Friday, January 24, 2025
Go behind the scenes and explore the artistry behind our home decor collections. Meet our creative team as they share their inspirations, challenges, and the passion that fuels their work—from crafting stunning displays to designing unique products. Get an inside look at the journey from concept to creation and what makes our designs truly special.
The heart of our designs lies in the collaboration of three talented creatives who bring their unique perspectives to every project. Erin Everhart, Lauren Hawkins, and Julie Childers work together seamlessly, sharing ideas, inspiring one another, and combining their skills to craft beautiful collections and displays. Whether it’s brainstorming new designs, perfecting showroom layouts, or sourcing the latest trends, their teamwork ensures every piece reflects the passion and artistry behind our brand.
What is your role in guiding the teams creative direction?
I strive to serve as a supportive leader. I provide the tools, resources, and knowledge they need to succeed while fostering an environment where creativity can thrive. Rather than making all the decisions, I guide the team and empower them to trust their instincts and make their own best decisions. This approach helps cultivate a sense of ownership, collaboration, and innovation, ensuring that our creative direction aligns with our shared vision.
What is the most rewarding part of leading such a talented group of individuals?
This would have to be the sense of family and camaraderie we’ve built as a team. We work hard to foster a true team environment where everyone feels connected, valued, and takes ownership in CTW Home Collection. I’m continually inspired by the way each team member contributes to the bigger picture and how they grow, both as individuals and professionals. Seeing them shine, develop new skills, and surprise me with their creativity and talent every day is incredibly fulfilling. It’s an honor to be part of their journey.
Can you share how collaboration happens within the team—what does a brainstorming session look like?
Collaboration within our team is an essential part of our creative process, and it really shines during our weekly meetings. These sessions involve our core team, the VP of Operations, and sometimes even our retailers. We review what’s been successful, what hasn’t worked, discuss current trends, and showcase our new projects for feedback. What many clients don’t realize is that we develop about half of our products in-house, so these brainstorming sessions are critical. At the same time, we make sure to keep it fun—we always share a laugh and enjoy the process, which helps foster creativity and keeps the team engaged and motivated.
Are there any specific moments where you’ve felt particularly proud of the team’s work?
This past year, I felt particularly proud of the team during a major push to produce two catalogs simultaneously—a first for us. In previous years, we handled catalogs and product development at separate times, but this time, we had to work twice as fast and meet an accelerated deadline, all with the same number of team members. Despite the challenge, the team rose to the occasion, demonstrating incredible dedication, creativity, and teamwork. Not only did we meet the deadline, but I genuinely feel that our offerings this year are better than ever. It was a true testament to their talent and commitment, and I couldn’t be prouder of what we accomplished together.
Can you share some insights into how the showroom is designed to inspire buyers?
When designing the showroom, my two primary goals are visual flow and shoppability. These can sometimes clash, so it takes careful planning to strike the perfect balance. I want every visitor to feel a spark of magic the moment they step inside. Each room is designed to evoke an emotion, making the experience memorable and inspiring.
This year, I chose to feature our “Moody Christmas” and “French Garden” collections at the front of the showroom because they align with current trends. Our new Paper Honeycomb Christmas Decor became a key focal point in the Christmas section. To highlight its beauty, I created a warm, festive space featuring a fully decked-out tree, layered ceiling hangings, and cozy decor that feels timeless. At the same time, I ensured shoppability by adding a secondary display showcasing packaged items so buyers could easily envision how they might look in their own stores.
The same approach applied to the garden section—I designed a whimsical garden-themed dining area that transitions into a lush garden space complete with a potting station and swings. This year, I displayed our swings differently by grouping them together on a wall to create a cohesive garden display, which resonated well with buyers. Balancing beauty and functionality is always a challenge, but seeing it come together is incredibly rewarding.
Are there any standout collections or moments from your time as Showroom Director that you’re particularly proud of?
One of the most fulfilling aspects of my role is seeing customers light up when they walk into the showroom. I love hearing them talk about how they’ve gained ideas for their own displays. This industry is always evolving, and collaboration is at its heart. We learn from each other, inspire one another, and grow together.
For me, the ultimate goal is to create an inspiring space that helps our buyers succeed in their businesses. When their stores thrive, it’s a win for both of us, and that shared success makes everything worthwhile.
What’s the most exciting part of translating a concept into a tangible product?
In my role, I get to witness the entire journey of a product—from the first spark of an idea to the final piece in the showroom. It begins with brainstorming as a team to decide on the year’s design direction. Each of us takes turns contributing to product design, working closely with vendors to refine details.
Once the products arrive at our warehouse, we evaluate them and decide on any final adjustments before they’re officially selected. I also get to name the products, oversee their photography, and manage all the behind-the-scenes tasks to bring them to life. It’s incredibly rewarding to see a concept grow into a finished product, especially knowing how much creativity and collaboration went into its creation.
Do you have a favorite piece or collection you’ve worked on? Why does it stand out?
It’s so hard to pick a favorite because I’ve worked on so many designs I love! That said, I have a special fondness for Western-inspired projects and Halloween decor. One collection that stands out to me is my haunted houses series.
While Christmas houses are common in the market, Halloween houses are rare. Halloween is my favorite holiday, so I poured my heart into adding intricate details to make each house unique, spooky, and fun. The collection was a hit with buyers, and I loved it so much that I brought the pieces into my own home. Seeing something I created bring joy to others makes all the effort so worth it.
Can you tell us about your journey into design and what drew you to the home decor industry?
My journey into design started at a young age, inspired by my mother and her sisters, who worked in the furniture industry. Growing up, I was constantly surrounded by fabrics, furniture, and art, which sparked my creativity and led me to explore embroidery, sewing, and designing on my own. I pursued a degree in apparel product design and business, which gave me a strong foundation in design principles. I love the endless possibilities that the home decor industry offers for creating beautiful and functional pieces that transform spaces!
Where do you find inspiration for creating new product designs?
Inspiration comes from everywhere - travel, art galleries, architecture, and nature. I often look to historical design movements for ideas, while also paying attention to modern lifestyles. Observing how people interact with their spaces provides insights into what they value, helping me design products that feel both timeless and relevant!
Are there any upcoming trends or styles you’re particularly excited to explore?
I’m excited about the growing emphasis on sustainable and handcrafted designs. The shift towards organic shapes, natural materials, and earthy tones reflects a strong desire for authenticity and environmental consciousness.
How do customer feedback and preferences influence your designs?
Customer feedback is critical to the design process - the items they purchase influence what we create for the future! I love working at the Atlanta and Dallas Markets because I get to engage directly with our customers and learn what they like, or don’t like, about our products or what they’d like to see us create in the future. By listening to their preferences, I can adapt my designs to better suit their needs.
CTW Home Collection is a unique designer, importer, and distributor of retro, french-country, farmhouse and vintage-inspired wares for the home. One of our goals is to offer great wholesale home decor and gift items at competitive prices and to help our retail partners succeed in their retail businesses.
