The demand for top-end solid-wood furniture never totally dries up, even in a recession, Mount Maunganui furniture maker Richard Parkinson says.
The challenge is positioning your product range as the most relevant and desirable offering available for what remains of the market.
When Mr Parkinson and his wife Debbie bought Everwood Furniture in 2010 the business was tired and under-performing.
The Parkinsons have radically changed the business model, revamping and expanding the product range and bringing in interior-design specialist Roselle Blockley.
The result has been a trebling of business turnover. Staff numbers have likewise tripled.
The old cliche that those with money will always have money regardless of the economic climate was true, Mr Parkinson said, but to attract clients with money to spend you had to offer the best quality products and an excellent service.
"We are certainly making a far greater range of product, we're doing anything from solid timber floors to custom doors, top-end solid timber wardrobe systems, wine cellars, basically we can make anything in wood. It won't be cheap but it will be the best."
The recession was in full flight when the Parkinsons bought Everwood in 2010, but there had been a noticeable change in mood in the past year, Mr Parkinson said.
"Two to three years ago it was quite frightening in that the public were coming in here and you couldn't engage them, you couldn't have conversations with them, it was like they were gun-shy."
People were building houses again, Mr Parkinson said, and Everwood had marketed itself purely on word of mouth.
"We've done no advertising for two years and we've just grown and grown and grown.
"It's not been easy but both Rosie and I are immensely proud of what we have achieved, despite the recession."
Bringing an interior-design specialist into the store was a bold move but it had broadened the market and now accounted for close to half of the business's turnover, he said.
"The introduction of the interior design has helped to push the boundaries with our furniture design because Rosie brings clients that would never have ever come to Everwood and they want pieces of fabulous custom-made furniture, not necessarily solid-wood furniture.
"We get people coming in looking for solid-wood furniture who walk out with interior advice and vice-versa, so we're catering to a far greater sector of the buying public."
A manufacturing jeweller for 25 years, Mr Parkinson brought the perfecting standards of his former career into his furniture business.
"There are no shortcuts, it has to be right," he said.