North Carolina-based Sarreid brings its Modern Heirloom collection to market this month, including the pieces shown in the vignette on today’s High Point Daily cover. Home Accents Today spoke with Steadman Lanier, director of marketing, about how the collection came to be and how it fits into the company’s overall brand strategy.
What is the inspiration behind this introduction?
This collection is a reflection of our design direction: the modern heirloom — pieces meant to be lived with, layered over time, and passed down. The inspiration is drawn from collected interiors that tell a story over time — European influences, artisanal craftsmanship, and a sense of quiet luxury. The Parquet Sideboard, the Chelsea Jupe, and Elora Dining Chairs are all new introductions but feel like they’ve been curated over time, not purchased all at once — true to our focus on creating modern heirlooms.
Who is the customer that you envision buying this?
We envision a discerning designer or consumer who wants their home to feel curated, not staged — spaces that reflect a life well-traveled and well-lived. They’re not looking for something overly new and trendy — they are looking for something that feels like it has always belonged.
How does this fit into your overall brand strategy?
Our new introductions are a clear expression of our shift back to the foundation of Sarreid — timeless design, craftsmanship and most importantly, character. Each piece in this story supports our “modern heirloom” philosophy: designs that feel relevant today but will age beautifully over time. We are focusing on beautiful, rich finishes, thoughtful construction like the Jupe expansion mechanism, and distinctive details like the parquet pattern and sculptural mirror forms. It’s about creating fewer, more meaningful pieces that designers can rely on — products that anchor a room and become part of a home’s story.
Sarreid is located in the Commerce & Design Building, 3D
