importantly, the Verellen line beacons you to sit and stay awhile. The Belgian linen and incredibly soft leather slipcovers insist that you reach out and touch. Even the customers that seek out the Verellen aesthetic seem to be a part of the muse. They are the kind of people you might photograph on the street for their simple, chic style.
At market, I had the privilege of sitting down and talking with Tom Verellen, the visionary behind the line, and learning more about the Verellen philosophy.
I enjoy learning from creative people.
How they got their start?
Where they find inspiration?
What they see on the design horizon?
I am so grateful to Tom for taking the time away from his busy schedule to share his story.
The one word that comes to mind when I think about Tom Verellen is "authentic" and it's that authenticity that translates into furniture that has charisma. It's like you want to take everything in your home and start over and run away with Verellen. It's not just me; Others who visit the showroom feel the same way!
I learned that every piece of furniture in the Verellen line is essentially custom and made not only in North Carolina but just down the road at his High Point offices. Originally the line was made in Belgium and then in Conover, NC and now it is made exclusively in High Point. Tom brought the manufacturing to his home in High Point so he could personally oversee the process.
He drew a square with his finger on the showroom floor to show me just how small his first 'plant' in High Point was. Initially, only a couple of frames were built each day and the slipcovers were made through out the night. Tom enjoyed being able to be there and see each piece as it was being made.
I also learned that Tom Verellen renovated the old fire station at 212 North Wrenn when the collection debuted. It's a really neat old building that is now occupied by HALO.
Here's more, in Tom's own words...
“You want me to tell you our secrets?"
"What makes Verellen special is really a lot of things working in harmony.
My wife and I were born in Belgium and there’s a way of living at home that’s luxurious and casual at the same time; it’s also modern, but with a great sense of history and provenance.
Belgium is a unique point of inspiration for us.
All Verellen styles are designed and made here in High Point, North Carolina. We pay attention to details, from the inside out. We use only the best materials, including authentic Belgian linen.
We never had to ‘think’ about being Green. It is the right thing to do, so we respect the Earth in materials and process selection.
About customizations…there is a Verellen ‘lineup,’ but we don’t force customers into what’s right for us; we want to do things their way. We really love to customize. We know how to do it. It doesn’t scare us! That’s why designers love Verellen.”
The styling in the Verellen showroom is perfection ~ rustic and sophisticated at the same time. I asked Tom more about the warm vibe in the showroom and the impeccable styling.
Here is what he had to say:
“The showroom is our chance to tell the Verellen story more completely – to let designers and retailers really experience Verellen. It’s a sensory experience. My wife and partner Sabine is actually the showroom stylist. She intuitively understands the brand and expresses it beautifully in the space – it feels organic, comfortable and beautiful. ‘Verellen’ is an aesthetic we understand inside out and it’s a great pleasure to share it during Market.”
~ Tom Verellen
I met Sabine while I was in the showroom and their young son who was just in from a tennis lesson. She was very warm, down-to-earth and quite charming. It is so refreshing to see a husband and wife team working together.
I did a little research around the blogsphere to see what other designers thought of the Verellen aesthetic and like me, they were captivated by the warm atmosphere of the showroom.
Here are a few noteworthy comments:
"With one foot in the door I knew this would be a one-of-a-kind feast for the senses. I was greeted by a wood burning stove and the sweet smell of candles burning. What seemed quite rustic at first, quickly morphed into a chic and sophisticated environment, the likes of which I had never experienced before…seducing me with a sensory overload"
"they created a lifestyle…a place where you could imagine yourself living…an oasis of calm and beauty…" ~ Danielle Boudrot
"The best way to end a long day in High Point is to stop in the Verellen showroom. You walk in and feel an overwhelming sense of relief." ~ Circa Interiors
"We got there late in the day, just as the sun was setting, pulled into the white pea gravel lot, walked through a beautiful enfilade of small trees in planters, and into the most interesting loft showroom space. I wanted to move right in. The lighting was perfect, the music was hip but soothing, the concrete floors had a great patina, the windows were covered in the most interesting large, rustic shutters, and there was a great bar area surrounded by their barstools."
"Finishing the day in the Verellen showroom was a wonderful denouement. Just like finishing a great novel, you wish it wasn't over yet." ~ Bronwyn Ford
Verellen is known for its innovative new products and couture dress maker detailing.
A chair featuring Verellen's incredibly soft leather with inside-out stitching...
Verellen is known for its gorgeous organic Belgian linen, luxurious leathers and rich suedes and hides.
From the second you walk in the door, you feel the Verellen aesthetic. It's intoxicating...
In April, Verellen introduced a new line of outdoor furniture.
“We had an idea for a collection to express luxurious, but real and authentic living in exterior spaces – we said ‘let’s do it.’The pieces at the April Market were our first showing. The outdoor collection is fully customizable…available by the inch. It’s all made here in High Point out of SFC certified white oak."
Tom Verellen
"We love to innovate. Maybe we get bored easily, but we don’t like to repeat ourselves. We’re interested in what’s next.”
I encourage you to see what's next for yourself. Verellen is a destination showroom...a little off the beaten path. It's a good thing. The showroom is located at 515 South Hamilton Street.
Here are a few of my favorite
Pinterest images featuring great Verellen pieces:
A sophisticated sitting room designed by Patrick Lewis and Catherine Walters of
Circa Interiors for the 2010 Symphony Guild of Charlotte Designer House at Met Terraces.
featuring the Julien chair by Verellen.
Here's my favorite chair again in one of my favorite rooms designed by Rachel Halvorson
Verellen Isabella chairs surround the dining table in this chic gray and green dining room by Interior Designer
Kay Douglass.
This room was selected as one of Vernada Magazine's most memorable rooms to celebrate Veranda's 25th year, according to Veranda ~ "the rooms that stole our hearts and still make us swoon."
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