Craftsmanship and Passion: How to Build a Luxury Gift Brand
How often do you come across an artist, a craftsman, who can turn basic raw materials into a mesmerizing work of art? A piece so unique and intricate that you can't help but marvel at the sheer creativity and meticulous attention to detail. The answer is quite rare. Our world today is filled with mass-produced products, some of questionable quality and design. Amid this sea of standardization, a beacon of hope arises in the form of a unique business that has dedicated itself to creating not just products but experiences. Its founder, an army veteran and artist, has built a brand that is quickly becoming synonymous with luxury and meticulous attention to detail. This new artist is not just passionate about his craft but also driven by an unwavering commitment to quality and a vision of creating a luxury line of products that embodies perfection: Richard Benson, the founder of JJ Benson Inc.
About the Founder
Born and raised in Alaska, Richard Benson discovered his love for creating at a young age. Faced with the necessity of creating what he needed in a small town, he developed a knack for bringing raw materials to life. This early exposure to creating sparked a flame that led him to be self-employed, making custom furniture and decor. His work ranged from modern industrial to farmhouse styles, and more often than not, he found himself bringing people's dreams to life in unique, functional pieces of art. But creating custom work, ironically, can get repetitive fast. The nature of the job dulled his spark, and Richard yearned for a challenge that would push his boundaries and excite him. He realized that his passion lay in creating unique pieces, not variations of the same five products on repeat. This led him to make a significant shift in his business. He decided to move away from custom work entirely and just focused on making whatever he wanted… just as he began all those years ago as a boy, creating the things he couldn't find but wanted. This allowed him to reignite his passion for creating and gave him the freedom to bring his unique ideas to life.
Woodworking and other art forms
In their quest to create unique pieces, the JJ Benson Inc. team works with several various mediums to bring you a truly bespoke, never-seen-before piece that you can call your own. The team is experienced in woodworking and is also expanding into sculptural resin work. Their creations are not limited to a single genre but are instead influenced by their collective experiences and diverse backgrounds and surroundings. For instance, when exploring a castle in Europe, Richard was inspired by the ornate lines of a Gothic cathedral, which pushed him to incorporate similar lines and shadows into the paint scheme of a dresser he created. Similarly, the team is encouraged to tap into their own stories and experiences to create artworks that reflect them or a specific time in their life. Their art form extends into the automotive world as well, where they draw inspiration from shows like "Car Masters: From Rust To Riches" and "Kounts Customs".
Despite the growing demand for fast fashion, JJ Benson Inc has persevered, remaining committed to quality and creativity. They strongly believe in creating products that last and are of superior quality than those from mass-producing big box stores. This dedication to quality is evident in the founder’s disdain for cheaply made products, referring to them as "sawdust between two stickers". He values creating products that are built to last, and this commitment has helped him guide an expert team and grow his brand to where it stands today.
JJ Benson Inc’s work represents the brand’s love for unique, functional pieces of art. They strive to create pieces that are as enjoyable to use as they are to look at. Whether it's a table with a built-in flat-screen monitor for gaming or their proprietary Raspberry Pi element that codes smart mirrors with voice recognition and enables smartphone connection, their innovations are a testament to their commitment to integrating modern technology with traditional craftsmanship. However, the road to building a luxury brand is not without its challenges.
Turning Passion into Luxury
The first hurdle you face as a business owner and artist is often redefining the product to meet the exceptional standards of quality, craftsmanship, and design expected in the luxury market. This usually involves sourcing high-end materials and refining production processes. Concurrently, you will have to meticulously craft a pricing strategy that positions the products as high-value while remaining competitive and profitable. It's not uncommon for mass manufacturers to resort to deceptive labeling and questionable business practices, like using MDF (Medium Density Fiberboard) instead of solid wood or veneer instead of leather. In contrast, JJ Benson Inc. sources the best materials for its products, lays great emphasis on transparency, and educates its customers about the value of investing in high-quality products that stand the test of time.
The next challenge of breaking into the luxury market is finding the right distribution channels. Luxury brands often need to form partnerships with premium online platforms and high-end department stores, both of which weren't immediately available options for JJ Benson Inc. In that light, Richard was forced to grow his skillset and business in a non-traditional way, which worked out far better for his unconventional story and brand. So, despite the hurdles, Richard has remained steadfast in his mission to create bring together unconventional thinkers and artists to create a luxury line of products that embody perfection.
Design Philosophy
While the brand’s specific art style is hard to pin down, it’s clear that their philosophy is to create things you have never seen before and do so only once so that your piece is the only one like it in the world. The breadth and depth of their work reflect their curiosity and willingness to explore new frontiers in their craft, a trait that sets the brand apart in a world often fixated on the monotony of mass production. And so, Richard’s team adheres to his philosophy: build amazing pieces, and if they sell, they sell. He believes in the intrinsic value of his creations, their quality and uniqueness serving as their own selling points. Thanks to the freedom afforded to them, learning never stops at JJ Benson Inc., and the artists are constantly encouraged to take risks and explore new mediums.
The brand believes in having its work represent a journey - an exploration of life's varied influences and the joy of creating something unique. This comes alive in creations like their Star Wars-inspired furniture and their "river table" that evokes a highway scene with classic cars and a to-scale gas station. The team draws inspiration from everyday life, historical sites, popular culture, and fellow artists and builders. The diversity of their influences is reflected in their multifaceted body of work, which continually pushes the boundaries of imagination and creativity. When you purchase a piece from JJ Benson Inc, you are not just getting a product; you're gaining a bit of someone's history.
Life at JJ Benson Inc.
The daily life at JJ Benson Inc. is filled with joy, laughter, and the occasional mischief, courtesy of their furry "supervisors," Jack E Chan and Jilly Saurus. The close-knit team thrives on loyalty and the deep bonds they share, creating a work environment that is as warm and inviting as the pieces they create. Each new order brings a chance to try something different. One of their most unusual and fun projects was making a pair of custom nightstands. These weren't your ordinary nightstands - they had tapered pencil legs and false drawer fronts with an opening on the side instead of the front. The team has wondered what the client could be hiding in it, and that adds all the more fun and whimsy to the piece. Their aspiration is to soon open a storefront and employ a team of knowledgeable salespeople who can handle transactions, allowing them to concentrate on what they love most - creating.
Going Where the Road Takes You
The artisans here are perpetually on the lookout for opportunities to broaden their horizons and diversify their craft, the most recent explorations leading them to the intricate worlds of leatherwork and jewelry making. A hallmark of JJ Benson Inc.'s ethos is the humble acknowledgment that there's always more to learn in the vast expanse of art and creation. This humility, coupled with an unwavering desire for learning, fuels their continuous evolution, paving the way for uncharted opportunities and increasing their adaptability to cater to diverse client needs. Indeed, it is this enthusiastic embrace of the unknown that makes JJ Benson Inc. uniquely versatile. Rather than confining themselves to a niche, they revel in the challenge of new materials and techniques, each venture bringing a renewed vigor to their creativity. By embodying this culture of constant learning and adaptability, JJ Benson Inc. isn't just another brand in the market; it is a dynamic entity that grows, adapts, and evolves in harmony with its clientele's needs and the ever-changing landscape of the art and design industry.