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Summary:

In this Black Friday episode, Paul shares reflections from Thanksgiving and uses a recent Handcrafted Network discussion to tackle two big topics: why he refuses to run holiday sales and whether makers should consider opening a showroom or design studio. Drawing from his own journey—starting with bringing clients through his house, then the workshop, and eventually building a dedicated design studio in Old City—Paul breaks down the real impact an in-person space can have on trust, sales, and brand perception.

He explains how a showroom elevates your business, why appointments dramatically increase close rates, and how a physical location can become a flagship destination for clients. Paul also lays out practical ways makers can start small, share a space, or use their workshop effectively until they’re ready for a full showroom.

Key Takeaways:

• Why he never does Black Friday sales: Discounting trains clients to wait for coupons and undermines the luxury positioning of handcrafted work. Pricing should reflect the true cost of materials, labor, and sustainable growth.
• A showroom builds instant trust. Letting clients touch, see, and understand your craftsmanship makes closing big-ticket projects significantly easier.
• Meeting in person is the #1 sales tool. Even a workshop visit massively increases conversions compared to text or email.
• Appointment-only = higher close rates. Vetting leads beforehand and creating an exclusive experience leads to fewer cancellations and a stronger brand feel.
• A showroom doesn’t need to be huge. Even 500–800 sq ft with a few finished pieces and samples goes a long way.
• You don’t need one right away. Start with workshop tours, split a space with another business, or stage work in a partner’s shop. But when the right opportunity appears, be ready to jump.
• Think long-term: The ultimate goal is a mini “design campus”—a destination experience like Nakashima’s—where clients can see the process, materials, and finished pieces in one inspiring environment.

If you have questions about setting up your own showroom or how to make it work financially, feel free to reach out: [email protected]

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