Today we’d like to introduce you to Laura Hatcher.
Hi Laura, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Design has been a passion of mine since I was a teenager. I started with sewing classes, but it didn’t take long before I realized I didn’t just want to follow someone else’s patterns, I wanted to create my own. That spark pushed me into designing dresses for proms and weddings, which slowly expanded into children’s clothing and eventually home décor like custom pillows and quilts.
By 2015, years of sitting behind a sewing machine had left me burned out. Around that time, a friend introduced me to painting furniture. That small moment of inspiration lit something new in me, and Rustic Deco Incorporated was born. I began working alongside a woodworker named Roger, repurposing vintage furniture and selling the pieces locally. Everything sold quickly, which only fueled my drive to keep expanding. My then-husband, Samuel, also joined in, selling vintage and antique pieces through local booths.
By 2017, our house was overflowing with furniture, so I moved into a dedicated work studio. But by 2018, I once again felt the strain of trying to physically produce every piece while also running the business and managing vendors. That’s when Samuel and I made a pivotal decision: instead of manufacturing everything myself, I would focus on design. We began researching outsourcing, attending furniture shows, and that’s where I first discovered industrial-style furniture. The way it combined history and artistry captivated me. We launched rusticdeco.com and stepped into the world of e-commerce.
Within months, we were importing full containers of product. At first, we relied on 3PL companies and drop shippers, but the quality of shipping was terrible, and damage was constant. I knew we needed control, so I took a leap and secured our own warehouse. Through trial and error, we developed shipping methods that nearly eliminated damage, reducing our claims from around 30% to just one or two a year.
By early 2019, Rustic Deco had grown into a 10,000 sq. ft. warehouse. In 2020, we launched Knox Deco as a sister brand. And in 2024, I stepped fully into leadership as CEO, proudly establishing the company as a woman-owned business.
What started as a teenage curiosity with patternmaking has grown into a thriving furniture design company that continues to evolve. At its core, Rustic Deco is still built on the same belief that has driven me since the beginning: take inspiration, create boldly, and keep bringing visions to life.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Once we started importing, the furniture tariffs were a huge hurdle back in 2019, the container shortage that happened, the huge increase in freight costs. Covid was a struggle for everyone, us included. And figuring out how to effectively communicate with manufacturers in other countries. And through trial and error figuring out how to safely ship very heavy items nationally.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
1) We make sure we have genuine quality products. Materials are all hardwood, cast iron, heavy gauge steel, and high quality leather. No MDF and nothing is Faux.
2) Having conversation pieces that are fully adjustable from dining to bar height.
3) Unique industrial style that no one else sells because the owner designs the furniture.
4) Laura has a designer eye and is always looking for upcoming trends and what will sell well in today’s market
5) The word “no” does note does not exist in Laura’s vocabulary. When she has a vision she wants to bring to life she will make it happen and inspire others to make it happen with her.
What matters most to you? Why?
The thrill of seeing the customer excited for the furniture they received. It really is the driving force for my motivation to continue bringing my designs to life.
Contact Info:
- Website: https://www.rusticdeco.com/
- Other: https://knoxdeco.com/
