Are the girls on Smithe commercial sisters?
Unraveling the “Smithe Sisters” mysteries behind the furniture ads
(By Carmichael Phillip)
Introduction: Who are “the girls” in Smithe’s ads?
If you live in the Chicago area or follow regional furniture advertising, you’ve probably seen those striking, theatrical commercials featuring women who dramatically declare, “That’s Smithe, with an E” or “The Smithe Sisters are back!” Many viewers naturally wonder: Are those women in the ads actual sisters? Or are they actors, brand ambassadors, or characters?
This article takes a close look at the “girls” in Smithe commercials, traces their family ties (or lack thereof), and explores how the brand has evolved its marketing with generations of the Smithe family.
The Smithe Sisters — real family members behind the campaign
Yes — the “girls” in many newer Smithe commercials are not just fictional characters but actual sisters from the Smithe family. According to coverage in DuJour, the current generation of sisters — Meghan, Colleen, Maureen, and Caitie Smithe — have stepped into marketing, design, buying, and branding roles at Walter E. Smithe.
These women carried forward the family legacy, moving from behind-the-scenes roles to front-facing brand representatives. DuJour reports that all four sisters worked in the family business in their younger years and later reconverged to reshape the brand narrative.
Historically, the Smithe commercials were fronted by male family members — notably the Smithe brothers. But in recent years, the sister cohort has become the focal point.
Thus when you see commercial spots starring women who refer to themselves as the “Smithe Sisters” or dramatize “reunions,” those are indeed real sisters from the business lineage.
How the “Smithe Sisters” narrative evolved
To understand how and why the sisters became the faces of the commercials, we need to look at the brand’s evolution.
Walter E. Smithe has been a Chicago-area fixture since the mid-20th century. The company’s commercials long starred male family members — the Smithe brothers — promoting the family-owned, custom-furniture tradition.
But by the 2010s and into the 2020s, consumer sensibilities shifted. Audiences began favoring more diverse storytelling, and brand identity leaned toward authenticity, family legacy, and generational continuity. The Smithe sisters gradually took on public-facing roles in marketing, design, and purchasing — not merely as faces, but as decision-makers behind the brand’s direction.
Their involvement was not only symbolic but practical: Meghan, Colleen, Maureen, and Caitie returned to the company to help revamp design, buying, and branding. In interviews, they’ve described their roles as reshaping the brand for new audiences while preserving its roots.
Consequently, the commercials began to reflect this generational handoff: the sisters being presented as the new chapter. The theatrics (reunions, dramatic dialogue, “return of the sisters”) underscore both continuity and renewed energy.
What evidence supports their sisterhood — and what’s theatrical?
Let’s break down the evidence:
Supporting evidence:
Media coverage and profiles
Publications like DuJour explicitly identify them as sisters working in the business together.
Family branding and lineage
The Smithe brand has historically emphasized family legacy; the shift to sisters is framed as generational continuity.
Commercial content referencing ‘reunions’
Many ads stylize “The Smithe Sisters Reunite” — which aligns with the idea of family members coming together.
However, there’s also theatrical framing:
The commercials use drama, elevated dialogue, and stylized presentation (lighting, staging) that exaggerate the “family reunion” motif.
The narrative sometimes implies the sisters were apart and have now reassembled, which may be a metaphorical storytelling device rather than literal truth.
The brand may selectively highlight certain relationships or emotions for marketing effect; not every moment is documentary realism.
Thus, while they are genuinely sisters, the commercials amplify their dynamics for theatrical and brand storytelling purposes.
Public reception and critiques of the Smithe Sisters campaign
The Sisters Of Smithe Reunite! (Dramatic Video)
The campaign has garnered both admiration and criticism. Some audience members appreciate the modernized, authentic branding; others find it overly dramatic or even over the top.
Positive views:
Authenticity & relatability: Viewers often cite that seeing actual family members at the forefront gives the brand a more human face rather than anonymous voiceovers.
Visual differentiation: The bold theatrical style stands out among typical furniture commercials.
Narrative interest: The “sisters reuniting” story gives viewers something to remember rather than a sterile sales pitch.
Critiques and skepticism:
Over-dramatization: Some feel the reunion rhetoric is melodramatic and distracts from the furniture message.
Perceived contrivance: Skeptics may see the “family reunion” theme as manufactured — a stylized narrative rather than real tension.
Focus dilution: In some spots, the spectacle around the sisters can overshadow showing actual product features.
Regional limits: Because Smithe is more regionally known, some nationwide viewers see it as odd or theatrical compared to mainstream national ads.
On forums like Reddit, some users express bemusement at the commercials — e.g. “these Walter E. Smithe commercials keep getting worse and worse.”
Still, overall, the campaign has succeeded in making the brand’s identity more memorable and conversation-worthy.
Why the sister narrative works (and what brands can learn)
The use of real sisters as a branding device works for several reasons:
Human connection
Audiences connect more strongly with people than with logos. Seeing siblings with shared history gives depth to the brand identity.
Legacy branding
The narrative emphasizes that Smithe is a multi-generational brand, now evolving via the sister generation. That continuity helps position it as both stable and dynamic.
Storytelling over features
Rather than purely listing furniture specs, the ads weave a narrative around familial bonds, legacy, and personality — which is easier for people to remember.
Emotional differentiation
Many furniture ads look similar: happy couple choosing style, walking through stores. The Smithe sister narrative elevates the brand above the commodity level.
Authenticity (with boundaries)
By showing real family members, the ads tap into perceived authenticity. But the brand carefully frames and scripts their story so that identity, pacing, and drama remain controlled.
Other brands can learn from this balance: how to use real people in marketing while shaping narratives to reinforce brand values. The key is blending genuine relational cues (family, lineage, shared purpose) with storytelling structure.
Conclusion
So: Are the girls on Smithe commercials sisters? Yes — the women depicted as the Smithe Sisters are actual sisters from the Smithe family (Meghan, Colleen, Maureen, Caitie). The commercials harness their real familial relationship but amplify it through stylized drama, staging, and reunion motifs for marketing impact.
They’re more than actors — they carry forward a generational legacy and influence the brand behind the scenes. But the ads frame their dynamics theatrically, crafting narratives of separation and reunification that serve brand storytelling as much as literal family history.
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