by HJ HOLTZ | May 20, 2024 | About Our Company, Designer Projects
Sometimes, more really is better.
Last year, H.J. Holtz & Son was a contributing sponsor to the inaugural Spring Tablescapes Showcase, a fundraiser for nonprofit Little Hands Virginia in which designers decorate tables for a formal, ticketed luncheon. For this year’s Tablescapes Showcase, Holtz & Son went even further, partnering with Spectrum Paint and Benjamin Moore to serve as stage sponsors, constructing and painting a podium and paneled backdrop to enhance the existing stage in The Jefferson Hotel ballroom.
“The room is gorgeous, and the tablescapes created were over the top,” says Taylor Keeney, executive director of Little Hands Virginia. “We wanted the stage to be decorated and be its own focal piece. Holtz did a fantastic job. They took our vision and executed it flawlessly. They truly went above and beyond to make sure the stage complemented what we wanted this event to be.”
Keeney also credits Holtz carpenters and painters for their quick turnaround, noting that planning began in early April for the May 2-3 showcase. The Holtz team built a four-feet high podium – with hidden shelf – and an 8-feet-by-16-feet paneled wall backdrop that was finished with crown molding. Both structures were then painted in Benjamin Moore colors to match the invitations, program and branding that Little Hands Virginia had already established.
“They worked under a very short timeline and executed beyond what everyone expected,” Keeney says. “Their work really amplified the mission of this organization to help with this event.”
Founded by Keeney in 2019, Little Hands Virginia is the only organization in the region that focuses exclusively on providing essentials – diapers in particular – to economically disadvantaged families with young children. The 501(c)3 organization accepts donations – both monetary and goods – and works with community partners for distribution to families with children from birth to age 3.
H.J. Holtz & Son President Rick Holtz says it was an easy decision to become involved.
“Little Hands Virginia does great work in supporting families in our communities who need it the most,” Holtz says. “We’re happy to play our part in helping them get the word out about Little Hands and what people can do to support their mission.”
Keeney says Holtz & Son was approached to be a sponsor last year because of recommendations from designers contributing to the first Tablescapes Showcase. The collaboration has been a great fit.
“It’s always really enjoyable to work with the Holtz team,” she says. “Their willingness to get involved and do what they did speaks to who they are as a company, too.”
by HJ HOLTZ | Jan 29, 2024 | Residential Painting, Commercial Painting, Designer Projects, Wallpaper
The team at H.J. Holtz & Son knows the value of relationships. As a third-generation family-owned company, we enjoy working with designers, contractors, and vendors over and over again, because we know that strong collaboration benefits clients.
As a thank-you to our professional partners and to celebrate those connections, last year we held a Designers and Contractors Appreciation Lunch at Independence Golf Club. The location was fitting, as we’ve worked with Independence over the years to freshen their spaces. The event was so successful – with representatives of 8 paint, wallpaper, and millwork companies showcasing their lines – and more than 60 designers and other business partners in attendance, that we decided to do it again!
This year’s event will also be in February, a time of year when many of us think about what and who we love – thanks to Valentine’s Day and prompting from heart-themed store displays. Many of last year’s representatives will be on hand, as will additional friends eager for conversations with others in the same industry. We are excited to see what new products and ideas are surfacing in the industry and happy to bring together people who share our ethos of customer service and high-quality workmanship.
If you’re in the industry and would like to join us, please give the office a call!
by HJ HOLTZ | Dec 7, 2021 | Designer Projects
Local interior designer Janie Molster – a frequent partner with H.J. Holtz & Son on residential projects – says Holtz work is on display throughout her new book “House Dressing,” even if the company name is nowhere to be found.
“My editor advised me not to name vendors and business partners, because I was sure to forget someone,” she laughs. “But Holtz is basically the star of the book.”
“House Dressing” was published in early September and features five chapters on single-home projects and four thematic chapters – or “design lessons,” Molster says – on topics such as color and mixing styles, among others. “I wanted to show some things that were very fresh, and also very much wanted to show the range in what [my team can] do,” she says.
Molster credits a friend for first suggesting the idea of a book and her public relations agent for continuing to nudge. “Every good PR person thinks their seasoned designer needs a coffee table book,” she says. “I wasn’t completely convinced, but then I met with a wonderful book agent who helped ensure I had a book with a unique perspective. In the end, we had multiple offers for [publication].”
In the book, Molster emphasizes the importance of creating a home that is faithful to its occupants. “I’m shooting myself in the foot a little here,” she says, “but having the perfect home from a design perspective is so much less interesting than having the home reflect the family that lives there.”
When she works with clients, Molster likes to separate their current holdings into three categories: What’s on its way out the door? What is negotiable? What will always be with you? In this way, she says, she helps people identify what’s essential and where room exists for something new and wonderful.
“To be memorable, every room needs the ‘off’ thing – the off-colored painting, the off-colored pillow,” she says. “That’s the thing that separates the cookie-cutter room from one that is authentic.”
That willingness to incorporate something unusual or “off” is something that she’s developed through experience, Molster says.
“I don’t know I would have thought that 20 years ago” she says. “Now I’ve seen enough to know good design is important across the board, but we see so many rooms without personalization, without authenticity. That has given me the platform to say, ‘If you want something that is memorable, make it personal.’ ”
Molster’s fall has been busy with travel up and down the East Coast, giving talks and attending book-signings in support of the book’s publication. “My husband jokes that for three months, it’s been like having two jobs,” she says, noting that she’s thankful for her design team in Richmond that is continuing to work with clients. “That’s why we’re here – to help people with their projects,” she says.
by HJ HOLTZ | Jun 29, 2021 | Designer Projects
A recent floor project gave the H.J. Holtz & Son decorative painting team a chance to have some fun as they executed a complicated faux marble floor design.
The repeat customer, a design professional, approached Brian Smith, Logan Porter and Eli Smith with a vision of a faux marble floor that would transform the worn wood flooring in his entryway.
The three were happy to jump in.
“The floors were super old with lots of cracks and imperfections – a basic wood floor in an old historic home,” says Brian Smith. “The main reason he wanted the painted design is because the floor has been sanded down so many times, you don’t have much left to sand.”
The key to any painted floor project, but especially one as precise as the homeowner envisioned, is careful preparation, Smith says. That began with the homeowner presenting the Holtz team with several ideas, all centered on a 3D marble effect. From there, the team created 4’-by-4’ board samples, painted just as they would be on the floor itself.
The sample boards featured different color combinations and patterns, and were transported to the home so they could be seen in situ, against the existing paint, wallpaper and furnishings.
“[The homeowner] gave us an idea of colors based on what he had in the house,” Smith says, “because you have to make sure it matches before you get started painting.”
There also had to be agreement on the size of the pattern, Smith says, noting that small patterns can be busy but a big pattern can’t always be seen clearly in a small room. “If you have a bigger space, you want a bigger pattern,” he says.
Physical factors also play a role; interruptions such as doorways, staircases and vents all have to be accounted for, as well as any irregularities. Oftentimes, Smith says, homeowners want the pattern to fit corner to corner. “In that case, you have to measure the room and base the pattern on the dimensions of the room,” he notes. “There are always areas where you have to fudge it. Nothing is a perfect square or rectangle. You have to work the pattern around the space.”
Once finalized, the pattern is laid out on the floor using purple tape – which is less sticky than painter’s blue tape. For this design, each block has three square faces, with multiple layers of paint creating the desired effect of different slabs of veined marble. Smith says most homeowners don’t realize that this type of painting project isn’t a simple, one-day job. “We have to take it in steps, switch up where we work,” he says. “You have to move yourself around so it looks natural and organic.”
The painting of the veins is especially delicate, he notes, adding that he enjoys that step. “For me, it’s relaxing; I’ve been doing it a long time,” he says.
Last but not least, several clear finishing coats are applied, to protect the surface.
“At first [the homeowner] wanted a glossy finish, to match the look of real marble,” Smith says. “But we put a coat on and he saw how glossy it was, so we topped it with satin instead.
“It’s got just enough flair.”
by HJ HOLTZ | Jun 18, 2021 | Designer Projects
Chloe Ball and Kathleen Conroy don’t just finish one another’s sentences; they finish one another’s thoughts. It’s a relationship that serves them, and their customers, well.
Ball opened Kenny Ball Interior Design & Consulting in Charlottesville in 2009, as a companion to her father’s antique store, Kenny Ball Antiques. Conroy, who had been a customer, stepped in to fill a gap.
“It was fate,” Ball says. “An employee quit before my father and I were leaving for France [on a shopping trip]. I needed help desperately.”
Each brings her own perspective to design work.
Ball studied communication in college, but had grown up alongside her father and his Charlottesville business. Conroy had been involved in product packaging design in the cosmetics industry then worked as an event coordinator. Friends often asked her for assistance with their home design projects.
“Chloe and I are both creative people and we love doing creative things,” Conroy says. “We have been very fortunate that we have something in our genetic makeup that fosters this ability.”
The two take a tag-team approach as they work with their Charlottesville-based clients to discover what is needed and makes sense for each project. “We play to our customers’ style,” Ball says. “And also challenge them,” Conroy adds.
Several years ago, their go-to wallpaper hanger retired. They were referred to H.J. Holtz & Son by Stephanie Cullen Snyder at Palette Paint in Richmond. The partnership has thrived.
“Nobody hangs wallpaper better than Holtz,” Conroy says. “If the wallpaper is the least bit complicated, they’re the ones you have to call.”
“It’s like laying tile,” Ball says. “There’s a real art to [hanging wallpaper]. You need professionals.”
With more wallpaper options than ever – luxe materials, artistic prints and bold patterns – a surge in demand sometimes means installation takes longer than expected. “We tell our customers, ‘You’ve got a lot invested in this paper; you’ve got to wait for the professionals to hang it,’” Conroy says.
To ensure efficiency, Ball and Conroy meet weekly with company president Rick Holtz and project coordinator Holley Nilson, reviewing the shipments that have arrived and the status of ongoing projects. “He meshes with us,” Conroy says. “Our personal ethics and our business ethics – they’re very dear together.”
Ball adds: “We’ve navigated difficult situations together; it’s a real blessing to have them part of our team.”
by HJ HOLTZ | May 3, 2021 | Designer Projects
One of the benefits of being an interior designer is knowing who to call.
Avery Sefcik, principal of Avery Frank Designs, first became familiar with H.J. Holtz & Son at the start of his career, when he was working in another Richmond design firm. Sefcik opened his own business in 2014, and at the same time, bought a house in the Fan. With a list of envisioned changes and improvements for his personal living space, Sefcik has turned to Holtz & Son again and again.
“They’ve done lots of typical painting [for me], but also lacquered ceilings in the dining room and foyer, and are currently lacquering a bar a deep oxblood red,” he says. “They know all sorts of high-end finishes and details a typical painting company wouldn’t know.”
Most recently, Holtz & Son paper hangers handled the installation of Gracie Studio wallpaper in a first-floor room of Sefcik’s house. The heavy, hand-painted wallpaper is considered among the world’s finest. The company was founded in 1898; a fourth-generation family member is currently at the helm. Artists in New York and China train extensively before contributing to an order, and many finished papers have the work of multiple artists, each of whom has a specialty. All papers are custom-made to clients’ specifications, ensuring a perfect fit and aesthetic appearance.
Sefcik’s row house, which dates to the early 1900s, lacks a large wall that would typically display a Gracie pattern. Still, he was determined to find a way to use the paper, ultimately settling on what he calls parlor No. 2, the middle room on the first floor.
“A lot of people put it in massive rooms, but the impact is still strong” in a smaller space, he says. “Even with three openings and two windows, the room becomes its own cocoon.”
Sefcik began considering Gracie wallpaper for his house in mid-2018. Once he settled on the design – Winter Garden – the order took nearly five months to be completed. “Most Gracie is very colorful; this one is more monochromatic,” he notes.
To install, Holtz paper hangers first hung muslin cloth on the walls, as a foundation for the paper and as an easy mechanism for removal.
“You’re putting art on your walls, and you want to be able to take your fancy paper with you,” Sefcik notes, adding that a recent Instagram post from company president Jenn Gracie shows her easily removing a section of paper from a wall in the company’s headquarters.
Sefcik says stereotypes surrounding wallpaper don’t take into account its benefits. “We went through a period where people thought of wallpaper as the hideous burgundy and greens from the 1980s,” he says. “Wallpaper adds dimension and texture to a room that is very difficult to do with paint. You can make a room feel like a jewel box.”
Working with the craftsmen at H.J. Holtz & Son is always a pleasure, he says.
“I love design and am a bit more adventurous than many homeowners. When it comes to lacquering a ceiling, painting floors, getting outside the box, they know how to do that,” he says. “They are very professional.”
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