The Branford mom and designer wanted to create a boutique, studio like you’d find in Fairfield County
BRANFORD – The space has the new-car smell of creamy leather, a subtle hint of fresh paint, a hint of woodiness and the sultry aroma of a selection of accessories and bath products.
The opening of the bespoke home of Branford native and interior designer Stephanie Herzog, who had a ribbon-cutting ceremony Tuesday with first selector Jamie Cosgrove, brings a unique new retail store to 1008 Main St., the old Myers Flower Shop. It’s the latest in a series of new stores on Main Street: Archie Moore’s, Splash, BACA Gallery, China Garden.
Herzog calls it a home boutique and design studio, a hybrid offshoot of her successful design firm SVM Design, LLC (svmdesign.com), which is based in the Branford home she shares with husband Jesse. and his three children, whose names inspired the company name.
The old shop has been gutted and completely renovated in a soothing palace of creamy tans and off-whites with custom work by his uncle Erich Ruder of North Branford. It’s anchored by whitewashed flooring with a vaulted ceiling, complementing, but never competing with, high-end furnishings, fixtures, lighting, and rugs. There’s even a selection of coffee table books to match a client’s decor, and a corner art gallery, which will feature an artist-in-residence each season.
This spring it’s Haley Brown, whose Haley Brown collection will have a launch party from 5-9pm on Friday, March 25 with a Prosecco truck.
Timing played a big role in the adventure.
“It was time to move the business out of the house,” says Herzog. “My youngest son went to kindergarten last spring, and I told my husband I wanted a spot,” Herzog said. “I carried throws and rugs to clients. He wanted to get a space in a business park,” she said with a horrified look. “Frank Vigliotti, who is a friend, said he had a perfect space for me because Myers Florists were retiring. I went to see him and thought, ‘That might work.
“My friends can’t wait to see it. When you say it’s on the Green, people think it’s going to be a retail establishment’, the way he put it, it could be a retail store, but it’s not only a retail store.
Herzog, 40, isn’t immune to the buzz that downtown could use more shopping choices. In fact, it’s one of the things she’s happiest about with the new venture.
“I felt like it was up to me. I felt like I was bringing Main Street back to life. … It’s five minutes from Tisko (school) and a stone’s throw from our house. I wanted to be in the city we live in. Everyone has been so amazing.
The store is filled with the kinds of furniture and accessories Herzog says shoppers would normally come to Fairfield County or buy online to get their own, creative look with touches of whimsy: Gray’s unique aerial photography Mallin, Jonathan Adler’s pottery and home accessories, Arteriors lighting and accessories, Made Goods accessories, Voluspa line of candles, works by Brooklyn potter Hazy Mae, colorful and playful table linens by Furbish.
“My goal was to have price points for everyone, so that no matter the budget, everyone could get the perfectly curated look they want for their home,” she says.
With the genes of a mother in the art business and a father who went to art school, Herzog, although she studied political science at the University of Connecticut, turned to a creative career early on, selling art and designing commercial interiors for Corporate Image. for 10 years. When it is suggested to her that she has the gift of an “eye” for design, she modestly hesitates: “I hesitate to say that I have a gift…”, but, before she has finished Reflecting on it, an associate adds from the back of the store, “Yes, she has an eye.”
His friends recognized and sought out this “eye” for help with their homes, and without a conventional design background, Herzog formalized his career by starting SVM Design, LLC six and a half years ago, focusing totally on residential design. . A local design was featured on the January cover of CTC&G (Connecticut Cottages and Gardens) magazine.
The thumbnails Herzog has created around the store showcase a look and the furniture and accessories that can achieve it, though she likes to keep it exclusive by not sharing her furniture sources. Everything is in stock and ready to ship. Herzog will meet customers at the back of the store on a large work island with a TV screen for design presentations, a library of fabric samples and other samples.
It won’t mean any more ‘schlepping’ for the busy mum, who along with her husband Jesse spends a lot of time as board members of the non-profit Cure Rare Disease, which develops personalized therapies for rare diseases such as Duchenne muscular dystrophy, which her youngest son is battling.
“I told my kids, who are 12, 10 and 6, that as soon as it impacts your life, I’m done,” and she makes the face you imagine her kids did . “But they come and it’s great fun for them. The convenience of being on Main Street runs the gamut…I hope it will allow me to grow my design business which would be the end goal, but honestly I’m enjoying the ride at the moment.
