Brands that support their community are brands that create a long-lasting relationship not only with more than its consumers. The West Elm Local program helps facilitate this kind of genuine connection by supporting independent designers. Although an unlikely incubator, the furniture company recognizes that there are a slew of incredible designers out there that need a helping hand when it comes to production and exposure.
Through the West Elm Local program, that can be achieved. And it works to West Elm's benefit as well. President Jim Brett says, "I wanted to bring personality and soul and handmade into the business." It also recognizes that there is a careful process that needs to be set when growing a small business and it supports that by growing with the small business.