We had the good fortune of connecting with seth bergstrom and we’ve shared our conversation below.
Hi seth, can you walk us through the thought-process of starting your business?
Honestly, looking back I wish I had more of a thought process behind starting my business. I had no experience with small business, no one in my circle of friends and family were entrepreneurs. What I did have was a passion for design and woodworking and a deeply engrained work ethic. I started my brand a few years earlier as a side project, something I did on weekends so the idea of something bigger was floating around. One day after leaving a job in a career I had for 15 years I basically said fuck it, let’s see if I can turn this brand into a real business. Essentially the main thought process was; I would rather try and fail than look back wondering what could of been. I’m now almost six years deep into this adventure. I love what I do, the projects I get to work on, the clients I get to know, but the business side is one of the hardest challenges I’ve ever taken on.
What should our readers know about your business?
The core of Surfridge Design and what sets me apart from the majority of wood shops and cabinetry shops is that the whole process of design, build, and install is done by me. There are no layers of people in the process. I get to create unique designs for people who don’t want their home to look like it came out of a retail catalog. Particularly with kitchens, the trade relies heavily on pre-fab design that boxes people into what’s easy and fast for the builders. I’ve spent years trying to focus on the projects that fall outside those lines. It can be very challenging, it’s a lot more work, but the end results are worth it.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I work too much to be able to entertain someone for a week. As a pretty heavy introvert (I spend most of my time alone in my shop building) this question kind of stresses me out. Don’t get me wrong, I love LA but don’t stay with me for a week please ha. And we’d probably end up at a brewery I built out.
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
All my friends who commissioned work early on