Sometimes Tables Come True
Standardized production? The exact opposite – in the veteran Hebrew workshop, Wishes Tree, manual production traditions from the dawn of woodworking are being preserved. These woodworkers dedicate their unique talents to creating rare and superb furniture for all customers, with special attention paid to each individual.
The buzzing of saws, the hammering of hammers, the grind of polish tools, the touch of an examining hand, the aroma of sawdust in the air. The workers’ sharp and focused eyes in each stage of the work are felt in the finished product: dining tables in the best of Israeli tradition – well designed, functional and with exceptional extending capabilities – the variety of tables can extend up to four times their original size, all according to the customer’s wishes, demands and desires. At Wishes Tree, manual production techniques are being used, some of which were made obsolete by the industrial revolution many years ago. These techniques are expressed in every inch of the product and are highly valued by their clientele. With an expert hand and a lot of love, these craftsmen create high quality, unique products.
In the Wishes Tree workshop, unique furniture solutions are being produced. In contrast with the superabundance of furniture on the market, a customer comes to Wishes Tree with a request, a desire or a specific need. Ofer Zohar, Wishes Tree table designer, owner, and third generation master craftsman, translates those wishes into a one of a kind table and draws up a detailed work plan of the desired product, including dimensions, wood type and extension style. After the customer gives his/her approval, the production process begins. Each piece of the puzzle which is the final product is made separately by the craftsman in charge (by specialty); the parts are then assembled in stages until the product is complete. Following assembly the customer comes to the workshop to watch a demonstration of the table and to pick a finish color. The master painter makes several samples of lacquer on the selected wood type, to best demonstrate how the finished product will look. After the customer picks a color, the table is disassembled and painted to perfection. Eventually the table is reassembled in the customer’s home, to preserve its quality for years to come. At Wishes Tree every item has a serial number and a destination, so from the first cut the woodworkers know who the eventual owner will be. The tables are made from the highest quality materials (even the screws), and the timber used comes only from furniture industry designated forests. They make sure to use no black market timber by working only with known suppliers and demanding correct documentation in every delivery. The detailed work, the finish quality and the entire meticulous production process indicate loyalty, partnership and personal attention given to each customer and dream.
Expert artisans toil in the workshop, each with a function, a dedicated specialty. One craftsman develops and assembles extension solutions for dining tables, console tables and other furniture. Another specializes in fitting and mounting patented rails for table extensions. The rails are supplied by a quality welder and assembled in the workshop using a special technique. This work requires proficiency and maximum precision, as the rails must be placed to within a tenth of a millimeter, so the opening and closing of the table will be as guaranteed by a Wishes Tree custom table – easy, comfortable, safe and aesthetic. The third craftsman is in charge of quality assurance in the Wishes Tree table fulfillment process – maintaining mechanical equipment operation procedures, quality and safety checks in the different areas of the workshop.
The master painter is in charge of polishing and painting the table using no less than six separate layers, in order to help the paint and sheen withstand the climate conditions for years. Even after the table is ready, it remains for a period of up to a week, for rigorous quality checks before shipping.
The industrial revolution has allowed furniture to become a mass-produced product, of varying material and assembly qualities. A modern furniture factory is capable of producing hundreds or even thousands of furniture items per day. The goals of such a factory are efficiency and shortening output times, while automation controls the entire process. In contrast, a specialist manufacturer, like Wishes Tree, produces unique handcrafted furniture for every customer and offers a very different rate of production, spanning weeks and months. The more the customization is unique the longer the production time and of course handcrafting comes with a steep price tag. Customers may choose from a variety of wood types, finish colors, table leg designs, extension styles and number of extensions for every table. Chair design, wood type and upholstery fabric can also be individually picked by the customer, so the craftsmen don’t lack for work.