By Betsy DiJulio / Photo above: Modern Matter co-owners Kat Litton (left) and Lee Woodard
Hardware might not sound alluring. But at Modern Matter, a premium home fashion brand based in Virginia Beach, decorative hardware has gotten a seriously seductive upgrade. Since 2020, the company has been devoted to the creation of custom luxury hardware that is as sophisticated as it is functional.
Modern Matter is co-owned by Chief Growth Officer Lee Woodard and Chief Creative Officer Kat Litton. After college, the two women attended a specialized program in Atlanta to study graphic design and branding. They then took jobs at a large e-business consulting firm where they met more than 25 years ago, launching their own luxury jewelry brand, Addison Weeks, in 2012.
An unexpected question—“Can you make these earrings into hardware?”—was all it took for the pair to rebrand as Modern Matter. Woodard discussed the evolution of the business, successful strategies, and lessons learned, as well as the topic on every entrepreneurial parent’s mind: How do I balance work and the rest of life?
Coastal Virginia Magazine: What were the specific drivers that caused you to pivot your business twice?
Modern Matter Chief Growth Officer Lee Woodard: “Jewelry was the first pivot. We originally built a jewelry website as a prototype for a web design business, but customers began purchasing the jewelry organically. The demand was real and consistent, and we realized we couldn’t ignore what the market was clearly asking for.
“The second pivot came with hardware. Again, it started with recognizing a gap in the market—there was a lack of truly elevated, design-forward decorative hardware. When designers and customers responded so strongly to what we were creating, it became clear that this was where we needed to focus.”
CVM: What do you think accounts for the successful transition from your original business models to your high-end hardware?
Woodard: “The transition felt surprisingly natural. Our hardware is intentionally luxurious—solid brass, substantial weight, and craftsmanship you can feel the moment you touch it. Customers immediately recognize the difference in quality, and that tactile experience creates loyalty. Once people understand the value, they come back, and that reinforced our decision to lean fully into the high-end space.”
CVM: As the business evolved, what was your greatest fear, and how did you address it?
Woodard: “My biggest fear was scale—every pivot required deeper investment in product development, inventory, and brand-building. The stakes got higher each time. We overcame that fear by being disciplined and strategic: investing thoughtfully, testing demand, and making decisions grounded in both intuition and data. Growth requires risk, but smart risk is what makes it sustainable.”
CVM: How has your definition of success changed over the years?
Woodard: “Today, success means building a creative brand that is recognized, respected, and genuinely loved by the design community. It’s not just about sales—it’s about creating something meaningful and lasting. None of this would be possible without our team. Every person brings extraordinary intelligence and creativity to the table, and our success is truly the result of collective effort.”
CVM: What are the biggest lessons you’ve learned throughout your career?
Woodard: “One of the biggest lessons has been learning who—and how—to trust. Entrepreneurship exposes you to people with very different motivations, and not everyone operates with integrity. While those experiences can be difficult, they’ve made me more discerning, more resilient, and ultimately more proud of what I’ve built. I see them as hard-earned lessons that strengthened both my business and my leadership.”
CVM: How do you define “high end” in the cabinet hardware industry, and how do you maintain that level of quality?
Woodard: “For us, ‘high end’ begins with materials and craftsmanship. We use solid brass, original designs, and inspiration drawn from art, architecture, and the natural world. Our products balance sophistication with functionality and are handcrafted with semi-precious and natural gemstones. Every piece is designed to feel intentional, elevated, and enduring. Maintaining that standard means refusing to compromise on materials, design integrity, or detail.”
CVM: What is involved in staying ahead of design trends, or do you prefer to set them?
Woodard: “We aim to do both. Rather than chasing trends, we collaborate with innovative designers to create hardware that feels timeless yet forward-thinking. Our goal is to introduce pieces that designers didn’t know they needed until they saw them—products that quietly set the tone rather than follow it.”
CVM: How do you select new product lines or designers?
Woodard: “Our expansion has been guided by intuition and relevance. We began with decorative hardware, then moved into bath hardware as a natural extension, launching that collection in 2025. Window hardware is next. Our customers are design enthusiasts and professionals who care deeply about detail, so we develop product lines that complement how they design spaces. Each new category must feel like an authentic evolution of the brand.”
CVM: As a mom with three children, how have you adapted as both your business and your kids have grown?
Woodard: “As my children have grown, I’ve become more aware that I’m modeling something for them—not just motherhood, but ambition and resilience. I may not make every school event or volunteer as much as some parents (and I’m grateful for those who do), but I believe I’ve given my kids two powerful lessons: that they can build something meaningful if they commit to it, and that strong work ethic matters. The balance between work and family isn’t perfect—it’s real, messy, and full of tradeoffs—but I hope they see that pursuing your vision is worth the effort.”
CVM: Have you found it effective to establish boundaries to protect your nonworking time?
Woodard: “Honestly, I’m still learning this. Entrepreneurship doesn’t follow a schedule, and work can easily fill every hour if I allow it. I try to create flexibility rather than rigid boundaries—working evenings or weekends when necessary so I can be fully present at important moments in my children’s lives. It’s not perfect, but it’s intentional.”
CVM: What role does “mom guilt” play when timely business needs clash with those of your family?
Woodard: “Mom guilt is real, but I’ve learned to reframe it. I try to make up for missed moments in meaningful ways, and my children have been incredibly understanding. They see the passion behind what I do, and that empathy makes the tension between work and family easier to navigate.”
CVM: As a female business owner, what is the best advice you have received?
Woodard: “Stand up for yourself—and don’t apologize for doing so.”
For more information about Modern Matter, headquartered at 2592 Mulch Landing Road in Virginia Beach, go to modern-matter.com, visit @modernmatterhardware on Instagram, email hello@modern-matter.com, or call 704-749-2110.
Betsy DiJulio
Betsy DiJulio is a full-time art teacher, artist and curator with side hustles as a freelance writer, including for Coastal Virginia Magazine, and a vegan recipe developer, food stylist and photographer. Learn more on her website thebloomingplatter.com.
