As the beloved local furniture store Bright Ideas Modern Home in Royal Oak celebrates its 50th anniversary this year, owners Dave and Jennifer Dilley reflect on the factors that have kept them in business for so long. They attribute their longevity to staying attuned to decor trends and serving their local community.
“As the years have gone by, we’ve pivoted as needed to stay in business and remain competitive,” Jennifer says.
“We’ve survived for 50 years for a reason: doing the right things for our customers,” Dave adds.
Founding and Early Years
Jennifer Dilley’s parents, Jim and Beth Smith, opened Bright Ideas in Rochester in 1974. Jim started as a Hallmark card salesman, while Beth was a buyer for the stationery section of a department store.
“He was her salesman, that’s how they met,” Jennifer explains. “She ended up moving to Detroit to be with him.”
They opened a Hallmark franchise in downtown Rochester, and as Beth oversaw operations, she began expanding the inventory to include gifts and lighting. In 1974, she opened Bright Ideas next door, extending the product range to small furnishings like foam flip sleepers, which became popular in the 80s.
Focusing on Modern Furniture
The Smiths carved out a niche selling modern furniture with sleek, simple lines. In 1985, they opened a larger flagship store at Third and Main Street in Royal Oak, where they remained until the Dilleys purchased the former Haberman’s Fabric location six blocks south at Lincoln and Main in 2019.
Jennifer, who earned a degree in merchandising management from Michigan State University, and started out working for Neiman Marcus as a buyer in Dallas and then a manager in Chicago. She returned to Michigan and joined Bright Ideas in 1998, and is committed to continuing her late parents’ legacy. Dave, an automotive engineer by trade, has increasingly taken on marketing, website and operations.
Adapting to a Changing Market
The business landscape has shifted dramatically over the five decades since Bright Ideas opened its doors. As online furniture retailers grew, longstanding brick-and-mortar competitors closed. When IKEA opened in Canton, Bright Ideas felt the impact. Still, they’ve endured the disruption by offering better-quality furniture and focusing on the medium- to high-end market. Their customers have come to realize they want to see, touch, and feel furniture in person.
Customer-Centric Approach
Dave notes that customers also appreciate Bright Ideas’ competitive pricing, a result of the longstanding relationships they maintain with top modern furniture brands. They value the exceptional customer service provided by the Bright Ideas team, including design consultation, measuring, special orders, white glove delivery, placement of furniture, and the development of long-term personal relationships.
Bright Ideas avoids pushy sales tactics, allowing customers to browse at their leisure and offering fair, everyday prices. Dave believes customers are returning to brick-and-mortar stores after becoming dissatisfied with the quality and comfort of items ordered online and the hassle and expense of returning them.
Evolving with Home Decor Trends
As the business environment has evolved over the years, so has home decor. Today’s shoppers want furniture that offers both function and form.
“People now come in and look at furniture and ask, ‘What does it do?’” Dave explains.
This means desks that elevate, integrated USB ports and lighting, sofas that turn into luxurious sleepers, and, especially, pieces that recline with power.
“We have 50 different recliners,” Jennifer says. “It’s become a huge category for us over the last 10 years.”
Embracing the Future
Looking ahead, the Dilleys plan to stick with what has worked over the past 50 years: serving local customers. Living in Oakland County themselves, they understand what resonates with the forward-thinking residents of Detroit and its suburbs.
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