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n an era of digital storefronts and global marketplaces, a simple yet powerful success story emerges from the sawdust: Ryer Pella transformed inexpensive Home Depot fence pickets into over $1.2 million in Etsy revenue by crafting two types of wooden outdoor coolers. Without fancy tools or a massive team, he scaled a woodworking side hustle into a thriving business by tapping into an underserved niche, optimizing his listings, and pricing smarter.
This blog post explores the secrets behind his success, the tools he used (or didn’t use), the pricing mistake that nearly cost him everything, and how he’s inspiring a new generation of makers to rethink what’s possible.
🔑 Key Takeaways:
- Simplicity Wins: Only two cooler designs drove $1.2M in revenue using basic garage tools.
- Etsy Goldmine: Outdoor furniture is an underexploited niche with strong demand and low competition.
- Photos Matter: High-quality, clear product images dramatically increased conversions.
- Personalization Sells: Custom engravings added perceived value and tapped into the gifting market.
- Speed Wins Sales: Fast shipping times created a major advantage over competitors.
- Don’t Undersell Yourself: Pricing for busyness instead of profit can sabotage sustainability.
A Simple Product with Massive Potential
Ryer’s bestsellers were surprisingly basic: outdoor coolers made from cedar fence pickets. One design used a store-bought cooler inserted into a handmade wooden frame. The other used a liner with ice for a drink station. These were practical, good-looking, and functional—ideal for outdoor gatherings, gifts, and home décor.
He didn’t use CNC machines or complicated joinery—just a table saw, a miter saw, and nail guns. His success proves that sophisticated tools aren’t necessary to launch a scalable business.
Why Etsy Was the Perfect Platform
Etsy’s marketplace favored Ryer’s handcrafted coolers for several reasons:
- Niche alignment: Outdoor furniture is underserved on Etsy.
- Domestic advantage: Bulky items are expensive to ship overseas, giving U.S. sellers an edge.
- Gifting appeal: Coolers doubled as housewarming and celebration gifts.
- Custom options: Engravings and monograms gave customers a unique reason to buy.
Plus, by focusing on professional photos and a strong listing strategy, Ryer stood out among lower-quality alternatives.
The Game-Changing Mistake: Underpricing
Like many makers, Ryer initially priced his coolers to sell fast—just to stay busy. That decision nearly cost him his business. Though orders flooded in, margins were razor thin. Equipment broke. Time disappeared. The business wasn’t truly profitable until he adjusted pricing to reflect true costs—materials, time, Etsy fees, and especially shipping, which often ranged from $25 to $100 per unit.
His advice? If your prices don’t allow you to replace tools or scale comfortably, raise them—even if it means fewer sales.
Tools and Costs
- Materials: Fence pickets from Home Depot, coolers from Walmart, and hardware from local suppliers.
- Shipping Costs: ~$75 for large coolers, ~$25 for small ones.
- Jigs & Systems: Created DIY assembly jigs to improve efficiency.
- Photo Strategy: Focused on crisp, well-lit product photos to dominate search rankings.
Final Thoughts
Ryer’s story is proof that you don’t need a massive investment or fancy gear to build a million-dollar business. With smart pricing, beautiful presentation, and relentless testing, even simple projects can scale. His biggest lesson? Don’t sacrifice profit for validation. If you’re going to work 12-hour days, make sure you’re chasing the reward—not just the hustle.