Daily News
From Home Furnishing Business
Jena Hall to Assist Ambella Home with "By George" Launch
September 6,
2013 by in Business Strategy, High Point, Industry, Market 
Ambella Home has engaged designer and creative strategist Jena Hall to assist in the development and launch of a new product division, "By George."
The new division will debut at next month's High Point Furniture Market in Ambella's new Hamilton Wrenn Design District showroom, 310 North Hamilton, Suite 110.
"A growing portion of our typical customers' design tastes have expanded towards more modern, clean line designs. Often married with livelier colors and finishes on informal, yet elegant classic styling, their preferences have evolved," said George Moussa , founder and president of Ambella Home, Dallas, Texas. "While traditional, European Country and estate pieces will always be an important part of our product line-up, many of my customers have encouraged me to develop more contemporary or Moderne' pieces to add to my traditional line. With that in mind, I reached out to Jena Hall to help me develop this new division and product assortment."
With "By George," Moussa looks to fill a void for exciting, more eclectic looks for design projects; and fun looks for better retailers' floors and design boutiques.
By George will debut with three new collections during Fall Market--Coco, South Beach|Manhattan, and Le Jardin.
"These collections feature pieces from multiple eras, many of which may be used together or as free standing accents to punctuate a room setting," said Hall of Jena Hall Designs.
With a nod of recognition to Coco Chanel, famed French fashion designer and one of the most influential people of the 20th century, the Coco collection includes upholstery and accent pieces.
"Inspired by Paris during the Jazz Age, signature pieces focus on beautiful woods of the various design influences during that period," said Hall. Among them, dynamic shapes inspired by Emile-Jacques Rhulmann, elegant upholstery details inspired by Coco Channel's apparel, and a little F. Scot Fitzgerald influence from the Great Gatsby era thrown in for good measure."
South Beach|Manhattan comprises pieces from the mid-century inspired by designs found at an auction, and includes items such as game tables, pool and foosball tables, bars stools and other media pieces.
"We have also added some later 20th century designs from the early '60s inspired by a great penthouse apartment that we are calling Manhattan Living," Hall said. "These pieces add a little more shine to the line."