DutchCrafters celebrates 20 years of handcrafted perfection

By ALEXANDER POPP alex@appenmedia.com

ALPHARETTA, Ga. — When DutchCrafters CEO Jim Miller and his partner Miao Xue first went into business in 2003, they didn’t really know what they wanted to sell.

Normally, that doesn’t bode well for the survival of a business. But Miller and Xue, both former grad students at the University of South Florida, knew that an invention called the internet was starting to show a lot of potential for matching customers with niche products that were hard to find.

DutchCrafters will celebrate its 20th anniversary later this month, marking years of hard work through recessions, a global pandemic and countless other challenges that led them to become an industry leader in selling hand-crafted furniture to customers around the world.

“It’s been a great success story,” Miller said. “But wow, there were challenges along the way. It took a lot of work.”

Today DutchCrafters is known for selling high-end custom furniture made by Amish craftsmen from communities in Indiana, Ohio and Pennsylvania. But initially, Miller didn’t even think it would be possible to sell such an expensive product on the internet, which was seen as “shady” during its infancy.

“People didn’t trust it,” he said. “Consumers weren’t there yet. In 2003, total U.S. sales of eCommerce were something like 1.25 percent.”

Instead, they began selling nifty, but less expensive, Amish-made craft items like decorative wooden lighthouses and outdoor furniture, which weren’t really being sold anywhere else online.

All that changed when Miller and his wife, Linse, took a trip to

Pennsylvania to scout for vendors, and she convinced him they’d be crazy not to try selling the beautifully crafted furniture they kept seeing.

“I said, that’s never going to work. There’s too many problems,” he said. “The next year we did about half a million dollars in revenues … So, it was a great time to be wrong.”

See TWENTY, Page 9