Country Chic in a Connecticut Village

Earlier this year, J. Seitz & Company celebrated its 20th year of operation in the town of New Preston, a picturesque Connecticut village at the junction of the East Aspetuck River and Lake Waramaug in Litchfield County.

J. Seitz occupies two floors of a renovated 1930s garage in the center of the town that is home to a sophisticated yet adventuresome set of weekenders from the city, second homeowners and year-round residents. Since its founding in 1985, the store has evolved to reflect the changing interests of its owners and Litchfield County clientele, some of whom bring their grown children to the shop in search of furnishings for their first homes.

A 1930s renovated garage is home to J. Seitz & Co., where vintage finds and Hudson River wood artistry are paired with customer favorites such as Irish linen-covered Mitchell+Gold chairs, Textillery blankets and Jan Barboglio candle lamps and stands.

Joanna Seitz's hunting and buying expeditions keep cozy corners filled with rustic Santa Rosa cathedral candles, multicolored blown glassware from Mexico, and Cisco Brothers slipper chairs.

Visitors to J. Seitz can see an example of this beauty, the New Preston waterfall, from the store's back deck. The proximity of Lake Wakamaug and the East Aspetuck River contribute to J. Seitz's draw as a destination for tourists, many of whom are pleasantly surprised to discover the waterfall out back. "We are constantly busy with anywhere from a dozen to a hundred in the store at all times," Joanna Seitz said.

Since the early days, when the Seitzes brought back folk art and Native American designs from frequent visits to Santa Fe (where they own a vacation home), the store has grown to reflect a sophisticated, country chic. "Our customers have very individual tastes and aren't easily swayed by current trends," Seitz said. "We just try to head them in the right direction." The Southwest flavor is still there, adding spice to a collection of accessories and furniture that marries the luxury of modern design with understated elegance. Worn, patinated Brazilian wood pieces and unusual Asian chests and stools "with a story" do well alongside the store's successful Mitchell + Gold furniture lines. The price points for the store's "high style for good value" inventory tops out at a $7,000 handmade dining table.

The Seitzes shop the New York, Atlanta and High Point markets, flea markets in the U.S. and Europe, and regional high-end craft shows. They make periodic trips to Venice for glass and lighting and travel to Maison & Objet in search of the unusual. "The main shows are getting so homogenous that it's difficult to find one-of-a-kind pieces, but in Paris you get completely energized by the beauty of what you see, the ideas you bring back and translate," Seitz added.

Accent categories include lamps, linens, antiques and folk art, wall decor, pillows, glassware, garden accessories, carved wood pieces, iron candle accessories and accent tables. The work of several artists has been successful for years, including the raku pottery of Amber Archer and handcarved stone fetishes from New Mexico's Salvador Romero. Italian ceramicist Rena Menardi also falls into this category, work Joanna describes as "not mainstream — it could stand alone on a pedestal or even in a museum." Also sold in the store are Bill Seitz's black and white hand-colored prints. A professional photographer, Bill has been published in numerous national magazines and has two books to his credit: Hand and Home: The Homes of American Craftsmen, (Bulfinch Press), and Pickups: Classic American Trucks, (Random House) a visual essay on vintage trucks.

Joanna initially trained for a career in the apparel world and her background includes a degree in fashion merchandising management. Before opening J. Seitz & Company, she sold her share in a New Milford clothing store but continues to sell apparel alongside furniture and accessories. "In this area, we're definitely unique. There are other furniture and clothing stores, but no one else who offers the whole country lifestyle," she said. "People can come here and furnish their homes, buy fashion for themselves and their children, purchase jewelry and accessories. We also carry higher-end gifts and have a lot of cashmere and luxurious fibers." Daughter Amanda, a resident of Manhattan, assists with the buying. "People marvel at our small number of buyers when they see the variety and amount of merchandise we stock."

A year ago the Seitzes partnered with David Whitman to open a second store in a neighboring building. Pergola features home and garden, with a heavy emphasis on garden. "We thought it would get lost if we tried to theme it under the banner of the main store, and wanted to make sure something went into the vacant space that was complementary to the rest of the town."

J. Seitz has received many professional accolades in its 20-year history, but the owners cite the store's inclusion in Visual Selling and Design, published by Rizzoli Books for the Retail Merchants Association in the early '90s, as one of their proudest moments. One of 16 stores chosen for its merchandising, J. Seitz shared the pages with Bergdorf Goodman, Christian Lacroix, Paul Smith and Bendels.

The Seitzes say the most enjoyable part of running the store is the collaborative effort on the part of everyone involved in making the store a success, from the staff to family to customers. Joanna said the challenge ahead is figuring out where J. Seitz goes when she and Bill are ready to retire. "I'm almost 60, Bill is five years behind me, we're trying to figure out the next plan in terms of what happens — making sure it eventually goes to someone who understands the philosophy and approach, or who can take the store to a new level while taking care of all the wonderful people who have made it what it is today."