Building a Thriving Business in Utah from Creativity and Courage
In the heart of Salt Lake City, Utah, a unique business is crafting its mark — one piece of wood at a time. WOODcetera, owned and operated by a proud Tongan American entrepreneur, is a custom woodshop that specializes in 100% hand-crafted creations. From personalized signs and furniture to culturally inspired home décor, WOODcetera’s offerings are rooted in artistry and tradition.
Driven by her faith, family, and community, the owner saw her natural creativity not just as a gift, but as an opportunity. “Once I realized my God-given talent and that I could use my creativity to make beautiful things for people, it was a no-brainer to make it into a business,” she shares. What started as a spark of inspiration has flourished into a thriving business, shipping custom pieces across the country.
Overcoming the Fear of Starting
Like many entrepreneurs, her greatest challenge wasn’t logistics or competition—it was self-doubt. “Biggest challenge would probably be myself,” she reflects. “Getting the courage to actually start. To trust myself enough to put myself out there and hope people liked what I could create.”
But it was taking that first leap of faith that changed everything. She encourages aspiring business owners to push past fear: “Don’t let it stop you. Just do it. Take that leap of faith, and you’ll be amazed at how many people will be behind you supporting you, buying your products, and helping you fulfill your dream. You can do it!”
Building a Business by Word of Mouth
Success didn’t come through elaborate marketing campaigns. In fact, WOODcetera has grown entirely through the power of satisfied customers and community love. “Every single sale is a success,” she says. “Every time someone spends their hard-earned money on my business, it’s a reason to celebrate!”
The power of word-of-mouth has created a ripple effect. “One satisfied customer who tells a friend, who tells their friends, who tells their friends can literally bring you hundreds of new customers,” she explains. It’s a reminder that authenticity and quality still matter most.
Culture as the Creative Foundation
At WOODcetera, creativity is inseparable from culture. The pieces are not only hand-made—they are heart-made, with deep roots in Polynesian heritage. “My business is my culture,” she emphasizes. “If you look at the items in my shop, you can see that most are Polynesian themed. I am proud of my culture and the beauty and meaning in its designs.”
This cultural identity breathes life into every item, turning each piece into more than décor—it becomes a celebration of heritage.
Advice for Aspiring Creators
For those looking to follow in her footsteps, the advice is simple and grounded: Find someone who’s done it before. “There is no better resource than someone who has already done it,” she says. “Connect with another small business owner who is willing to walk you through it.”
With the right guidance, courage, and belief in your talents, starting a business becomes not only possible—but powerful.
