Crafting a market for handcrafted furniture

11/27/2010 | BNET

Peggy Farabaugh says she started Vermont Woods Studios to sell high-end, handcrafted furniture, but quickly found that her market was limited by her state's tiny population and her $20,000 price tags. "I realized that to make a go of the furniture business you have to sell to middle America," Farabaugh says, and that meant broadening her offerings and her marketing tactics. Online advertising and attention to customer service helped win over buyers specifically looking for artisan furniture, she says, while blogging and PR helped introduce the company to a new customer base.

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