PBP Insights
How To Source Like a Pro with Hawkins New York
Upstate vibes meet contemporary design at this unique retailer based in Hudson, NY.
What can upstate New York teach a city dweller about home design?
Space! City living typically comes with a smaller footprint. One of the exciting parts of upstate NY is that people tend to have more square footage to experiment, take risks, and play with design.
When curating your collection, how do you balance your personal taste with what you think your shoppers may want?
HNY is driven primarily by our personal taste. We only sell items we own or would own. If we fall into the trap of trying to please our audience, we fear we might lose sign of this core principle.
And on that note, what has been selling well this past year? Anything that has surprised you?
Anything handmade or exclusive to the US market does very well for us. Our colorful basics always lead the pack, but we see customers adding unique, handmade, and small-batch products to their carts.
Your product descriptions feel both relatable and helpful: "Made from a single piece of wood (check out the interior rings for proof)" "Glass stopper + a little spout for neat pours." How much do you think these details help drive sales?
This is something we're continually working on and improving. The trick is to give as much information as possible without too much text, We try to add details about the design, material, or specific ways we would use the item. We also love a little humor mixed in; if we can make someone smile, that makes us happy.
As a brand that is fully online, what are the upsides of being strictly ecommerce? And on the flipside, are there any challenges of not having a brick-and-mortar location?
During the first two years of Covid, we made a difficult decision to close our three brick-and-mortar locations. The benefits have been consolidated inventory, quicker product launches, and the ability to showcase our entire offering in one place. Although there have been benefits for the business, the most challenging part has been the lack of direct connection to our customers. With stores, we received invaluable feedback in person and through that, had a stronger sense of what products people were looking for.
How would you describe your core customer?
Confident. They appreciate quality and buy our products knowing they will last; they are not one to chase trends. Whether we source or bring our own products to the market, we find value in smaller-run production, subtle details, and timeless style–that seems to resonate with those shopping with us too. Our aim has always been to provide elevated basics that feel good, look good, and help our community make home their own rather than rely on someone else to tell them how to style their space.
Ginger and marigold jellies in a serving vessel by Fefo Studio.
When you're searching for new makers to feature, what are some key qualities you're looking for?
We're always looking for items and designers that are unique–not widely distributed–and are creating products that celebrate their materiality or production methods. We believe in the importance of supporting handicrafts and traditional techniques. By supporting these values, we hope, in some small way, we are a part of preserving traditional craft globally.
People use the word "sustainability" a lot these days. What does that mean to you in the context of Hawkins NY?
Outside of reducing as much plastic use as possible, sustainability is a core tenet at HNY. By producing and offering high-quality goods and not being trend-chasers, we believe we're supporting the idea of "buy less, just better." Balancing growth without also trying to push needless consumption is something we think about daily.
Last question: What makers and/or product from Powered by People are you digging right now?
We LOVE Zorro y Jaguar, Al Centro Ceramica, and AndJacob. All are beautifully handmade, sophisticated but relatable, and not widely distributed. That's our favorite mix of qualities. We love the mission of Powered by People and love being able to bring these items to a larger audience.
