St. Joseph, IN Chamber of Commerce Fall newsletter 2007 Furnishing a lifetime of dreams
As children, we dream big; to be the starting quarterback
of a football team or a princess in a castle. At The Natural Way,
a locally-owned fine furnishings store for baby and child's
rooms, dreams can really come to life. For Dawn Lanser, owner
of The Natural Way, the dream began 10 years ago when she started
a home-based business out of a 10x10 room in her home.
With a background in nursing, childbirth
education and lactation consulting, Lanser began by offering products
geared to expecting and new moms. With six children of her own, the
business also allowed her to stay home with her kids and keep family as
her first priority.
Today, Lanser manages two retail locations, one in South Bend and a
new store on University Drive in Granger. The stores specialize in fine
furniture for bedrooms of babies, children and even college students.
Items brought into the store have been chosen based on styling, price
and quality. "The items we carry cannot be found in a 'big box' store,"
Lanser says. Yet, even with its "specialty store" status, The Natural
Way strives to provide economical pricing so buyers end up getting
more for their money.
With a focus on customer service, Lanser has hand-picked her staff
based on their knowledge, background and experience. Her staff
includes two designers, a nurse and a preschool/second grade
teacher. Also on the payroll are all six of Lanser's children, ages three
through 16, who help out with everything from swiping credit cards
to making local deliveries. Lanser herself likes to stay involved, even
going out on deliveries to see how the furniture looks in the home.
"Kids need their own space and an area where they can flourish,"
says Lanser. Walking into one of her stores, a person is inspired to
create the room of their dreams. Whether it's a baby nursery or a
dorm room, The Natural way has the furnishings to help make dreams
The Natural Way
702 East Jefferson Boulevard
South Bend, IN 46617
Chamber member since 2007