Mrs. Antozak emphasizes, "We are a small business," explaining that they complete some 12 kitchens and 12 bathrooms annually. They also do a variety of decorating and remodeling projects, and are known for their fearlessness with regard to remodeling old homes. They are likewise known for their willingness to work with the do-it-yourself type customer.
Though the Antozaks used to do home shows and some advertising, they no longer bother, except for a small ad in the Yellow Pages. "Our referrals are almost totally from word of mouth," says Cheri Antozak. While little paid advertising is done, Cheri Antozak does look for opportunities to publicize the unusual showroom she and her husband have created. And, the local media has been quite responsive.
Cheri Antozak is also very active in the Grandville community, having served on the local planning commission and various civic and arts groups. This community service has helped the business, she explains, since "It has put my name in front of lots of people."
The couple also attributes their success to the fact that they typically have control over a whole project. Paul Antozak is able to do most of the renovations and installations, while his wife plans and decorates. In this way, customers find that they get continuity, and the project moves forward nicely. When a project is completed, customers are asked to fill out a survey that is later included in a book used as a sales tool.
Cheri Antozak describes her showroom home as "tasteful, traditional and creative." And, no doubt those who visit her there would agree: "There's no place like home."
Interiors by Cheri
LOCATION: Grandville, MI
PRINCIPALS: Cheri Antozak, president; Paul Antozak, vp.
SHOWROOMS: One, 2,800 square feet.
HOURS OF OPERATION: By appointment only.
EMPLOYEES: One part-time bookkeeper.
MAJOR PRODUCT LINES: Merit Kitchens, Jay Rambo, Dura Supreme, Thermador, Whirlpool, KitchenAid, ASKO.
DESIGN SOFTWARE: 20-20.
SPECIALTIES: With a broad background in design, decorating and renovating, the Antozaks coordinate a total room or offer a group of services. They're known for remodeling old homes.
BUSINESS PHILOSOPHY: "We're here to inspire people to live the life they dream about. We help them break out of their shell and be more creativebe more daring."