Today we’d like to introduce you to Pete Dettorre.
Thanks for sharing your story with us Pete. So, let’s start at the beginning and we can move on from there.
Believe it or not I barely passed woodshop in high school. I was horrible. In 2006 we bought our first home. We needed some new end tables due to the size of the new family room so I decided to try to make them. I had common house hold tools and thought I’d have nothing to lose by trying. The end result wasn’t half bad; but the best part was it was fun.
One rainy day I was bored and I listed the end tables on craigslist and offered to make them in any size. In 24hrs I had 48 emails with requests to make different furniture type items. I couldn’t believe it. I accepted small items that I felt I could do and used that money for new tools and machines to start doing larger items. I was hooked. I watched every video and read every magazine I could get my hands on. It consumed me in a good way.
Before I knew it woodworking became an everyday thing. Whether it was a new order or practicing techniques I couldn’t get enough of it. Starting in 2013 it had become a steady part time job for me. It gave me comfort because every day the news and internet were reporting bad news about the economy and more and more layoffs. My job was slow. We manufactured electrical transformers which wasn’t exactly a booming industry to begin with. Money was slow coming in and each day I went to work fearing the owners would announce the company would close. My wife had a good job; but even still I worried about paying the bills and having two young kids. Having just a little comfort of having that side job helped get me through without worrying myself sick about what would happen if I did in fact lose my job.
As time went on I was getting busier and busier. I wanted so bad to do this full time but was too nervous to give up a weekly paycheck and make the leap. My wife and family were so supportive. They actually kept pushing me to do it. My wife especially kept saying “Do it; you have a talent and you don’t even realize it. You love it and you’re happy, Do it!” I didn’t listen to her; at least not at that time. I was hoping the company would close and it would force my hand because I was too scared to do it.
In August of 2015 I made my first farm table and posted it on Facebook for sale. Little did I know what that would lead to. The amount of interest was crazy. Message after message after message. My phone wouldn’t stop. I was selling them cheap; too cheap actually. $600 for up to 7ft. After that I had to sit down and really think about this as if I was fulltime and how to price them. I wanted to be fair and affordable to all families so I came up with an honest price and business kept coming.
In May 2016 my hand was forced. I went to bed thinking about it and felt that this was my time to make the leap. I was finally ready and I gave a month’s notice at the job I had for 21yrs. June 1st 2016 was my first official day as a fulltime furniture maker. Since then I haven’t looked back and I couldn’t be happier. I’ve met some incredible families and have received some of the greatest reactions to my work. In December of 2017, I delivered my 100th dining table in my young career, my signature Tulip Table, to Blair Miller of Boston25 News.
It’s all happened so fast. I started Instagram and 22 months later I have a following of 21K and counting. I’m working with great companies to showcase their tools in my builds including Ridgid Power Tools, Graco Paint Sprayers, General Finishes, Kreg tools, Ryobi Tools, Armor tool, Gator Finishing Products, Shapeoko, and Wall Control. It’s been dream come true. I’m so fortunate that so many enjoy my work enough to follow, support, and engage with me. The woodworking community on Instagram has introduced me to some of the nicest most talented people I’ve ever met. I also have a YouTube channel, Facebook, and a website. It’s been surreal.
With all the support the local communities have given me, I came up with an idea to give back. I donated a few items to elementary schools in Franklin to give as class gifts and recently started Project Zulu which are personalized Military clocks. I carve the official logo and their last name into a clock face and give the profits to the Warrior Thunder Foundation in Walpole. It’s been a huge hit so far. I’m shipping them all over the country and the reaction has been pretty special. I even had a couple companies like Toolstoday and General Finishes donate product to help me launch it.
That’s my story in a nut shell. It’s been an incredible ride and I’m so thankful for all that has happened to me. I take so much pride in my work. I make everything myself start to finish so I can’t help but take each piece personal. I need that reaction on delivery day. Yes I get paid, but the reaction they give can’t be bought. I have over 50 consecutive 5 star ratings on my Facebook page. People have written some of the nicest things I’ve ever heard. I joke with my wife that they say nicer things than she does. It’s humbling to read and to be in such high demand. I don’t take it for granted, not even a little. I’m booking into October, I’m stressed, but I love it and wouldn’t change a thing.
Has it been a smooth road?
I’ve struggled learning to price things; learning to schedule properly; and learning to make time for communicating if I run into delays. As a maker, you’re always in the mindset of making the most impeccable piece and you need to realize when you’re by yourself you also wear the hat of customer service. It’s on me to find that balance. There’s always room to improve so I’m going to keep trying to figure out ways to be better. Other than normal life obstacles, I’ve been incredibly fortunate how this has played out.
So let’s switch gears a bit and go into the Dettorre Furniture story. Tell us more about the business.
I’m known for making Dining Tables. Although I’m a furniture maker, dining/kitchen tables are what I’m know for in the community and on social media. I think my work speaks for itself. You can always spot my tables. I take lot of pride making sure they are made properly with an impeccable finish. I’d rather someone be mad I was late but got my best work. There are hundreds and hundreds of people that make farm tables so when people on Instagram say mine stand out that tells me I’m doing exactly what I had hoped to do.
How do you think the industry will change over the next decade?
I can only speak for myself. I’m not sure I want to be bigger or busier than I am now. I’m not looking for employees. Like I said before I take my work personal. I don’t want anyone making anything with my name on it. I also get more time with my family. My wife is a pharmacist so it’s hard for her to get time off. Now I can be with the kids if one of them is home sick; I can get them off the bus instead of paying to send them to after school programs, etc.
If anything I’d like to find a niche on YouTube/Instagram/my web site where I could start earning some income in those areas as my following grows. I have ideas, but one thing I’ve learned is too come at it slowly and properly instead of just jumping at it or announcing it without an actual plan. Being a content creator isn’t easy. I’ve gained a new found respect for those who do it and make a living doing it. We’ll see what happens. Stay tuned!
If I’m still making furniture in 10yrs, I’d consider myself lucky and successful to last that long doing something I really enjoy.
Contact Info:
- Website: www.dettorrefurniture.com
- Phone: 508-657-4144
- Email: Peter@dettorrefurniture.com
- Instagram: instagram.com/furniturebypete
- Facebook: facebook.com/dettorrefurniture
- Other: youtube.com/c/furniturebypete
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