Introducing our Founder’s Story – In Alan’s own words

6 MINUTE READ

At Carpenter Core, everything we do is rooted in craftsmanship and passion. We’re excited to share a special article written by our founder, Alan Derrick, where he tells the story of how Carpenter Core began. From his early experiences in woodworking to the evolution of our company, Alan’s journey is one of creativity, dedication, and a commitment to quality. Join us as he takes you behind the scenes and shares how Carpenter Core came to be what it is today.

Alan Derrick, Founder of Carpenter Core

Founder’s story

My journey into founding Carpenter Core was shaped by both my professional background and an unexpected event—like so many others, the COVID-19 pandemic.

Carpenter Core was established in 2019 as a custom carpentry business serving Huntsville, AL, and the surrounding areas. I specialized in building cabinets, installing trim, and creating shiplap wall treatments, among other projects. During my first year, I crafted custom-sized crates for a commercial client. These were not typical utilitarian shipping or storage crates; instead, they combined practicality with aesthetic appeal.

After that experience, I saw an opportunity to offer custom crate services online. I launched an e-commerce site so customers could place orders regardless of their location. While I continued to do local carpentry jobs, I began to fill the occasional custom crate order through the website.

By late 2020, the country had become highly polarized regarding the pandemic. Small business owners like me faced uncertainty about how to navigate the risks posed by the virus. Some clients dismissed its severity, while others were deeply concerned about exposure. In this environment, I found myself rethinking my business model and looking for ways to reduce in-person interactions, though it was impossible to avoid risks entirely.

Late in the holiday season, I received what would be my largest order at the time: over 100 custom-sized wooden crates for a New York-based property management firm. They needed the crates quickly to hold gift baskets for their tenants in time for Christmas.

After shipping that order, I had an estimate scheduled for a local carpentry project. When I arrived at the client’s home, I was wearing an N-95 mask—a rare find at that time. During our conversation, the client revealed that he had tested positive for COVID-19 but was still meeting contractors while in quarantine. I immediately left the house.

Following the responsible course of action, I quarantined myself for the recommended seven days. This experience forced me to reconsider how I wanted to run my business. If it hadn’t been for that encounter, I might not have felt compelled to embrace a business model with fewer face-to-face interactions. But after that, I realized that my growing e-commerce business for custom crates and boxes was the way forward, while the local carpentry business was becoming less appealing.

That moment solidified my decision to focus entirely on Carpenter Core’s wooden crate and box business, which has since become known for its aesthetic appeal and versatility for gifting, packaging, storage, display, and decor.

My background

Here’s a bit about my background: I have a formal education in business, and for the first 10 to 15 years of my career, I worked in the home furnishings, interior design, and graphic arts industries. I spent the next 20 years in the design-build residential remodeling business. Afterward, I ran an e-commerce business selling fine art for an additional 5 to 10 years.

Over the years, I’ve developed the determination to stay committed to a task until it's completed and a keen insight into what things can become when fully developed. I excel at listening and crafting solutions that meet others' needs. My word is my bond; I don’t make promises I can’t keep. However, I can be impatient, often caught up in the details, striving for a level of perfection that others may not prioritize. My direct and straightforward communication style can also be a double-edged sword—it’s efficient but sometimes misunderstood.

Although I’ve spent a lifetime in front of computers and on phone calls, my first love has always been working with my hands—creating something from nothing. The satisfaction it brings is deeply rewarding.

What does this have to do with wooden boxes and crates?

My education and years of business experience allow me to avoid many of the typical pitfalls, such as financial management, logistics, resource allocation, marketing, and customer service. Every consumer experience with a business traces back to its leadership, which is why Carpenter Core has earned a positive online reputation. You can’t fake a strong online reputation—at least not for long.

My years working in home furnishings, interior design, and graphic arts gave me a solid foundation in understanding design and creating pleasing aesthetics. Building on this experience, I now work one-on-one with my clients to develop wooden crate and box designs that meet their needs and fit within their budgets. My years in residential remodeling taught me how to solve complex problems, a skill I’ve carried over to this business. Providing this level of service is now second nature to me.

My early focus on woodworking and carpentry in the construction industry gave me the practical skills to create sturdy, attractive wooden boxes and crates. This craftsmanship, combined with my design experience, helps Carpenter Core stand out in the marketplace.

The business today

Many of our orders are straightforward: customers typically seek wooden crates or boxes for corporate gifts or product displays. They find us, place their orders, and we deliver. However, our specialty is in crafting custom pieces. We’ve designed everything from presentation boxes for limited edition spirits to crates for influencer mystery box marketing campaigns. Whatever the need, we can accommodate it—whether it involves integrating brand identity elements or designing unique packaging solutions.

Many of our clients share a common goal: they want something that distinguishes them and makes them stand out. They seek a professional who can manage the details, allowing them to concentrate on the bigger picture. In other words, they need a team player—not just someone who takes orders.

Moving forward

Looking back, I realize how pivotal the pandemic was in shaping the direction of Carpenter Core. What began as a custom carpentry business has evolved into a specialized wooden crate and box company, offering clients custom solutions that fit their unique needs.

As we continue to grow, I remain committed to providing high-quality products and excellent customer service. I look forward to seeing where this journey takes us next.

This article was made possible by support from Carpenter Core. We make small customizable wooden crates and boxes used for gift baskets and product packaging.