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
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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