The Young Collector: Antiques and the New Three Rs: Recondition, Reuse, Recycle

by Hollie Davis and Andrew Richmond

Before we start, let's lay down a few ground rules for this discussion. First of all, no e-mails about politics, please. This is business, and business needs to float on the waves of politics, not get mired down in it. Second, as business people, it is not our job to comment on the validity of our customers' desires; our job is to do what we can to fulfill them. Third, whether or not you like Al Gore and whether or not you believe in global warming, you cannot make a successful argument that the planet is equipped to deal with all the junk we're tossing into the earth, air, and water these days. In no scientific theory can it be argued that plastic bottles are good for the environment.

Finally, paraphrasing Dr. Phil, do you want to be right, or do you want to be successful? If you want to be right, if you want to believe that eco-friendly living and sustainable design are dumb, you can. It's totally your right, and we'll not argue with you. You may also lose out on some business opportunities, but we all make choices about what we believe and support.

As we've mentioned before, the "green" movement can be a boon to antiques dealers, but we all need to gain a better understanding of environmental factors and of the new customers we'll be marketing to. Get on line when you get the chance and do a little research. Googling phrases such as "environmental impact," "reduce your carbon footprint," and "sustainable living" will pop up lots of interesting sites with tidbits of information. There are a number of factors involved in calculating the environmental impact of products, and you'll find plenty of debate.

Academic discussions aside, disturbing trends are developing in the production of modern furniture. China now produces one-third of the world's furniture. (Noting the recent protests regarding the summer Olympics, it is clear that products from China are controversial in and of themselves for many people.)

About a year ago, the Washington Post published an article on this topic and the illegal timbering that is being done to fuel production demand. (You may read it on line at [http://tiny.cc/QzW9y]. The article includes satellite images of an area of Burma near the Chinese border that has experienced dramatic deforestation, likely because of corrupt timbering practices.) Eighty percent of the world's old-growth forests have been razed already, and with an $80 billion furniture industry in the U.S. alone, you have to wonder how long the remaining 20% has!

Again, even without the political implications, this has enormous environmental implications. Raw materials aside, the transportation of so many goods from halfway around the world has enormous environmental costs in terms of pollution and fossil fuel consumption. Getting furniture containers here from China takes a lot of tankers and trucks and uses a lot of gas and oil.

The good news is that Americans are starting to pay more attention. Studies have shown dramatic increases in the purchases of organic goods. Wal-Mart Stores, Inc. noted a 66% increase in its sustainability Live Better index (www.livebetterindex.com) in a one-year period and in one three-month period reported a 4.8% increase in the adoption of eco-friendly cleaning products.

Purchasing with the environment in mind is increasing at a rapid rate, and since these products are often more expensive, people also reveal a willingness to pay more, if they can feel better about their purchases.

Then there's the individual health factor. Allergies are on the increase. Scientists aren't sure why, and you'll find theories that blame everything from vitamins to genetics to antibacterial soap to global warming. The one thing we can conclude is that the cause is almost certainly environmental.

Many people are concerned about the air quality in their homes. Allergies aren't the only concern. A simple Internet search will turn up hundreds of studies linking chemical exposure to everything from lung cancer to spina bifida. In terms of "off-gassing," the release of chemical byproducts into the atmosphere, new furniture is one of the worst things you can bring into a home. Adhesives, finishes, and paints often contain strong chemicals, and the bonding agents in furniture construction (including the ubiquitous particle board) often contain formaldehyde, which is also present in cigarette smoke and has been shown in lab studies to cause cancer.

Antiques are the solution to all these problems! Low Impact Living (www.lowimpactliving.com) recommends considering the following factors when buying furniture: paints and finishes with no or low volatile organic compounds (VOCs); reduced use of glues and formaldehyde; natural and/or recycled fabrics; 100% natural latex foam; use of materials that have been or can be recycled; minimal packaging; and local manufacturing to reduce fuel use and associated emissions.

Every single point here probably applies to most antiques. The only concerns with antiques are about work done to repair or recondition a piece, and with a little thought about refinishing methods or upholstery choices, even these concerns can be easily addressed.

Furniture manufacturers are starting to listen to their consumers' requests for more eco-friendly furniture. Search "green furniture" on the Internet, and you'll find a number of companies trying to fill this demand. Antiques dealers have the jump on most of these businesses for two reasons: first, the design aesthetic in this area is largely limited to the modern look, which isn't for everyone; but, more important, furniture manufactured today can't meet these requirements without increased costs and increased prices. You can get the same sort of item as an antique without a price increase and without the environmental impact of producing a new object.

How do we cash in on this? The antiques marketplace is starting to embrace going green or, at least, is going through the motions. We've not yet moved out of the tongue-in-cheek stage, though, for the most part. We're still participating in an amused, ironic way something akin to "We sell old furniture, and we're trendy!" In addition, this tactic seems to be embraced on a somewhat broad marketplace level and at some shows, but not yet by many individual dealers or auctioneers. Dealers and auctioneers can educate themselves. You don't need a degree in environmental engineering, just the ability to talk seriously and meaningfully about why someone with concerns about the environment would find antiques appealing.

We also need to loosen up a little and think about our vocabulary and its connotations. "Antiques," for instance, implies certain things, and not all of them favorable to people outside the business. "Antiques" may imply fragile, stuffy, expensive. "Used" or "vintage" may be better choices, and each has its own implications. As a business, perhaps we could, well, get over ourselves a little. It doesn't matter if you've got a completely original Boston high chest of drawers with corkscrew finials, fan-carved drawers, and a six-figure price tag. You know what? It's still used furniture. "Used" can take on a different cachet.

Spending advertising dollars wisely is a key. Trade publications always get your things in front of people who care, but dealers could also think about other advertising opportunities. There are a number of sites that have links to businesses offering green furniture. Think about listing your Web site in one of these places. Seek out your local "alternative" newspapers and magazines, which often cater to the young and eco-friendly. Depending on where you are and what you have, you might even think about an ad on Craigslist (www.craigslist.com). It's one of the top five resources for people looking for "used" furniture. Nothing ventured, nothing gained!

Ask questions of show promoters. See what they're doing to reach out. Are they advertising in local alternative papers? Are they promoting the eco-friendly aspects of antiques? Think about trying shows that seem to be attempting to break out of the box a bit. Keep an eye on what seems to be garnering a lot of attention and think about how you can incorporate it in your own business.

As we've mentioned here several times, think about your inventory. If you're looking for some filler material, just some accent pieces, perhaps purchasing some interesting decorative accessories from modern manufacturers of eco-friendly goods would work. For example, some of the lighting available from Whyr'hymer Furniture (www.whyrhymer.com) would be at home in any number of booths we've seen, and it offers a striking focal point. Or take a look at sites such as re:modern (www.re-modern.com) for nifty "smalls" such as typewriter key cufflinks or recycled glass vases. There are lots of options for sustainable home décor, but remember that antiques are some of the best merchandise available.

No one is perfect. At our house we recycle as much as we can; we've started composting; and we try to buy eco-friendly cleaning products. We shop at the Goodwill; we heat our home with a pellet stove; and we can hardly wait for the local farmers' markets to open up. Nevertheless, we also use plastic bags; drive gas-guzzling cars; spray weed-killer; and shop at Kohl's. There's still plenty of room for improvement for all of us.

We can all make changes, and wouldn't it be great if while we were working to save the antiques business, we could also feel that we were working to save the planet?

We welcome ideas, tips, criticisms, and questions regarding "The Young Collector." Andrew and Hollie may be reached by e-mail at <youngcollectors@maineantiquedigest.com> or by writing The Young Collector, c/o Maine Antique Digest, PO Box 1429, Waldoboro, ME 04572.

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