Then & Now.

Mrs. Shaindy Brach, often referred to as Jennie, has been one of the pioneering designers and has never stopped working since. With design expertise spanning over 4 decades under her belt, she currently leads one of the most sought after custom furniture brands as a design ambassador and lead designer across multiple showrooms.

During a time when interior design wasn’t as popular as it is today, what made you enter that field?

It all started while I was building my own house and unofficially became my own GC. Communicating with the architect and subcontractors every step of the way gave a new dimension to the dormant design passion I had in me. I felt that I really knew the bones of the space enough to do something bigger. Back in the day the idea of using an interior designer was more rare and only used for luxury homes. A non jewish designer from the city was hired and often didn’t understand the needs of a jewish home.

I believe there weren’t that many options for interior designers back then.

While I started with interior design work, that very issue played a huge role in my decision to open a furniture store. Us designers had to trek to the D & D building in Manhattan or to multiple far flung antique stores to figure out what pieces of furniture would work for the look our clients were aiming for. I decided I had to bring better options to Boro Park and began Accentuations with a small showroom at its current location. It began with just accent pieces and decor. Think lamps, paintings, sculptures and smaller furniture pieces.

What prompted the big move to full scale furniture?

It was always about what my clients wanted. People were so happy to have such high quality pieces just a step away, they were requesting dining tables, then chairs, then complete rooms. I would travel to Italy and select some of the most exclusive pieces, which were pricey, of course. But I had the mindset of ‘I’ll find someone who appreciates this’, versus ‘I’ll compromise and get lower quality items.

Accentuations was founded on quality and that vision is still with us today. That’s how I dared to get the higher ticket items. Those shows were like the equivalent to Disneyland to a child today. The beautiful finds, unique pieces, exclusive items that manufacturers would make just for us. Those relationships still carry on today and I’m grateful for it.

What would you say in terms of the evolving trends you experienced since you began?

It’s actually funny because when people think of Accentuations as it used to be, they think of ornate and old fashioned. When we started, contemporary was more in, with beige lacquer, etc. We later moved toward more traditional pieces because the trend shifted and people were looking for that. I still always recommended cleaner and more modern pieces in small apartments, because I find that the heavy moldings and heavily carved pieces were a wrong move for small spaces. If a client insisted, that’s what they went with, but I was a big believer in working with the individual space vs. the trend. Today, people are much quicker to shift to seamless and clean for small- and even very big- spaces.

How did you continually remain the best in class in furniture?

We grew quickly, but still maintained the need to purchase the very best pieces for our clients. My motto was always and continues to be ‘imitation is the best form of flattery’. That’s why we carried the slogan of ‘innovators, not imitators’ for years. I also knew how to say ‘no’ to things we couldn’t deliver to perfection. We eliminated things that didn’t work, such as recreating a specific carving or style. I remember a client wanted to recreate a very traditional headboard and I knew it would only be done well if we used a special shop. By now we have very close ties with all Italian companies, with direct contacts to the owners for any issue. Those valuable connections help us secure the quality and service we’re known for.

Even custom back then wasn’t like today. We had a custom woodworking shop locally, but today everything is produced in Europe. American quality simply isn’t the same. The fine tuning and attention to detail can’t be found here. We take pride in our exclusive craftsmanship with some of the most sought after Italian manufacturers.

With a name synonymous with high end luxury, how do you appeal to the chosson kallah market?

I’m glad you’re asking, because it’s a good point. I have therefore worked tirelessly with my manufacturers to bring the luxurious taste to a more budget friendly rate. I did this with buying larger quantities of items I felt would meet the needs of our clients, as opposed to focusing on exclusives for this price tier. Even though we accommodate with some of our collections, we are still more well known for our quality, which usually means a higher price point. I do believe clients have realized that you get what you pay for and so many of my clients meet me and comment that the quality I gave them was too good. They got their furniture 25 and 30 years ago, and when I chide them that it’s time to upgrade they tell me “you gave me quality that’s just too good to replace. The items are in perfect condition.”

What would your message be to readers who want to hear about market trends and tips to update their rooms?

If a client loves traditional furniture and it’s appropriate for the bones of the home, they can always update with a new mirror, lighting, wallpaper, etc. The base furniture can often stay. Updating chairs is something that lends a new look to a room and usually need to be changed more often due to wear and tear. Changing a sofa can lighten up a room and make a huge difference. Since the contemporary trend emerged ten years ago, more customers are leaning toward lighter looks and although people are forecasting the traditional furniture comeback, I don’t see it coming back the way it was. ‘In very large home’s’ we may see more emphasis on wood and traditional lines, but they’ll be cleaner and with less carvings. Modern is definitely holding up, especially for smaller apartments.

How did the brand change from its early days to now?

We began in the corner showroom next door to my house. It’s how I was able to raise a family while running a busy business. The next door space was occupied as offices and when we outgrew our space, we took over the showroom next door. That was 25 years ago. Mountainville was just a warehouse we started 20 years ago, and with many new homes cropping up in the Upstate NY arena, we felt it was time to open it to the public with a showroom. Our Cedarhurst division is under the Abode brand, where we introduced a haven for designers by appointment only. Abode took Accentuations to a new level of modern appeal and customization.

We’ve been privileged to design exquisite homes, both with design teams and with direct consumers, through those doors. People still drive into Brooklyn often, but we recently partnered with Decorative Touch in Howell, NJ., accommodating the growing Lakewood community with our signature quality and a world of custom design. Our Lakewood team is amazing too, with one of my daughters being an in house designer assisting Lakewood clients.

You are a designer yourself, yet you work with designers daily. Do you find this a clash of interest?

Not at all. Designers are our key collaborators. I don’t do much design work anymore. I am mostly occupied with purchasing and setting up. It’s a new era for designers and they love our 3d rendering service which frees up a ton of their time. We are also the one that shoulders the burden, taking care of any issues for them. Our close contacts in Italy help our designers tremendously and they know that ‘almost’ isn’t good enough for us. I remember years ago when building a house and buying blinds in the D & D building for a two story window. When the blinds settled and the mirrors were misaligned, no one backed it up. Today, we curate pieces but we also back the process. That’s tremendous value for our designers and it’s one of the reasons they keep coming back.

When working with people, I’m sure you have many stories to tell.

I’m happy to call my clients my friends. We become very close throughout the process. Many of my clients are not even Jewish, yet we remained close friends for years. I remember a client wanting to complete a home renovation order years ago, wanting to surprise his wife when she got home from the mountains. I didn’t feel comfortable about it and was right. We ended up tweaking the order to both of their preferences so it had a happy ending. In that light, I have to say, my workers are amazing and I always brief them that ‘confidentially at our stores are similar to that of a doctor’s office.’ Whether commenting to a client’s mutual friend or family member, mentioning a price point, etc. What happens in Accentuations stays at Accentuations.

I’d like to add that I am privileged to have the most amazingly talented and loyal team. We developed a close relationship which is powerful. They can call me at any time while working with a client or designer. I even give them the jobs I work on, because I trust them explicitly. It becomes a shared initiative.

Do you have a message for women in business that have little kids at home?

I was always there for my kids and didn’t compromise on anything as far as running the home, but I was able to do so because I took adequate help. No one else can be there emotionally for your child, but someone else can clean the floors and help with homework. I’m a big believer in that. My passion for design has influenced the next generation, with my youngest daughter running her busy design firm in Lakewood and another daughter in the furniture arena as well. It seems I did something right if they want to emulate it and I’m proud of them and of every Jewish woman who takes the initiative to use her talent in the right way.