PF Directors Toddy Stewart and Andrew David Watson have been on the go, traversing the country documenting the local knowledge of craftspeople and designers for West Elm’s Front & Main City Guides.

“Although terms like “local” and “American Made” might have particular cachet in today’s day and age, these concepts have long been a part of West Elm’s DNA, and very much what drives our passions as a business. Two years ago, we launched our LOCAL program, an initiative that taps into our goal to create a positive impact in the communities that West Elm calls home. What began as a small, experimental endeavor with just two stores in 2013 has blossomed into a network that brings together over 200 local makers from around the country, providing a platform and raising awareness for these talented craftspeople and small business owners.”

Working as one-man bands, Toddy and Andrew were behind the cameras and performing the interviews, getting a sense of the talented artists and designers favorite local spots in Nashville, Los Angeles, New Orleans, Oklahoma City and Charleston.

From Eric Trine, a furniture designer in the Los Angeles area, Tippy Tippens, a sustainable product maker in New Orleans, Matt Alexander a furniture maker in Nashville, Raven Roxanne a painter in Charleston and designers Jon & Candice McCoy in Oklahoma City.  Toddy and Andrew (and their light weight, travel-ready PF production crews) were able to capture the stories West Elm wanted to tell, exploring each city through the eyes of their collaborative makers.


MATT ALEXANDER & HOLLER DESIGN, NASHVILLE


Shot by Toddy Stewart

 


RAVEN ROXANNE, CHARLSTON


Shot by Andrew David Watson

 


TIPPY TIPPENS & GOODS THAT MATTER, NOLA


Shot by Toddy Stewart

 


CANDICE AND JON MCCOY & LOVE WELL HANDMADE, OK CITY


Shot by Andrew David Watson

 


ERIC TRINE, LONG BEACH & LOS ANGELES


Shot by Toddy Stewart

 


Fast Company recently highlighted the West Elm approach in an illuminating article … How West Elm Became An Unlikely Incubator of Independent Design … “We’re constantly in this dance of ‘what works for you’ and we can be flexible about that,” Mullen says. “Part of the reason Local has worked is with every vendor we do an intro interview, which isn’t just about pricing and policy, but also who do you want to be when you grow up? What kind of growth ambition do you have? What does success look like?”