In our Featured Shop series, we shine a light on a standout shop from Etsy’s talented seller community, offering readers a behind-the-scenes look at their process and story.
From the sturdy farmhouse table we gather around to sip our morning coffee to the live-edge oak bench where we sit to remove our shoes each night, the furniture that frames our daily life can—and should—be as beautiful and thoughtful as it is practical. And thanks to family-run Chicago workshop What WE Make, finding intentionally designed pieces with enduring style has never been easier. “People have an aha moment when they find us because they’re looking for something to help organize their day-to-day existence,” says Dan Quinn, who co-founded the company with his brother, George. “And our furniture helps them create a more visually-appealing atmosphere.”
Explore the What WE Make collection
Crafted by hand in their signature natural-industrial aesthetic, each made-to-order coffee table, media console, and bathroom vanity from the What WE Make collection is forged from gorgeously textured reclaimed and sustainably sourced wood and finished with welded metal and concrete accents. Versatile enough to blend in with any decor scheme, these built-to-last staples put a sophisticated spin on traditional wood furniture. “Our focus is on doing a more refined version of reclaimed,” Dan explains. “We’re making pieces that families will have in their homes and gather around for years to come.”
Read on to find out how Dan and his family transform weather-beaten wood into exquisite, customizable furniture, and shop the What WE Make collection.
How did you develop the What WE Make aesthetic?
In 2013, my wife and I were looking for reclaimed wood furniture for our first apartment. We gravitated toward a clean, modern look that was organic and natural, and we liked the idea of using recycled materials, but we couldn’t find anything reclaimed that wasn’t rough-looking. My brother George had been making furniture for friends and family for 15 years at that point, so we asked him to design some pieces for us.
What inspired the name, What WE Make?
We wanted to build furniture that we truly believed in on every level. “What we make makes us” is the full saying. We believe that what we’re making has to be an extension of who we are. Our focus is on doing things the right way.
What sets your furniture apart?
Craftsmanship, first and foremost. For example, we don’t just make tables. We also make cabinetry, bedroom furniture, and vanities. There’s a different level of craftsmanship required to make cabinetry—and having those skills really sets us apart. That and the quality of our materials. We use a really nice plant-based finish made with flaxseed oil. It’s non-toxic and VOC-free, meaning there are no chemicals off-gassing into your home. We don’t cut corners with any of the materials that we use.




What are some of your bestsellers?
Dining tables and coffee tables are our most popular pieces. Ever since we started, those have been the two mainstays, but the vanities and cabinetry portion of our business has really grown in the past few years. People are just in love with the vanities and concrete tops that we make.
Tell me about your options for customization.
Since our whole collection is made-to-order, we can easily accept custom requests. If you need a dining table that’s 64 inches long versus the standard 60 or 72, that’s easy for us to accommodate since we make everything ourselves. We’ve done pretty much everything at this point, including a lot of commercial orders for breweries and things like that. We do a lot of church furnishings, too.





Where do you source your reclaimed wood?
Each month a semi-truck of wood arrives from our suppliers, who take down barns in Tennessee and Kentucky. Barnwood has immense value because you can’t recreate the beauty of it. Every piece is completely unique and it’s great to work with. Our suppliers clean the wood for us, but it’s still rough and raw-looking when it arrives. We go through our own processes to finish the wood to be more refined—not the rough texture you might expect with this type of material.
Why did you decide to start offering sustainable hardwood pieces as well?
We didn’t intend to use non-reclaimed woods initially, but people kept asking if we could make our designs in walnut or white oak. Eventually, we started searching for sustainably-sourced hardwoods suppliers in the Midwest. Since we’re focused on recycled materials, as we branched off into working with hardwoods, we wanted to make sure that we weren’t supporting any companies that were involved in any sort of deforestation. We ensure that the harvesting process is done in a sustainable way.
How does your sustainability mission extend beyond the materials you use?
We try to minimize putting anything in a dumpster—reclaiming material and then throwing it away doesn’t make a whole lot of sense. Making tables, there’s always going to be cut-off material, but we give those cutoffs away. Local hobbyists take them to make stuff out of, and others use it as firewood to heat their homes. We also give local farms our sawdust to use for beds for their horses. It’s a win-win.



How do you support shoppers on their journey to find foundational pieces for their homes?
We work hard to make sure that we’re making really nice products and taking care of our customers on every level. Our prices on Etsy include shipping, so there are no surprises, and we also sell samples if people want to feel the materials in-person prior to purchase. We communicate with customers from the very beginning of the process through regular status updates, and once a piece is finished, we send pictures for approval. We don’t ship anything until they’re 100% happy. We really go the extra mile.
What’s it like working with family?
The nice thing about working with family is that at the end of the day everybody cares about the business in a way that goes beyond just punching the clock. My father was a contractor by trade. My brothers and I worked for his business during high school, and because of that it was less of a leap of faith for us to start a business too. I handle the business side of things. My wife does all our photo editing and visuals. My brother builds the furniture and manages production with our team of eight full-time makers. My dad does all the finishing work. My brother’s wife manages the online shop. It’s a true family business.
Follow What WE Make on Instagram, Facebook, and Pinterest.
Photographs courtesy of What WE Make.
1 Featured Comment
Christina from TheWildPlum said 352 days ago Featured
Fantastic feature and products! When people create from a place of dedication and love, it shows. "We wanted to build furniture that we truly believed in on every level. 'What we make makes us' is the full saying. We believe that what we’re making has to be an extension of who we are." <= It shows in the details. I was chatting with my sons about a vintage piece of furniture which has stood the test of time and is as functional today as it was the day it was built thanks to its craftsmanship. Initially, it cost more than mass produced dressers, but cost doesn't just express itself in the form of financial currency. We always pay for everything we purchase, one way or another. Sometimes, when we think we are saving money buying something new and cheap, it ends up in the landfill quickly. Do that a few more times over and the cost doesn't just impact our bank accounts, but the environment's. Finding mindful ways to lower our footprints, small as it might seem, all add up. It is also important to feel at home and connect with our surroundings, no matter how humble. Filling those spaces with quality tangibly and emotionally is felt consciously and subconsciously, which then ripples out to others. I really enjoyed reading this. I could almost smell the sawdust.
43 comments
Anna from ANNNADesign said 353 days ago
Great design, simple and concise. Good luck to you guys and a lot of creative ideas!
Julia from FavoriteToyStore said 353 days ago
I love wood products. That's very beautiful.
Laura said 353 days ago
Love your up cycling and craftsmanship. Great items. Great style.
Anna from LissiKids said 352 days ago
I fell in love with this wood platform bed!😍 Now boho style is so popular. And this wooden furniture fits so well in this style😍
Anastasiya from byKiama said 352 days ago
Thank's for sharing, You are just in time! I will definitely show my husband this article, because we're looking for coffee-table at that moment :) I'm so in love with this loft-style funiture! Congrats to guys!
Rosita from pillowlink said 352 days ago
Oh my! Amazing works. People who used to work with wood - always are better with filling soul in good energy. Wood is the material - that gives natural energy for people for hundred years even if it is cut of. So - you wwmake - bring health to people!! Thank you. :)
Lina from DreamArtNatural said 352 days ago
Just amazing thing!
Мария Копылова from MariaKopylovaToys said 352 days ago
Awesome! One feels style and love for one’s creativity. Good luck!!!
ciaffi from ciaffi said 352 days ago
Great work!! Congratulations!!
Natalya from LadiesDressingRoom said 352 days ago
Wooow!!! I like so minimalism. Very interesting!!!
accentonvintage from accentonvintage said 352 days ago
Great work! Congratulations
Christina from TheWildPlum said 352 days ago Featured
Fantastic feature and products! When people create from a place of dedication and love, it shows. "We wanted to build furniture that we truly believed in on every level. 'What we make makes us' is the full saying. We believe that what we’re making has to be an extension of who we are." <= It shows in the details. I was chatting with my sons about a vintage piece of furniture which has stood the test of time and is as functional today as it was the day it was built thanks to its craftsmanship. Initially, it cost more than mass produced dressers, but cost doesn't just express itself in the form of financial currency. We always pay for everything we purchase, one way or another. Sometimes, when we think we are saving money buying something new and cheap, it ends up in the landfill quickly. Do that a few more times over and the cost doesn't just impact our bank accounts, but the environment's. Finding mindful ways to lower our footprints, small as it might seem, all add up. It is also important to feel at home and connect with our surroundings, no matter how humble. Filling those spaces with quality tangibly and emotionally is felt consciously and subconsciously, which then ripples out to others. I really enjoyed reading this. I could almost smell the sawdust.
branda Moreno from branda said 352 days ago
Congrats!!!
Mary Kolesnichenko from FantasyCreaturesMary said 352 days ago
It's so nice when a family has a common cause. You guys are happy people!
Aleksandra from CrochetHeroes said 352 days ago
I love wooden furniture! It looks very stylish.
Nika from CuteFeltPattern said 352 days ago
So simple and beautiful. Great work, guys!
Ekaterina Smirnova from WoodenToysCompany said 352 days ago
It looks very stylish
Linnea from ChosenStonesbyLinnea said 351 days ago
I love the reclaimed furniture. Its amazing. The hard work you put into this furniture really shows.
Brenda Raebel said 351 days ago
Great interview! We have a bathroom vanity from WWM that we love and gets tons of compliments on. It’s amazing to have a great piece that you can feel good about. Sustainable and supporting family. Win win!
Sujata from TreasuredMemoryLane said 351 days ago
These are pure simple, great pieces of furniture! Love all the designs and the fact they are up cycled makes me like them more. Congrats!
Ena Vidak from EnaHarmony said 351 days ago
Great things are always simple and modest... Лав Толстој , Leo Tolstoy Great work !
cherryZO from cherryZOvintage said 350 days ago
Congratulations on the feature ! Always loved your shop !
Natalya from CrocodileCreates said 349 days ago
Congratulations on the feature! I like unpainted wood in the interior! Very stylish!
Rhonda Stubbs from RhondaCorner said 349 days ago
WOW! I really like your products and your story. What a great way to keep the business in the family. Congratulations on your feature and I wish you all great sells in the future!
bijouroom from bijouroom said 347 days ago
Thank you for the information!
Joshua Vignona said 347 days ago
It's so nice to know that there's a quality option for sustainable, handcrafted furniture. Great job! Joshua Vignona
Anna from SublimationDesignsAn said 347 days ago
A family business is wonderful, you can only dream of such a thing. Furniture with soul.
Jennifer Tyson from LadyInPurpleBoutique said 346 days ago
Simply beautiful products and your love for the trade shows! Congrats on the feature!
Natalia D. from PatternEmbroideryArt said 346 days ago
I really like wooden textures in the interior! Thanks for the great ideas.
Renee from MissingBricks said 346 days ago
Thank you for sharing!!
Sharon from YearsAfter said 343 days ago
Love the raw, simplistic, industrial style of this furniture! Looks gorgeous in every room! Congrats on the feature!
Vickie Street from StreetCrossingDesign said 342 days ago
Love your shop and such great work on your items.
Teena from Abbeyoaks said 342 days ago
Wow your work is beautiful!
Elizabeth Ames from EchosinStone said 340 days ago
Beautiful work-love the story of the evolution of your shop!
Laura from MossCapped said 331 days ago
Woooow so impressive! Sustainability really is the way forward.
Agnieszka from Makramianki said 328 days ago
Really beautiful, stylish and made with love. :)
Joshua Vignona said 325 days ago
This is impressive, a serious pat on the back for the hard work! -Josh Vignona
Pathumwadee Pathumwan from Hippiegardenshop said 316 days ago
Love your craftsmanship items : )
Josephine Corpuz said 298 days ago
Thank you for all your company makes for customers who love natural wood! When this crucial moments in our lives (pertaining Covid 19) is contained, I would love to purchase a furniture. Right now I am not employed. Thank you!
Felicity V from LissieLoves said 293 days ago
Wow, this is beautiful and such a wonderful brand!
Susan from o81f6mft said 279 days ago
I bought a GREAT picture from you, I'm passing it up to my GRANDMAN. I just want to say thank you.my friend.peace for now.
TheRedRusticRose from TheRedRusticRose said 262 days ago
I love all the reclaimed wood! The farmhouse table is stunning! So wonderful to see the beautiful products that are created. Awesome to see a family business that has such respect for the world around them.
Umesh Vigg from InspiringAbode said 63 days ago
This is so impressive