Last week, I joined Abbey Crane on the Unscripted Small Business Podcast where we discussed my journey from hobbyist to professional woodworker. Starting Foxmoor Studio was both challenging and rewarding, teaching me valuable lessons about craftsmanship, sustainability, and running a small business. We explored everything from wood selection to business models, and even touched on some exciting partnerships with local artisans! Click here to listen to the episode!

Motivational Quotes From Our Conversation:

"You have to know better to do better."

"I want to keep it as simple as possible."

"Even when it's slow, just keep one foot in front of the other, and it always picks up."

"Find a niche item, something unique. That's the key."

Key Takeaways:

Domestic hardwoods offer superior quality to mass-produced furniture

Sustainability is crucial in modern woodworking

Online marketplaces provide global reach for craftsmen

Custom work requires careful time management

Simple business models can be highly effective

Partnership with local artisans creates new opportunities

Continuous learning drives improvement

Persistence and consistency are essential for success

Here's a Snippet of the Episode:

Abbey Crane: Jon, you've had quite a journey in woodworking and entrepreneurship. Can you tell us how you got started?

Jon Stager: I started woodworking when I was about 10 years old, learning from my dad who was a retired dentist but passionate about woodworking. I have very fond memories of being a kid and going out to smell the sawdust in his shop. He saw my interest and taught me how to use the tools. I studied graphic design in college at Mansfield University, but after graduating, I realized I didn't want to be on a computer all day. I really enjoyed working with my hands more than being on a computer. There's some overlap with furniture design, graphic design, and arts – it's all kind of intertwined.

Abbey Crane: What drew you to working with high-end materials rather than mass-produced furniture?

Jon Stager: It's night and day. I primarily use domestic hardwoods – walnut is probably my favorite, but there's also various types of maple, cherry, and occasionally African mahogany. When you compare this to the pine and dimensional wood you find in mass-produced furniture, or especially the particle board and fake veneers used by companies like IKEA, the difference is striking. I source my wood locally when possible, either from Tennessee or Pennsylvania, and I make sure it's sustainably harvested. Most FSC-certified hardwood manufacturers plant more trees than they harvest, which is crucial for future generations.

Abbey Crane: You've found success with both custom pieces and your signature designs. How did that develop?

Jon Stager: I actually lucked out on Etsy. I hadn't made any sales yet, but I had this idea to make a monitor stand – just a simple four-sided box with miter joints, but made from high-end wood like walnut and ambrosia maple. The grain pattern wraps around, making it both simple and classy. I thought maybe someone else might want this since almost everyone has a computer. Someone in California bought the first one, and then it was two sales, then six. It became the bread and butter of my Etsy sales. Now about 25% of my sales are custom pieces, where clients request variations of that design for different uses – TV stands, turntable stands, audio equipment.

Abbey Crane: How do you manage the workflow between custom orders and your standard pieces?

Jon Stager: It all depends on the day. I typically work at least six hours daily, including weekends. I use a whiteboard to break down my jobs and tasks, which helps me prioritize. The process usually starts with planing the wood, jointing it, and preparing the surfaces. For example, behind me, there's a panel I just glued up last night for a custom audio receiver stand. I try to keep production time under a month for most pieces. During slower seasons – typically after Christmas and mid-summer – I focus on exploring new ideas and getting creative.

Abbey Crane What other things have led to more growth for you? We were recently talking with Kelvin Dorsey who's got an unconventional newsletter, which made me think abo ut non-traditional marketing efforts...Are there any other things that your shop has kind of led to that you've been really excited about?

Jon Stager You know, since moving here, I have mostly focused on online sales. And Etsy's been great to expand my horizons because it's such a wide marketplace, literally worldwide. Although I focus mostly on North America. I've had some sales in Australia and England. But yeah, so it's really expanded my horizons. I almost haven't needed to sell locally as much. I guess when I moved here, I had my client base already, because I had started in Pennsylvania. So now I'm trying to kind of tap into the local market more, like forcing myself to just not be content with online sales, but really. Yeah, I'm excited to start going to local markets and selling in person. The local art scene in Cookville is really awesome. And I feel like just a matter of focusing and building up an inventory, that's the hardest part. I get busy with these online sales and whatnot. It takes up a lot of your time and then just a matter of setting aside time to make these items to have in stock to bring to shows. That's something I look forward to exploring.

Abbey Crane: You've maintained a simple business model as a sole proprietorship. Tell us about that decision.

Jon Stager: I'm sort of a minimalist within reason! I I prefer the warm comfort of cabins over luxury cabo experiences. There's something authentic about living simply, surrounded by natural materials. My shop is about 30 feet from my cabin, so my home and work life are very entwined. I chose to remain a sole proprietorship because I want to keep things as simple as possible. I'm not trying to become a big corporation with people working under me and building things that just have my name on them. I respect the craft too much for that. I'm sort of a minimalist within reason, though my shop can be a little cluttered! My shop is about 30 feet from my cabin, so my home and work life are very entwined. I chose to remain a sole proprietorship because I want to keep things as simple as possible. I'm not trying to become a big corporation with people working under me and building things that just have my name on them. I respect the craft too much for that.

Abbey Crane: What's been the most challenging aspect of running your own workshop?

Jon Stager: The hardest thing for me is maintaining motivation consistently, especially during winter when I feel like hibernating. You need to be self-motivated when you're running your own business. I'm naturally more laid-back, so I need to push myself to get out in the shop and be consistent. I I've found that taking time for myself – whether it's hiking, hunting, or just enjoying a good drink – helps me stay balanced. Plus, I've developed some great local partnerships, like working with Mountain Top Candle Shop to use my wood scraps for their candle wicks, which helps keep me connected to the community.

Abbey Crane: What advice would you give to craftspeople looking to turn their passion into a business?

Jon Stager: Start as a side hustle and find a good online marketplace like Etsy. Try to find a niche item, something unique – that's really the key. When I started with my monitor stand design, there weren't many similar products on the marketplace. Also, focus on sustainability and quality. I I try to minimize waste in any way I can. While many workshops rely on industrial waste removal for their scrap materials, I prefer saving even the smallest pieces because they often come in handy. Most importantly, be persistent and consistent. Even when it's slow, just keep putting one foot in front of the other, and it always picks up. Remember, you have to know better to do better – never stop learning and improving your craft.