The COVID-19 pandemic has turned our world upside down, with small businesses being hit especially hard. This is a pivotal time for SMBs, and the way they respond to the pressure will determine how their business runs for years to come. Many companies are taking this difficult situation and turning it into an opportunity. In our Positive Pivots series, we’re diving deeper into what these innovative businesses have done, and what lies beneath the surface to produce this kind of creativity and resilience.

This week we sat down with Lawrence Tom, Owner of emark, to discuss how he got started with his business and the changes he made in the face of COVID-19.

What is emark?

My wife Jia and I opened emark in 2017, and we specialize in hand-crafted furniture, lighting, and cabinets.

We believe in creating well-designed products to improve your quality of life, and we strive to help our customers live a more functional, beautiful, and comfortable life at home by making products that last for generations.

Tell us about your pivot from the corporate world to producing your own home furnishings.

I have always loved art and design, and I went to art school to develop my skills in computer animation. After graduating, I quickly realized this field was not for me, and I got a job in the corporate world. I worked in product development for 12+ years, utilizing my skills in design and learning technical engineering skills along the way. I worked on millwork type products — doors, windows, lighting products, and bathroom vanities. It started with making furniture for ourselves after Jia and I bought our first home. After sometime, I felt that I could do more which led me to start emark, and we soon went full-time.

How did your business pivot during COVID-19?

My wife and I keep on top of world news and we saw COVID-19 hitting other countries. We had a strong feeling that it would come to the US and force a lot of changes in the way we do business. Prior to the pandemic, about 80% of our work was custom, and we needed to go to customers’ homes to look at their space, interact with them, build and then deliver their furniture. We decided to start making ready-to-ship products, and moved to a small production manufacturing model. This pivot led to growth in our ecommerce channel while our custom business stalled.

What have you learned from your entrepreneurial journey and what advice do you have for other entrepreneurs out there?

I have learned so much from my time running my own business. Here is what I would tell other business owners and budding entrepreneurs out there:

• Don’t worry too much about making money at first — learn what your customers are after and how you can help them. Everything will come together and the business will slowly form itself with some general direction from you.
• Be flexible, adapt, and continue to be creative. Push the boundaries of design and function.
• There was a lot of trial and error in our journey but I believe that failures are not always bad; they’re actually a very good learning tool.