We recently connected with Joey Farese and have shared our conversation below.

Alright, Joey thanks for taking the time to share your stories and insights with us today. We’d love to hear from you about what you think Corporate America gets wrong in your industry and why it matters.

Corporate America, particularly in the furniture and home goods industry, often emphasizes mass production to meet high demand at a lower cost. This focus on efficiency and profit can come at the expense of craftsmanship and quality, leading to products that are more disposable than durable. Big chain stores flood the market with items that are produced quickly and cheaply, often lacking the personal touch or the durability needed for long-term use. Many customers find themselves disappointed when these products begin to break down or show wear after just a few years.

At www.theamishbasket.com, we see the value of slowing down, taking pride in the details, and creating items that stand the test of time. Our furniture and home goods, crafted by Amish builders, are designed to become heirlooms, passed down through generations. Each piece is thoughtfully constructed with care, using traditional techniques that have been perfected over centuries. This artisanal approach creates not just a product but a lasting treasure—something mass production simply can’t offer.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I have been working with Amish builders for over half a decade. I started in the furniture industry but was later referred to an Amish basket weaver who was struggling to keep their sales up. I have since build a strong relationship with this crafter and an happy to help distribute his baskets across America.

We are a small family business working directly with Amish builders to deliver highly sought after handmade items. We offer the convenience of modern communication but the quality of master Amish craftsmen. With our commitment to American craftsmanship, rest assured that each decorative basket is meticulously handcrafted right here in the USA.

Can you tell us the story behind how you met your business partner?

I was helping an Amish furniture maker sell his handcrafted pieces online—a venture that started as a simple collaboration but quickly became something much more meaningful. The furniture maker, a talented artisan who took pride in every piece he built, saw the potential in reaching a wider audience without compromising the quality of his work. Through our partnership, we were able to bring his furniture to customers who truly appreciated craftsmanship, heritage, and durability.

One day, during one of our many conversations, he mentioned an Amish basket weaver he knew. This weaver, just as dedicated to his craft, had been struggling to sell his products online. The basket maker’s work was remarkable—handwoven with care, using techniques passed down through generations. But despite his skill and effort, he wasn’t seeing the returns he deserved. The furniture maker connected us, knowing that I could help the basket weaver the way I’d helped him.

When I met the basket weaver, he shared his frustrations. He had been working with a company that promised to handle his online sales but had instead taken advantage of him. They charged high fees, buried his products in a sea of mass-produced goods, and gave him little say in how his items were marketed. It was clear that this company saw the weaver’s baskets not as works of art, but as just another product to push for profit. The situation was predatory, and the weaver was discouraged, feeling that his lifelong craft was being cheapened.

Hearing his story, I knew we had to turn things around. Together, we built a new approach—one that respected his artistry and put his baskets front and center. We focused on telling his story, highlighting the tradition, care, and attention to detail that went into every basket. Rather than being just another product in a catalog, his baskets became the centerpiece of a narrative about quality, sustainability, and timeless design.

It didn’t take long before things started to change. Orders began coming in from customers who appreciated the craftsmanship and were willing to pay for the real value of handmade goods. The basket weaver was no longer just another vendor in a large corporate machine; he was an artisan, respected for his work and fairly compensated.

Helping the basket weaver reminded me of why I started working with these Amish artisans in the first place. It’s about ensuring their traditions and skills are honored, not exploited. Now, we’ve created an online presence that celebrates their artistry and ensures they get the recognition—and the compensation—they truly deserve.

How’d you build such a strong reputation within your market?

Doing good, honest business has always been at the heart of how I operate, and it’s something that resonated deeply with the Amish community from the beginning. When I first started working with Amish artisans, I knew that trust would be essential—not just between me and the craftsmen, but also in how their work was represented to the world. Over time, that commitment to honesty and transparency has helped me build a strong reputation within the Amish community, and it’s a trust that I value immensely.

The Amish value hard work, integrity, and simplicity, and those same values guide the way I conduct my business. I made it a priority to ensure that each artisan’s work was marketed truthfully, with a focus on their skills and craftsmanship. There were no flashy gimmicks or exaggerated promises, just a clear, honest representation of the incredible quality they put into every item. This approach stood in stark contrast to the way many other companies operate, especially those that prioritize profit over fair practices.

One turning point came when word spread about how I had helped a local basket weaver who had been taken advantage of by another company. The weaver, who had been struggling with unfair treatment and poor compensation, was able to regain control of his business and start selling his products online with dignity and fairness. His story reached others in the Amish community, and soon, more artisans were coming to me for help. They saw that I wasn’t just another company looking to make a quick buck, but someone who genuinely cared about preserving their craft and making sure they were treated fairly.

As more and more Amish craftsmen and women began to trust me with their products, my reputation grew. They appreciated that I was committed to building lasting relationships based on mutual respect and that I worked hard to ensure their creations were marketed in a way that honored their tradition. The community is close-knit, and when someone does right by one artisan, the word spreads quickly.

This reputation has been key to the success of my business and has opened doors to new collaborations. The trust I’ve earned from the Amish community is a direct result of keeping my promises, providing fair compensation, and ensuring that their craftsmanship is never overshadowed by flashy marketing or cutthroat competition. In turn, they’ve become partners in a journey to bring their heirloom-quality products to a wider audience, all while maintaining the integrity that defines their work.

Contact Info:

• Website: https://www.theamishbasket.com/
• Instagram: @TheAmishBasket
• Facebook: https://www.facebook.com/profile.php?id=61566004400242