Monthly Archives

February 2017

Change doesn’t scare Rachelle Roth. In 1991 she and her husband Jeffery left successful, high-powered careers to start Urban Country. They were furniture novices who set new industry standards. Life and business changed irrevocably in 1999 when Jeffery died of brain tumor, but the idea of a “family business” took on even richer meaning as two of Rachelle and Jeffery’s daughters joined the enterprise. In today’s blog, Chaddock catches up with this entrepreneur, designer and mom to find out what makes Rachelle run… 


CHADDOCK: Urban. Country. Quite a juxtaposition. Tell us the origin of your company name.

RR: Our whole business philosophy – then and now – is based on the idea of blending. In the case of the name, it’s about an edgy urban aesthetic paired with a casual, relaxed country vibe. Urban Country is less about contrast and hard juxtapositions than it is about a seamless blend.

CHADDOCK: What is the biggest risk you’ve ever taken?

RR: Starting the business in 1991, but I didn’t fully realize it then. We gave up great jobs. We had young kids. The economy was horrible. We were furniture beginners – but with great business acumen (him) and fashion sense (me). We wanted to blend our talents, so we did!

CHADDOCK: What’s the biggest upside to running a family business?

RR: Creating. Shedding old ideas. Some 25+ years ago, my husband and I were the ones innovating. It’s a kick to see our children – two are active in the business – charting new courses.

CHADDOCK: And – tell the truth – the biggest downside?


RR: Ah, see the last question. It’s hard to let go of what you think you know, but I’m a proud mamma!

CHADDOCK: Second career time. You’re starting fresh and saying goodbye to interior design. “I would like to….”

RR: I can see myself consulting on a fashion business, helping others break barriers – the mental and tangible ones. That would be satisfying.

CHADDOCK: If you were a CHAIR, what would you look like?

RR: I would be a curvy French bergère in mohair and velvet, please.

CHADDOCK: How would you describe your own personal style in three adjectives?

RR: Sophisticated, elegant, whimsical.

CHADDOCK: What attracts you and Urban Country to Chaddock?

RR: Chaddock offers such a panoply of styles. Urban Country is all about the blend, and Chaddock is a great fit. Styles range from buttoned-up traditional to outside-the-box designs.

CHADDOCK: Do you have a favorite piece of Chaddock? An item you covet?


RR: There are so many…. I recently downsized into a 1900 square-foot condo. I had to edit. The Mary McDonald for Chaddock goat-leg demilune was a must-have. It’s rustic. It’s classic. There’s the blend again! I live with and admire that piece every day.

CHADDOCK: What’s your personal motto, mantra or credo?

RR: Do what you love and do it with passion!

Happy Valentine’s Day. It’s well known that Chaddock has a huge crush on Studio 882, a wonderful design and furniture store just outside of Philadelphia. Bright, creative and principled, we think Katie and Chad Groves represent the next generation of the furniture industry – and as you’re about to see, the next-next generation!


Lights, camera, action. Chad and Katie recently planned an in-store photo shoot. Strategically, they sought to capture images that demonstrate how well-made furniture stands up beautifully to everyday life. Katie says that the Mary McDonald for Chaddock Antoinette bed “is beautiful, elegant, and relevant for the way we live today.” It was cast in a starring role. The Groves’ did not have to look far for “talent.” That’s their son Andrew (age 5) perusing The Cat in the Hat comfortably atop Antoinette.


According to Katie, Antoinette is one of Studio 882’s top sellers. (Looks like the boys love it too.) “The scale, proportions and craftsmanship are exceptional,” she explains, “It’s inspiring to see our designers and customers experiment with their own unique combination of fabric and finish options. We love the ways our customers have styled this bed in their own homes. It’s really never the same twice, thanks to Chaddock’s amazing options.”


Boys will be boys, and episodes of monkey business were apt to break out during the shoot, according to Katie. As she explains, “We don’t believe in special occasion furniture. Furniture is meant for living. Both beauty and quality are important. Chaddock’s on exactly the same page with us.”


“More and more, Studio C is becoming our upholstery options program go-to,” says Katie. In addition to the great menu of options, quality features and amazing lead times, Katie notes Studio C has “formidable fort-building capabilities, perhaps a little known fact.” In this final shot, Andrew recreates a scene from the Groves’ own home, where cushions are apt to separate from sofas to fashion fortresses. Studio C is a wonder, says Katie, “everything holds its shape under just about any kind of assault, if you will. We love this track arm sofa in 1244-Tweed. It’s perfect for our own personal castle!”


Registration is now open for the next session of Chaddock College, the master class in the art and science of fine furniture. Class size is limited to no more than 15 attendees to offer a very personal learning experience. Best to sign up NOW to reserve your place. It’s a must-attend, and here’s a few reasons why…

No 1 Learn a lot: It’s no Animal House. We strive to make Chaddock College, collegial (of course), but you will exponentially increase your understanding of how fine furniture is made in this two-day experience. Most coursework takes place right on the factory floor. You won’t be lectured to; you’ll learn by doing. In fact, you’ll be guided through all the major steps of the wood finishing process and witness the upholstery process from start to finish.


No 2 Polish your professionalism: The world of design is fun and fashionable. It’s also highly competitive. What differentiates you from other talented professionals? How can you add more value to your client’s experience? Can you demonstrate a rare understanding of the furniture-making process to earn your client’s trust and justify significant purchases? Chaddock College will make you a better professional.


No 3 Hand rubbing and elbow rubbing: In our wood finishing segment, you’ll experience the hand-finishing process, including the final wool wax rub. Simultaneously, you’ll rub elbows with other retail and design peers and professionals. You may make important connections that will stay with you well after College.


No 4 About your diploma: It’s more than a piece of paper. In fact (spoiler alert!), your College term project is the hand-finishing of a frame, perfectly sized to hold your diploma. It’s both YOUR badge of honor and our gift to you – but only upon matriculation.


No 5 Tuition is not a barrier: Chaddock College class size is limited to 10-15 serious professionals. If you are accepted into the program all fees and expenses (including all food and accommodation in Morganton) are fully paid for by Chaddock. Your only financial responsibility is travel to and from Morganton. Chaddock has endowed this program because we know education is essential to our mutual success. Chaddock is on its way becoming the best fine furniture brand in the world. Are you with us?