The Start of Something Beautiful

On September 23, 2023, UNFNSHED was born. The idea was straightforward: what if we created furniture that was purposely unfinished, so people could customize it however they liked? In other words, a blank canvas for your creativity.

To see how we got here, let’s rewind about six months. I was prototyping our first product—the Side Table—using high-quality plywood with a white Formica laminate. It was leftover material from a small project I’d done. The stuff looked great, but it was crazy expensive and took forever to restock. I’d have to call my supplier, wait at least a week, and pay a premium for each sheet.

The very first prototype that inspired the “unfinished” concept and sparked a whole new approach to furniture design.

After refining the Side Table through at least ten different versions, I hit a major roadblock: cost. Selling a table for over a hundred dollars just didn’t sit right with me, especially if I wanted to keep things affordable. And then, after waiting for a fresh batch of laminated plywood, the supplier sent me the wrong stuff—cheaper plywood that didn’t meet my standards. When I called to complain, they told me it would take another few days to fix.

Early sketches for our stool design—where simplicity and quick assembly first came to life.

That’s when I had a lightbulb moment: What if I did nothing? Skip the laminate entirely and stick to high-quality plywood. I’ll admit, it felt a bit lazy at first, but my real aim was to simplify the materials and pass on the savings to customers—a strategy Sam Walton, Jeff Bezos, and Henry Ford all talked about.

One afternoon, I was tinkering with a prototype when I pictured it in bright pink or maybe some crazy orange-and-blue combo. Something clicked: that’s what “unfinished” is all about. Give people a solid, well-designed piece that they can customize however they want. No limits, no rules.

The name UNFINISHED sounded perfect, but it was already taken. After some searching, I found UNFNSHED, available for just ten bucks! That felt right—like a name that invites you to take something good and make it your own. And that’s how UNFNSHED got its start.

A Year of Growth and Surprises

As I look back on our first year, I’m struck by how much we’ve learned and how far we still want to go. We went from a single Side Table to over 15 products in less than 12 months—including multiple versions of our Wall Shelves, Modern Shelf, and Monitor Stand, plus the Mini Rocker, Mini Side Table, No Tool Stool, Kids Table and Stools, and our Coffee Table.

It’s been a whirlwind, to say the least, but I’m incredibly grateful for how far we’ve come—and excited for what’s next. At the start, I had no idea if people would take to the whole “unfinished” concept. Would they love the freedom to customize, or would they find it confusing? We quickly learned that many of our customers want to put their own stamp on what they buy. Whether it’s painting a shelf bright pink or using a finishing oil for a more natural look, the creative ways people have adapted our pieces continues to blow me away.

Lessons Learned

1. Materials Matter
   Early on, I struggled to find the right plywood at the right price. But sourcing high-quality materials that can be easily adapted is a huge part of our identity. Over the last year, we’ve built partnerships with suppliers who “get” what we’re trying to do—folks who understand that quality doesn’t have to mean expensive.

2. Listen and Adapt
   Customer feedback has steered many things—from new product ideas like the Kids Stool to small tweaks that make a big difference, such as simplifying assembly or improving our packaging so pieces arrive in great shape, ready for a fresh coat of paint or a quick DIY upgrade.

3. Stay Flexible
   We’ve expanded from that single Side Table to a whole lineup. And if I’ve learned anything, it’s that each new product brings its own surprises and teaching moments. Sometimes, the design that seemed perfect on paper needs a major revision after we see how people actually use it in real life.

Thinking Long Term

We’re not just focused on what’s hot right now. We’re thinking about how to stay lean, stay approachable, and keep prices low for years to come. That means investing in processes and tools that help us work more efficiently—like better production methods or finding suppliers who can deliver materials faster and cheaper without sacrificing quality. It also means designing furniture that assembles quickly, often in under two minutes and without any tools at all. We realized early on that people (myself included) don’t want to wrestle with complex instructions and a dozen screws just to set up a simple shelf or table. By simplifying assembly, we’re freeing up customers to get creative faster—whether that means painting, staining, or just enjoying the piece as-is.

We’re also committed to customer service—something we feel is sorely lacking in the furniture world. If someone emails us or messages us on Instagram with a question, we want them to hear back from a real human being, not an automated script. We believe that staying small enough to maintain that personal touch is key.

Growth by the Numbers

To give you an idea of how far we’ve come: between September 23, 2023 and December 31, we did just over $15,000 in sales. Fast-forward to the same period a year later, and we did over $220,000. That’s a 1,366% increase—an incredible leap for a company that started with a single Side Table.

We’re thrilled about this growth, but we also know that numbers don’t tell the whole story. The real win is seeing people enjoy their UNFNSHED pieces in everyday life, whether it’s a Kids Stool in a playroom or a Monitor Stand in a home office.

What’s Next

Looking ahead, I’m still amazed by how many directions this project could go—new products, new shapes, new collaborations. If there’s one thing I’ve learned, it’s that “unfinished” doesn’t just describe the furniture; it describes us as a business, too. We’re always evolving, always learning, and I can’t wait to see where we land by this time next year.

Most importantly, we want to keep creating new and exciting products while staying true to our mission: being lean, being approachable, and giving customers the freedom to customize their spaces without breaking the bank—or wasting time with complicated setups. That’s what drove me to skip the laminate in the first place, and it’s what will drive us as we grow. We hope you’ll follow along—and maybe even pick up a paintbrush.