Page 56 - Lighting Magazine July 2018

Ultralights
“American manufacturing means American jobs. That should make consumers feel good about their choice, and even in some small way, feel like they’re contributing to the growth of their own economy.”
—Bob Warmbold, Accent Lighting
detailed to t each customer’s unique speci cations. “I call it my ‘American-made’ corner,” McKearny says. “I believe it’s important to showcase these companies and the display has really resonated with my customers. People get excited when they learn these pieces were made in the U.S. It’s a great selling
point.”
McKearny says the only downside is the price tag. Across the country in Oklahoma City, Stacey Loud
agrees. Loud is VP/Lighting & Controls for retailer Hunzicker Lighting and has worked in the industry for more than 20 years.
“Domestic costs more,” Loud says, adding the high- er price is initially a deterrent. “Most customers don’t want to go for a xture that costs 20 to 40 percent more. Once they learn the story behind the xture though, things change. When a customer hears the unique details of a piece... that it was hand-forged and individually stamped, the higher price doesn’t seem so bad. Everyone wants something in their home that no one else has — that’s the tipping point.”
According to a Consumer Reports survey pub- lished in 2017, almost 78 percent of American consumers would rather buy an American-made product over an imported one — and 60 percent would agree to a higher premium for it. Many believe there is a certain level of quality in American-made products one cannot nd in those made overseas. This especially holds true for retailer Bob Warm- bold, founder of Accent Lighting, who carries more than 10 “Made in the USA” brands in his Oregon showroom.
“There’s no comparison,” Warmbold says. “It shouldn’t come as a surprise that Americans would favor American-made goods. Why wouldn’t they? American manufacturing means American jobs. That should make consumers feel good about their choice, and even in some small way, feel like they’re contributing to the growth of their own economy. If it’s available, both physically and nancially, I believe American-made is the way to go.”
When it comes to what classi es as “American- made,” for Warmbold, there’s no wiggle room. Even a product with American parts assembled overseas is a half-truth. In his opinion, the entire lighting xture must be made on U.S. soil.
“It’s like going to the grocery store and seeing ‘pasture-raised’ on a label,” he explains. “You want to believe that’s how they were raised, but really, those chickens probably never even saw the grass. Telling folks their xture is American-made when it was put
54 enLIGHTenment Magazine | july 2018
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