The New Williams Sonoma in Seattle: Bucking the Trend

If you live in Seattle and like to cook,  be sure to check out the new Williams Sonoma at the University Village. A whopping 10,000 square feet and only opened since yesterday, this store immediately engaged me.

I’m a tough nut to crack when it comes to cookware. I am partial to certain brands such as Le Creuset, Cuisinart, Kuhn Rikon,  All-Clad, and Wusthof, so I’m well aware that high quality cookware comes at a hefty price. It’s an investment that should last a life time.

IMG_3664So, when I entered the new Williams Sonoma today,  I felt like a kid in a candy shop. Unlike the old store located across the Village, which was significantly smaller and cramped, this large store is open, inviting and spacious. It also features floor to ceiling displays of cookware in a variety of styles and sizes from an array of manufacturers.

I have to say that over the years when I shop for cookware, I have noticed that very often items I am interested in aren’t in stock and I am referred to a website or a catalog. This catalog default method always irritates because I like to pick up the pots and pans I might buy. I also like to hold a knife or, in the case of an appliance, inspect the controls and the features.  I also ask a lot of questions and always appreciate the knowledge, opinion,  and input from the storekeepers.

IMG_3686When I roamed around the new store today, I really felt as if they had hit the mark. The huge displays of cookware drew me in and fed my curiosity. Although I’m not in the market for new cookware right now, it was very helpful to see all of the options right there in front of my eyes and to be able to compare and contrast the choices between the different brands. Shopping experiences like this simply aren’t that easy to come by these days and I spent a fair amount of time in that department.  I soon found myself wishing I could justify purchasing a set of Mauviel Copper Pots from France. Alas, I couldn’t justify it even with the Grand Opening Discount of 20% so I moved on to the next department…Cutlery and Small Appliances, which sits right behind the cookware.

IMG_3673This u-shaped section is by no means a run of the mill department because in the center of this section, there are tables with small appliances, cutting boards and sponges. The helpful customer service gal told me that shoppers are invited to “test drive” the appliances right there before purchasing! They have large wooden tables set up with various appliances, a cutting board and a sponge! I really liked that approach and set up. This morning the Vitamix representative was there buzzing up a pineapple and grape smoothie and discussing the fine points between the different models. As for the knife display, the sales gal pointed out that they even keep a bowl of fruit and vegetables at the ready so cooks can try different knives right then and there to see how different knives feel and function in the hand.

IMG_3697Although I resisted the Mauviel pans, I succumbed to buying an Emile Henry pizza stone. Again, it was the display that sucked me in. They had the regular Emile Henry pizza stone (which I once had) and then a bright red round ridged Emile Henry stone. I suspected that the ridged pan was designed to make a crispier pizza crust and indeed that is what I was told.  With little delay, I had one rung up. Thankfully that 20% Grand Opening Discount brought that pan down in price by $12.

So, if you like to cook, check it out. Cooking is, after all,  a sensory tactile experience and buying cookware should be one, too.

Thankfully, Williams Sonoma is bucking the trend and reinvesting in that delicious reality.