My dad once said, "as one door closes, another one opens".
Great guy. Terrible cabinet maker.
My dad, Richard Beazley has been in business for the past 36 years — not making cabinets, but restoring all things cane and wicker.
It’s quite a niche, and a rare one at that - being one of the only experts in Australia!
He’s tackled everything from standard rattan Brewer chairs, to hot-air balloon baskets, old Victorian doll’s prams, old school plane seats, and even a car!
Yes, that’s right - a car!
But, how does one stumble into a niche like this?
How does such a niche turn into a business that has survived almost four decades?
And how much of his success has been the result of marketing?
Well, I interviewed my old man to find out.
Watch it on YouTube here: https://go.gregbeazley.com/wickerworks
This episode will be particularly interesting for anyone who is interested in finding their niche, how to become an expert, and how to innovate.
1:24 | How did you find your niche in cane and wicker restoration?
4:35 | How niche is your niche? How many people in Australia do what you do?
7:38 | Is wicker restoration a dying niche?
8:27 | What are some of the most interesting projects you’ve worked on since being in business?
15:12 | What have been some of the most challenging parts of running your business?
26:36 | Did you ever have times when you weren’t sure where your next customer would come from?
28:25 | How has marketing played a role in the success of WickerWorks?
32:19 | Do you create any video content for YouTube?
40:17 | How have you managed customer information over the years? Do you maintain any sort of database?
45:22 | How has your business evolved over the past 36 years? e.g. Online sales / Kits, and Weaving Around Australia.
56:53 | What advice would you give to someone who’s interested in turning a craft into a business? What should they be aware of?
1:01:49 | Last question: What is the future of cane and wicker furniture? Will it be around forever?
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