This post comes to us courtesy of Laura Martin Bacon, a writer, creative consultant, and longtime friend of Williams-Sonoma founder Chuck Williams. Chuck passed away on December 5, 2015. He was 100 years old.
Whenever I visited with my friend Chuck, I felt as though time had stopped—or as though I had entered a magical time-out-of-time. Of course, the colors of the San Francisco sky and bay outside the window were always changing, as were the jewel hues of the ever-dapper Chuck’s beloved cashmere sweaters.
But regardless of the weather—or the sweater—there was always a twinkle in Chuck’s eye and an energetic curiosity in his posture as he leaned forward to ask a question or clarify a point. And there were decades of memories hidden on bookshelves or nestled comfortably in antique armchairs, just waiting to take shape in one of Chuck’s stories.
Sitting with Chuck as we sipped tea and indulged in chewy molasses cookies or buttery chocolate shortbread, it seemed as though there was all the time in the world. Nothing about Chuck was rushed—his soft southern voice was as warm and careful and orderly as the culinary landscapes he had created.
Over the years, Chuck had patiently – often passionately – answered my questions by reaching back into the memories of a long and delicious life. Chuck’s culinary vision made history—and here, his own plain-spoken words tell it best.
You first started cooking back in the early 1900s—how did you learn?
“I learned to cook by watching my grandmother and listening to everything she told me. I helped her in the kitchen every day. I watched and I listened and I asked questions. One of my favorite things was making pies with her. After she finished trimming the crust, she would give me the scraps and let me try to make my own pie.”
Have you ever made a mistake in the kitchen?
“Of course–that’s how you learn! Your mistakes teach you how to do things right the next time. And there are even times when a mistake leads to a wonderful discovery in the kitchen. Often times a mistake can turn out better than the original.”
Most people don’t realize that when you founded Williams-Sonoma back in 1956, you were in your forties. Before that, you had an intriguingly diverse work history—from working on a date farm as a teenager to fixing airplanes and being a carpenter as an adult. How did those jobs prepare you for being the original proprietor of the Williams-Sonoma stores?
“Working at the date farm taught me about good customer service. I mostly waited on customers in the shop and helped out with packing orders that would be sent by mail. I learned way back then that it’s important to make friends with every customer and address them by name so they feel comfortable. It’s important to work hard and do your work in an orderly fashion. I’ve always liked to do things for people—and do them well.
As for working as an airplane mechanic during World War II, I think that was one of the best things I ever did. When I was young, I was very much of a loner. Working overseas forced me to be with people all the time, so I was able to acquire some good social skills that have helped all my life.
The carpentry—well, you’ve asked me before how I learned to do everything I do and that was a good example. I just did it. If I had any problem, I’d drop by the lumber yard and I’d ask questions and they’d tell me how to do what I needed to do. Or I’d get my fixtures and equipment from a plumber and electrical supplier, and they’d come by to see how I was doing. And they’d tell me if I was doing it wrong. That’s how you learn!”
What was the world of kitchenware like when you first started the stores?
“You couldn’t buy good-quality cookware. That’s the reason I started the shop: to give people a break!
In those days, all most American cooks had to work with were a couple of fry pans and saucepans, a stockpot and maybe a Dutch oven. They were made of thin aluminum that got all bent out of shape and didn’t cook well.
The bakeware choices were very limited, too: you could get cake pans, pie pans, bread pans – and that was about it. And they just weren’t that good. Tools weren’t that good. You couldn’t buy a good knife – no way. And you couldn’t buy restaurant equipment because they wouldn’t let you in the door.
On my first trip to France in 1953, knowing how to cook myself, I loved looking at all the pots and pans and was amazed that everything was available there for everyone. So I made up my mind to do something about getting good French cookware back here to American home kitchens.”
Can you describe some of the experiences you had on those first European buying trips when you were searching for the world’s best kitchenware?
“I really never got over my first trip to Paris – in fact, every trip I’ve ever taken looking for merchandise has been an extension of that very first one. I loved poking around in the shops with all the specialized equipment for baking and cooking. After my own shop got going, I spent a month to six weeks every year traveling around looking for those kinds of things.
I wanted to introduce American cooks to the idea of having the right pan for a particular task: say, a sauté pan, braiser, omelet pan, quiche pan, tart pan and so on. For example, in my first store, one whole wall had four sections of baking pans in different styles and sizes.
I also liked the way European plates were designed for different foods. For instance, I was fascinated by small dessert plates that go with other china, but are not part of the set. The design lends itself to dessert – it looks like a piece of tart belongs on the plate, not a salad. In America at that time, you’d have to wash dishes before dessert – or serve dessert that you don’t need a plate for!
I felt the same way about glassware. I worked with French, then Hungarian glassmakers to design glasses for different wines. I also sold cheese knives almost from the beginning. As soon as I’d see something in France, I’d bring it back. I wanted Americans to discover this type of table service. As long as they were traveling in Europe and experiencing it there, I thought they might as well have it available here.
In those early years, Europeans were also eating different foods than we were here in America. Mustard is a good example. I like to say that we changed American’s eating preference from French’s Mustard to good French mustard. We brought in good olive oil from France, then Italy. There was French wine vinegar. And, of course, balsamic vinegar from Modena (which I mistook for hair tonic the first time I saw it in Milan).”
You have impeccable taste—one of the keys to Williams-Sonoma’s success. How has your sense of taste changed (if at all) over the years?
“I’ve always felt that simple is best. We’ve always had the best quality merchandise. That is still true today.”
How has living in San Francisco throughout the decades influenced your own ideas about food?
“San Francisco has had a long history of wonderful food, interesting people, great cooking – and everything is so fresh. In those years you mention, just as it has always been in France, there was a focus on good, fresh food served very simply.”
You’re almost 100 years young, Chuck! What is your secret to a long, happy life?
“My advice for a long and happy life? Love what you do – and always eat well!”
If you’d like to read more, please check out Chuck’s Story, a special four-part series chronicling the life of Williams-Sonoma founder Chuck Williams.
47 comments
Thanks for a great article!
Very impressive, thanks a lot for sharing a helpful post with us.
[…] important to make friends with every customer and address them by name so they feel comfortable. It’s important to work hard and do your work in an orderly fashion. I’ve always liked to do things for people—and do them […]
Thank you for this AMAZING story. I felt like I was sitting there with both of you. ❤️
CoachCabrini aka ‘The Gangsta Chef ‘
In today’s globe, a lot of contacts with sources
are made on-line — by means of emails and
social media websites.
Perhaps the best one is to lose weight quickly and safely.
Injecting yourself with hormones for a purpose other than it was created for,
and for a prolonged period, is certainly not a good idea.
In case you are among such people, it is important that you keep reading through for
information about some of the basics of HCG diet.
There are also HCG approved cosmetics available in anti-aging lines.
Pregnancy is the only time HCG is found in the body.
From the ‘Food Know-how’ section-Did you know
that there are cheese graters, measuring cups, colanders and whisks that are collapsible, thus savinjg you tons of space.
Thee next thing you need to buy is a good quality steel –
for sharpening. Thus, minimal modifications inn substance arrangements can bee used to create a variety of stainless-steel steel,
which, in addition to being ann excellent technological innovation content, is 100% eco friendly and can therefore said to be environment-friendly.
I began ordering from Williams Sonoma catalog, shortly after getting married in May of 1977. I have continued to purchase my cooking tools, pots and pans, delicacies like the baked goods, the list is endless.
When attending a wedding shower, I have always purchased through Williams Sonoma.
Such an inspiration this company has been for me, as a home cook, who loves good, tested equipment.
I am sorry we have lost a giant. God Bless Chuck Williams and I pray his company will continue to thrive!
The best compliment I can make is: Williams-Sonoma, and by extension, Chuck Williams, is part of my life, my wife’s, and children’s. Just about every piece of cookware in our kitchen came from the store, and thus a part of Chuck lives on!
I am a French lady from Paris,when I came to the States in 1960 ,
Washington DC was like a village without a bakery ,epicerie,or foreign items anywhere.
Eventually it became better after 20 years,…..I used to bring back French mustard ,French caramel sauce ( which we still cannot have here) but we do have WS ,and I am a fan of that store.
Nowadays we can find many French ingredients at Whole Food ,Wiegman….or Balduchi.
I used to go to Dellerain in Paris for my cake pan ,…I would like to thank Monsieur William to have given along with Julia Child ,the grande Dame ,the love and appreciation of French cooking to the States.
Every time I am at WS store I have to buy something,I cannot resist.
I bought my Swiss espresso coffee machine,all my Brevilles,the list will be long….
Merci,merci.
Violette Kogut
Thank you Mr. Williams.
I have learned so much from you in so little time. Wish I could’ve been blessed to be within your company.
And even though we’ve never met, you have left me two valuable things. Relationships and customer service. I thank you for that Sir. You are truly appreciated. Hopefully I’ll be working for your company and if blessed with such opportunity, I promise to always build good relationships with the customers and well as give them the best customer service as I possibly can.
Thank you Mr. Williams.
[…] “It was an honor to have met Chuck after spending half of my life shopping in his stores, teaching there, and working in one of the stores. Chuck’s was a life well lived. Chuck left a legacy for all of us when he changed the way Americans cooked.” — Catherine Daum Lucas, former Williams-Sonoma associate […]
[…] with a genuine passion for quality cooking and the appliances that made those meals possible. In a recent interview posted on the company’s website in tribute, Williams was asked to share his advice for […]
[…] with a genuine passion for quality cooking and the appliances that made those meals possible. In a recent interview posted on the company’s website in tribute, Williams was asked to share his advice for […]
[…] with a genuine passion for quality cooking and the appliances that made those meals possible. In a recent interview posted on the company’s website in tribute, Williams was asked to share his advice for […]
It was an honor to have met Chuck after spending half of my life shopping in his stores, teaching there, and working in one of the stores. Chuck’s was a life well lived. Chuck left a legacy for all of us when he changed the way Americans cooked.
Though I/we come from a great culinary ancestry….GREEK, W.of S. has further inspired me/my family! Hooray to a GREAT contributor and may his legacy CARRY-ON, AND ON, AND ON!
The Angelo& Mercy Angelopulos Family from San Francisco California (in Novato City,Marin County, near Sonoma Wine Country)
RIP Chuck. My Daughter worked at SF Corporate for 8 years after college and had the pleasure of visiting with Mr Williams from time to time at the office. She loved Chuck. He made time for her and others at the company because he loved the business he created. His spirit lives on!
For over 50 years you have held a place in our homes, but more importantly our hearts. Although I say farewell your inspiration and legacy will live on for generations to come. I am proud to be a member of the Williams-Sonoma Inc Family.
Rest in Peace Chuck Williams
I have worked for Wms Sonoma Inc. with Pottery Barn Kids in Iowa for 11 years. Your story and business life is truly an inspiration,
Great things come out of Durant, Oklahoma!
Happy Birthday Mr. Chuck Williams!
You are an inspiration to this southern girl who has made her home in Durant!
I was taught by my Grandmother to bake. We use to bake and take goodies to aging Oklahomans! The tradition still continues!
Lifelong health to you always! Be blessed!
Happy Birthday Your store is more then a store it’s Disney world for chefs and people who want a high class store for cooking and that is why I will only shop in your store for any thing that has to do with cooking Thank you Brandon Winkler Barrington Rhode island
Happy 100th Birthday Chuck Williams, the founder of the company I work for. As we celebrate your birthday it makes me think of all the wonderful things you have done for the world of cooking. Teaching us we can do it better, with better cookware & ingredients. As we dress the table for a special occasion to everyday elegance. Every time I bake I say thank you Chuck!
Hi Dear Chuck,
Remember how in Dallas we used to bake til we dropped on the catalog, temper chocolate, invent and test recipes, have your BD parties in Dallas with the store staff and at my house with the photo team (and we would tease you about being SO old), watch you walk anonymously around the Highland Park store observing what the customers were doing? We’d cook and eat amazing dinners and miles of whipped cream-topped desserts and funniest: try to water the ivy at your Dallas apartment garden enough to make it big and fat like in San Francisco (ha, that never worked!) and the many many lunches and dinners around SF but especially the ones at Zuni?
So many wonderful memories!!!!
I am in Scotland now, and every day as I think of you as I see all the beautiful sensible British things you taught us about and brought to us from your love of this country: Russell Hobbs electric tea kettles, hard placemat sets, steamed pudding molds and basins, Dualit toasters, tea cosies, every kind of tea kettle and pot, farmhouse biscuits, farmhouse plates, stacked metal biscuit tins, dough bowls. You had such an amazing eye!
And of course, the bakeware from France and all things French before anyone else had them.
What a wonderful wonderful life you have had, and how you have taught and inspired us all. And you are such a cool normal guy for being a legend!
HAPPIEST HAPPIEST HAPPIEST. with love and find memories, Cheryl
[…] In the meantime, to learn more about Chuck Williams, visit these wicked cool pages at the Williams-Sonoma website and blog that chronicle his life: The Story of Chuck Williams and Chuck’s Life. […]
[…] Zebra’s Note: If you’d like to read more about Chuck & his 100 years of wisdom, ple… […]
Happy 100 Chuck!
Remember all your visits to NYC at the 60th street store and then 59th street.
All the best ,
Richard Collins
Williams Sonoma Store Manager (1995-2002)
The Westchester, 60th Street and 59th street Stores
Mr. Williams,
Happy Birthday, it is an achievement to reach 100 with such a successful life. We have been fans and loyal customers of Pottery Barn for years, although we live in Mexico, we have acquired a lot of our furniture from PB and have it sent to Mexico.
However, on June 29, we ordered a full set of furniture for our daughter’s new bedroom, the estimated delivery date was July 6, to date, the order is still incomplete and nobody knows why or when the order will be completed or replaced.
I have made at least a dozen of international phone calls, sent e-mails, but apparently no one’s seem able to help or care, maybe a $7,000 order is not that much for the company, but I understand that customer care is one of your business principles.
My order number from PB teen is 051809713172. I really appreciate if you could have someone to look into it.
Sorry for bothering you here but now we are really desperate and have no one to contact
Truly yours,
Sally Fuentes
Some one gave me small cataloged in 1979.and I visit Biltmore store in Phoenix AZ ,I just got some gadgets, I had no money at time .
then I had money and start shopping all the time ,when I needed to give a gift it was always from Will .Sonoma, even now I love that store and cook every day ,love everything about store .Happy Birthday, Chuck.
Mr. Williams,
Happy Birthday????
You’ve inspired us all with bringing such a great assortment of cookware into our homes. I never consider going anywhere else when I’m looking for something for our kitchen. Whether it a new All Clad pan or a Kitchen Aid blender I can count on your store to have what I need. Your staff have always been friendly and knowledgable. And I really love the Peppermint Bark that brightens my Christmas holiday.
Not until today did I know where the Sonoma came from when I read it was the location of your first store.
We thank you for enriching our lives. I wish you many more happy and healthy birthdays.?
George W.?
A houseware junkie?
Thank you for revolutionizing home cooking!
I would like to wish Mr. Williams a Blessed Birthday. It is a milestone to reach 100. Mr. Williams is a culinary icon, who has influenced me in the past and continues to do so in the present. Thank you. May God Bless you and the Willams Sonoma family.
Happy Birthday and best wishes to you Chuck! I have worked for Williams-Sonoma for 12 years. When I greet our guests, I take guidance from you and always treat them like I would a guest in my home. They love it and so do I. Enjoy your birthday pie! Sana Broadrick, Thousand Oaks, CA
Thank you so much for bringing Williams-Sonoma and wonderful cookware and ideas to us who live outside the major cities in the U.S. It was an amazing world you opened up to us! You are a national treasure! I love to cook and have a kitchen (and part of my garage!) FILLED with wonderful cookware that is a joy to use.
I had the pleasure of working in 3 different WS stores. Two stores in Caluf. & the third store in AZ. Started as part-time Xmas help and ended up being an assnt. store mgr. Had the pleasure of meeting Chuck Williams on two different occasions, in our Pleasanton, Ca. store he sat & signed cookbooks for over 2 hours! Have to say working at WS was by far my best retail expierence. Loved the atmosphere in the store, what the WS concept stood for and the fantastic people I met along the way. Was privelidged to travel to the Ridel wine glass factory with the Co., got to meet Georg Ridel, the trip of a lifetime. Thank you Chuck Williams & Happy Birthday!
Happy birthday to one whom I have never met, though I gladly associate with on most days of the week.
Your cookbooks and their recipes have brought warmth to our home for many years.
And thanks to you for bringing in to the US Wüsthof knives!
Happy Birthday, Chuck!
Thank you for making such a difference in my life with cookware, food, and commentary. I was thrilled to read Laura Martin Bacon’s interview with you today.
God bless you!
Warmly,
Catherine Daum Lucas
Boca Raton, FL
What a wonderful interview. I’m so happy he decided, all those years ago, to open a store that sets the standard for quality cookware and good service.
Happy Birthday, Chuck.
karen
Thank you for sharing your love of food, cooking, and great kitchen equipment with America for so many years. You’ve made us all much better cooks! Happy 100th and many more to come!
Happy Birthday! And thank you for inspiring so many of us to think about cooking creatively, and to bring a little bit of Paris to life in our kitchens. I love Paris, and I love your store! (As for my children, they love eating crêpes hot from a crêpe-stand when we’re in Paris, and making crêpes themselves when we’re not.) Thank you so much!
“If you love what you do, then the world will fall in love with you.”/Chuck Williams. This is known as a Chuckism…
chuck williams fostered an entire generation or two of local SF food professionals with integrity and generosity. we used to have the BEST book signings in his SF store (remember bruce aidells hanging over the upper banister after a few wines?). shoppers forget that chuck was the one to start the availability of last-a-lifetime kitchen and dining ware from France, Italy and Mexico back decades ago (there was a nested set of hand hammered, deep metal heart shaped baking pans that I gave as a gift that I would love to have back-they were a one-shot offering in the first Palo Alto store). Macy’s followed suit and then sur la table. Each W-S store had a discount table and what you could buy for a few dollars was fantastic. I bought my mother a pair of French candlestick holders (I think they were cordon bleu) for her birthday in the 1980s for like $2 and they have graced her kitchen table ever since. I have a blue and white Chinese hot pot casserole dish that lost its lid so it was a few bucks and no matter where I bring that for potlucks, everyone wants to know where I got that dish. the books I wrote for weldon owen, chuck had the last say on the recipe lists and always included a front chapter of “classic” recipes that he often personally chose. One of the best books I ever wrote was MUFFINS for W-S. It was a joy from start to finish working with that publishing team. I wonder is he still living in his marvelous little post turn of the century house that was featured in arch digest?
happy birthday chuck!
Happy Birthday! Thank you!
Wishing you a HAPPY BIRTHDAY! I hope that you have a wonderful day.
Thank you for sharing your wonderful foods and kitchen knowledge with the World.
Happy Birthday Chuck
WOW! Not sure if it hadn’t been for your store on Sutter Street that I would have developed my passion for cooking and grand food…thank you for bringing the tools to cook “right” to the US…it gave me a lifelong passion to cook better food for friends and family.
Happy Birthday, Chuck!
Chuck, ANOTHER comment wishing you all the best for birthday and beyond. My first one did not get published, so I am sending you this one just to be sure. You have influenced so many countless people in how they eat and cook, and you will always belong in that group of culinarians that food lovers know by their first names: Julia, James, and Chuck. With deep admiration (and gratitude that our paths crossed), Rick Rodgers
I’m so happy to have a chance to say Happy Birthday to you “in person” It was one of the greatest pleasures of my career to be associated with you and Williams-Sonoma. And it was great to see the photo of you enjoying yourself at La Folie with Mary and other assorted culinarians…and looking your dapper self. All best, with sprinkles on top–Rick Rodgers