We caught up with the brilliant and insightful Eva Clemens a few weeks ago and have shared our conversation below.

Alright, Eva thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

I guess one could argue that having the idea is the easy part. I am a creative person with plenty of ideas in my head all day long – a medium told me once that I process everything super fast. The hard part for many creatives is to develop the skill to identify the ideas or goals worth pursuing and create a plan to achieve them. In my case, I work best when I create VERY clear instructions for myself.

This reminds me of an article I read a while back in a magazine (I still have it if you want to come by and see it!) that showed 6 sketches, each from the point of view of the person doing the work – the drafting sketch, the engineering sketch, the quote, what was manufactured and finally – the sketch of what the client wanted. All 6 sketches were related, yet completely different! The entire team thought they were talking about the same thing, yet they were not.

I have learned to put anything important to the business, and our clients’ plans, on paper as precisely as possible, keep the client involved, estimate it clearly, triple check our work, then – and only then – send it to production. Ideally, we’ll check in during production as well!

Another interesting thing I’ve learned is that my combination of creativity as a designer and my 4-year classic wood-working education, means I am able to push the limits for my clients. Knowing that there is always a technical solution to a creative challenge pushes me further to find a solution that is feasible and within budget – and has resulted in one-of-a-kind pieces that set us apart from other designers and cabinetmakers.

Eva, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Studio Europa LEICHT is a San Diego based boutique firm specializing in German cabinetry and kitchen remodeling. With a background in wood-working, design and general contracting, we can cover a remodel from A-Z or ‘just’ design and install beautiful European cabinetry for the entire home. The LEICHT premium cabinet line is the fastest growing European kitchen brand in the US with 55+ showrooms across the country. LEICHT was founded over 90 years ago and has been at the forefront of innovation and timeless design ever since, having won numerous awards. With a range of price groups, handle or handle-free options, and literally thousands of color choices, LEICHT is by far the most flexible luxury brand with the best price / quality value.

At our company, we have well versed designers that create kitchens with our client’s lifestyle in mind that also honor the architecture of the house. Our highly trained in-house installers assure a smooth installation, keeping an eye on every detail. We are fortunate to also have general contracting knowledge, and we work hand in hand with all vendors and subcontractors to assure a smooth transition between trades.

We are proud to be a LEICHT partner and are happy to announce our additional showroom location in Solana Beach coming later this year!

How’d you meet your business partner?

I originally met Markus through mutual friends. They were moving from San Diego to Switzerland at the same time Markus was moving from Switzerland to San Diego, brain-storming on how they could help each other to find work and make friends in a new country. Our mutual friend knew that Markus and I were both Swiss-trained cabinetmakers, and suggested we meet.

At the time, I was building a larger-than-life wall unit for a loft, when it dawned on me that there was no way for me to deliver nor install this by myself. I picked up the phone and asked Markus for help. During this install we started talking more about our professional careers, and gave birth to the idea of starting a custom cabinetry shop together. Our Swiss minds thought alike – his knowledge of installations and general contractor’s license, merged with my interior design degree and love of cabinet-making – made for an even greater fit. And “the rest is history,” as they say.

What do you think helped you build your reputation within your market?

Contact Info:

• Website: studioeuropaleicht.com
• Instagram: studioeuropaleicht
• Facebook: Studio Europa Leicht
• Youtube: Studio Europa Leicht

Image Credits
Most images photographed by Jeri Koegel