The Custom Furniture Business: Creating Beautiful and Timeless Designs
Small businesses are the soul of America

More people are interested in buying locally made products than ever before. You can capitalize on many consumers’ return to local shopping by emphasizing that all components of your furniture are made in the United States, or in your town or area. The same applies to handmade goods. Individuals who are tired of mass-produced goods are often the same people who are interested in buying locally. Given this climate, it is a good time to start a handmade furniture business.

Say hello to the world’s most Instagrammable dutch oven

Soup never looked so good

Every generation gets the Dutch oven it deserves (that’s how the saying goes, right?), and in 2018, that Dutch oven is Great Jones. Started by food writer Sierra Tishgart and Maddy Moelis, a former product manager at Zola, Great Jones is unabashedly gunning for food-minded—and aesthetics-minded—millennials with its new set of cookware basics.

The company is officially launching today, but you might have already seen it around on social media, thanks to its photogenic wares. The full line includes a series of just-shiny-enough silver pots and pans, but the star of the show is the Dutchess, a 6.76-quart Dutch oven that comes in a rainbow of colors.

Pink dutch ovenGreat Jones
Blue dutch oven

The on-trend hues include cobalt blue, sunshine yellow, a forest green (the official color of the summer camp where the two founders first met), and—you guessed it—a very pleasing shade of millennial pink. There’s also a lovely and practical gray option in the mix, which was suggested by one of the founder’s mothers.

Looks aside, the wares incorporate some clever design gestures: The stainless-steel pieces all nest, four of the pieces share two lids, and the interiors are rivetless to...


Soup never looked so good

Every generation gets the Dutch oven it deserves (that’s how the saying goes, right?), and in 2018, that Dutch oven is Great Jones. Started by food writer Sierra Tishgart and Maddy Moelis, a former product manager at Zola, Great Jones is unabashedly gunning for food-minded—and aesthetics-minded—millennials with its new set of cookware basics.

The company is officially launching today, but you might have already seen it around on social media, thanks to its photogenic wares. The full line includes a series of just-shiny-enough silver pots and pans, but the star of the show is the Dutchess, a 6.76-quart Dutch oven that comes in a rainbow of colors.

Pink dutch ovenGreat Jones
Blue dutch oven

The on-trend hues include cobalt blue, sunshine yellow, a forest green (the official color of the summer camp where the two founders first met), and—you guessed it—a very pleasing shade of millennial pink. There’s also a lovely and practical gray option in the mix, which was suggested by one of the founder’s mothers.

Looks aside, the wares incorporate some clever design gestures: The stainless-steel pieces all nest, four of the pieces share two lids, and the interiors are rivetless to prevent food from getting stuck.

At $145 for a dutch oven (and $395 for the five-piece “Family Style” collection of cookware essentials), Great Jones is significantly cheaper than brands like Le Creuset but more expensive than, say, Target options like Lodge. In other words, it’s a worthwhile investment for someone who likes to cook—and take the occasional ’gram while doing so.

Soup never looked so good

Every generation gets the Dutch oven it deserves (that’s how the saying goes, right?), and in 2018, that Dutch oven is Great Jones. Started by food writer Sierra Tishgart and Maddy Moelis, a former product manager at Zola, Great Jones is unabashedly gunning for food-minded—and aesthetics-minded—millennials with its new set of cookware basics.

The company is officially launching today, but you might have already seen it around on social media, thanks to its photogenic wares. The full line includes a series of just-shiny-enough silver pots and pans, but the star of the show is the Dutchess, a 6.76-quart Dutch oven that comes in a rainbow of colors.

Pink dutch ovenGreat Jones
Blue dutch oven

The on-trend hues include cobalt blue, sunshine yellow, a forest green (the official color of the summer camp where the two founders first met), and—you guessed it—a very pleasing shade of millennial pink. There’s also a lovely and practical gray option in the mix, which was suggested by one of the founder’s mothers.

Looks aside, the wares incorporate some clever design gestures: The stainless-steel pieces all nest, four of the pieces share two lids, and the interiors are rivetless to prevent food from getting stuck.

At $145 for a dutch oven (and $395 for the five-piece “Family Style” collection of cookware essentials), Great Jones is significantly cheaper than brands like Le Creuset but more expensive than, say, Target options like Lodge. In other words, it’s a worthwhile investment for someone who likes to cook—and take the occasional ’gram while doing so.


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Give your business a name. Name your business something that indicates what you sell. This will come in handy later on, when you are marketing your business and want people to associate your business name with handmade furniture.
File a DBA, which stands for “doing business as,” at your local county clerk’s office. You may want to do a search to ensure that no other business in your town is operating under the same name. If you live in a large metropolitan area, a search is a necessity.
Create a line of furniture. You’ll need to have models of each piece of furniture that you intend to sell, so that customers can easily visualize what you have to offer. Add to your furniture line each year so that your stock stays fresh and on-trend.