Forty years of selling veneer

This year marks the 40th anniversary of Certainly Wood, a veneer supplier in East Aurora, N.Y. Owner and founder Jim Dumas says the company has experienced steady growth over the years. It now offers about 140 veneer selections representing around 90 species, sourced from veneer mills around the world.

“In 1977, I started the Wood Shed with Lee Jacobs, a veneer mill sales rep. He commissioned me to come up with ways to sell small quantities of veneers small and medium size shops that needed real high-quality veneers,” says Dumas.

When the Wood Shed changed ownership in the early 80s, Dumas parted ways with the company. Then he started getting calls at home from prominent woodworkers looking for veneers. “But I wasn’t in a position to get them because I didn’t have any money,” he says.

“At that same time, the mills [also] started calling me, saying that I should continue filling the veneer needs of that emerging industry of small shops needing high quality veneer. So, they gave me credit even without collateral or credit history. They gave me tens of thousands of dollars’ worth of wood on consignment. That’s how Certainly Wood began. My wife and I had wood in our living room, under our couch, under our bed, in our garage … I was running to the post office to mail it. It was really a humble beginning.”

The cottage industry grew with more mill relationships, staff, and marketing efforts, especially the popular Wood Menu promotion.

“Our Wood Menu was our bread and butter before there was an internet. Eventually it became colorful as well, with pictures of wood in the warehouse, then a full brochure with newsletters and pictures of our customers’ work. We put a lot of time into it and did mass mailings every few months. It went out with every order,” he says.

Greg Engle joined the effort as sales director in 1989 and has been heavily involved with company development, international networking, and more.

“[Greg] has shouldered much of my former responsibility. I see the business continuing to be successful and to grow. We have grown even through the pandemic. The future looks brighter than it ever has and is in the capable hands of Greg and others here who are excited about moving forward honoring our original mission,” says Dumas.

To learn more about the veneer supplier, visit certainlywood.com.  

This article was originally published in the August 2023 issue.