After seeking out a job with a furniture maker in Brooklyn, Ali got experience selling and designing bespoke beds, tables and dressers, while also getting to be around the making of each one. “It’s much easier to sell a piece of furniture when you know the person who made it and got to see the process from raw lumber to finishing.” He quickly realized that there were so many incredible craftspeople making exceptional furniture right here in this country, but most consumers never know about them because they only have access or awareness of large chain stores. Since the manufacturing process for making furniture can often expose both maker and consumer to harmful chemicals if conscious steps are not taken to reduce them, Ali was drawn to workshops that were using healthy, sustainable and ethical processes. As a result, the spark for Urban Natural Home was lit, and a furniture business that celebrated American craftspeople and environmentally-responsible manufacturing without compromising comfort or style was born. 

Today, the company still adheres to its original five core values which help to guide their selection of workshop partners who most closely align with their own vision. “In today’s world,” Ali says, “I think people are looking for a curated selection that saves them doing the deep dive on how safe it will be for them and their family. We want customers to feel good shopping with us, knowing we take the time and effort to vet our products.” They serve loyal customers who have chemical sensitivities, as well those who may be recovering from substantial illnesses like cancer. Many times, people look for them simply because they prioritize natural materials, and more eco-friendly products. Whatever end of the spectrum your personal taste and preferences reside in, Ali says his team “tries to give people a different experience,” and they will likely have something to suit you and your family’s needs.

Ten years from now, perhaps more sustainable, organic, handcrafted, USA made, and ethically sourced furniture will be much more readily available to all, no matter where you live. While one of Ali’s favorite parts of running Urban Natural is getting to know and talk to customers face-to-face in their Montclair, New Jersey showroom, he also recognizes that the ecommerce side of their business has been immensely helpful in making their workshop partners’ products more accessible for those who don’t live in bigger cities. In the future, Ali hopes to continue building and expanding their online capabilities, in addition to opening more physical stores in other locations. “Shopping for furniture can be intimidating,” he says, and many customers tell him they “don’t want to make a mistake.” After all, it’s often a big purchase, and ideally you want it to last a long time; that’s why Ali and his team decided to offer complimentary design consultations with their in-house design team. “We want to continue to be a resource for people, and to give them confidence” along their design journey; “we don’t want people to be afraid to ask us questions.” In 2023, Urban Natural also launched their in-house furniture brand, GRAYN, in the spirit of the company’s first inspirations: high quality pieces made with thoughtful processes by American craftspeople.

“As a retailer,” Ali says, “we set ourselves apart by having unique offerings.” He’s especially excited to see more people discovering the value of well made, heirloom quality furniture and sustainable manufacturing. “I’m passionate about promoting American made craftsmanship and workshops large and small – we want to be a retail partner to help them grow and thrive.” As a business owner who began as a one-person venture that has slowly grown into Urban Natural’s solid team of dedicated people he’s so proud of now, Ali’s early appreciation for the people and processes behind the product is clearly still going strong today. 

To learn more about Urban Natural Home, or to get in touch with Ali and his team, reach out online, or stop by their showroom in person to say hello!