Alright – so today we’ve got the honor of introducing you to Erik ” Macray” Rhea. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Erik thanks for taking the time to share your stories and insights with us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

Well like with alot of people with a small business; practicing and executing my craft is a completely separate skill from running a business centered around that craft. I’m not only the craftsman and manufacturer building the product, I also source all the materials, organize the workshop, box and ship the online orders, do all the financials, design and run the website, facebook, instagram, google sites and all of the marketing online and in person. I develop new products, do market research, stay informed on tax liabilities and business structure and structure everything so that I can pay not just myself but keep the business paying for itself as well.
Running a business and building a chair are two VERY different skills and THAT is what I find to be the biggest challenge. One of the various books on business I’ve read described it as “working ON the business rather than IN the business” and finding that balance for me is the biggest challenge.

Erik, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I got my start building sets and props for the entertainment industry. I learned a lot but I was always frustrated with the impermanence of it. The waste of it all as everything we would build would almost immediately be destroyed and go to the landfill soon as the cameras stopped rolling. Meanwhile I would read books on traditional styles of joinery and furniture designs that have lasted hundreds of years. So after building the furniture for my house I set up my workshop and business with a mission to craft items of enduring quality that have a proven track record through history to last. Also making sure to use materials that can be redigested into the environment when their lifetimes of use is done. Natural woods and finishes, vegetable tanned leathers and oils. Crafting items with a purpose to last longer than a lifetime.
With this in mind I use both original and historical designs to build unique furniture and bags. Items that can be taken with you through all the stages of life and then passed down to grandchildren

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

With all of my Plane & Boring products I offer a lifetime warranty. The materials used and the construction methods are of the highest quality and durability that if anything ever fails with the item I will replace or repair the issue. Clients who have custom work made will often come back for more custom work later on. The quality and durability of my products create my brand loyalty.

Have any books or other resources had a big impact on you?

I owe a lot to the Lost Art Press and Christopher Schwartz and his team there. They print amazing works on traditional furniture and working with hand tools. I’ve learned a lot from their resources. My library is filled with their books. Also The business book “Profit First for Contractors” by Shawn Van Dyke was very helpful in organizing my business finances in a way that allowed my business to survive.

Contact Info:

• Website: https://www.planeandboring.com
• Instagram: @planeandboring
• Other: Etsy store PlaneandBoring

Image Credits

Photos by Jill Petracek