The Human Touch
by Jenn Rein
A visit to the Sustain showroom in Hood River reflects the values behind a business that thrives on personalization. Here, you will find handmade goods for the home that range in price, but across the board, these items share a thread of the bespoke. Creative Director Lisa Yank explains it best, “Connecting with artisans and artists to ensure our clients understand that our choices are one-of-a-kind, matters. The unique and valuable quality of these options lets them know we are paying attention to the needs of their space.”
Sustain’s founder Heith England started a career in drywall many years ago. Past that initial step into the contracting industry, his expansive view of what is possible for a client has carried his work into fine interiors. “I always saw it this way,” he shares. “That I would be able to address every level of a client’s expectations by offering services that make an environment personal. The showroom in Hood River feels like a dream manifested.”
All Hands on Deck
England’s desire to ensure the happiness of his clients often finds him in the throes of applying clay plaster. This is another of Sustain’s services, and the look of this finish is in high demand. Utilizing plaster is an ancient method that dates back to around 12,000 B.C., and the appeal in our modern world echoes a connection to the ancient artisans who initiated this approach. “Using this method, I touch that wall at least three times, through the first two coats and the last assessment. This all takes time. Through the elements of tailoring it to a personal aesthetic, the pay-off is huge because of the time that it takes. It is well worth the effort.”
The nuances of clay plaster application may be lost on a client, but Sustain’s founder makes it his job to ensure full understanding. “I offer workshops in clay plaster, and have had clients join in,” England explains. “They walk away knowing what the effort entails, and the result might be that they help to plaster one of the walls in their home.” This hands-on approach generates a deeper connection for a homeowner to a space that is thoughtfully curated by the Sustain team.
The showroom in Hood River is a bountiful reflection of this principal, and offers a journey into not only objets d’art, but in-house custom-made furniture, original work on canvas, finely made pottery, and textile art. Yank reveals that establishing the relationships with those who offer these handcrafted works has unfolded easily for the team. “I don’t really know how we find some of this amazing work,” she says. “It’s organic, and all seems to fall into place for us as we take it in. The connection to one artist may lead to another, and we follow that impulse.”
“Connecting with artisans and artists to ensure our clients understand that our choices are one-of-a-kind, matters. The unique and valuable quality of these options lets them know we are paying attention to the needs of their space.”
–Lisa Yank, Creative Director, Sustain
The Appeal of Handmade
The many options of the tailored work offered through Sustain includes a deep nod to local creativity. Award-winning textile artist Kristie Strasen, for example, who operates out of a studio in White Salmon, Washington, contributes to the Sustain client base with handwoven art. She might create a woven tableau on a pillow, for instance, using her expertise in color logic. This is a clear win for a client, as Strasen is known to create items that are not duplicated. Should a homeowner be asked about this very specific art in their home, they are able to proudly answer that it is inimitable.
England’s own take on this approach comes back to the story behind what has been achieved to make a space feel like home. “People love the story,” he says. “They want to know the ‘why’ behind how a piece is chosen, how it was crafted, and how certain specifications were met based on their input.” Sustain is able to meet this expectation not just by offering customized artisanal pieces, but also by measuring up to the demand of personalization through their own in-house services.
“People love the story. They want to know the ‘why’ behind how a piece is chosen, how it was crafted, and how certain specifications were met based on their input.”
–Heith England, Founder, Sustain
The custom cabinetry design and installation offered through Sustain makes up a large part of their business. Cabinets are fully customizable, professionally manufactured in-house, and are available in frameless and framed construction. The finishing touch might include countertops ranging in selection from natural stone, engineered stone, concrete, or butcher block.
The founder insists that his brand’s work isn’t necessarily about interiors or construction, but about how the client needs to feel heard. “Our line of business is people. It’s all about the human connection, especially what we do with their home environment. This is about people and building trust,” states England.
Fostering Community
The in-house design offerings of Sustain also include touches such as custom wallpaper, and customized furniture. For a recent project that helped to transition one of their clients into an assisted living space, the team was able to repurpose a king-sized headboard, incorporating a double bed with built-in side tables.
“We understand that there are many reasons why a customer has to make a change to their environment,” says Yank. “Sometimes these changes can feel radical. Our goal is to initiate trust and extend that bond through the life of a project.” This trusting relationship is fostered through a means of not only being successful in their field, but also of embracing community surrounding their endeavor.
Sustain is known for their showroom’s event schedule, where attendees can absorb not just the high-end, in-house services that are available, but also meet the artists and artisans who contribute to the inventory. There is a feel to this showroom that reflects comfort and refined details, with an example of the clay plaster they are known for, along with samples of custom furniture and cabinetry crafted by their own team.
“We don’t want to do what everyone else is doing,” says England. “All of this effort that is executed on listening and building trust results in a feeling. It’s subliminal, and it’s hard to assign words to it. The truth behind what has been chosen can only be felt if you are experiencing the space.”
“We don’t want to do what everyone else is doing. All of this effort that is executed on listening and building trust results in a feeling. It’s subliminal, and it’s hard to assign words to it. The truth behind what has been chosen can only be felt if you are experiencing the space.”
–Heith England, Founder, Sustain
