We were lucky to catch up with Laura Holiday recently and have shared our conversation below.
Alright, Laura thanks for taking the time to share your stories and insights with us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
I’ve always had a passion for art and experimented with creating pieces using wood instead of canvas. When a friend admired one of my creations, she requested a custom piece for her military-serving husband. What began as one order led to more, inspiring me to explore different products and craft my own stains for various wood types. I discovered that specific wood types produced richer colors and multilayered textures. Each piece is distinct as I aim to change something within the artistic process.
With ideas and products in hand, the next step was making it official. I needed a business name, something beyond just my own. I envisioned a brand that could expand in the future to showcase talent from other military spouses and veterans. Thus, American Rooted Company was born, reflecting the military culture and the idea of being rooted everywhere.
Due to frequent relocations, finding an available position in my career field at each duty station posed challenges. Owning my business became an opportunity to navigate these moves with the army and be present for my two children during my husband’s deployments. It also provided a chance for them to develop skills that might lead to taking over the business one day. Now, with my husband retired from the military, we’re ready to turn all our other ideas into reality and excited about what this next year holds.
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’m Laura Holiday, the spouse of a retired military service member who dedicated 20 years to our country. My husband and I, along with our two teenagers, have lived in many places during our 19 years together. I entered this business due to the unpredictable nature of military moves, which disrupted job stability. Contrary to the typical “girly girl,” I’m adventurous and artistic who finds joy in building furniture, home décor, and renovating homes..
My creative focus involves repurposing old furniture, barn wood, or oak barrels. My signature piece is an American flag using cedar, oak, or bourbon barrels which can be customized to an individual’s preference.. Each piece I’ve created is uniquely crafted and finished with homemade stains, a torch painting,, setting my artwork apart from mass-produced items. I don’t rely on machines; every piece is sketched, painted, carved, and detailed by hand. I constantly strive to evolve and create distinctive custom artwork.
One of the advantages of having my own business is the opportunity to contribute more than before. Through product donations for fundraising events, I’ve supported gold star families, wounded warriors, police, and firefighters across various locations, raising awareness and funds for these worthy causes.
What’s been the best source of new clients for you?
Despite having numerous repeat customers over the years, frequent relocations have kept my business rooted in a “grassroots” manner. The main avenue for acquiring new clients has been through referrals from satisfied customers and business owners. Moreover, feeling a strong sense of community responsibility, I engage in donating products to local veteran and first responder causes. This not only gives back to the community but also provides the public with a firsthand look at my artwork and pieces.
How do you keep in touch with clients and foster brand loyalty?
As a small operation primarily discovered through friends of friends or on social media, I maintain close contact with many of my customers. Recently, a customer reached out with a powerful story. She shared a photo of a cedar American flag I had painted for her in the early days of my business, possibly before it even had a name. Despite a fire that consumed her home, miraculously, the flag survived. The emotional weight was profound; it wasn’t just about the flag enduring the fire, but it held sentimental value as a gift for her late husband, who tragically passed away recently. This revelation moved me to tears, yet it also empowered me to leverage my network to raise awareness and potentially direct assistance to her and her family.
In my business philosophy, I believe that authenticity, friendship, and the inherent beauty in my creations foster brand loyalty.
Contact Info:
- Website: Www.americanrootedco.com
- Instagram: Americanrootedco
- Facebook: Www.facebook.com/americanrootedco
Image Credits
CJC Photography NC