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!

There’s nothing more heartbreaking than unrequited love, so imagine our immense delight when one of our favorite magazines sent us a valentine – and one for all the world to see.


XOXO hugs and kisses back to you, Traditional Home, for including the Mary McDonald for Chaddock Alix Side Chair in your timely roundup of decorating trends with Xs and Os in the February edition, on newsstands now. As it happens, Alix delivers on both counts: XOXO.

Alix is a study in geometry. The square chair back frames an X encased in a circle – or an O, if you prefer. Mary channeled Malmaison – Napoleon and Josephine’s summer digs – in the chair design. It’s one of her favorite periods, and it’s easy to see why. Louis XVI and Directoire style furniture is decidedly unfussy, but also beautifully and thoughtfully designed. It’s about imagination and meaningful detail, not ostentation.


Traditional Home chief Ann Maine first spotted the new Alix Side Chair at the October furniture Market during a personal tour with Mary McDonald. Our blog reporter was on hand to snap a cellphone, shown above. As the magazine’s 2017 editorial calendar developed, Senior Style Editor Krissa Rossbund was similarly smitten with Alix, and the chair made its way into Traditional Home’s stylish mix.

MORE ABOUT ALIX: The Mary McDonald for Chaddock Alix Side Chair (MM1657-26), W20.5 x D25 x H38.25, is shown here in 5800 Black Deco with Gold on finials. Seat upholstered in F6180 Seasalt. Alix is made by hand and made to order in Chaddock’s Morganton, NC, factory, and available in over 70 finishes, and hundreds of fabrics, including COM. Expected Alix lead time 5-7 weeks.


At Chaddock, we love new beginnings. In fact, we look at every day as a chance to start over and be better than the day before. As you’ve heard me say many times, 2015 was a year of getting our house in order. In 2016, we demonstrated consistency and proved our strong capabilities in the areas of product, quality and service.

But today I want to look forward, not back. Top-ten lists are always fun and informational. Without further ado, here’s my top-ten list of what to expect from Chaddock in 2017.

#1 The A-Team – Chaddock continues to assemble the finest team of furniture pros in the industry … from skilled craftsmen and an all-star plant management team, to a growing and proactive sales team,  not to mention the many dedicated behind-the-scenes players supporting your business. What’s more, Chaddock’s owners and executive managers are all-in and committed to the growth of this brand.

#2 The A-List – YOU are on the A-list. It is our goal to establish meaningful relationships with the best designers and retailers in America and the world over. We believe that honesty, openness to feedback, and integrity in all our business dealings are essential to our success.

#3 Strategic Merchandising – We’ve established that Chaddock makes great furniture. 2017 will be the year of merchandising the assortment so that our manufacturing expertise offers designers and retailers logical, efficient and affordable programs. Specifically, look for news on a new Dining Table Program, and yet another significant tune-up for Studio C.

#4 Designer Collections & More – New product launch plans are in place for April and October, including some great new additions from Mary McDonald. The Guy Chaddock Monterey Collection – launched in October 2016 – will expand, and you’re going to see Chaddock branded collections become increasingly more important. As always, Larry Laslo and David Easton’s showroom presentations will inspire. We know you’ll like what you see.


#5 Showing Our Work, and Yours! – Chaddock will ramp up digital communications to inspire consumers and designers with photos of exciting personalized or customized items live from our Morganton factory floor – and better yet, your stores and client installations. A picture says a thousand words. Won’t you share yours?

#6 Website Updates – is a keen focus in 2017 with a twofold goal. Site navigation will be improved to put you in touch with relevant information quickly and intuitively. At the same time, the updated website will also inspire creativity with fresh images and behind-the-scenes stories that breathe life into our brand.

#7 Made in America – To turn a familiar phrase around, we believe that what’s good for America is good for Chaddock. We are committed to creating jobs and investing in people and technology in Morganton, NC.


#8 Industry-Best Lead Times – Chaddock continued to make tremendous lead time advancements in 2016. We will regularly update retailers and designers on our performance. The key take-away for you as we enter a new year is that you may TRUST our ability to deliver and order CHADDOCK with confidence.

#9  Chaddock College – WOW, what a great inaugural session of Chaddock College in November! It’s a program that’s here to stay. The 2017 calendar will be announced soon. And, we are working diligently (and we believe successfully) to secure IDCEC CEU accreditation.


#10 Continuous Improvement – At Chaddock we take nothing for granted. We understand that we must earn your business every day. Past success is no guarantee of future greatness. The mindset of working hard to improve every day is part of the Chaddock culture – and is the esprit de corps behind our 2017 undertakings.

From Morganton, North Carolina, to our valued retail and design partners, thank you for your business in 2016 and all the best for 2017 and beyond.