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

Michele, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?

Coming up with a business name is never easy—especially when the business itself evolves almost overnight. What began as a hobby quickly turned into something much bigger, and at the time, I had no clear sense of who my ideal customer would be. I just knew I wanted the name to be memorable and reflective of the work I was doing.

Since I specialize in reimagining unloved, vintage furniture, I kept circling back to the idea of transformation—of giving forgotten pieces a second life. The phrase “one man’s trash is another man’s treasure” stuck with me, and eventually inspired the name The Other Treasure. It felt like the perfect fit: our restored and refinished pieces become the other treasure—a beautiful alternative to mass-produced furniture, full of history, charm, and character.

Michele, 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?

So, I’m originally from Delaware and currently live in Rolesville, NC with my spouse and two insanely busy kids (4 and 6 year olds), and somehow, between nap times and snack negotiations, I’ve built a business I absolutely love.

While working full-time as a Sales Coach and trying to furnish our new home in the summer of 2022, I stumbled into furniture refinishing almost by accident. I’m naturally pretty thrifty and couldn’t bring myself to spend thousands on mass-produced furniture that didn’t feel special or well-made. So I picked up a used solid oak dining set and decided to give the DIY route a try. I bought a used solid oak dining set and went to town.

From there, something just clicked. I fell in love with the creative process, and refinishing quickly became my therapy. I dove in headfirst—studying techniques, watching hours of YouTube tutorials, and testing finishes late into the night. What started as a hobby turned into The Other Treasure—a boutique studio dedicated to restoring and refinishing vintage and heirloom-quality furniture.

Now, just a few years later, we’re a growing small team. I have a fantastic virtual assistant who helps keep everything organized behind the scenes, and a part-time workshop apprentice learning the craft alongside me. We began offering nationwide shipping in 2023, which was a huge turning point for the business. That move opened the doors to clients all across the country, and the response has been incredible. 2024 and 2025 have been years of major growth—both creatively and operationally—and it’s been exciting (and a little surreal) to see how far we’ve come in such a short time.

At The Other Treasure, we specialize in sourcing and reimagining vintage pieces—often solid wood, high-quality furniture from brands like Henkel Harris, Baker Furniture, Drexel, and Craftique. We give them new life with refined finishes, custom detailing, and a focus on timeless design. Our clients range from interior designers to vintage lovers who want furniture that tells a story and stands the test of time.

What sets us apart is our attention to detail and heart behind the work. We don’t chase trends—we restore with intention. Each piece is carefully selected, thoughtfully finished, and made to be treasured all over again.

More than anything, we’re proud of how far we’ve come. It’s still surreal sometimes that this all started with one used dining table and a paintbrush. But now, we get to create meaningful pieces for people across the country—and that’s something we’re deeply grateful for every day.

How did you build your audience on social media?

I’ll be the first to admit—I’m no social media expert, and with just under 1,500 followers, I’m still figuring it out myself. In the beginning, the hardest part was deciding who I was even speaking to. It took time to realize that most of the big-name furniture refinishers on social media are focused on content creation—specifically tutorials, DIY hacks, and brand partnerships. That route didn’t feel right for me.

I actually tried going down that path early on, but quickly realized content creation is a full-time job in itself. And truthfully, I don’t love being on camera or filming behind-the-scenes work. So I made a conscious choice to use my Instagram as more of a portfolio than a platform for entertainment. It’s where I showcase finished pieces, connect with potential buyers, and tell the story behind each treasure we restore.

That decision shifted everything. Once I stopped trying to mimic other creators and leaned into what felt natural for me and my business, my feed started attracting the right kind of followers—people who are genuinely interested in beautiful, timeless furniture.

I’m still learning how to grow organically and reach more of the right audience, but I’ll likely be incorporating more paid advertising in the future to help expand our reach. Like most small business owners, I wear a lot of hats—so it’s all about finding strategies that are sustainable for the long haul.

My advice for anyone just starting out: don’t feel like you have to follow the trends or show up a certain way online. Focus on what feels authentic to you and your brand. Consistency matters, but so does clarity—know who you’re talking to and speak directly to them.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Honestly, it comes down to creating high-quality, luxurious work—and letting the craftsmanship speak for itself. That’s always been our foundation. When people can see the attention to detail and the care that goes into each piece, it builds trust. And that trust naturally turns into referrals, repeat buyers, and word-of-mouth growth.

Another big factor has been getting really clear on what styles resonate with us. Staying true to your creative instincts is so important—people can feel your passion when it’s genuine, and it shows in both the work and the sales. Once I stopped trying to cater to every style or trend, and instead focused on what felt right for the brand, things really started to click.

And lastly, growing our clientele has also meant doing the work to truly understand who we’re speaking to. Who is our customer? Where do they shop? What kind of pieces are they searching for? It’s not just about the furniture—it’s about aligning your product with a specific lifestyle and aesthetic.

For us, that means a blend of vintage heirloom furniture with the occasional coastal or grandmillennial-inspired painted piece. While those styles might seem different on the surface, we’ve found they actually attract similar audiences—people who love timeless design, quality craftsmanship, and pieces with personality. That overlap has helped us carve out a really unique lane and build a client base that values what we do.

Contact Info:

• Website: https://www.theothertreasure.com
• Instagram: https://www.instagram.com/theothertreasure/
• Facebook: https://www.facebook.com/people/The-Other-Treasure/100086171577277/
• Other: Etsy:
  https://www.etsy.com/shop/TheOtherTreasureNC