Making homemade furniture requires a significant time commitment, with an emphasis on hand-crafted quality that many consumers seek. A crucial element in selling your furniture is a carefully planned, low-cost advertising initiative that stresses the authentic down-home quality of the furniture. Create advertising that elicits an emotional response from consumers, creating an intimate connection to such items. Display the furniture whenever possible in environments where likely buyers can see it. Hold down ad costs by supplementing the effort with a website and a public relations initiative using the same themes. Always stress quality over price.

Step 1

Create a brand identity that reinforces the unique qualities of the furniture. Plan an ad effort built around the human touch and the furniture maker's pride in his products. Develop marketing material that reminds potential customers that each item is lovingly made piece by piece, not mass-produced in a factory. Adopt a name that captures the spirit of the products -- "Handmade by Hank," for example. Incorporate a simple, yet classic, logo design.

Step 2

Design print ads that incorporate the branding elements. Include a photo of the furniture being manufactured. Describe qualities such as the type of materials used and the finish. Place ads in carefully selected local and national publications that cater to upscale consumers. Even a small black-and-white ad in the back of a publication can draw interest. Note that the products can be shipped anywhere in the United States. Include contact information, such as phone number, email address and your commercial website, if you have one.

Step 3

Develop a website that can be mentioned in all other ad material. Post a video of the furniture being made, as well as high-quality photos of the products from all angles. Include testimonials from satisfied customers, and make it easy for online shoppers to order the furniture. Create cross-links to websites and blogs that specialize in unique products for the home. Establish a presence on social media, with an eye toward building word-of-mouth advertising.

Step 4

Display the products in high-traffic areas, such as craft fairs and interior-design shows. Include tags or other signage with product features and contact information. A good place to start is immediately in front of the facility where the furniture is built. Ask local furniture stores to include a few pieces in their merchandising selection on a consignment basis. Focus on increasing the visibility of the products and use words such as "homemade" or "handcrafted" on all materials and signage.

Step 5

Use business-to-business advertising to encourage furniture stores and distributors to include the furniture among their selection. Run your ad in specialty magazines and trade journals such as the home furnishing publication HFN. Ask to have the furniture featured in the "new product" section. Include an area on the website that is exclusively "for the trade."

Step 6

Launch a modest public relations initiative as a means of gaining exposure. Create a hard copy and online media kit. Seek out press coverage of the homemade manufacturing process. Invite media outlets to tour the workshop. Position the operation as a humble home-grown company determined to compete against manufacturing giants. Stress that you sell furniture that cannot be found elsewhere, and that is made by hand in the United States.


  • Include your logo and web address on the door of your personal vehicle, as well as hats and shirts.
  • Produce brochures that can be distributed to anyone who sees a piece of your furniture and wants more information.
  • Look for opportunities to expand your furniture line. This will give the brand a greater presence and increase the appeal of the ads.

Photo Credits

  • Hemera Technologies/ Images