Homewood Furniture's #craftedluxury

Dan Waldschmidt said “Success demands planning and perspective and most importantly passion”. If there is anyone who knows about the link between passion and success, it is business partners and owners of Homewood, Ian Perry and Dave Macdonald.

 

With an overriding passion for trees and wood, and the discovery of the sad reality of how disrespected nature was in the furniture industry, Homewood was born. In the process from tree to furniture, a shocking 90% of a tree is often deemed as unusable wood in many companies. This is a fact that Ian Perry could simply not comprehend, and what differentiates their manufacturing services from the rest.

Elle Decoration SA
Image courtesy of Homewood Furniture

 

Homewood celebrates the story that indigenous wood can tell, utilising the natural ‘defects’ and grain variations. Maximising the use of each tree results in a piece of furniture that will carry a story. What’s more is that the unique information gets shared to every customer, preserving the true story of our trees.

Elle Decoration SA
Image courtesy of Homewood Furniture

 

It is this unique drive and core value that we at Deco love about Homewood. The staff at Homewood are educated in a way that helps them develop a deep understanding and love for natural wood. This knowledge is then imparted to customers as they leave the showroom with a new-found respect and insight into the world of trees. This passion and principle, mixed with great designs, has laid the foundation for the success Homewood is today. It has also taken Ian and Dave on an exciting journey that they reckon is just the beginning.

Elle Decoration SA
Image courtesy of Homewood Furniture

 

As discussed in our latest Trends Issue, South Africans are on the lookout for locally produced and bespoke items that offer more than just style. Homewood also offers consultations for individual designs to suite your needs and space. In a world of technology and products with a high turn over, it is reassuring to know that we will still have heritage pieces for future generations.

Elle Decoration SA
Image courtesy of Homewood Furniture

 

We have been seeing Homewood in various locations and design shows across the country, but they have a unique studio in Johannesburg, Umhlanga Ridge and the Midlands. For more information you can visit their website at homewood.co.za

 

Compiled by: Megan Schumann