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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

• E-commerce rarely works for custom, high-ticket handmade goods. In eight years, almost no one bought straight from Paul’s online “buy now” button without first talking to him.
• You can’t showcase craftsmanship vs. big-box furniture through a checkout page. Online, customers only see price—not process, service, or quality—so they compare you directly to mass-produced alternatives.
• A moat is built through customization and service. Big companies can’t (or won’t) do true custom work, making it a powerful differentiator for small makers.
• Your website should act as a portfolio, not a storefront. Lead with inspiration, past work, and a curated collection that sparks imagination—not an add-to-cart flow.
• You're not selling furniture—you’re selling an experience. Custom design, communication, white-glove delivery, and a personal process are the real product.
• An inquiry-based model filters for the right clients. The people reaching out have already decided big-box stores aren’t for them and are seeking something more intentional.

If you want to dig deeper or have questions about building a non-ecommerce, experience-driven custom business, feel free to reach out at [email protected]
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