Editor’s Note: This is the fourth in a series of stories profiling Woodland’s women business owners in celebration of Women’s History Month.
Much like its designs aim to do, The Home Improvements Group has stood the test of time.
In business in Woodland for almost three decades, owner Chris Dreith always had a good eye.
She attended Rocky Mountain School of Art in Denver before working at retail stores in Colorado.
“Eventually I had two of my own ski shops and a clothing store that I designed and built,” Dreith said. “I determined that, although I loved working with customers, I really loved the designing and building so after receiving a bachelor’s in business science I had planned to get a degree in architecture.”
She went on to take classes in Portland, Oregon and worked for an architecture firm for three years before moving to Woodland with her husband in 1985.
“For my first job here, I was hired by the Woodland Downtown Improvement Association to start the Farmers Market,” Dreith explained. “It was a perfect way to meet lots of people. Besides the downtown business owners and the farmers from all over Northern California, I had to work through permits from the city and the county.”
Still, she dreamed of being an architect.
As luck or fate would have it, Karl Fisher, who owned kitchen and bath showroom Fisher Design and Remodel, was on the market’s board.
“He suggested that I work for him for one year, and if I still wanted to be an architect after that, I had his blessing,” Dreith recalled. “So, I worked for him and immediately fell in love with the industry. Not only did it fill my creative need, I felt like I could really make a difference in my clients’ lives.”
Fisher closed his doors in 1993 and The Home Improvements Group opened in 1994.
Specializing in the design and remodel of residential homes, Dreith says she’s watched the business grow to a nearly 3,000-square-foot showroom, located at 448 Main St., with everything from cabinets, tile and countertops to decorative hardware and lighting.
“My showroom was built to educate my clients so they know the difference in construction and material quality hence the difference in price,” she explained. “We take much time and attention to find out about our clients, how they live now and how they want to live, to be able to create something personal for them. We also try to make sure they understand their options so they can make the best decisions for their home.”
According to Dreith, one of her favorite parts of the job is when former clients call about projects that have been completed for years and tell her they still love it.
She recalled one experience that has stuck with her, saying:
“We worked with a couple whose daughter was in a wheelchair and they were always struggling trying to give her a shower in a cramped little bathroom. Without expanding the space, we were able to make it much more efficient. After the first time they were able to use the shower for her, they called me to tell me that she smiled and that’s something that she definitely didn’t do before. It still chokes me up. I feel so honored to be able to create a space specifically for someone like her.”
Dreith, who holds a masters certification in kitchen and bath design from the National Kitchen and Bath Association and is certified as a project manager from the National Association of Remodelers, emphasized how important it is to stay up on what’s happening in an industry.
“Staying relevant is always exciting,” she said. “I believe that we need to stay aware of trends but be able to discern between trendy and what will become classic. It’s also my job to understand my demographic and how these trends sit here in Northern California.
“My staff and I attend many national and global conferences, visit manufacturers, and discuss with other professionals across the country,” she continued.
For Dreith, the key to long lasting success has been to see her business through the eyes of existing and potential clients. Things as simple as keeping the showroom clean, welcoming people, listening to what they say, offering advice and following through with promises.
“Other keys would be to constantly learn and to change procedures if necessary in order to give your clients the best experience that is possible,” she said. “Be honest with clients, even if it hurts. I don’t believe that the customer is always right, but I believe that it is my job to understand what they are trying to tell me.”
On advice for others who want to own their own business, she offered tips such as having a three-year plan and budget, understanding how to read profit and loss statements and balance sheets, know the difference between a hobby and a business, understanding your strengths and weaknesses and having a plan to work around both, knowing you’ll want to try sometimes and making sure the business is not your entire life.
In light of the COVID-19 pandemic, Dreith wanted to remind the public to support local businesses as much as possible.
“These are unsettled times,” she said. “Realize that every time you go on Amazon to order something, you are most likely taking that sale away from a local business. Online orders might be convenient for you but maybe a local business can deliver the same item to you and you may be able to help keep them in business during these stressful coronavirus stay-at-home weeks.”
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March 28, 2020 at 05:59AM
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Owner of The Home Improvements Group talks keys to lasting success - Woodland Daily Democrat
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