Phyllis Roberts, owner of Divine Living, says she is both creative and analytical. She earned a Bachelor’s degree in Finance, followed by an MBA, that led to years working as an organizational-development consultant for such renowned corporate brands as Gap.
But her creative urge never quite got satisfied in that world, and so, she says, “I went back to school, earned an AA in Design, and relocated.” At her sophisticated Asheville store, she sells home furnishings and accessories. Pieces are beautifully crafted and generally American made, and Roberts’ belief in customization extends to the other phase of her business: design services.
Her first foray into retail was her cozy, Asian-inspired store Dragonfly in the Grove Arcade. But with Divine Living, open six years now, her business palette has widened dramatically.
How did you go from Dragonfly, an intimate, small space with a Zen vibe, to Divine Living?
I met a Norwalk [Furniture] representative and she gave me so much attention even though [my business] was small. I initially just carried a sofa, a loveseat, and a chair, but customers could still customize with fabric — then I had about 10 choices, and now I have 1,000.
What concept of “home” guides your projects, or does that change?
We are inundated with marketing messages, and most are negative. You aren’t pretty enough, smart enough, affluent enough. Now that we have so many platforms from which to get these messages, from Twitter and Facebook to billboards and TV, my mission is to create havens for my clients that offer respite from all this madness.
You’re all about the power of customization … explain some examples of this.
It’s the ultimate client-empowering option. I still carry Norwalk pieces because they allow clients so much flexibility. Sometimes a change might be desired because of a taste issue, while other times it’s due to a client’s build or height. We changed the back dimensions on the couch of a petite client so she could be more comfortable. Legs can also be made shorter. Comfort is very subjective. I love laying on my sofa and reading, so I don’t want a split cushion in the middle. Instead, I’ll go for a bench seat. Or a client might not like nailhead details [the studded decorative trim in the seams of upholstered chairs or sofas] — they’re easy to take away. Customization is more than just fabric choice and piping. One style I carry has 10 different arm choices, about as many leg choices, and two back styles with different height and depths — it’s like [playing with] Transformers [a line of toy robots that change form], but with sofas!
How about an example of how you solved a creative challenge?
I worked with a couple whose tastes were not the easiest to blend. They had a gorgeous traditional Pazyryk-style Persian carpet in their dining room and Mid Century Modern dining furniture in their open-concept living area. They were told flatly by another designer that the carpet and furniture simply did not go together, and they were a bit disheartened about it. [But] I’m not a fan of a singular design mood in a space. A room that’s almost thematic is so un-eclectic — it feels scripted and not real, somehow. I like to help couples with different tastes put their collections together to form a beautiful aesthetic union. I said, “Let’s go with this rug and design the whole space around it.” We took a hint from the rug, kept with their preference for streamlined shapes, and played with fun ethnic patterns and color, and it’s now a great space.
Praise you live for as a designer?
The best thing I hear is some variation of “Thank you for making this fun.” Some clients love the design process, others find it stressful. My goal is not only to make projects fun, but simple — basically, not heart-wrenching.
Divine Living is located at 1856 Hendersonville Road, Suite F, in Asheville. For more information, call 828-505-7991 or see divinelivingfurniture.com.