Superior craftsmanship is goal of Christian woodworking family.
By Allison Taylor, Living Stones News Writer
During the late ’70s Bruce Herstad started designing and constructing
custom-made cabinets and furniture in a shop outside his home. Now, almost 30
years later, Herstad has turned his shop into a full-time family business.
Bruce Herstad (left), and his son, Ben, pause for a moment
as they work on installing cabinets in a home in Duluth, Minn. |
When he was young, Herstad worked in construction and as a pattern maker. He
became interested in woodworking when one of his college professors from the
University of Wisconsin taught him about building furniture. So he decided to
break out on his own and start a woodworking and cabinetry business. He said he
quickly discovered his niche in providing a quality of custom-made furniture and
cabinets that can be very difficult to find elsewhere.
In all their years of business, the Herstads have never chosen to advertise.
“It’s all done by word of mouth,” Herstad said. “We want our customers to
come knowing who we are, what we do and what prices to expect. For that to
happen, word of mouth is ideal.”
Remarkably, Herstad said he has never had a bad customer. This he attributes
to God.
Something else Herstad attributes to God is he has never missed a day of work
due to a lack of business. During one slow winter, Herstad said he was tempted
to go out and “drum up some work.” Instead, he kept plugging away and relied on
God to meet his family’s needs. Sure enough, by spring customers were coming in.
“God has always blessed us,” Herstad said.
As a Christian, Herstad said he believes in complete honesty. His business
has no hidden charges or service fees.
“Any good, honest, reputable business would be doing the same things,” he
said.
Herstad said he became a Christian around Christmas in 1977, the same time
his first son, Seth, was born. He was working in construction and a colleague
invited him to attend a small-group meeting at Darrow Road Wesleyan Church,
which is located south of Superior, Wis. He accepted Jesus Christ as his Savior
that winter. Now, Herstad and his wife, Mary, are members of the Darrow Road
Church and help lead youth meetings on Wednesday nights and on Sunday mornings.
Herstad said what separates his business from others is the quality of
service. He goes to his customers’ homes, learns their design schemes, listens
to their needs and discusses their options.
“I make a point of going on site to make sure that our customers’ designs
will work in their space,” Herstad said. “That’s not really something other
companies can do for their customers.”
Herstad has received letters from his customers thanking him for his work.
One customer wrote, “Your craftsmanship is outstanding, and we are happy with
the suggestions you made.” Another customer wrote, “We recommend you to our
friends.”
As for his prices, Herstad said his business cannot compete with cheap
cabinetry. “If I work cheap in order to compete, I am robbing my family, and
that’s not right.”
Herstad’s family plays a large role in his business. Mary, who is a full-time
teacher at Maranatha Christian Academy in Superior, helps by staining, finishing
and painting. The Herstads have four children: Seth (31), Ben (29), Leah (23)
and Hannah (21). Each of the children has put time in helping around the shop.
Ben, Herstad’s second son, now works full time as a partner in the business.
Ben says he “grew up around the shop.” He began by sweeping the floors for
his dad, and by the time he was 12 he started learning to use the tools. When he
was 19, Ben left college to work full time in the family business. Now, he and
his father are partners.
When asked about his role in the business, Ben smiled at his dad and said, “I
do all the real work.” In fact, the two complement each other. While Bruce
Herstad prefers meeting customers, completing paperwork, and finishing,
varnishing and staining the cabinets, Ben prefers to work in the shop building
the cabinets and furniture.
“It works very naturally,” Bruce said.
If Herstad does decide to retire, Ben said not to worry.
“As long as everything keeps working the way it has, I will probably just
keep the business going,” Ben said.
The Herstads can be contacted at (715) 399-8866 in Superior.
