Land Rover Tells Inspiring Story of Woman Owned Furniture Manufacturer in Short Film Ad Project

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Urban Wood Goods is a woman-owned, high quality, handcrafted furniture manufacturer recognized for creating beautiful reclaimed wood furniture products that are all made in the USA. Land Rover was seeking owners with interesting entrprenurial stories and Erin was selected as the first owner to be featured out of thousands of applicants for a short film project that was filmed over the course of 7 days on location in Chicago.

"We take wood that had this previous life, this wood with so much soul, and give it a whole new purpose."

Chicago area entrepreneur and furniture maker, Erin True is the first Land Rover owner to be featured in a series of short films directed by Michael Bernard for Land Rover. The video highlights Erin’s entrepreneurial journey of the American dream through her business Urban Wood Goods. Erin went from being an unemployed art teacher in the Detroit area to creating a successful business using passion, grit, and 100 year old reclaimed wood.

“I saw the ad and immediately knew I wanted us to be part of this video project. I didn’t just want to make another woodshop video, I wanted to first show the gritty but rewarding process of reclaiming this gorgeous old wood that has a storied past from century old American buildings. With the creative, talented producers and directors for Land Rover, I knew this was a once in a lifetime opportunity to tell the story the way I had always imagined .”

Erin True founded Urban Wood Goods 8 years ago out of her garage after being inspired by both the Maker movement and sustainability practices of reclaiming Old Growth lumber from deconstructed buildings, homes and barns. In early 2010, True had become frustrated while on the hunt for an art teaching job and when her curiosity grew about selling something handmade on Etsy, she decided to put up for sale, her own recycled handmade bench she had made for her living room. True described the idea as nothing more than a hopeful experiment at the time. Fast forward 8 years and Erin and Jason, a husband and wife team, have managed to create their own unique version of the American Dream. Erin credits several factors to Urban Wood Goods’ success including Etsy and the wider adoption of purchasing furniture online, a cultural shift and resurgence towards American manufacturing, using eco-friendly materials, customization, and being able to offer a high quality and on trend alternative to the big box furniture store offerings.

Urban Wood Goods exclusively uses antique reclaimed lumber that had a previous history, to create build-to-order, modern wood furnishings for businesses and homes. UWG’s focus is primarily on creating conference tables, dining tables, desks, and shelving for offices, restaurants, universities, hotels, retail and homes. UWG prides itself on a commitment to American manufacturing, customer service, and the environment. They offer highly competitive lead times, with most orders shipping in under 5 weeks compared to the industry standard for custom furniture which is more typically 8-10 weeks.

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Erin True
Urban Wood Goods
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