The Handcrafted Podcast: The Business of making things
The Handcrafted Podcast: The Business of Making Things" is where craftsmanship meets business strategy. Hosted by Paul, founder of Philadelphia Table Co. and The Handcrafted Network, this podcast dives into the mindset, pricing, marketing, and systems that help makers turn their craft into a thriving business. Whether you're a woodworker, artisan, or creative entrepreneur, you’ll learn the strategies to build a profitable, sustainable business—because great craftsmanship deserves great business strategy.
The Handcrafted Podcast: The Business of making things
Why My Maker Business Doesn’t Have an Online Store
In this episode, Paul breaks down why Philadelphia Table Company—and most custom woodworking businesses—should not operate like an e-commerce brand. After years of experimenting with online “click-to-buy” checkout, he realized that almost no one purchases custom or high-end handmade furniture without a conversation, a connection, or a tailored experience.
Paul explains how shifting away from e-commerce and toward an inquiry-based, experience-driven model built him a stronger moat, attracted the right clients, and positioned his business far outside the world of mass-produced retail. Instead of competing with Crate & Barrel or Restoration Hardware on price, he intentionally removes himself from that comparison entirely by focusing on custom design, white-glove service, personal communication, and a curated portfolio.
This episode reframes what makers are actually selling—not tables, but a premium experience. And when you embrace that, your website, pricing strategy, and whole business structure shift toward a more profitable, defensible model.
Key Takeaways
- E-commerce rarely works for custom, high-ticket handmade goods. In eight years, almost no one bought straight from Paul’s online “buy now” button without first talking to him.
- You can’t showcase craftsmanship vs. big-box furniture through a checkout page. Online, customers only see price—not process, service, or quality—so they compare you directly to mass-produced alternatives.
- A moat is built through customization and service. Big companies can’t (or won’t) do true custom work, making it a powerful differentiator for small makers.
- Your website should act as a portfolio, not a storefront. Lead with inspiration, past work, and a curated collection that sparks imagination—not an add-to-cart flow.
- You're not selling furniture—you’re selling an experience. Custom design, communication, white-glove delivery, and a personal process are the real product.
- An inquiry-based model filters for the right clients. The people reaching out have already decided big-box stores aren’t for them and are seeking something more intentional.
If you want to dig deeper or have questions about building a non-ecommerce, experience-driven custom business, feel free to reach out at paul@handcraftednetwork.com
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