May 8, 2020
Share Your Story: Fire & Pine

Recently, Fire & Pine was featured in a recent issue of museums&MORE. Since that publication was released, the world has morphed into the “new normal” with social distancing and makers reinventing products to provide assistance amidst the COVID-19 pandemic.

Ryan Lanzel, co-founder, shared the story of what Fire & Pine is now doing during these challenging times. If you have information on how you are coping with the pandemic, please complete the “Share Your Story” form on Gift Shop’s website, as it allows independent stores to share during the COVID-19 pandemic.

Ryan Lanzel, Fire & Pine
Ryan Lanzel, Fire & Pine

Tell us about your institution:

Every piece of artwork is made to order with the highest quality standards from a small team of craft artisans right here in South Carolina.

How many years have you been in business?

Three years for artwork, about a month for face shields

What is the institution known for?

Custom wood burned maps.

Fire & Pine Facility

Is there something about your institution you think stands apart from others?

We have created a totally unique aesthetic with the capability to customize artwork for any client.

Have you increased your online retail presence to adjust to social distancing?

We have shifted to wholesaling our artwork about a year ago and focused any direct sales through our website. In order to ensure the health and continued success and relationship with our wholesale clients we have offered to create custom discount codes that they can distribute to their usual local customers, so that we can drop ship artwork right to their door and the store then receives a portion of the sale without having to physically open their doors.

Maddie, an employee at Fire & Pine, works on the PPE
Maddie, an employee at Fire & Pine, works on the PPE

How have you transitioned your selling strategy during the COVID-19 pandemic?

We have actually put Fire & Pine artwork on the back burner for the time being. Although we are still producing the artwork on a smaller scale, we have dedicated our focus to manufacturing personal protective equipment in the form of face shields. By retooling our operation, we were able to utilize our specialized machines and hardworking team to quickly and efficiently produce affordable face shields for not only our local hospitals but a variety of medical and healthcare facilities nation wide.

In less than a month we have produced over 20,000 shields and donated thousands of dollars worth of PPE to hospitals, dentist offices, hospice care facilities, and more. On top of that, portions of the proceeds of any sales are donated to Volunteers in Medicine as well as the National Alliance on Mental Illness.

Lucas from Fire & Pine, works diligently to created the protective equipment.
Lucas from Fire & Pine, works diligently to created the protective equipment.

What special services have you implemented?

In our production facility we have implemented mandatory safety gear such as face shields, masks, and gloves while practicing an appropriate working distance between team members. All pickup orders are hands-free transitions to the customer via curbside pickup, and all of our shipping is done as carefully and diligently as possible.

How are you reaching out to customers during this crisis?

We have sent out mass emails to our customers informing them that we are making the transition to producing face shields and other PPE for the time being and their artwork will be made and shipped as quickly as possible given the situation. Though even with our dedication to PPE, we have not seen a significantly longer turnaround time for our artwork.

Brandon, an employee with Fire & Pine, wears his protective gear while creating PPE
Brandon, an employee with Fire & Pine, wears his protective gear while creating PPE.

Is your business offering any new programs to assist others in the community at this time?

In less than a month we have produced over 20,000 shields and donated thousands of dollars worth of PPE to hospitals, dentist offices, hospice care facilities, and more. On top of that, portions of the proceeds of any sales are donated to Volunteers in Medicine as well as the National Alliance on Mental Illness.

What helpful tips would you like to share with other retailers during these unprecedented times?

We believe during these unprecedented times we have to come together as a community to lend a hand to those in need by whatever means possible. Consider your strengths and connections, whether personal or professiona,l and there is no doubt in my mind you can find a way to make a difference for the better.

What’s your favorite thing about the institution where you work?

One of my favorite things about working at Fire & Pine would be the creativity and flexibility our culture represents. Every day brings new challenges and opportunities and we are always given the best chance to succeed through teamwork and creative problem solving. Every member of Fire & Pine has the chance to implement change and as of most recently we all came together for the greater good to be able to quickly and efficiently manufacture a brand new product from scratch.

On a lighter note, if the shop’s staff had a theme song, what would it be?

Workin for a Livin’ by Huey Lewis & The News




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