HOME. THE WORD EVOKES SOMETHING DIFFERENT IN EACH OF US. OUR PERSONAL style, memories made within its walls, and the feeling we get when we walk inside reflect who we are, where we’ve been and what we love. Home truly is where the heart is, and the design professionals at Bend the Trend in the historic town of Greensboro, Georgia, know that better than anyone.
A decade ago, Susan and Bill Mason opened Bend the Trend, and from the beginning, they knew that the clientele they would serve would stretch beyond the borders of the beautifully quaint town. Word spread quickly about the services they offered, the artisans and vendors they worked with, and the elegant and timeless pieces they carried. Touted as a “small town treasure,” the couple’s philosophy was the driving force behind their success.
“We wanted our boutique shop to be a destination—a place where people could gather, discover something new and leave feeling inspired,” says Bill Mason. “Ultimately, our philosophy is about helping clients create homes they’ll love for years to come. Trends evolve, but timeless design, quality craftsmanship and authentic personal style never go out of fashion.”
Today, Bend the Trend has expanded beyond its retail roots to offer clients comprehensive interior design services led by Amanda Higgins, lead designer, alongside Keely Mullins, project manager. Together, they work with clients on projects ranging from individual rooms and furnishings to large-scale interiors, helping guide the process from the initial vision through selections, coordination and installation.
Mullins plays a key role in the creative and logistical aspects of every project, working with Higgins on choices, procurement, styling and design, and assisting with the coordination of project details. “Keely is such an important part of what we do,” Higgins says. “She has a great design eye, and we work together throughout the entire process. She also keeps so many of the moving pieces organized behind the scenes. We truly work as a team to bring each project together.”
Projects aren’t just large-scale or entire home designs. Bend the Trend has a network of artisans, retailers and local vendors. Add a team of experienced design professionals to the mix and every choice is deliberate, ensuring a home or space reflects the unique personality of the owner. “Great design isn’t about spending the most money,” Higgins says. “We intentionally mix beautiful, budget-friendly finds from local retailers that anyone can purchase with high-end materials and custom pieces. It’s knowing where to invest, where to save and how to bring everything together to create a cohesive, timeless home.”
To Higgins, Mullins and the Bend the Trend team, collaboration is key, whether that’s reimagining a powder room or an entire estate. Some clients bring images collected from their Pinterest boards; others find magazine photos. Some clients aren’t quite sure what they want—they just know they want their home to feel different than it does. The first step in the creative process is listening. “It may start with a swatch of fabric or stunning wallpaper, or maybe it’s an heirloom piece of furniture or object, and at times, it’s just a color they love,” Higgins explains. “There’s no set formula, but often it begins with a statement piece: a light fixture, a custom sofa. We build the design around it. Every client is unique, and every home is as well.”
The process can take time—ranging from weeks to several months—depending on the scope. It’s never rushed though, because the ultimate goal is to create spaces that clients love for years. Ones that are elegant without feeling formal and sophisticated without sacrificing comfort.
Bend the Trend was involved in furnishing and styling the entire interior of Nicola and Jake Hand’s home. Higgins and Mullins worked with the couple on everything from furniture and artwork to accessories and finishing touches. The collaboration resulted in an already gorgeous home being transformed into a warm, welcoming one, infusing the couple’s personal style into every space.
“Working with Amanda, Keely and the Bend the Trend team was by far one of the best decisions we made during our homebuilding journey,” says Nicole Hand. “From start to finish, they communicated with us. The result was our dream home—they brought our vision to life. They did more than design our home; they helped craft a home for lifelong memories.”
Built by Jake Hand, owner of Excel Home concepts, the Hand family home showcases exceptional craftsmanship and carries a unique story. Nicole Hand knocked on a neighbor’s door and asked about purchasing a piece of land. That conversation ultimately led to the couple building their dream home.
“Building our family’s home was a labor of love and one of the most meaningful projects I’ve ever experienced,” says Jake Hand. “Leveraging my decades of experience in construction, craftsmanship and attention to detail, I was able to build a home that will provide for our family for generations. Our partnership with the Bend the Trend team was fundamental, and their thoughtful design complemented the craftsmanship. Seeing it all come together, and knowing this is the place our family will make memories, made this one of the most rewarding projects of my career.”
The interior design focused on adding warmth, character and depth to the beautifully crafted home. The team incorporated high-end pieces with stunning budget-friendly finds from local stores. “Nicole had a vision for how she wanted their home to feel,” Higgins says. “A well-designed home isn’t about where every piece comes from—it’s about how everything works together. The thought of their children growing up and the family making special memories in this house makes our involvement in it even more special and meaningful.”
It’s this philosophy that has made the boutique shop a favorite fixture in the community. That, and their involvement in showcasing not only their special wares but those of vendors and partners in the Greensboro community. Regular special events, pop-ups and Design Exposés are wildly popular. Those ventures have included working in tandem with vendors to create custom totes for bachelorette parties and custom hats for special occasions. “Our events have helped build a genuine sense of community,” says Mason. “Many of our guests have become loyal customers, and many of those customers have become friends. You can’t create that through online shopping alone.”
Addy Outlaw and Abigail Clark are instrumental in making those experiences possible. When a customer walks in searching for the perfect housewarming gift, luxurious bedding or a just-right accessory, Outlaw and Clark are there to help. In addition, their involvement in special events create heartfelt, personal experiences for every customer.
Whether it’s finding the perfect coffee table or seeking design advice on how to elevate a dorm room, the team dedicates the same verve into creating a space that sings, and one that feels like home, even if that home isn’t a forever one. “It’s more than arranging furniture or objects,” Higgins explains. “It’s about creating an environment that evokes emotion, nurtures creativity and enhances your overall well-being.”
Visiting their shop is an emotional experience. The curated selection of goods, including bespoke linens, kitchen essentials, stunning objets d’art, candles, and exquisite furniture and fabric lines immerse you in a world of beauty. You’ll imagine how a certain piece will work in your living area, kitchen, primary bedroom or home office. Timeless and luxurious textural elements—a throw, a pillow, a coverlet or a unique lamp, bronze bowl, serving tray or porcelain diffuser can make a space feel grounded.
“Helping clients embrace a vision they’re unsure about comes down to trust and visualization,” Higgins says. “We don’t ask them to take a leap of faith. Instead, we show them how all the individual elements work together through material selections, layouts, vignettes and carefully curated samples. Once clients begin to see the complete picture rather than isolated pieces, their confidence grows.”
As the first professional interior designer in the 1900s, Elsie de Wolfe, said: “I am going to make everything around me beautiful—that will be my life.” Perhaps that’s the intention of every brilliant design and the mantra for every skilled designer. That, and as Higgins adds: “While we bring years of design expertise and an eye for scale, texture and balance, the client brings the personality. The result is never ‘our’ design—it’s their home, elevated beyond what they imagined was possible. When clients walk into their finished space, we want them to feel like they’ve come home to the very best version of themselves.” *
Brigitte Surette is a freelance professional writer, editor and copywriter. Visit brigittesurette.com to learn more.
