Furniture company's embosssed linen folders are a study in class in simplicity.
BY FOLDERPRINTERS WRITERS
October 12, 2024
Schneiderman Furniture's Black Linen Blind Embossed Folder superimposed on one of their table products.(cables image from Schneiderman's website).
A recent project we completed appeared to us as a great example of elegance in simplicity.
From the blind embossed image of a plush chair, we surmised that the company behind either in the furniture or interior design business — and indeed it is.
We reached out to Nicole Blackburn, Natalie Stob of Schneiderman's Furniture to learn more about the company behind the classy folders. The ladies refereed us to Beth Marlette for an interview.
FOLDERPRINTERS WRITERS: Please describe your company and its services or specialty.
NICOLE BLACKBURN: Schneiderman’s Furniture is a family-owned furniture company, offering top quality furnishings since 1948. We have six showrooms throughout Minnesota, and offer complimentary design services at each location.
FPW: What makes you stand out or differentiates you from your competition (if you have any)?
NB:Schneiderman’s Furniture continues to be family-owned and operated, and offers a high level of personalized service for our guests.
We continue to be on the leading edge of furniture retail, staying up to date on technology and design trends to ensure we are providing the best quality, value and experience for our guests.
FPW: Are folders in any way a part of it?
NB: We take pride in providing an elevated design experience for our guests; this includes professional presentations, and our folders play a large a role in those.
"We pride ourselves in the personal connections we have with our guests. In this digital, internet age, it is important to offer our guests something that they will keep."
— Beth Marlette
FPW: Who are your main customers?
NB: While the majority of our customers are homeowners, designers and homebuilders, we also work on commercial projects.
For example, we provide furnishings for new apartment buildings (lobbies, models, community rooms, outdoor spaces, etc.) and companies furnishing their offices.
FPW: What purpose do your folders generally serve? Is it for marketing or selling? If so, What problems or challenges in marketing, selling do the folders solve for you?
NB: Our guests are given the folders when they have finalized their selections with their designer. Inside the folders, we include design boards, 3D renderings and their paperwork. The high quality of the folders represents our company well, and provides the guest with something where they can keep their designs and paperwork for the future.
FPW: What items do you put inside the pockets?
NB: We include design boards, 3D renderings and sales orders inside the pockets. Occasionally, we will include paint samples, product tear sheets and other design-related materials.
FPW: Have the folders proven to be effective? Do they work?
NB: We have found the folders to be effective. Our guests appreciate having all of their papers/materials in one spot, along with their designer’s business card that is inserted into one of the pockets. The feedback from our designers has also been positive, as the folders are high quality and well-designed.
FPW: In this digital, internet age, why use analog presentation folders?
NB: We pride ourselves in the personal connections we have with our guests. In this digital, internet age, it is important to offer our guests something that they will keep. We also send handwritten thank you cards to our guests, which is not a common practice these days!
FPW: Who designs your folders?
NB: We design them in house.
FPW: What was your aesthetic philosophy or aim in coming up with the final design?
NB: We appreciate a simple design that focuses on our “Chair” logo and looks upscale, yet approachable. The designer includes their business card inside, so the Schneiderman’s name is identified there.
We also feel the simple design is a folder they will likely keep and use after the project is completed.
FPW: Are these your first professionally printed folders? What made you decide to go with Folderprinters?
NB: No.
FPW: If not, had you been working with a printer, and what made you switch to Folderprinters?
NB: We have designed folders previously with another company. Since we no longer work with that supplier, we looked for another source that could provide a good look at a reasonable price. The quality, price and ease of on-line design made it an easy decision to go with Folder Printers.
FPW: What was your experience using the website? Was it easy to use?
NB: Very happy with site and it was easy to use.
FPW: Did you use our online design tool?
NB: Yes.
FPW: Did you easily find the product you were looking for?
NB: Yes.
FPW: Did the final product meet your expectations?
NB: Yes, we are impressed with the quality of the materials and embossed logo design.
Our Takeaway
As we’ve noted, Schneiderman's is a fine example of how elegance can be borne of simplicity.
Simplicity that cannot be mistaken as bland or languid. With the thoughtful placement, and rendering of one image, their design has successfully evoked an upscale feel to a folder.
Impact through subtlety.
As a leading national manufacturer custom presentation folders that has seen countless of over — and under— designed pieces, we ayretruly impressed,
and will thus present this to future clients as an example of how the right element, however minimal, can capture a company’s identity and attract its target audience .
