Hand Crafted Wooden Home Furnishings
Andrew Schatz in Northampton, Pennsylvania.
Backstory and How It All Began
I spent about twenty years in the insurance world, half of that working on corporate analytical teams and the other half as an agent working directly with customers. I loved helping people, but too often I felt limited by company rules that prioritized profits over doing what was right for the customer.
A few years after my youngest daughter was born, I decided to make a big change. I wanted to build something real, something I could shape with my own hands and run on my own values.
So I closed the laptop, picked up a few tools, and started a woodworking business in my garage. What began as a creative outlet slowly grew into Atlas Wood Company.
I launched my Etsy shop in 2021, and since then, it’s become a small but thriving business built on a simple idea: make things that last, treat people well, and always do what’s right.
Current Income Streams
Right now, about 80% of my sales come through Etsy and the other 20% through my own Shopify website, atlaswoodcompany.com. Everything I do is online, with no craft fairs or in-person events yet.
Down the road, I’d love to expand into local work like built-ins or custom installations, but for now, I’m focused on serving customers across the U.S.
How I’ve Grown the Business
The biggest driver of growth has been simple: make quality products, treat people well, and never forget that customers are paying me for something of real value. I take that seriously. I stay in touch after their order arrives and always ask for reviews, which has helped build trust and repeat business.
It’s surprisingly easy to stand out by doing the basics right. I’ve had several repeat customers who came back just because they were impressed by the quality and the personal attention. I think people are craving that kind of genuine, human experience again.
Favorite Product
My favorite product to make is our canvas floating frame. It’s so much more personal than anything else I build. Every piece of art that goes into one of those frames represents someone’s time, talent, and emotion. Whether it’s a professional artist, a painter preparing for their first show, or a family framing something meaningful, there’s always a story behind it.
I love that my work gets to be part of that story. My goal is never to outshine the art but to support it quietly, to highlight it in a way that respects the effort behind it.
What makes our frames different isn’t just the materials or design, it’s the intention. Every frame is made from real solid wood. I choose each board myself, often knowing what artwork it will hold. That connection between the maker, the material, and the customer is what keeps this work meaningful for me.
If I Could Go Back
Honestly, I wouldn’t change anything. This whole journey has been one long learning process, and even the mistakes were necessary to get to where I am now.
There were definitely things I didn’t know early on, but I couldn’t have known them without the experience. Every step, good or bad, has shaped how I run Atlas Wood Company today.
Financial and Non-Financial Goals
Last year, Atlas Wood Company brought in just over $106,000 in sales. My next goal is to reach $225,000 while maintaining the same level of quality and care that got me here.
Beyond the numbers, I’m excited about expanding into larger pieces of furniture. This year, I started adding end tables, nightstands, media consoles, and shelving to the lineup.
Next year I plan to move into custom bathroom vanities and other larger projects. It’s a new challenge that will be both creatively fulfilling and a natural step toward higher-end, heirloom-quality pieces.
Platforms and Tools
I sell through Etsy and my own Shopify website and stay connected with customers using Klavio email, Pinterest, and Instagram.
For design and marketing, I use Canva and ChatGPT for writing and planning.
I’ve started using Google Gemini and Perplexity for creative brainstorming and image generation. Since it’s first release I’ve been integrating AI where ever I can to leverage my time and capabilities.
On the operations side, I rely on Rollo for shipping and Vela for managing product listings. It’s a mix of hands-on craftsmanship and modern tools that keep things running smoothly for a one-person shop.
Favorite Quote, Podcasts, and Books
One quote that’s stuck with me is “Nobody cares, work harder.” It’s a reminder that the customer isn’t paying me for my mood or effort, they’re trusting me to deliver something that exceeds expectations, no matter what it takes.
Some of my favorite podcasts are Founders, The Koerner Office, Modern Wisdom, and The Game.
Books that have influenced how I work and lead include Unreasonable Hospitality by Will Guidara, The E-Myth Revisited by Michael Gerber, 2 Second Lean by Paul Akers, and Made in America by Sam Walton.
Shop Companion
My dog, Frankie, is a German Shepherd mix and my constant daily companion. As soon as I start working, she settles in for a nap, wakes up for a short walk at lunch, and then goes right back to her spot until my wife and kids come home from school. She keeps me company through the quiet parts of the day and reminds me to slow down once in a while.
