Diamond Sofa 30th anniversary offers new edge, value to offerings at High Point

From Diamond Sofa's Muse collection

COMMERCE, Ca. — Celebrating its 30th year, Diamond Sofa is offering a new look for its High Point introductions.

Tawny Lam, CEO of Diamond Sofa and a Furniture Today “Rising Star” in 2020, said, “Our marketing team came up with a new touch, a new edge to our lineup.”

The company decided to redefine their value and escalate the design elements for their existing line to help manage freight costs. “We can’t put something on a promotional level with the current freight rates,” Lam said. “We’re mindful of when we go to our collection for that price range.”

The company is introducing at least 10 new frames, some with performance fabrics for the first time due to demand. It will continue with textured fabrics, adding an upholstered bed to the mix. In addition, the company is focusing on natural materials, cane and rattan in broadening its range of styles for case goods and dining.

The Las Vegas Market provided high traffic and sales volume for Diamond Sofa’s new products. Customers were willing to accept the new scale of pricing compared to older product pricing. “That’s what adrenalized the shopping experience,” said Lam, crediting Charles Song, marketing coordinator, for having an eye on the consumer.

“Once our customers got over the initial shock of the supply chain situation, they’re in acceptance mode,” said Song. “We saw it as an opportunity to forge ahead. We didn’t pump the breaks on product development.”

The home staging industry gave a huge boost to Diamond Sofa’s national sales. This avenue compliments the company’s sales to bricks-and-mortar, mom-and-pop and e-commerce venues.

The in-house R&D team that includes Lam and Tong is inspired by their customers. With the company investing more in social media, according to Lam, “it’s opened our eyes to the styles that are out there and in demand. It influences the way they get new products and provides immediate feedback and direction.”

The company has gotten more mobile with its style refreshes.

Lam noted that inventory levels are currently at 80% to 85% in stock across the board. She emphasized that for Diamond Sofa availability is the key for distributors and warehousing. “We have the versatility to transform. The past two years have given us the hunger to transform.”