Houseworks: Hip to Be Cool
|
When a local furniture store brings the finest in modern furniture to the Indianapolis area for almost 40 years, it’s safe to say that the store is a veritable establishment in the community. Founded in 1985, Houseworks (4905 E. 82nd Street, Indianapolis; houseworks.biz) meets that requirement. But anyone who already knows the team behind the Housework experience, navigated by founder and owner Ed Cheikh, understands that the secret to longevity isn’t just about the product. Houseworks’ collection may be second to none, but it’s the dedicated and straightforward service that the team brings to clientele each and every day, year in and year out, that has solidified its standing in the Indianapolis area.
I asked Ed what was on his mind as he pondered the success of Houseworks through the years. “In a way, I must have been crazy even to get the venture going,” he quips, adding that an element of serendipity entered the equation. “I never anticipated at the start that I would own a furniture store for 39 years, but here we are.” Ed explains that when Houseworks first opened, Indianapolis homeowners were mostly unfamiliar with the aesthetic of modern furniture design. Fast forward a few years, and America developed an obsession with the sleek, efficient look of modern styles, thanks in great part to IKEA’s debut on the American market. “IKEA has been and continues to be good for us,” Ed tells me, in all seriousness. “The company exposes modern furniture to more people, and they’re creating an appreciation for timeless and simple modern design.” What Houseworks brings its customers that IKEA simply can’t is the finest quality in its product—quality that endures and style that remains perennially fresh. And while the ubiquitous nature of online shopping has increased the availability of modern furniture and accessories to more people, Ed maintains that with furniture, especially, people want to touch it, to check the quality, to make sure they’re getting what they pay for.
|
Quality is a given for the Houseworks brand. On top of this, though, Ed emphasizes that he has worked to maintain the highest standards of customer service. “We have great people here, who are educated in the product—they know their stuff,” he says. Houseworks’ deeply knowledgeable sales team is something not typically seen in the big-box stores, and this integral knowledge base has taken time to build. “Brian and Dustin have both worked sales more than 20 years with us,” he says, “and our office manager, Angel, has been here for 19 years. Forrestine, in customer service, has been at Houseworks for 26 years; our warehouse manager, Chris, for 31; and our delivery and technical support, Dillon, for 16.” At the end of the day, Ed believes that it’s the tightknit, family-type environment that Houseworks has cultivated in its team that keeps customers coming back and continues to draw new clientele. “I offer my team realistic, human standards for their work,” Ed tells me. “That means we work 10:00 to 6:00 and get two days off a week. The retail team gets one weekend off a month.”
And what does the team think about this? “I’ve worked here 22 years,” says Sales Manager Dustin Polster. “It’s a great place to work, and I love the variety—different customers and different houses to design every day. It’s like I get to live vicariously through people!” For Dustin, who didn’t come from an interior design background, the years on the job have been an invaluable education. “You can’t really teach that,” he says. Operations Manager Brian McIntosh just celebrated his 28th year with Houseworks. “I love our product, and I really love working somewhere I feel we treat the customers with integrity,” he says. “Ed always has the customer in mind. We take care of any issues that come up so that the customer has the best experience possible.” In terms of the furniture, Brian finds the Houseworks product to be unique in the central Indiana region. “What we offer is modern, high quality, and very exciting.” He points to motion seating, reclining sofas and stand-alone recliners as some of this year’s most popular items. 
Ed tells me about an industry study that investigated why customers make purchases from a particular store. “Over 80% said it was the salesperson,” he says. “I believe that a salesperson who is honest and knowledgeable, who tells it like it is, and who is always straightforward with customers—that’s going to always make the difference.” With the highest quality in modern furniture and accessories, a highly educated and dedicated team, and a customer-centered approach, Houseworks is well poised to see its 40th anniversary—and many more.
|