Studio Belmont owners Kristen Williams, left, and Jerry Williams, right, discuss the store’s recent changes.
The new owners of a family-run Belmont luxury firm are intent on keeping its 87-year-old charm, while at the same time touting a more modern look for its customers.
Studio Belmont, formerly Belmont Hardware, opened in 1938, selling a variety of home products and decor, from cabinets to lighting fixtures and bathroom accessories. In January, Jerry and Kristen Williams became just the third family to own the company, purchasing it after Jerry worked there for several years.
Williams is an industry veteran, working in the luxury manufacturing space for 20 years before shifting to Studio Belmont. Over the years, he’s seen consumer trends, from aesthetics to purchasing preferences, evolve significantly, which was also the motivation to refresh the face of the company — partly to avoid confusion and also to create a more modern look.
“We are still proud of the legacy, but we get perceived as an Ace Hardware where you pick up nuts and bolts, and that’s not what we do,” Williams said. “We are high-end luxury.”
The rebranding effort also involves an online store and redesigning the look of its showrooms, swapping out crowded shelves for a sleeker, cleaner experience.
“Previously, the approach was to have as much product on the walls as possible, and now we are trying to create a clean, fresh feeling when you come in and … have more of a gallery type presence,” he said. “It’s not as overwhelming. We’re being very selective in how we display the products.”
The store now has six locations throughout the Bay Area and Fresno, and despite general economic uncertainty — which can often affect luxury price markets — Williams said customer purchases have held strong. Tariff fluctuations have affected the firm’s own internal purchasing decisions though Williams is hopeful it won’t create significant hurdles.
“For us, we have been purchasing more inventory, or inventory that we wouldn’t normally, because of what’s going on,” he said. “It’s definitely been a disruption in our efficiency because the sales process is so much harder but in terms of a slowdown with people purchasing, we have not seen that yet.”
Owners of local, independent stores still have to contend with the threat of larger competitors and acquisitions, but Williams said he still sees demand for businesses like Studio Belmont.
“There is a desire for people to buy from local companies,” Williams said. “Our industry has changed a lot … the big guys are buying up all the family-owned businesses, and we feel like people still want to buy from local, family businesses as opposed to massive chains.”
(650) 344-5200 ext. 102
Daily Journal staff
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