In this episode of The Woodpreneur Podcast, hosted by Steve Larosiliere and Jennifer Alger, guest Seth San Filippo of Urban Lumber Company shares the story of building his business over the past nine years—navigating challenges, embracing growth, and evolving as a leader. He reflects on the unique experiences that come with working in the urban lumber industry, from salvaging materials to crafting custom furniture, which remains his core passion. Seth emphasizes the power of storytelling in marketing and highlights the deep sense of loyalty and connection within his team, whom he considers family. He also discusses how the business adapted during the pandemic, maintained a commitment to high-quality craftsmanship, and fostered collaborative relationships with architects and designers. The episode concludes with insights into future goals, including expanding marketing efforts, strengthening community impact, and continuing to create meaningful, sustainable products.

Top Takeaways:

1. Long-term business growth stems from resilience, adaptability, and continuous leadership development.
2. Storytelling is essential for connecting customers to the value and mission behind each product.
3. The urban lumber industry offers unique creative potential but comes with technical challenges.
4. A strong, loyal team and a commitment to craftsmanship are central to Urban Lumber’s success.
5. Community involvement and strategic collaboration shape the company's evolving vision.

Chapters

00:00 — Introduction and Growth Journey

02:59 — Navigating Challenges and Opportunities

05:51 — Leadership Evolution and Team Dynamics

09:01 — Product Focus and Unique Experiences

12:00 — Marketing Strategies and Storytelling

14:53 — Day-to-Day Operations and Future Vision

17:48 — Achievements and Impact on the Community

21:00 — Creative Collaborations and Design Process

23:58 — Final Thoughts and Future Directions

You can connect with Seth at:

https://urbanlumber.co/

https://www.instagram.com/urbanlumberco

https://www.facebook.com/UrbanLumberCo/

Get a FREE Trial to our Woodpreneur Network Community and get the skills, network, and mentoring to level up your business join here: https://woodpreneurnetwork.com/