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Miller’s Fine DecorativeHardware showrooms couldbe best described as “innova-tive, helpful, knowledgeable,competitive and, most impor-tantly, friendly,” says VickiPfeil, Miller’s president andowner. Vicki believes this isexactly how her clients viewher showrooms. This positiveclient perception didn’temerge out of thin air. Everyday Vicki and her team bol-ster and reinforce Miller’sfocus on positive customerexperiences through an un-paralleled selection of prod-ucts, attentive customerservice and extensive decora-tive plumbing expertise. Ayear ago, Miller’s opened asecond location in West PalmBeach, Florida. The com-pany’s flagship showroom innearby Jupiter is pushing its23rd year and continues to bea destination of choice forVicki’s discerning clientele.

“Our business model, theway we go to market andbeing the only DPH show-room of this caliber north ofBoca Raton made us, andcontinues to make us, the ‘goto’ for the products we offer,”points out Vicki. “After I pur-chased the business in 1994,we began advertising in localand statewide magazines. Forthe first five years, we main-tained a healthy growthbased solely on word-of-mouth and phone book ad-vertising.”

Vicki developed her business

using her instincts and wits,in addition to the knowledgeof decorative plumbing.Starting as an assistant at aplumbing supply house inSarasota, she worked her wayup to a showroom managerfor Sid Miller, Miller’s previ-ous showroom owner whoeventually sold her theJupiter store. Miller opened itin October 1989 as an exten-sion of his original Floridashowroom based in Ft. Laud-erdale. “I was hired shortlybefore that and purchased thebusiness five years later,” re-lates Vicki. “The date of pur-chase came exactly on thefifth anniversary of theJupiter showroom’s grandopening. Showroom owner-ship was actually something Ithought I had no desire to do.Because I was dealing withall of the day-to-day workand bringing in many of theclients, I asked Sid for a sharein the showroom profits as abonus. He offered to sell thebusiness to me instead. Aftera year of contemplation, Ibought it.”

Fast-forward 18 years, andVicki is deeply and passion-ately involved in her busi-ness. Looking up to anenthusiastic and energeticboss, Vicki’s team doesn’t lether down. “I believe that weeach have the responsibilityto motivate ourselves,” re-lates Vicki. “But in relation toour staff, I prefer to think interms of inspiring rather thanmotivating. I cannot force

anyone to feel or want—all Ican do is to inspire staff to bethe best they can be and cre-ate an atmosphere that sup-ports their success, and helpsthem have fun in theprocess.”

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South Florida Standout: Miller’s Fine Decorative Hardware

Phantom from The Furniture Guild's Nuvocollection Miller’s West Palm Beach

Miller’s Jupiter Showroom

Staff’s respon-sibility to keepboth stores atthe cutting-edge of every-thing is large.The only wayfor them tosucceed is toconstantlygrow theirknowledge ofdecorativeplumbing fix-tures, doorand cabinethardware, tile,lighting, medi-

cine cabinets and bathroomfurniture—the main productcategories sold in Miller’sshowrooms. The product va-riety and selection are a per-sistent focus of Vicki’s efforts.Her product-mix guidelineschange over time, but she isrelentless in her search for ex-clusive products.

“Today we make our selec-tions based on the manufac-turer’s or distributor’sreputation and representa-tion,” shares Vicki. “We check

if others in our marketingarea sell the same line andhow it is sold. But first andforemost, we approach theselection process with ourclients’ desires in mind andconsciously seek to carryproducts that you will not seeeverywhere else.”

But even when every factor iscounted in, product decisionsdon’t come easy. Every time,“the process of adding theproduct depends on howmagnificent the addition willbe to our mix and how muchI am willing to invest versuswhat the vendor is willing toinvest in Miller’s,” says Vicki.In discovering new products,she relies on manufacturerrepresentatives and salesmanagers, attending KBIS,DPHA and Forte conferences,new member announcementsfrom the industry groups thatMiller’s belongs to, and in-dustry networking.

This brings Miller’s member-ship in Forte to the first lineof importance. “I attendedthe first Forte meeting before

it was offi-cially Forte,”recalls Vicki.“I believe inthis industryand also thesmall dealershowroomslike myself. Isaw Forte as agreat resourcefor network-ing, cama-raderie,

support and, of course, a ve-hicle to help increase profitsfor those of us that don’t nec-essarily have the buyingpower of national chains andbig-box stores.”

Now Miller’s not only enjoysthe buying power that comeswith belonging to Forte, butalso benefits from the group’sefforts to promote healthier,margin-saving sales in the eraof ubiquitous Internet dis-counts. “Forte is a group fullof wonderful people, and itcontinues to help Miller’searn revenue that we would-n’t have been able to earnotherwise,” relates Vicki. “Ihave also been lucky to havemet many friends in Forteand find the relationships in-valuable in this industry.With the rapid growth of e-commerce and other obsta-cles this industry faces, Fortehas become more than just abuying group to us.”

In addition to the involve-ment with Forte, taking theMiller’s brand outside of theshowroom has been an im-portant approach to the com-pany’s success andexpansion. Vicki and herteam are proactively reachingout to the communities andtradesmen that appreciatetheir services. Miller’s sup-ports two local charities—Busch Wildlife Sanctuary andBig Dog Ranch Rescue—byorganizing two annualfundraisers in its showrooms.It offers CEU (continuing ed-ucation unit) courses for de-

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Vicki Pfeil

Waterworks display in Miller’s West Palm Beach showroom

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signers and architects in itsmarket, and hosts vendorcocktail parties and after-hours events for clients andpartners. The showroom salesstaff is also very active in themarketing and outreachprocess, making regular out-side calls and being of assis-tance to Miller’s customers.

“Another approach thatwe’ve taken—and we did soknowing that our competitorshave not—was hiring and se-curing the help of a market-ing and communications firmto work both with us and forus,” explains Vicki. “Sincemaking that decision severalyears ago, we’ve receivedcontinual praise for our lead-ing designs and marketing ef-forts with regards to theMiller’s Fine DecorativeHardware brand. I have ac-tively spearheaded thisstrategic decision in an effortto continually evolve andpush our business to the frontin our industry and operatingregion.”

Complementing this andother efforts to make Miller’san important player in deco-rative plumbing is the com-pany’s bright outlook for thefuture and its ability to wel-come change. “While technol-ogy and products changecontinuously, I have alwaysmaintained that superior cus-tomer care and a personaltouch only a family businesscan give will withstand thetest of time, regardless ofhow people shop,” wroteVicki in one of Miller’s

newsletters. “The morethings change, the more theydo stay the same. Exceptionalcustomer care will never goout of style—especially hereat Miller’s.”

As the future unfolds, Vickiand her staff will remain fo-cused on making their show-rooms the go-to source indecorative plumbing andhardware from Boca Raton toVero Beach. “With this kindof strategic focus,” assuresVicki, “I am excited aboutwhere I see the businessheading in the next fiveyears.”

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Stone Forest Renaissance consolewith brass trim, Miller’s West Palm Beach