For nearly 25 years, Homer Formby has been the homeowner`s answer to Mr. Wizard, a friendly, paternal guide to the mysteries of wood refinishing.
On store shelves, his cherubic face beams from a line of refinishing products that account for nearly 70 percent of the market. In fact, he was pioneering do-it-yourself television while Bob Vila was a college sophomore.
But despite his standing as one of the demigods of wood care and a man who made millions from his patented formula for removing varnish and old stain, the 66-year-old former antiques dealer still takes to the road, mixing country warmth and low-key salesmanship while preaching new techniques to salvage aged wood.
In Chicago earlier this week, dressed in his trademark plaid workshirt and speaking in a familiar Florida drawl, Formby`s message hadn`t changed much since he brought out his original refinishing formula during an Atlanta department store demonstration in 1968: Keep it simple and you can turn
”junk” into treasure.
”Before people pack up and head to a furniture store to furnish a new home, I tell them to go to garage sales, estate sales and look for the steals,” Formby said. ”They`ll find better-quality furniture at a fraction of what it would cost them to buy it today.
”All they have to do is restore it and they`ve saved themselves the difference. By cleaning or refinishing the piece, they`ve also probably increased it value. It becomes an investment.”
Making life easier
It was Formby`s own desire as an antiques dealer to easily transform worn wood that led to his early experiments. He looked for ways to remove stain and varnish without destroying the wood`s valuable patina.
But while his motive was to establish a chain of antiques stores across the South, his customers were more interested in the ”home brew” he eventually discovered.
”It actually started as a mail-order business with people ordering the refinisher after they saw how well it worked on the antiques,” said Formby.
”Eventually, the orders were for about $20,000 a year and I thought `maybe I`ve got something here.` ”
That`s an understatement. By the early 1970s the Formby name had become synonymous with wood care and sales of his products soared, bolstered by a syndicated television show on wood care that ran for nine years (1970-79). And though Kodak now owns the company, Formby has remained chairman of the board, official spokesman and America`s best-known wood ambassador.
Hidden treasures
”I have a real passion for craftsmanship,” he said. ”That`s what I try to pass on to people. Look for the furniture with the extra touches, the carving and details. Look for hard woods-cherry, poplar, mahogany and oak. When you get all those things together, you know you`ve found a quality piece of furniture-even if it`s under a few coats of paint.”
And, as always, Formby was full of advice for those who are pondering refinishing a piece of furniture, antique or otherwise.
”Make sure that it doesn`t just need a good cleaning,” he said.
”Fifteen to 20 percent of the refinishing jobs probably are unnecessary.
”Be patient. Work on one section of the piece at a time. If you`re removing the finish, take a small area all the way down to the wood, then move on. And always read the directions, no matter what product you buy.”
There was a time when Formby would answer all his mail, working with his staff to answer all of his customers` wood-care questions. Now he relies on a toll-free number (1-800-FORMBYS) and a group of well-trained operators to help spread the gospel and dispel the myths.
”There`s nothing that gives me more pleasure than helping people working with wood,” he said.
