Today we're pleased to welcome James Ruij from Salvage Europe to the show! James has been in the wood business for quite some time now, and we consider him an OG Woodpreneur! From online supply hubs to dreams of the biggest lumber company in the world, you can't help but feel inspired when listening to James talk about his time in the industry.
Adapting to the Changing World
With this iteration of the business through Covid, the most significant change has been the lack of regular travel to Europe. Typically James spends two months a year in Europe and has a company in Australasia, so the lack of travel has been very different.
Between his other business ventures Chene Oak and Acorn Road, James had done an incredible job diversifying his business, but even with so much on the go, he keeps a lean team. James explains we used to have fifty to sixty employees, but being an Australian in America, it isn't always the easiest to craft your way, so he liked to stay very personal and involved in the business.
It seems to be working well with his approach! James discusses some of the projects he's most proud of, including the Foo Fighters Studio, Dr. Dre's house, and his current project, The Beverly Hillbillies Mansion. James explains that he tends to build connections by going out and meeting people one-on-one. He focuses on engaging specific companies and customers he knows he can answer a problem for.
Like a Fine Wine
James is highly passionate about his product and is unquestionably a French Oak specialist. He explains that his product is like wine, sure you can get generic European Oak, but that's the equivalent of a $10 bottle of wine. With high-quality French Oak, you're getting wood from a two-hundred-year-old tree sourced from a specific region, all of a single origin. The consistency and beauty of which are easily distinguishable, like a fine wine.
James applies this high-quality approach to every aspect of his business. James touches a little bit on how he sends samples to customers and potential clients when discussing marketing systems. They are sent in a handmade box, beautifully organized, and shipped in reclaimed cardboard.
As for the furniture-making side of things, James is currently in eight stores but is looking for closer to twenty or thirty.
One of James' full circle dreams is to create the biggest reclaimed wood company in the world where he hopes to make enough profit to start buying up land to sustainably harvest trees in a mindful way.
Steve's Marketing Advice Corner:
The Woodpreneur Podcast
We cover the business and marketing side of the sawmill, tree service, furniture making, Urban Wood, and woodworking industry. If you're a woodworker, sawmill owner, or any other entrepreneur and/or business owner in the wood industry, you need to check out this podcast.
Each week, we interview business owners, large-scale companies, entrepreneurs, makers, and designers while also offering marketing and business advice that will help you grow your business and increase your profits. Tune in every Thursday!
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