The Power of a Small-but-Mighty Business

How we built PNWBUSHCRAFT at our own pace—and why we believe in doing things differently.

When we started PNWBUSHCRAFT, it wasn’t part of some master plan.

It began with a simple piece of gear my husband designed for himself—a leather and waxed canvas foraging pouch. He made it to meet his own needs in the outdoors: durable, useful, and classic. When people started asking about it, I saw an opportunity. I was already selling my artwork on Etsy, so I asked if I could share his gear there too.

At the time, we both had full-time jobs, were raising kids, and doing our best to manage work, family, and land here in the Pacific Northwest. PNWBUSHCRAFT was something we worked on in the evenings and weekends. A creative side project. Something that brought us joy and connection.

We had no idea what it would grow into.

A Sudden Change—and a New Direction

Everything shifted right before Christmas one year when I lost my job. I showed up for work and the doors were locked. Just like that, it was over.

It wasn’t a moment of panic—but it was a jolt. I’ve always been someone who lands on her feet, and I remember thinking: If I can make more through this business than I’ll get on unemployment, I’ll give it everything I’ve got.

So I went for it.

No formal plan. No big goal. Just daily effort—learning new things, improving what we had, showing up on social media, and doing our best to get to the front page of Etsy.

We Didn’t Follow the Playbook—and That’s What Worked

From the very beginning, we made a decision: we would grow the business our way.

We didn’t have branding consultants or a color palette. We didn’t know what fonts to use or what niche to target. People told us we needed to become more professional, more polished, more targeted.

We were also encouraged to lean into the survival and prepper space, simply because of our name. But that never felt right. We’ve always been about time in the woods, not time waiting for the end of the world. Our passion has always been the outdoors—connection, not fear.

So we kept doing things the only way we knew how: slowly, intentionally, and on our terms.

What Growth Looked Like for Us

Growth didn’t come in big leaps. It came step by step.

• We worked from a plastic table with a used sewing machine until we were able to convert part of our pole building into a shop.

• A wholesale order from a company in Australia helped us make that leap. We asked for 50% down—something many told us wasn’t “how business works.” But it was the only way we could afford the supplies. They said yes.

• I built our website myself, after years of selling on Etsy.

• I created our wholesale catalog, took every photo, and wrote every product description. I didn’t outsource the brand—I just got better at telling our story.

• We brought in family. My mom, who had always helped, continued doing most of the sewing. My sister-in-law took on hardware. Our daughter started helping with social media videos and art.

Each of those steps made us stronger—and more rooted in who we are.

The Turning Point: Finding Our People

Eventually, I realized working hard wasn’t enough. I needed to connect.

I decided to commit to a year of networking. I showed up to chamber meetings, small business gatherings, and women-in-business events. And while I met kind people, I never quite felt like I fit. I wasn’t a boutique owner or a coach. I was an outdoor woman making gear and selling it online.

Then we got an unexpected invitation—from our friend Mike from L.T.Wright knives asking if we’d like to join a small group of makers and outdoor folks in Georgia to share our gear and our story.

We didn’t hesitate. We packed up, traveled across the country, and said yes.

That weekend changed everything. We met people who got us—buyers, writers, and creators who believed in what we were building. It was the start of our relationship with the Campfire Coop, and it reminded us that doing things differently doesn’t mean doing them alone.

The Power of Staying True

We never set out to stay small—but we always knew we wanted to grow with intention.

PNWBUSHCRAFT is now a thriving small business with customers all over the world. We still make each piece with care. We still test gear in the woods. We still run this business as a family.

And while we’re growing every year, we’ve never lost sight of what matters:

• Taking care of our customers

• Holding onto our values

• Creating a life we love

• Making gear that will last for generations

We’re proud of how far we’ve come—and excited for where we’re headed.

Want to Follow the Journey?

We love sharing the behind-the-scenes of PNWBUSHCRAFT, spotlighting other small businesses, and creating gear that reflects our love of the outdoors.

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Thanks for being part of this journey with us.

—Heather