April Cornell's Thoughts on Business, Chances and Closing Stores
- Lisa Baughn
We found our first April Cornell store, while on vacation, the day after 9/11 when we tried to escape the TV images of destruction in our beloved country. I bought three dresses, matching mother/daughter frocks, that we wore to a memorial service in Palm Desert. What a devastating time in our country's history, brightened by the loveliness of her stores.
April's designs, clothing and textiles are beautiful, and will forever have a soft place in my heart. Really enjoyed her business philosophy and how she handled the closing of her US stores.
Thursday, March 16 2006
For April Cornell, Business is Personal.
A journalist once commented that retailer, licensed artist, author and philanthropist April Cornell lived a "charmed life" in her home above the banks of Lake Champlain . And indeed she does. But like the vintage silverware in the dining room of her Vermont home, Cornell's "charm" has seen a bit of tarnish in recent weeks. After working behind the scenes to keep the United States portion of her Canadian and U.S. retail stores afloat, the U.S. stores were ordered closed on Tuesday, February 28, 2006. In an effort to treat her many valued
employees with the respect she feels they deserve, Cornell secured financing for the stores to re-open just days later. As a result, 57 U.S. retail stores will continue trading while the Cornell's explore other options for the future of the U.S. business.
Cornell is quick to take full responsibility for the decision that she and her husband and partner Chris made over one year ago, to place the majority of the U.S. stores' management responsibility in the hands of a professional retail management group. "Chris and I have made thousands of good decisions in the 30 years we've been in business," she says. "This was a big decision to get wrong - and it has cost us dearly, but our business would never have experienced so much success if we hadn't taken some chances. Business and success and indeed creative expression are not without risk."
Moving Forward by Looking Back
As Cornell forges ahead with her vibrant business life, she is also taking time for personal reflection. Finding a dose of humility to be a great human equalizer, April says she now connects with her female fan base with empathy, rather than mere sympathy. "I know I was a very lucky woman for many years. I also know that there are other women out there who have tremendous responsibilities, like caring for an aging parent, career changes, disease, difficult children and difficult personal relationships, who are going through
their own challenges and come through them with grace and dignity. They are my inspiration."
Doing What She Does Best
Taking her cue from that inspiration, Cornell remains focused on overseeing and designing her signature fabrics for her thriving Canadian retail stores, being involved in the charitable efforts about which she and Chris are so passionate, and managing her ever-expanding presence as a licensed artist. "I'm excited about looking forward and discovering where my future opportunities
will be!"
Retail Stores
Canadians by birth, the couple opened their first store in Montreal in the 1970s selling product they discovered while traveling the world together in flower-child style as well as Cornell's own lines that artfully combine color and floral designs. Thanks in part to the couple's uncanny ability to connect emotionally with their customers, their business has grown and continues to flourish. "In Canada , we have assembled a highly competent management team, and the future looks very bright for our 27 stores." The couple also owns design and
manufacturing facilities in New Delhi, India .
Philanthropy
April and Chris share many philanthropic passions including caring for the people in the company's main production area in India . They actively support the Concern India Foundation and are trustees of the Giving World Foundation which helps the under-privileged in India . The foundations fund many programs including schools and programs to empower women and help impoverished children
living in ghettos and on the streets. "Each of the projects we're involved with is unique and interesting. It gives Chris and me such satisfaction to know that we are making a difference."
Retail and Licensed Designs
Her travels and work in Asia and around the globe give this lifelong artist much of the inspiration for her artwork. Cornell has consistently changed the face of fashion with her romantic floral prints, rich colors, luxurious textures and ultra-feminine styles. She designs clothing, home furnishings and accessories for her retail stores, as well as licensed designs for manufacturers including Silvestri, Moda Fabrics and Manual Woodworkers.
"I am committed to continuing to design feminine and artistic collections of textiles, gifts and housewares that are quintessentially artistic in character, are highly detailed, and add beauty and meaning to the lives of women," Cornell says.
Cornell's designs for her largest licensing partner Silvestri launched in 2005. Her Silvestri collections include cottage-themed dinnerware, quilted bags and Christmas angels made with signature Cornell fabrics, and will include party and picnic paperware in 2007.
For Moda Fabrics, Cornell has created lines of fabric by the yard called the Poetry (spring theme), Sonnet (fall) and Christmas Presence collections. These fabrics cater to the fast growing quilting market. She will also be teaching a class at Moda Fabrics' upcoming school in May.
Cornell's designs and sense of color have also been translated into rich, gorgeous tapestries, throws and pillows for Manual Woodworkers. Future licensed products will include a luggage collection.
QVC/Media/Publishing
On April 24, 2006, at 10:00 pm EST Cornell will host a one-hour lifestyle show on QVC. The show will feature her designs on hard and soft goods including kitchen textiles, bedding and more.
In the future, Cornell may boost her media presence as she considers offers to develop television programs themed around topics such as second careers for women. "I'm at a place in my own career and life where I want to explore this venue. A media presence would allow me to have a continuing conversation with women, which is after all what I've always done in my stores!"
Cornell is also author of three books on color, art and scrapbooking, as well as a book for children. She is currently working on a book on quilting.
For Cornell, business is indeed personal. Whether in person, on her website or in the media, her ongoing conversations with her fan base keep both sides of her life vital and thriving. "I will continue to reach out to those in the public who have embraced me. Please visit www.AprilCornell.com and share this new journey with me."