George Curl, founder of Aspects Bespoke, joins Robin Johnson to share the realities of building a successful bespoke furniture and cabinet making business. From painting and decorating jobs and handyman work to running a specialist workshop creating high end fitted furniture, George explains how practical experience, social media marketing, strong client relationships and continuous learning have shaped his journey.
George discusses the challenges of pricing bespoke projects, training apprentices, finding reliable staff, and balancing creative ambition with commercial reality. He also reveals why Instagram has become one of the most powerful tools for attracting clients, building trust and showcasing craftsmanship.
For furniture makers, cabinet makers, woodworkers, joiners, tradespeople and creative business owners, this conversation offers an honest look at what it takes to grow a workshop, build a reputation and create work that stands out.
Key Topics Covered
- Building a bespoke furniture business from scratch
- Moving from general construction into cabinet making
- The importance of having a dedicated workshop
- Growing a team and training apprentices
- Pricing bespoke furniture and custom joinery projects
- Why social media matters for furniture makers
- Using Instagram to attract ideal clients
- Building relationships with interior designers
- Learning new skills including veneering and specialist techniques
- Managing mistakes, setbacks and project challenges
- The value of Google reviews and local search
- Creating a reputation for high quality craftsmanship
- Business growth in the furniture making industry
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Yours for the Making with Robin Johnson is the podcast that celebrates creativity, craftsmanship, and the art of making. Hosted by Robin Johnson — founder of Johnson Bespoke and BBC presenter on The Travelling Auctioneers, The Restorers, Woodland Workshop — this podcast dives into the stories of makers from all walks of life. From woodworkers, metal fabricators, and chefs to artists, designers, and hobbyists, each episode offers real conversations with the people behind the things we love.
Whether you're a hands-on creative, aspiring artisan, or simply curious about how things are made, this podcast offers inspiration, insight, and practical wisdom. Expect behind-the-scenes stories, lessons in process and passion, and a celebration of the maker movement in all its forms.
Subscribe now and follow Yours for the Making wherever you listen to your favourite podcasts.
Key Moments:
00:00 George Curl's journey into furniture making
02:43 Learning through construction, carpentry and refurbishment
08:20 Taking the leap into a dedicated workshop
10:45 Building a team and hiring apprentices
13:24 Finding a niche through unique bespoke projects
19:08 The challenge of pricing custom furniture
24:18 Educating clients on quality and craftsmanship
34:22 Why workshops and showrooms help win projects
35:35 How Instagram attracts the right clients
38:08 Building strong supplier relationships
40:10 Learning veneering and specialist skills
42:12 Training staff through real projects
52:26 Advice to an 18 year old entrepreneur
55:01 Can a furniture business survive without social media?
57:18 Marketing traditional craftsmanship in a digital world
01:02:07 Future plans and business growth
