Furniture-makers obscure, but not by design

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This article was published 14/01/2012 (5346 days ago), so information in it may no longer be current.

Actor Bruce Willis bought one of their dressers. They sell their high-end furniture in major American cities such as New York and San Francisco. And they’ve garnered a number of accolades, including Interior Design Magazine’s Best of Year 2009 Product Award.

But somehow, Edmonton-based company IZM remains relatively unknown in Canada.

Founders Shane Pawluk and Jerad Mack hope to change that, though. In the fall, Pawluk and Mack headed to Vancouver to showcase their modern line at the Interior Design Show West (IDSwest). It was their first year at the premiere residential design show, which exposed them to a Canadian and West Coast audience of industry professionals, consumers and retailers.

“Our sales in Vancouver haven’t been great, but we’ve never done any kind of promotions there or anything, so we’re kind of unknown. Same as in Edmonton,” Pawluk said over the phone from his shop on Edmonton’s 130th Avenue.

“Even though we’re from here, I don’t think people really know we’re here.

IZM has been making furniture for nine years, selling their pieces in select retailers across North America and by special order. Other than a few economy-related bumps in the road, Pawluk says the company has been doing well.

Pawluk and Mack first met while working for a local construction company. Mack was apprenticing under a master furniture builder, while Pawluk was building maple massage tables.

Before long, the two came together to create IZM.

“Building timeless designs that are going to last past our generation (is our philosophy) — building heirlooms,” Pawluk says.

IZM debuted their latest addition, the Flora side table, to their modern minimalist collection at the Vancouver show

A functional yet esthetically attractive hardwood piece with a glass top, the Flora side table comes in two different styles: As the name suggests, one resembles a bulbous flower and the other a flower in bloom.

Pawluk and Mack experimented with a handful of shapes before landing on the current design. But even though creating attractive furniture is a part of their end goal, practicality is key for IZM. And hopefully it will also be key for the prospective retailers who attended IDSwest.

“Neither of us is a design student,” Pawluk says. “We’re self-taught. So usually we start with what we need in the line. We don’t have an idea of, ‘Hey I’m going to build one of these.’ It’s more like we need one of these in the line and we kind of come up with a design from there.

“It definitely has to be useful,” Pawluk continues. “If it’s not going to function, there’s no point going on. Design is definitely very important, but you have to start with a shape that works, otherwise you could end up spending a lot of money on something that’s never going to function.”

— Postmedia News