Attica’s 25-Year-Long Secret
HALIFAX-What is the secret to keeping a furniture store open, and relevant, for more than 25 years? It may be having a philosophy on what furniture and interior design should be.
For Suzanne Saul and Christopher Joyce, the owners of Attica Furnishings, that philosophy is best summed up by 19th-century textile designer William Morris:
“Have nothing in your houses that you do not know to be useful or believe to be beautiful.”
Another part of that secret is “persistence,” as Saul puts it. Since opening in 1995, Attica has had four different Halifax homes: it started on Gottingen Street and is now situated on Robie Street.
“We are just very passionate about design,” she says. “It’s a labour of love, it’s a business, but at the same time it goes beyond being just a business.”
“We got that philosophy. We want to do that with furniture. Beauty is in the eye of the beholder but what we saw as beautiful was in clean and simple designs.”
The couple’s philosophy can also be found in the store’s name.
“We went through so many different names. But for a time Attica was the cultural centre for Greece and it was a time when people celebrated beauty; not only in the high arts but everyday objects in their home, “explains Saul.
Of course, the name Attica has other meanings for many in North America. In 1971, a major prison riot in Attica, New York, led to 43 people being killed. Many were killed when police stormed the prison after a four-day standoff.
It also became when of the most famous movie quotes of the 20th century. In Dog Day Afternoon, Al Pacino taunts the police by screaming “Attica! Attica! Attica!”
Saul quickly learned of the Attica, New York history after they opened in 1995.
“A fellow artist — he was older than us — he mentioned the prison riots and I was like ‘what?’ I was in my 20’s then and never heard of the prison riots,” said Saul. “I didn’t know anything about it but then I quickly learned about it.”
Many years ago, the couple was featured on the cover of Canadian Retailer Magazine with a caption that read: “Attica, Attica”
When Attica first opened, Saul and Joyce were just out of art college. The couple noticed there wasn’t a shop in Halifax that catered to contemporary designs. Joyce also needed a place to sell his custom furniture.
So they found a small place on Gottingen that doubled as a studio and showroom. From there, the business grew.
“When we first opened, the market for contemporary design was very small. The reason why we opened originally was because Chris couldn’t find anywhere to show his stuff.”
A lot has changed in style since the mid 90s but Saul believes simplicity rarely goes out of style. In fact, Attica carries certain designs that are 60 and 70 years old.
“I tell my clients people usually don’t regret simplicity,” says Saul. “What they do regret is if they go too fanciful with something — that’s what easily gets tired.”
Attica tried expanding to St John’s Newfoundland in 2000 but they eventually sold the location in 2012. Saul recalls how it took a while for their contemporary designs to catch on there as well.
“People would come up to the counter and ask for the Ikea catalogue,” says Saul. “We’d tell them we weren’t Ikea; we’re Attica and they’d act confused.”
Saul and Joyce have no plans on trying expansion again. Instead, they will keep expanding on the types of services they offer at their Robie Street location.
Derek Montague is a Huddle reporter in Halifax. Send him your feedback and story ideas: [email protected].