Antiques are a greener alternative...for the earth, and your wallet

As a business owner and a member of the antiques and art trade, I am always reading. Usually it is trade - specific: review of a particular auction or show. But, especially in this economy, I find myself gravitating toward economic news and projections, and even discussions of consumer trends. As our industry remains concerned about the future of antique collecting (and many of us grow weary of the topic), the trade has generally tried to stretch outside it's comfort zone and find new ways to appeal to younger generations, a la "Antiques are green".

On a recent road trip with Steve Bemiller, we were discussing the recession, and our thoughts regarding post-recession consumerism. Thanks to modern technology, we didn't have to just wonder about what experts are predicting. I popped in the v-card, powered up the laptop and found more information than I could absorb in the 2 hours to Birmingham. In fact, some of what I read was both surprising - and, surprisingly encouraging.

The fact is, the antiques community may have hit the "green" bandwagon a bit too late in the game. Turns out, Americans are happy to save the earth - and spend more money on expensive products that utilize recycled materials and renewable energy - as long as they are making lots of money. But, when the going gets tough and dollars get tight, we tend toward more value for our dollar than more beneficial for the environment. Don't quote me wrong: if two products are comparable in price, we tend to go for the one that is more ecologically friendly. We just aren't as willing to spend 25% more on paper towels that are 15% recycled content. The fact is, after periods of deep economic downturn, Americans return to a value-driven mode.

The good news is, antiques are green AND a great value for your money. As demand has slowed, prices have become very reasonable - so reasonable that grandma's dresser may be 1/2 the cost of a chic, department store version (if she makes you pay for it). So, if positioning is key to retail success, then the members of the trade would be wise to use the "Antiques are green" logo to suggest a buying alternative that keeps more green on the earth, as well as your wallet.