A baby on the way and newly bought house needing furnishing were the major factors that led to life and business partners Dhanyel Johnson and Edson Hunt to turn trying circumstances into an opportunity.

The couple found and incorporated The Boardroom Furnishing Limited, located in Greendale, Spanish Town, St Catherine, in 2021 after making a downpayment on custom-made furniture in anticipation of their child’s birth, only to be left holding the proverbial bag without receiving the delivery of what they had paid for.

“With everything happening so fast we quickly ordered everything we thought we needed for the house and the baby. Because of how small the space was we had ordered everything custom, so we could get the best bang for our buck,” Johnson told Jamaica Observer.

“We paid our deposit, and things were going seemingly smooth. We were given a date of delivery, which came and passed, and so did several other delivery dates until we went to the location of the workshop to find out nothing had started. Long story short, we used this horrible experience to fill a gap in an industry that is riddled with this all-too-familiar narrative,” she explained further.

The couple has so far financed the company with both personal savings and a “small” loan (which to date totals $5 million) and at present they employ eight individuals on a contractual basis.

Offering custom-made furnishing, The Boardroom Furnishing brings its customers’ ideas to life, according to Johnson.

“If you see something online or elsewhere, you can send us a picture along with your dimensions and we will create or recreate that concept. I feel what sets us apart from our competition is our ability to be modern. We are introducing a new face to the ‘furniture man’ culture that we all know,” she pointed out.

“We are showing people that you can get modern pieces that are custom-designed and built for your specific need and liking. Custom-made furniture doesn’t have to look old and dated, and it doesn’t have to have that red look or that bulky feel to it. It can be light and airy and contemporary and look store-bought but have the quality and longevity of handmade pieces,” Johnson further asserted.

At the top of the list of The Boardroom Furnishing pieces most in demand are its mini chest and medi chest. The former comprises four drawers with concealed handles, pulling in customers with its “minimalistic” appearance, while the latter has five drawers and also comes with concealed handles.

“These two are our most requested items. They are a recreation of the Ikea Malm Chest but with real wood, and with the highest quality local craftsmanship. Our most popular services would be our furnishing — bedroom, living room, dining, etc. We try not to take on too many kitchens and closets because of the high demand for home furnishings,” Johnson informed Sunday Finance.

While the company in its initial stage tried to meet the demands of a market that included everyone, the co-founders soon discovered that doing so would eventually stretch their resources thin. Over time, however, both Johnson and Hunt positioned The Boardroom Furnishings to cater especially to small homes that measure 1,000 square feet or less.

“Hence the reason for us launching our Phoenix Village 2 Bundle. These homes are only 710 square feet and we really wanted to show people that no matter how small your space is, you can get the exact look you’re going for within the confines of your home. Gone are the days when you have to take whatever the store has just because of a particular look you’re trying to achieve,” Johnson said.

The Boardroom Furnishing has taken to social media as its main conduit for advertising its products, and so far Johnson believes that such an approach has served the company well. In just two years the company has amassed almost 15,000 followers on Instagram.

The founders, however, did not disclose the conversion rate of social media traffic into sales.

“We are in a consumer age and people buy with their eyes first, and so if we are able to attract potential clients with quality visuals then we are sure to reel them in. We are also looking into using other social media platforms as well to diversify our audience. Word of mouth has also been great for us as well,” Johnson outlined to Sunday Finance.

After two years of business the partners are anticipating a return on their investment, which has not materialised. And while most start-ups have to wait five to seven years for sustained profits, Johnson is optimistic that The Boardroom Furnishing can “break out of the mould” in the upcoming year.

Though starting the company had seemed like the perfect opportunity, Johnson and Hunt both considered giving up after feeling out of their depth in an industry neither had previous experience in. In this regard, Johnson said they both struggled in the first year to find an ideal location, purchase appropriate equipment, and source material for production.

Nevertheless, she credits those early teething pains as lessons that have helped cement The Boardroom Furnishing in the market.

Another challenge the company faced was trying to meet every request for customised furniture which, Johnson said, can be challenging.

“We have, however, hired a veteran in the game with over 35 years of experience [who has] come on board as our lead builder and shop supervisor, and he has literally held our hands through the entire journey so far. We could not have been more grateful for him coming on board — his wealth of knowledge in furniture building and carpentry, coupled with our youthful exuberance, has really been the driving force behind who we are today,” she pointed out.