Cheltenham Road
Valley Village, California
Tell us a little bit about who you are and what you do:
David: Cheltenham Road
My name is David Cheaney and I’m self-taught (or, more accurately Dad-taught) woodworker and (mom-taught) crafter.
I make both practical and decorative home goods – coasters, serving trays, signs and wall art – all with a vintage flair.
Let us know more about your business name - how did you come up with it?
I am the youngest in a family of creative people. As I mentioned, my dad was a very gifted wood worker, my mom could create pretty much anything but focused on fiber arts and my three sisters are talented artists in their own rights.
Cheltenham Road is the street I grew up on in Ohio where these folks taught me everything I know. In addition to being talented they are an incredibly supportive bunch who have encouraged me every step of the way. I named my company Cheltenham Road as a tribute to them.
What is your signature style / item? How did it become so?
My vintage graphic coasters are my most popular product.
Cheltenham Road actually started with furniture. I would find an old, damaged piece, repair it, refinish it and sell it. For one market I made a bunch of coasters out of scrap wood intending to just use them as a decorative accent in my booth but they sold out almost immediately. I came to realize that, although people liked my furniture, very few people spontaneously buy a dresser but lots of people will buy a set of coasters. As an added plus coasters are waaayyyy easier to haul around than a chest of drawers.
What makes your business unique to the industry?
I started collecting vintage packaging when I was a kid (which was pretty weird I’ll admit) so my pool of graphics is quite broad. You probably haven’t seen most of the images I use so I think I offer authentic and unique looking products that cover such a wide range of interests – everything from long gone old cocktail lounges to fun coffee labels – there is pretty much something for everyone’s interest.
What's been your biggest roadblock when it comes to business and how have you been able to overcome?
I didn’t quite realize when I began that I was, in essence, starting a one man-factory. I’ve been very fortunate to find success but “success” really means making the same product over and over again. My challenge is always to carve out creative time while still making sure the assembly line is turning out enough products.
I’ve discovered that I have to be pretty disciplined – planning ahead and creating work-schedules for myself so that a specific amount of time is allotted to fabrication work and other time is dedicated to new ideas, research and experimenting.
It doesn’t always work out as neatly as I’d like but I’m getting better at it.
How has your business had to adapt amidst the Covid- 19 Pandemic? What are you doing to navigate the situation?
I don’t mean to be flippant but one of the first things the Covid crisis made me realize was that what other people call “Quarantine” and “Lockdown” was pretty much my usual day-to-day life. I work from home and other than trips to hardware and grocery stores I don’t really leave the house much.
I have worked out new arrangements with the small shops that sell my stuff – providing them with styled product photos as they transition to more on-line sales and re-arranging our payment schedules etc.
Online sales have always been my main income source so I’ve also tried to put more time into refining my pictures, SEO and marketing.
What is your favorite part of what you do?
I think there are two favorite parts.
I’m always happiest when I ‘m just puttering around in my workshop figuring out a new product idea. But I’ve had such wonderful experiences working with customers creating unique items for them. I feel such a shared sense of joy when they report back that “so-and-so LOVED their coasters” or they purchased one of my birth announcement signs for their baby but their brother just had a child and they want to make my sign a family tradition. Honestly, it is an aspect of this I didn’t even think about when I started but it is really my favorite part.
What is your *must do* local activity?
For me and my interests it would have to be the Rose Bowl Flea Market. I've been both a regular customer and a vendor there and it is such an amazing show every time.
Where to find Cheltenham Road:
Website: Cheltenhamroad.etsy.com
Instagram: @cheltenham_road