Specialty Fabrics Review interviews Jeff Viehmeyer, owner of Alameda Canvas & Coverings

Interview by Sigrid Tornquist

What is your business philosophy?

I treat others as I wish to be treated—with respect, integrity and a little fun. And I believe in making the most of people’s skill sets.

What is your industry prediction?

The world economic stress combined with globalization has polarized products into two general categories: commodities and high-end, custom-crafted items. I think discerning buyers will pay more for custom items if we continue to deliver products that can’t be had elsewhere. .

What is your business strength?

My ability to organize complex projects, visualize creative outcomes and bring them to reality.

What is your business challenge?

Customers’ expectations on delivery times. People are making decisions to buy on shorter and shorter notice.

Sigrid Tornquist is a freelance author and editor based in St. Paul, Minn. She is also the associate editor of InTents magazine.