Day 2 programming starts at 1 pm Eastern on Thursday.

By Dianne M. Pogoda

The NKBA Summit: Luxury Defined, sponsored by Cambria, shared a wealth of information on Day 1, featuring informative research, intriguing discussions with luxe designers and luxury market experts. The Wednesday Summit finished  strong with the NKBA Renovation Angel Luxury Kitchen Recycling Awards.

NKBA EVP and CSO Suzie Williford, who hosted the event, welcomed Summer Kath, EVP of Design at Cambria, who introduced some of the company’s latest products and innovations. Attendees had the opportunity to win prizes including stunning quartz serving boards from Cambria and the NKBA’s new coffee table book, The Luxury Kitchen.

“It’s our job as designers to make clients feel as if they are our only client. We ask lots of questions, we look at the client’s timeline, vision and budget, and they must all align, otherwise someone isn’t going to be happy.” – Vicky Serany

Some quick highlights from the conference:

The Luxury Kitchen Showcase Study: This exclusive NKBA qualitative research, detailed by NKBA Head of Research Tricia Zach, revealed that luxury is about an experience, it’s simple, it’s personal and it’s beautiful. Some key points:

  • High-end designers say luxury is not purely about a budget, nor about chasing trends, and they concur that designers can’t chase luxury — luxury finds them.
  • Luxury clients are outcome-driven, and most had a specific vision or expect their kitchen designer to deliver a finished product that would delight them —  and they were willing to invest to get that result.
  • As one designer said, “A faux luxury client is only interested in the fixtures — high-end appliances, certain cabinets. Real luxury clients know they’ll get that. They want to know how you will deliver, how you will take care of them, and what they can expect from you.”

The Path to Becoming a Luxury Designer: Helene Oberman, managing director for Interior Design, and designer Nar Bustamante discussed Nar’s journey to luxury, from his  childhood in Mexico to moving to the U.S., changing schools and careers to finally landing in the luxury sphere.

  • Flexibility, he said, was the key to his progress. Starting at age 14, he worked with helping his uncles, who were contractors, and discovered a passion for building, architecture, and working with his hands.
  • This ultimately led to work as a builder, carpenter, cabinet installer, being drawn to the overall kitchen and bath arena, and earning a place in the luxury market, one kitchen at a time.
  • Said Nar, “I dream about kitchens every day.”

Luxury Clients — Who Are They?: Winston Chesterfield, founder of Barton Consulting Group, a luxury market strategist, defined demographics and explored consumer behavior in this unique sliver of the market. Some key points:

  • The Ultra-High Net Worth (UHNW) individual is worth $30 million or more; There are a little over 280,000 individuals in this category in the world (about 104,000 in North America), with a combined wealth of $35.4 trillion.
  • If they were a country, they’d be the largest economy in the world. Significantly, about 38% is liquid assets — meaning then can spend it, it’s not tied up in stocks or long-term investments.
  • Like most of us, they care about good value, not getting ripped off, not wasting money, and enjoying their homes and family. The difference, of course, is virtually unlimited resources.
  • Suppliers of luxury must offer newness, freshness, world-class service and a deep knowledge of their specialty.

The Luxury Client/Designer Relationship: The relationship between any client and designer is delicate, but especially so in the luxury realm. Wendy Cohen, CEO of Power House Smart, a networking and education community for leaders in all areas of luxury, discussed the nuances with designers Vicky Serany and Jan Neiges, CMKBD. Some key points:

  • “It’s our job as designers to make clients feel as if they are our only client,” said Vicky. “We ask lots of questions, we look at the client’s timeline, vision and budget, and they must all align, otherwise someone isn’t going to be happy.”
  • “Build that core relationship, and solve their challenges.” Jan added, “The luxury client is really in it for the journey. You have to communicate a lot, you don’t say ‘no we can’t do that’ or ‘we’ve never done it.’
  • “You have to consider the pros and cons of a product or idea, discover what’s really important to the client, and stick to your process from start to finish. And treat all your clients like your Grandma.”

Modern Luxury Kitchen: Designing Without Rules: Throw away the rulebook. That’s what Anne-Marie Brunet, CMKBD, and Peter Salerno, CMKBD, discussed with NKBA VP of Marketplace Pamela McNally. Some key points:

  • When designing a luxury space, choose the unexpected — finishes that are layered and unique; artisan creations for decorative as well as practical applications; a mix of unusual materials; customized handles and hardware; reconfigured space by removing walls and claiming square footage from other rooms.
  • Careful communication among all parties — designer, architect, contractor, trades and client — helps a non-traditional plan go smoothly. It’s critical to gain the client’s trust.
  • When the homeowner trusts the designer, there’s a greater willingness to take a chance on the unconventional.

NKBA Renovation Angel Luxury Kitchen Recycling Awards. This was the second edition of these awards, produced by Renovation Angel, the nation’s largest upcycler of luxury kitchens, in collaboration with NKBA. Steve Feldman, Renovation Angel’s CEO, presented honors for “Achievement in Repurposed Kitchen Design,” an “Angel Discretionary Award” and “Achievement in Luxury Recycling,” including the most valuable kitchen donated — $78,415 — to Wettling Architects.

Be sure to log in for Day 2 on Thursday, June 24, at 1 pm Eastern, using your personal registration link. If you haven’t registered, you can sign up here, and tune in for more insightful presentations, thoughtful discussions, and the chance to win valuable prizes from NKBA and Cambria.