Expressions In Woodcraft, issue 3 2023

Page 8: From Concept To Market: What it Takes to Introduce New Furniture

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Expressions in Woodcraft | 2023 Issue 3

Contents...

8 From concept to showroom: What it takes to design and introduce new products

12 Surviving (and thriving) in any market 18 Spotlight on Featured Designs

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40 Changing times: Communication methods evolve to include many options

44 Index of Advertisers

FEATURED

40 ON THE COVER: On the cutting edge of style and sophistication is the Cordele Dining Collection from Dining Solutions By Farmstead Acres Wood. The chairs feature a definite Mid-Century Modern look, while the solid top table and matching bench are very contemporary. —See

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From The Publisher...

Back in the saddle...

Volume 11 | Number Three 2023

Jerry Klingerman: Owner, Publisher Karen Yoder: Publication Coordinator/ Graphic Artist Meredith Klingerman: Assistant Editor Published by: Dutch Country Publishing, LLC P.O. Box 248 Fredericksburg, OH 44627 Phone 330-275-8097 Fax: 888-892-0728 Send inquiries to: editor@eiwmagazine.com

facebook.com/eiwmagazine

This publication and its contents are copyright 2023, Dutch CountryPublishing, LLC .

Individual copyrighted items, trademarks, etc. contained within are the property of their copyright holders. No part of this publication may be reproduced or redistributed by any means without the expressed, written authorization of the publisher.

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As Forrest Gump told us in the 1994 film of the same name, “Life is like a box of chocolates.

You never know what you’re gonna get.” When my company, Dutch Country Publishing, LLC sold Expressions In Woodcraft in 2021, I never expected to be back at the helm.

But here we are.

Earlier this summer, we repurchased the magazine from North American Hardwood Publishing. I had been under contract with NAHP as the editor, but as I write this, I’m back in the ownership/publisher role.

Honestly, I never planned to spend the bulk of my career in the Amish-built furniture industry.

As I reported when we originally announced the sale in 2021, I fell backwards into working with the furniture builders in this region.

But that’s OK! Working in this region, with our builders, is truly one of the most fulfilling and rewarding things I’ve ever done. Our craftsmen continue to grow, adjust and innovate, and display the design/build acumen that has

made their furniture literally world famous. I’d be hardpressed to point out any industry or geographical location where “cottage” businesses have become so popular and made such an impact.

If you’ve been around the furniture business as long as I have, as you page through this publication think back to the days when there were only a few wood species, stains and styles that dominated the market.

Now, look at what’s being offered today! An incredible transformation has taken place, and the furniture builders in this region have done a remarkable job of not only responding to changing tastes in the marketplace, but also in introducing styles that perhaps no one could have predicted — “Live edge” and reclaimed styles come to mind.

It’s our pleasure to chronicle this journey for you, on behalf of our friends in the industry. It’s good to be back. Thanks for reading!

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What it takes to design and build a new line of furniture

From Concept To Showroom

By Jerry Klingerman

Ohio, and the retailers throughout the nation.

Retailers, who are on the “front line,” if you will, have direct input with manufacturers in this region, ou round the corner at the event site, and whether it’s giving feedback at the show, or visiting there it is: A stunning new piece that stops a manufacturer’s shop. They can sit down with the you in your tracks. “Wow!” is your initial reaction, owner or manager, suggest an idea for a new prodfollowed quickly by, “Who thought of this, and uct — or commission it – and have it made to their how long have they been working on this design?” suggestions or specs. Try doing that in any other inPart of being involved in the furniture world is dustry! There’s probably not one retailer, who has the excitement of seeing new pieces. To be sure, been buying in this area for a while, who hasn’t the manufacturers in Ohio’s Amish Country Furnihad a custom piece deture District have increased signed. In fact, it is quite their output of new prodcommonplace. ucts (and their creativity) a “We watch trends to try and But what’s involved in great deal since the industry first began to grow in develop what people want, and the process of adding an item or collection to a the 1990s. we also ask our dealers and reps manufacturer’s product We’ve talked about it before, but in this frame of for suggestions and feedback.” lineup? How long does it take for a new piece to reference it bears repeat— Katie Raber go from the drawing ing: Today we’re seeing Lead Designer, Barkman Furniture board to the showroom not only designs and floor? To find the answer stains that would have to that and other aspects been unthinkable 20 years of the process of introducing new products, Expresago, but even wood species. For example, who sions reached out to a couple of manufacturers. would ever have though that customers would Quality Fabrications is a 10-employee shop loenjoy, or maybe even prefer, “character” grades of cated on a township road not far from Holmesville, wood?

OH. It’s a quiet road even by Amish Country stanSo, if you’ve attended the annual furniture show dards, but if you enter the shop, you’ll find a lot of here, you know that one of the most exciting asactivity going on here. In business since 2000, their pects is seeing the new items that manufacturers product lineup includes a wide variety of occahave introduced. sional furniture, but for a long time their bread and The last five years have seen incredible innovabutter products have been exposed wood chairs retion, and an avalanche of new items. Manufactur-

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ers have responded very well to changing consumer tastes, and it also reveals the partnership that exists between our manufacturers here in 8

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>>>The Fusion Collection from Quality Fabrications is not only a new item, but represent an entirely new type of furniture for the Holmesville, OH-based manufacturer.

cliners and sofas.

So, when Quality Fabrications introduced the Biltmore and Fusion collections earlier this year, it definitely represented something new for them. It’s not a huge departure, but still, introducing a new line of completely upholstered items (save for the legs) is a new direction for the company.

Sam Miller is the manager of Quality Fabrications, and tells us that, “It took about six months” to design and build their two new collections. He said the new pieces came about due to “both customer requests, and the desire to add new products.”

Barkman Furniture also is located in Holmes County. As with Quality fabrications, Barkman Furniture is located well off the beaten path, actually not far from the Coshocton County line.

Barkman Furniture has a large and varied product catalogue that includes bedroom, dining, occasional and more. Lead Designer Katie Raber echoed Quality Fabrications’ sentiment that the in-

spiration for new pieces is both internal and external. She said, “We watch trends to try and develop what people want, and we also ask our dealers and reps for suggestions and feedback.”

Again, if we were to use a rearview mirror and look back to the early days of the “modern” Amishbuilt furniture era we’d have to say that using outside input to design new pieces represents a bit of a change. It’s one thing to introduce a new piece and hope that it takes off, but it’s quite another to build it basically on spec, based only on input from stores, customers, etc.

Being spurred by an idea — however sourced — is, of course, only the beginning. From there, the process heads into the design stage, which includes drawings, and then building a prototype.

Miller said, that “usually includes building two or three versions, but sometimes it takes more rebuilds to get them right.” Up to that point they’ve usually invested “about four months,” from the first Continued on page 10

Concept to Market Continued from page 9 seeds of the idea being planted.

In total, Miller said, “It’s about six months from the idea, the first drawings and prototype until we’re ready to introduce it,” Miller said.

Raber agreed that, “From the very beginning to the point where we’re ready to manufacture a piece it takes six months,” which, for Barkman Furniture, “includes CGI (computer-generated image) drawings and publishing it in our catalogue.” She added that, “We don’t actually build prototypes of anything except chairs. For everything else, we depend on doing CGI drawings.”

Although the process might vary a bit between these two — and probably other — manufacturers, the timeline is virtually the same.

With all of that in mind, the real proof in the pudding is how customers react to the new piece.

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<<<Rather than use physical drawings, barkman Furniture of Millersburg, OH uses CGI drawings to design new items — except chairs — before they are built. Shown here is the new Kenton Dining table

“Customers” can mean wholesale clients who either see new pieces at the Hardwood Furniture Market, or perhaps receive (or download) new catalogues or catalogue pages.

Both Quality Fabrications and Barkman Furniture agreed that the annual Hardwood Furniture Market is a great place to debut products.

Continued on page 43

Markets change, but quality and value never go out of style

Surviving (and thriving) in any market

T

he older I get, the more I recognize economic cycles. Whether or not our country is in a recession, heading into a recession or otherwise in a downward spiral is a subject for the “experts” to decide.

What I do know, is there is a great deal of uncertainty right now. There are a lot of variables and no one can tell with any certainty what the economy holds for the next few years. What we do know is that home mortgage interest rates are at a 20-year high, and that’s bound to have some affect.

Going back to the late 1970s and continuing through today, I’ve seen a lot of economic cycles, including and especially the “Great Recession” of 2008.

Which cycle was the worst? It’s hard to say. In some ways it’s almost not fair to label what happened in the late 1970s as a recession, because it was really more of a long-term economic reset that happened when our country began to transition out of a manufacturing-dependent economy and more into an information/service economy.

The American manufacturing sector was maturing and the US auto industry was making cars that, for lack of a better explanation, simply weren’t very good, and that people didn’t want to buy. Then, when gas prices jumped 30 percent or more in a very short time, and crossed the $1 per-gallon threshold for the first time, Americans began to lose their taste for those giant steel machines that only got nine or 10 miles to the gallon.

When you add the fact that Japanese car manufacturers were introducing vehicles that got double the mileage of the average US-built car, and were starting to make big strides in quality, then you can begin to understand the economic storm that was

being created. The Rust Belt cities in the Midwest (Cleveland, Detroit, Youngstown, Pittsburgh) and just about every city in between took major hits, as entire industries slowly, painfully vanished, taking thousands and thousands of good-paying jobs along with them.

That cycle was as painful as anything I’ve seen, with the exception of the Great Recession of 2008.

There were plenty of warning signs that the 2008 event was coming, but (for reasons we won’t get into) they largely went ignored. If I would say one thing, it would be this: It doesn’t take a degree in economics from the Wharton School of Business to understand that when you give millions of people mortgages for homes they really can’t afford, the end result won’t be pretty. And it wasn’t.

But, that’s not the purpose of this article. The past is the past, and each economic boom-and-bust cycle that I’ve witnessed in my 60 years is a bit different. However, as the Great Recession began to unfold, I recall telling a client, “If you can make it through this, you’ll come out stronger than ever.”

That’s what we’re going to cover here: Surviving — and thriving — no matter what the market conditions are.

At the time (2008) I was doing lots of catalogue work for furniture manufacturers in the heart of Ohio’s Amish Country. Even though I grew up there, I’d only started doing business with Amishowned concerns a few years earlier, and (like many people) was amazed not just at the quality of the products being made — and the volume — but also at the business acumen of the clients I was working with.

The furniture manufacturer I was talking with Continued on page 14

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Selling in Any Market Continued from page 12 was a great example of this. He was smart, had a great product line and ran a good business. As we discussed what was coming, he agreed with me: Weathering an economic storm makes those who survive it stronger. He did, in fact, survive the Great Recession and went on to even bigger success.

That lesson is one of three that I can share, as we look toward 2024 and another period of looming economic uncertainty: 1. Those who work hard, smart and keep their wits about them will almost always survive the latest-greatest economic downturn.

2. The wealthy will always have money.

3.Quality always sells I would challenge our furniture retail friends to embrace all three of those lessons, but especially items 2 and 3.

Some people might be tempted to engage in a “race to the bottom” where price is concerned, but that’s a mistake. I’m not saying you shouldn’t have options available across several levels of affordability, but if you’re selling only on price, you’ll most likely lose out to the bolt-together big box retailers and those who sell otherwise-disposable furniture.

Quality always sells, and in times of downturn, people want value for their money.

Side note: That’s how people “age in” to buying high-quality furniture, at approx. age 35. They’re done buying cheap furniture that only lasts a few years, and realize that to get more, they have to spend more.

This is what gave our industry a real boost: Quality and value. Somewhere around 2007 or 2008 I started working for local retailers of Amish-built furniture at home and garden shows in major cities. By 2012 I was working for a small publishing company, and producing furniture exhibits at shows in Cleveland, Columbus and Pittsburgh.

At that time, as we were crawling out of the rubble of the recession, and buyers were coming back into the market (or, in some cases, making plans to enter the market) a common theme emerged: People were much more concerned with quality and value than they were with price. “I don’t care what it costs, I want something that lasts.” If I heard that phrase once I heard it literally hundreds of times.

There also was a strong backlash to imports brewing, and hand-crafted USA-made products were perfectly positioned to capitalize on this. The result: The market for Amish-built furniture exploded, and an era of almost unprecedented growth was ushered in. People will always buy quality; and a combination of quality and value can almost never be beaten.

Most of the folks I met in those cities were solid middle class: think about Pittsburgh and Cleveland with respect to what I said earlier about the Rust Belt. You’d be hard-pressed to list two more typiContinued on page 36

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The Reno chair is an exciting new entry from Country Comfort Woodworking. It shows a rounded top with a straight edge on the bottom and metal supports that are available in Sungold or Black. The round legs are flared wide, with a scooped seat for great comfort.

All of this combines for a unique look! — See ad on page 20

Spotlight on FEATURED DESIGNS

<<<What could be better than whiling away the hours in a classic rocking chair in a wood/stain combination that never goes out of style? The MR235 Mission Rocker from Buckeye Rocker is pictured here in Quarter­Sawn White Oak, and finished with OCS­113 Michael’s Cherry.

The seat is done in L210 black leather.

The resulting combination is heirloom­ quality comfort with durable construc­ tion. — See ad on page 24

The Hudson Falls table, chairs and bench are one of the newest offerings from Hermie’s Table Shop. The set features thick distressed tops on the table and matching bench, sawmark styling, dark inlays and wonderfully contrasting X­shaped wrought­style metal with large wood inserts in the bases. The pieces are part of their Sawmarks Collection. — See ad on page 13 Expressions in Woodcraft | 2023 Issue 3 18

Spotlight on FEATURED DESIGNS

^^^ Troyer Woodcraft presents an exciting new option for those who want a hide­a­bed, but also want something stylish as well. The Re­ claimed Hide­A­Bed is made of reclaimed wood, and folds up into a small space, making it perfect for apartments, condos or perhaps a guest room that doubles as a home office. Contact them for details on finish options. — See ad on page 11

<<< Gliders By Miller invites you to experience the #296 Swivel Glider. The back fans out wide and it has a thick padded seat for excellent comfort. Available in Oak, Cherry, QSWO Brown Maple Hickory and now Elm. — See ad on page 29

^^^The Glen Canyon Collection from Meadow Wood Furniture features an eye­catching com­ bination of Barn Floor/Brown Maple. The traditional styling includes a high headboard, with the set also showcasing a roomy nine­drawer dresser and mirror combo. An excellent choice for a cabin, vacation home or anywhere you want a rustic­style look. — See ad on page 29 2023 Issue 3 | Expressions in Woodcraft

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Spotlight on FEATURED DESIGNS

^^^The Lexington Desk from A&L Furniture near Mt. Hope, OH shows that you don’t have to com­ promise style in a smaller desk.

Wrought­style hardware and a natural finish on rustic walnut combine to cre­ ate a pleasing, attractive look. — See ad on page 32

<<<The product lineup from Farmside Furni­ ture features a variety of Ex­ tend­a­Benches, dinettes and hall seats, including the #FS­1082 Shaker Hall Seat, shown here in Un­ mixed LO finish and dis­ tressed Brown Maple. — See ad on page 21

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>>> Rustic Barrel Design contin­ ues to introduce exciting new designs crafted from repur­ posed barrels. Shown here is the three­barrel bar table, in Natural Burnt Hickory. It fea­ tures a curved metal foot rest that mimics the curves of both the top and the base in the front, and lots of storage on the bartender side, including two flip­down lids in the opposing storage areas. — See ad on page 33

Horseshoe Bend Chair presents the Mason Chair, which features a three­slat design in the back, with the outer two slats curving in opposite directions from the large, curved slat in the center.

This sturdy, stylish chair also fea­ tures a scooped seat for added comfort.

— See ad on page 4

^^^If you’re looking for style in a solid top table, look no further than the Wellington Double Pedestal model from Salt Creek Tables. The opposing legs taper in toward each other and feature three angled pieces that mirror each other.

This stylish model pairs easily with almost any chair.

— See ad on page 33

The Odessa Collection continues to be a popular offering from Miller Bedrooms, which is now a division of Brookside Wood Products. The unique rectangle design is featured throughout the collection, from the headboard and footboard of the bed, to the case goods and even the hardware. — See ad on page 38 2023 Issue 3 | Expressions in Woodcraft 23

Spotlight on FEATURED DESIGNS

<<<Style and storage are both on full display in the Mission Sleigh Space Saver bed North End Woodcraft.

Featuring a total of 12 draw­ ers, as well as storage in the headboard, this unit is perfect for lofts, small apartments or anywhere space is at a pre­ mium. This bed easily reduces the need for additional case goods. — See ad on page 37

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>>>The Milltown MT 1112 from Dutch Valley Woodcraft com­ bines popular rustic features with a dash of style and elegance.

The sawmarks, burnished/dis­ tressed edges on the top and wrought­style hardware rails present a timeless, well­worn look — while keeping compo­ nents, etc. hidden. The ex­ posed center shelves allow you to display keepsakes and deco­ rative items. Shown in Rustic Brown Maple S­1176 R66 Long Oak stain. — See ad on page 20

Spotlight on FEATURED DESIGNS

>>>Taking solid cues from the al­ ways­popular Mid­Cen­ tury Modern era, the Taunton Dresser and Mir­ ror from Buss Road Woodcraft is not only styl­ ish, but, with 10 drawers, also offers lots of storage.

The angled mirror is an at­ tractive choice for those who want style as well as function. Shown here in Sap Cherry with Copper stain.

— See ad on page 16

^^^The Small Lennox Collection from Hillside Chair is a great solution for smaller spaces where you still want an attractive set. The chair has a Special Comfort Profile, and features the same two-tone finish as the table — OCS 119 and Mindful Gray, on Brown Maple.

— See ad on page 16 26

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^^^ Hidden Hollow Wood and Upholstery offers a full line of wood and upholstered furniture in a number of designs, including its lat­ est offering, the Jasper Arm Chair. Gently curved arms provide an inviting look to this classically­inspired design that is easily at home in living, dining or of­ fice applications. — See ad on page 28

<<<The Broadway Sofa Table is the newest offering from Deer Valley Woodworking. This sleek, modern style features large “stacked” X­shaped legs, and a live edge Walnut top. At home in the living room or entry way, it’s sure to be a conversation starter! — See ad on page 42

Spotlight on FEATURED DESIGNS

<<<Rest easy in the Harmony Bed, the latest addition to the line of VersaLoft Beds from A&L Furniture.

Available in four sizes and multiple finish options, this item is Made in the USA and dropships as a small parcel. — See ad on page 17

>>>New from the craftsmen at Mill­ wood Wholesale is the 93­15 Mod­ ern Shaker Wood Base Swivel Glider Recliner, one of several pieces now available in the new fully­upholstered “Modern Shaker” col­ lection that also features a standard recliner, love seat and sofa. — See ad on page 25

The Kiona dining collection from Barkman Furniture beautifully combines traditional and modern styling. With clean lines, a premium finish, modern hardware, and coordi­ nating fabric covered chairs, this set becomes a wonderful addition to any home.

Shown here in Brown Maple with CF­S12 10 sheen. — See ad on page 3 2023 Issue 3 | Expressions in Woodcraft

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Spotlight on FEATURED DESIGNS

^^^The 2022­2 Series “Fusion Col­ lection” from Quality Fabrications is a real game­changer! Building on their experience in solid wood/upholstered chairs, sofas and motion furniture, this new collection is one of two fully up­ holstered lines recently intro­ duced. The formal/contemporary look is that perfect “something dif­ ferent” style in an upholstered and solid wood sofa combination.

— See ad on Back Cover

<<<The arched headboard, large posts and matching footboard of the Kenton Bed make a bold statement! Presented by Farmside Wood, it’s shown here in Rough­Sawn Brown Maple, and finished in FC17882 Vintage Antique Stain. This piece is a real attention­getter and sure to be a customer favorite. — See ad on page 2

<<<Looking for a hot seller to put on your showroom floor?

Consider the Galvaston G2 Pub set from Finishing Designs.

The two-tone finish, flared legs on the chairs and attractive base are stylish and eyecatching, and this set fits in almost any decor. This is one of seven sets available in the Quick Ship program.

— See ad on page 15

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<<<Extraordinary in its clean, New England/Shaker­inspired design is the Spencer chair from Wengerd Wood Products. The rounded legs and spindles complement each other, and are accented by the curved top piece. This classic design is sure to please for many years to come.

— See ad on page 45

^^^The Silverton Dining Collection from Emerson Woodcraft continues to be a best seller. It is crafted entirely of reclaimed barnwood, with the plank-style table highlighted by large, sturdy legs. The chairs have large, curved slats and a comfortable scooped seat. It’s sure to draw attention on your sales floor! — See ad on page 10

^^^ With the #3267 Entertainment unit, Timberside Woodworking offers a stylish yet highly functional interpretation of a an entertainment unit that showcases Mid-Century Modern styling. The 3267 features plenty of display and storage space and is highlighted by the square knobs and inset doors. — See ad on page 37 2023 Issue 3 | Expressions in Woodcraft 31

Spotlight on FEATURED DESIGNS

(Below left) “Timeless” is how to describe the The Windsor Writing Arm Chair from Quality Wood Products. This elegant piece features an elongated back, wraparound arms that repeat the style of the legs and so much more. A truly classic look. — See ad on page 7

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Spotlight on FEATURED DESIGNS

<<< The new Yukon Dining Chair from Ridge View Woodcraft is a clever, stylish and eye­catching design. The arms, seat and back all curve toward the double back legs where you’ll discover that, while the chair has four legs, it almost looks like it only has three. Avail­ able in upholstered or solid wood seat choices, this model is sure to be an instant hit!

— See ad on page 15

<<<The “Comfortably Relaxing” look of the new Sanibel collection presented by Y&T Woodcraft will have you dreaming of weeks spent at the beach! This attractive occasional/entertainment collection is shown here in a two­ tone finish, and is available in eight wood species and a wide variety of stain or paint choices. — See ad on page 7 34

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>>> The first things that grab your attention on the Cavello set from Troy Lane Woodcraft are the an­ gled wide plank construction of the headboard, and then the rough­sawn look of the footboard. The en­ tire collection features this styling, as shown on the matching three­drawer nightstand. Burnished edges on all the tops add to the time­worn look. — See ad on page 47

<<<Large, wide slats that mirror each other — and curve inward — are the key feature of the Collin side and arm chair from Hick­ ory Lane Woodworking. The front legs feature a gentle inward taper, while the scooped seat, along with the slats, com­ bine for maximum comfort. — See ad on page 38

^^^New from Ebony Woodworking is this ex­ citing solid­top table with Rough Sawn Char­ acter Walnut and breadboard ends! Sitting on a metal base, this eye­catching piece meas­ ures 40x84 and is sure to grab customers’ at­ tention on your floor. — See ad on page 28

^^^The Ventura Writing Desk from Ashery Oak features inset drawers and, at 64"W x 26"D x 31"H it has a large surface for your laptop, monitor or whatever office/home office acces­ sories you need. Shown here in Rustic Cherry with OCS­119 Cappuccino Stain to create a classic look. — See ad on page 32 2023 Issue 3 | Expressions in Woodcraft

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Spotlight on FEATURED DESIGNS

^^^ When you first see the Fremont Collection by Dining Solutions by Farmstead Acres Wood you might think you’ve been transported back in time! The entire collec­ tion has a decidedly Mid­Century and 1950s/60s look, highlighted by the rounded legs and corners of the table.

The available matching bench is sure to be a conversation starter, while the angled slats/back of the chair presents its own unique look. — See ad on page 46

Selling in Any Market Continued from page 14 cally-Midwest, working-class cities. So, it’s no surprise those buyers wanted USA-made, quality-built products.

But tucked away in those markets, and virtually every statistically recognizable market in the USA, also are people with money. I’m not necessarily talking about the “One Percent” crowd, because those folks are in a different league in many respects. I’m referring to people with good jobs, or successful businesses who have assets and savings. They are out there, and they’ll always be out there.

Here’s another rule I’ve seen play out more than once: During tough economic times, new home construction, remodeling and move-up buyers don’t completely disappear. They might be harder to find, but they do exist, and good marketing practices can help you not only find them, but also get them through your doors. Remodeling is a big category that tends to thrive when new home construction slows down, and remodeling almost always brings the need for new furniture.

For as long as I’ve been writing and reporting about Amishbuilt furniture I’ve always said that we here in Ohio’s Amish Country Furniture District have a great story to tell, and we do.

These products check a lot of 36

boxes that buyers want: • USA-made • Sustainably built • Made by small businesses • High quality • Strong value It’s definitely worth noting that younger buyers just coming into the market strongly identify with several of those points. In particular, they are drawn to supporting small businesses and those that follow sustainable practices.

Now you might be saying to yourself, “Sustainably built?” Absolutely.

First and foremost, wood is a renewable resource. Next, as someone who has owned largeracreage properties more than once, I can tell you that good forestry practices are very much the rule today, as opposed to the exception. Landowners and tim-

Expressions in Woodcraft | 2023 Issue 3

ber buyers alike know that a well-managed woodlot is a gift that gives to each successive generation; usually several times during a lifetime.

Put another way: The people who provide raw lumber to this industry are not engaged in clear-cutting. Rather, they work with land owners to harvest in such a manner that the same woodlot yields more than once in the owner’s lifetime, and definitely for future generations.

Wood is a highly renewable resource!

Now consider that an entirely new generation of furniture buyers is in the market. The leading edge of the Millennials is now in their late 30s and early 40s — they are a perfect target for inContinued on page 39

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Selling in Any Market Continued from page 36 corporating high-quality goods into their homes. And, make no mistake, despite the “living in their parents’ basement” persona sometimes ascribed to them, two-earner professional Millennial households can very easily afford Amish-built furniture.

Let’s talk about “small business” for a moment. Most of our readers are owners or managers of retail furniture stores that have either one location or just a couple. That’s small business #1.

Now, add in the fact that the average Amish-built furniture maker has fewer than five employees, including the owner, and your customers are supporting two small businesses.

In reality, though, they are supporting multiple small businesses. The manufacturer who supplies the furniture to the retailer already has worked with a number of small businesses along the way to providing the finished product: Loggers, dry kilns, truckers, component makers, hardware suppliers, finish shops, tool suppliers, etc. (In truth, trucking/transportation occurs multiple times along the supply chain.)

Circling back to “high quality and strong value.” When I mention words like Nike, Starbucks, Apple, or Honda what comes to mind? If you said, “quality” you’re right. But along the way

to building high-quality products those companies also provided value.

If I asked you which car is better, the Honda Accord or the Ford Fusion, what would be your answer? It doesn’t matter what your own experience is, you would most likely answer the Honda Accord, because it has built a brand that is synonymous with quality and value. Translation: The Honda is perceived as better because it lasts longer and has fewer problems. People understand that the Honda is going to cost more money up front, but in the long run, it will provide exceptional value.

Consider the following from Kelly Blue Book, on its website, KBB.com: “On paper, the Ford Fusion seems to run circles around the Honda Accord, offering more engine choices, available all-wheel drive and a number of high-tech options unique to the Ford brand. But, in the real world the Accord’s excellent resale values, trusted reliability and owner loyalty tip the scales in Honda’s favor by a wide margin.” [Emphasis added] I might be going the long way to make this point, but here it is: Perceived value, based on quality, always wins. Always. To continue: You might tell me that Dunkin’ Donuts coffee is as good as Starbucks. But if I’m on the highway looking for a good cup of coffee, I’m going to get

off the exit that has a Starbucks, every time.

The reason I went through this (admittedly long-winded) explanation is this: Over time, Amishmade products have gained an extraordinary, unprecedented reputation for being very high quality. The Amish “brand” developed without one dime ever being spent on branding. That’s rather remarkable when you consider that the aforementioned companies, and many others, spend millions — billions altogether — on branding every year.

So… When it comes to selling Amish-built furniture it’s very likely that your customers will have the perception that they’re looking at a high-quality product that is going to last a very long time, providing excellent value for their money.

If you, the retailer, know your product well, and can reinforce that perception with information on how this product supports many different small businesses, and is sustainably built, then I believe you’ll have a winning recipe; a recipe for success.

Finding and getting those customers into your store is a subject for another day. But armed with this information, you can guide the potential customers in your store to make a good, educated decision.

— By Jerry Klingerman

2023 Issue 3 | Expressions in Woodcraft

39

Manufacturers strike balance between

Keeping pace with communication tools

“If we can’t email you, we’re not interested in talking with you.”

It’s been said that “pioneers take the arrows” as they blaze trails for those who follow. And the folks who received the above message definitely were pioneers!

The year was 2007 or 2008 and a group of local furniture 40

manufacturers had banded together to create a marketing group that included hiring onthe-road sales reps.

To respect their privacy, we won’t name any of the companies involved, but these all were successful businesses, and were one of the first area marketing groups, and definitely one of the first to hire reps to go on the

Expressions in Woodcraft | 2023 Issue 3

road to introduce their products to retailers.

At that time, fax machines — which the rest of the business world had been using for 10 to 15 years — were just becoming the “go to” communication solution for furniture manufacturers in Ohio’s Amish Country Furniture District.

More often than not, though,

the device was kept in a phone shanty or “freezer barn” where it was hooked to a land line telephone. Typically, messages and faxes were checked several times throughout the day.

If this sounds rather antiquated to you, consider that prior to many manufacturers being permitted by church practices to get a fax machine, orders were still largely placed via US Mail.

So, as this group stepped out into the unknown, in an effort to market their new product line, they were a bit taken aback when larger retailers effectively refused to even consider doing business with them if they couldn’t communicate with them pretty much instantly.

Looking back, that seems like a long time ago. In some respects it is. Fifteen years (and for perspective, four US presidents) later, things have changed a great deal.

As quickly as we say that, however, we have to point out that there still are a number of manufacturers who use fax machines (or the fax route) as a primary communication tool. And, there are manufacturers who still do not use any form or electronic communication.

But for a growing number of manufacturers, email (or a variation of email), voice mail, land line telephones and even cell phones are now part of the equation. Use of the Internet also is on the rise.

Change does happen in Amish

Country. But it’s slower and much more deliberate than in the rest of the county.

We’re sharing this information because Expressions In Woodcraft reaches a nationwide audience, one which always has new readers; readers who may not be familiar with some of the nuances of doing business in this area.

You might be surprised to learn about some of these “modern” methods being used, but it’s largely pressure from the outside or “English” world that has spurred the adaptation of new technologies. While we don’t position ourselves to speak on behalf of our manufacturing friends, we would simply observe that adding these tools is a means to staying relevant. Read: Staying in business, in a world that now communicates almost exclusively via electronically.

Here's a quick rundown of some of the communication tools currently in use: Fax machines: Some manufacturers use stand-alone fax machines with a dedicated number.

While you might consider this somewhat dated, you might also be surprised to learn that faxes are still very much in use in the legal, medical and real estate professions. Consider too, that faxes are “unhackable.” That is, while we might think email, certain messaging apps and other tools are secure…they are not.

Comparatively, faxes are still considered quite secure.

Fax services: For those businesses who can’t have their own fax machine, there are two popular “fax routes” in operation in Ohio’s Amish Country. A central number (you’ll see it used numerous times in our index) is used to receive faxes, which are then delivered to the business.

Clients can have faxes picked up or delivered based on their needs (daily, weekly, etc.).

Land Line phones: While land line phones have almost disappeared for individual or family use, many businesses, including Amish-owned businesses still use them. For some, this is a somewhat recent development.

As mentioned earlier, historically those phones were required to be kept in a separate building.

Today, Amish-owned businesses that use land lines are, for the most part, permitted to keep the phone in the office of their main building.

Voice mail: Voice mail also has been in wide usage for some time but, again, if it’s connected to the business’ land line phone, it’s much more accessible than in years past.

Cell phones: Yes, cell phones have very much made their way into Amish businesses. Not the latest iPhone, mind you, but updated “flip phones” that can be used for calling and texting.

Email: Just as Amish ingenuity has found solutions to challenges for a very long time, a handful of email-based solutions Continued on page 42

2023 Issue 3 | Expressions in Woodcraft

41

Communication Continued from page 41 are available to Plain businesses.

Some businesses might have their own domain name and use “regular” email, but others have their email delivered through a service that acts as a gatekeeper or filter, which doesn’t permit certain content.

Email to fax: as the name implies, there are services that will transform an email to a printed page that can be faxed either directly to the recipient (if they have their own fax machine) or to a third-party service, such as the aforementioned fax routes.

Replies can be sent directly — and are converted to an email on the original sender’s side.

Emails also can be originated on

42

the fax sender’s side.

Computers/word processors: Here, too, there are many variations. One of the computerbased solutions available to Amish-owned businesses is a “word processor” that actually is a Windows-based computer with limited capabilities. Functionality varies, and is based on what the end user is permitted to do, but normally includes word processing, spreadsheets and billing/bookkeeping options.

Limited graphics capabilities also are available.

At the other end of the spectrum, fully functional up-to-date computers also are in use, and provide every aspect of connectivity and functionality that the rest of the outside world has. For

Expressions in Woodcraft | 2023 Issue 3

example, a cabinet maker could have the latest CAD program for design, turn those drawings into a PDF file, and then send them as an attachment to a builder or homeowner.

If you’re struggling to understand the variations and limitations, please don’t. This is not for us, the English world, to understand, but simply respect. Nothing more, nothing less. These communication/technology solutions exist simply as tools; tools that allow people to do business in a manner that the outside world increasingly demands.

—EXP—

Concept to Market Continued from page 10 Miller said Quality Fabrications displayed their new Fusion and Biltmore collections at the mostrecent Market and “We had excellent feedback” to the new product lines, and sometimes get feedback from attendees that helps them fine-tune a piece.

Raber agreed that the show is an excellent show for direct feedback, and commented that “We always get great responses and suggestions” at the show, and often channel that feedback into consideration when designing new pieces.

It definitely takes some time for the entire process to unfold — from idea to design; design to build; displaying at the show, etc. until a new item is truly done, ready and officially introduced. But in some respects, that’s only the first chapter. Expressions recently caught up with Miller in the Quality Fabrications shop, just a couple months after the show, as they were preparing some of the

first Biltmore pieces for shipment to retailers. That’s a great development, seeing as how the final test is finding out the reaction a new collection receives once it’s on a retailer’s showroom floor.

Miller and Raber shared that from the time a new item is actually done and in production, it can take anywhere from six months to a year, sometimes longer, for new items to catch on and be considered a successful introduction.

However long it takes, and whatever is involved in the entire journey to launching a new product, it’s important to do just that. Consumer tastes evolve constantly, and even though there will always be tried-and-true “fan favorites,” if you will, it’s essential to bring fresh new products to the market. If the folks at Quality Fabrications and Barkman Furniture are any indication, it’s a process that manufacturers in Ohio’s Amish Country Furniture District take seriously.

2023 Issue 3 | Expressions in Woodcraft

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INDEX Of Advertisers

Business Name

Address

City

State

ZIP

Phone

Fax

A&L Furniture (Ohio)

8286 SR 241

Fredericksburg

OH

44627

330-674-5725

330-674-0341

32

A&L Furniture (Pennsylvania)

112 Four Wheel Dr

Rebersburg

PA

16872

814-349-8020

NA

17

AnnDrew Enterprises

3470-B St. Rte 39

Millersburg

OH

44654

330-893-4280

330-893-4281

4

Ashery Oak

8959 TR 652

Fredericksburg

OH

44627

330-946-2600

330-946-6100

32

Barkman Furniture

2550 TR 121

Millersburg

OH

44654

330-893-2520

330-893-2522

3

Brookside Wood Products

11212 Ely Rd.

Orrville

OH

44667

330-749-3758

330-682-8732

38

Buckeye Rockers

1624 CR 600

Baltic

OH

43804

330-897-2193

330-897-2197

24

Buss Woodcraft

3820 Buss Rd

Wooster

OH

44691

330-462-1315

330-698-3200

16

Country Comfort Woodworking 10683 Massillon Rd.

Fredericksburg

OH

44627

330-964-3664

330-698-3200

20

Deer Valley Woodworking

Fresno

OH

43824

740-622-1386

740-622-0677

42

Dining Solutions by Farmstead Acres 9106 CR 201

Fredericksburg

OH

44627

330-695-2089

330-695-2189

46

Dutch Valley Woodcraft

5833 TR 610

Fredericksburg

OH

44627

330-466-8321

330-698-3200

20

Ebony Woodworking

6470 TR 603

Millersburg

OH

44654

330-279-2102

844-415-1713

28

Emerson Woodcraft

11604 Emerson Rd.

Apple Creek

OH

44606

330-749-0207

330-682-0740

10

Farmside Furniture

8418 TR 654

Fredericksburg

OH

44627

330-359-0381

212-591-6227

21

Farmside Wood

11833 Harrison Rd

Apple Creek

OH

44606

330-695-5100

330-695-2027

2

Finishing Designs

6455 TR 351

Millersburg

OH

44654

330-600-8315

330-695-3200

15

Fredericksburg Finishing

8600 CR 201

Fredericksburg

OH

44627

330-473-3216

NA

21

Gable Valley Wrought Iron

13613 Burkhart Road

Orrville

OH

44667

330-466-0240

330-516-1630

21

Gliders By Miller

9111 TR 659

Dundee

OH

44624

330-359-0151

330-359-2080

29

Hermies Table Shop

8977 TR 652

Fredericksburg

OH

44627

330-946-2700

330-682-0740

13

Hickory Lane Woodworking

5884 Tr 608

Fredericksburg

OH

44627

330-231-7143

330-682-0740

38

Hidden Hollow Wood and Upholstery 9165 TR 656

Fredericksburg

OH

44654

NA

330-698-3200

28

Hillside Chair

8413 TR 652

Millersburg

OH

44654

330-359-5991

330-359-5997

16

Horseshoe Bend Chair

6169 S. Kansas Rd.

Apple Creek

OH

44606

330-521-4522

330-682-0740

4

Meadow Wood Furniture

6110 S. Kansas Rd.

Apple Creek

OH

44606

330-698-0370

330-698-3200

29

Millwood Wholesale

7969 TR 662

Dundee

OH

44624

330-359-6109

330-359-6208

25

North End Woodcraft

208 N. Carr Rd.

Orrville

OH

44667

NA

NA

37

Quality Fabrications

7108 TR 569

Fredericksburg

OH

44627

330-695-2478

330-473-1359

48

Quality Wood Products

543 SR 95

Loudonville

OH

44842-9611

419-368-3165

419-368-3166

7

Ridge View Woodcraft

6464 Harrison Rd.

Fredericksburg

OH

44627

330-695-2051

330-695-2189

15

RT Wood

13070 Nisley Rd.

Fredericksburg

OH

44627

NA

NA

14

Rustic Barrel Design

3552 CR 160

Millersburg

OH

44654

330-763-1829

330-698-3200

33

Salt Creek Bedding

13155 Salt Creek Rd.

Fredericksburg

OH

44627

NA

330-359-2116

13

Salt Creek Tables

10191 Salt Creek Rd.

Fredericksburg

OH

44627

NA

NA

33

Schlabach Finishing

8261 Winklepleck Rd

Dundee

Oh

44624

330-852-1125

330-852-1126

43

Timberside Woodworking

2853 CR 200

Dundee

OH

44624

330-359-0966

330-403-4479

37

Troy Lane Woodcraft

8237 Nonpariel Rd

Fredericksburg

OH

44627

330-601-6603

330-698-3200

47

Troyer Woodcraft

4911 Mt. Hope Rd.

Apple Creek

OH

44606

330-763-3758

330-641-9332

11

VW Woodcraft

5071 Township Road 353 Millersburg

OH

44654

330-674-0073

330-674-1730

13

Wengerd Wood Products

8618 CR 201

OH

44627

330-439-3565

330-695-2189

45

Y&T Woodcraft

10861 Lautenschlager Rd. Apple Creek

OH

44606

330-464-3432

330-828-0886

7

44

32441 CR 12

Fredericksburg

Expressions in Woodcraft | 2023 Issue 3

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