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Starring in Your Own Life Lesson: From Nine Blog Readers to Williams-Sonoma and the Nate Berkus Show

October 7, 2010

Starring in Your Own Life Lesson

How can a blog with “nine” readers get your struggling family business on the Nate Berkus Show and help you sell your wares to William-Sonoma?

Star:  April Morse aka Custom Cabinet Girl

Storyline:  The tale of what  faith, family–and a blog with “nine” readers can do in the midst of a recession

Fanbase: Nate Berkus and the president of Williams and Sonoma

Location: Lodi, Calif.

Conflict Point: April’s family business,  Weber’s Cabinets, had been down-sized because of the recession. Earlier this year, 25 employees were let go.

If folks are having trouble holding on to their homes, then you know they are not going to be buying custom cabinets.

April’s father, Mark Weber, suggested that they turn wood scraps into  cutting boards.

The Turning Point: A salesman suggested that she sell the cutting board to Williams-Sonoma. April thought the company that owns Pottery Barn was out of her league.

Her Star Turn:  She not only figured how to contact Williams-Sonoma, once she did it she publicized her actions on her blog, a blog she told the Lodi News Sentinel had “nine readers.”

In a post dated March 8, 2010, April  writes about calling Williams-Sonoma to check up on the response to her submission.  The operator laughed and told her she’d have to wait a couple of months.

A week later she got a call from Williams-Sonoma. And it was not in response to her call. It seems her blog had reached one reader who really counted: the president of Williams-Sonoma.

AOL Business reports the president found out about the cutting board by getting a Google Alert that was running for Williams-Sonoma. The exec was all the way in Australia but nevertheless contacted associates stateside in order to, well, make an order.

While I have not seen any mention of the president’s name in the stories that have been done about April  and  she refers to the exec as a “he,” the official Williams-Sonoma website lists the president as Laura J. Alber.


 Rachael from tells me:

Laura the current president took over this May, April spoke with the previous president. She started talking with them back then.

Her or she, April’s life has changed. 

She told the Sentinel, “God is the reason I got the job.”

Now if only they sold motivational books and purses recycled out of plastic bags ; ).

Starring in Your Own Life Lessons:

  • Listen to your fans. April didn’t think she could submit to Williams and Sonoma. Even so she listened to the salesman who told her she could.
  •  Be your own publicist. If she had not written her blog, with only “nine” readers, she would have never reached the “tenth” reader, the prez of W-S.
  • Have faith.  Things will get better.

6 Comments leave one →
  1. October 7, 2010 10:15 pm

    Great post Lena and testament to the rule ‘never give up’ life isn’t full of immovable obstacles and where they do seem to exist its often in our imagination.

    • lenanozizwe permalink*
      October 7, 2010 10:29 pm

      Thanks. It’s an inspirational story fa sure.

  2. marge permalink
    October 8, 2010 2:33 am

    wanted to know some of the ways sabrina soto ways to display the pantry. came in late and just see bits of it, thanks miller family

    • lenanozizwe permalink*
      October 8, 2010 2:38 am

      I’m afraid I missed that part of the program. I did hear about it though. It should be available online.

  3. October 9, 2010 11:44 am

    Great post. Wanted to mention a couple things – you mention the WS president. Laura the current president took over this May, April spoke with the previous president. She started talking with them back then.

    The cutting board sold out on Williams-Sonoma’s website! If anyone is looking for one they can still buy them on April’s site or in select Williams-Sonoma stores. A list can be found on April’s site.

    • lenanozizwe permalink*
      October 9, 2010 1:17 pm

      Got it. thanks!

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