We had the good fortune of connecting with Alex Segal and we’ve shared our conversation below.

Hi Alex, can you share the most important lesson you’ve learned over the course of your career?
One of the most important lessons I’ve learned while building Croft House is how to remain calm in the storm. Starting, building, and running a business is a whirlwind of ups and downs, and in the early stages of the company we were often swept up in each one. Running a business is always stressful, but this only amplified the problem. Learning to find a way to keep a sense of calm throughout these ups and downs has benefited both the business and my personal life. It has been a crucial tool for navigating 2020. – Alex Segal, co-founder of Croft House

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Like most businesses, the two most important components of ours are our brand and our operation. For us, recognizing that our operation can always use improvement, whether it be through techniques or processes or machinery, and constantly exploring and expanding on those improvements. At times it feels like the business is implementing changes in the business, but I think that’s been a large part of our success. For our brand, finding out initial voice was a huge milestone for us. It took some time, and the path is full of a LOT of custom furniture we would never consider taking on at this point, but now that we’ve found it we’re proud of what it has evolved into. Like our operation, continuing to improve and build the brand is an ongoing priority.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Wow this is a tough one – I think I might forget what I would do! So I’ll answer this by naming all of the things I’ve missed about LA throughout 2020. I miss eating at Osteria La Buca and Marvin, both on Melrose, Bloom in MidCity, Highly Likely in West Adams, AOC on 3rd st., Ms Chi in Culver City. Taco trucks like Leo’s on La Brea I can still enjoy. I would love to grab drinks and watch a game at Nickel Mine on Pico, or a glass of wine at Stanley’s in Culver City, or a Margarita at Gracias Madre. I can’t wait to go see what the boutique brands at ROW and Platform are doing. Of course I’ve still been able to enjoy the beach, and the hikes, and the drive up Malibu’s shoreline, and always take visitors here, Covid or otherwise!

Who else deserves some credit and recognition?
This is an easy one, my wife Katie and I have been together since before Croft House began. She’s been a bigger believer in the business than even I have. When things were difficult, or moments when I felt discouraged, she’s always been able to give me perspective on where we really are, and what the business really is. Without her support, there is no way Croft House could have gotten to this point.

Website: crofthouse.com
Instagram: https://www.instagram.com/crofthousela/

Image Credits
Carley Rudd

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