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ISFD to Host Panel on Communicating the Value of Home Furnishings

Furniture World News Desk on 3/14/2025


The International Society of Furniture Designers (ISFD) and High Point x Design (HPxD) will host a panel discussion titled “That Costs What!? Why?? Understanding and Communicating the Value of Home Furnishings” on Sunday, April 27, at 1 PM in the ANDMORE Seminar Room on the top floor of Suites at Market Square.

The panel will feature executives from nine major furniture brands, alongside two professional furniture designers and a residential interior designer, who will explore how to effectively communicate the factors that contribute to furniture pricing.

“This panel is a group of industry all-stars whose expertise extends from crafting a brand's value proposition to designing furnishings to fit that strategy to monitoring the manufacturing process so that each piece fulfills its brand's promise,” said David Blair, executive director of ISFD. “Their discussion will give you a unique opportunity to understand and explain all of the elements of value in home furnishings.”

Panelists Include:

  • Alex Shuford – CEO, Rock House Farm, Inc.; President, Century Furniture
  • Maurishka Pinedo – President, Cisco Home
  • Sean O’Connor – President, Universal Furniture
  • Dudley Moore – Co-owner, Otto & Moore
  • Taylor West – Partner, West Design Group
  • Kate McKee – Lead Residential Designer, Barbour Spangle Design
  • Jane Dagmi – Managing Director, HPxD

The discussion will be moderated by Cindy Hodnett of Bridgetower Media.

"The most discerning customers have a desire to acquire better products, made with better materials and by more talented makers," said Alex Shuford. "We are seeing this across a wide range of product categories. Unfortunately, with home furnishings, the 'why' is often hidden from view, which leaves intelligent consumers without the one thing they need—information."

“I would hope our panel conveys not only the various cost factors in producing home furnishings," said Dudley Moore, "but also the importance of telling the story of what living in a beautiful environment does for an individual’s happiness and well-being. Additionally, I hope to make the point that value and beauty are available at every price point so that no consumer is left behind in the pursuit of a lovely and functional home.”

For more information, visit ISFD.org.

 

 

About ISFD
 The International Society of Furniture Designers (ISFD) is an association of professional and student furniture designers in residential and contract furnishings and accessories. Its mission is to promote and advance outstanding design and to elevate and support the furniture designer through networking, mentorship, and professional development opportunities. It's Pinnacle Awards® recognize the very best in furniture design each year, and its Tom Conley Scholarship contributes to educating the most promising designers of the next generation. Visit ISFD.org for more information about the organization and its programs, or follow its activities on Instagram, Facebook, YouTube, LinkedIn and X.