Meet Ester Shamba | Co-owner of Gratitwood

We had the good fortune of connecting with Ester Shamba and we’ve shared our conversation below.

Hi Ester, what is the most important factor behind your success?
We deeply believe that people look for more than just high-quality products; they seek high-quality customer service, trust, and communication. People do business with people, which is why we put a lot of effort into being reachable and transparent with our clients. We are open and share everything about us, mostly on Instagram: our day-to-day work, real-time projects, and the behind-the-scenes of a small business owner’s life. People get to know us and buy from us, not from a cold, distant brand. Except for communication, our industry is full of stories about shady people, and we feel that it’s hard to trust and let someone into your house—the most intimate part of your life.

What should our readers know about your business?
Our business specializes in custom cabinets. We create everything from bathroom vanities, mudrooms, built-in units, fireplace walls, TV walls, home office units, and kitchen cabinets to storage and laundry room cabinets. We also offer a small category of “unique wood projects,” such as custom game tables or nightstands. We work with our clients from A to Z, starting with measurements and exploring their needs, references, and personal taste. Then, we design their unique cabinets, create them, and install everything. It’s a very personalized and custom process.

We moved from Israel after getting married. Kobi is American because of his mom, who grew up in Virginia. We wanted to leave and explore our future, seeking adventures. It was very hard; I was pregnant, and Kobi struggled to find opportunities to provide for us. He started as a handyman, and one day, someone asked him for a small cabinet, which sparked his passion. Quickly, he decided to start a custom cabinetry business. After a year on his own, he asked me to join him. Initially, I refused, saying, “over my dead body,” and joking that we’d get divorced after three days if we worked together. But somehow, I took a leap of faith, even though I was busy with my own pursuits. I finished an online course in social media marketing and had a few clients. I stopped everything and joined him. Surprisingly, it brought us closer, and we make a great team, balancing each other.

It was hard on a few levels; this was our only income, so it was do or die. We were forced to “jump into the water” and start swimming because we needed food on our table. We were “swimming” with limited English proficiency and not much experience in business, woodworking, or marketing. We didn’t have time to be afraid or insecure; it just happened. Kobi used to watch hours of YouTube videos about woodworking, cabinets, and how to start a business, establishing a solid circle of clients. He used to work from our small home garage, and I was home with our daughter. I remember one week that he had a big project, and the entire living room was filled with cabinets and shelving units. I’m still shocked at how talented he is and how fast he learned everything. I taught myself some basic graphic design, digital marketing, and very basic photography. Kobi handled the talent and the professional side of the woodworking, while I managed the back office and marketing. I created our logo, branding, website, and social media pages and learned how to run them professionally. You could say we literally created everything from scratch with our hands.

Today, a few years later, we have a spacious workshop with an attached office space, better tools, and we’ve hired a designer who collaborates with Kobi on designs, and a personal assistant who helps me with backstage work. We have installers, work with a local photographer, and outsource for more professional aspects. Everything makes more sense now, and we get the most amazing feedback from our clients. We are very proud and grateful for our journey. It has been a daily lesson in mental strength, self-belief, and consistency.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love Atlanta! I love living here in the suburbs and visiting the city. I especially love Marietta Square; we used to live close by, so I’ve been there a lot on many different occasions. I love the old city views and the unique stores. There’s a bakery called “Australian Bakery Cafe” there with amazing food that I can’t describe enough. I also love “Fudo” in Chamblee for their great sushi and cocktails, and “The Select” in Sandy Springs is a great place too. I always have the best time there.

I love walking in Midtown, always feeling the energy in the air and the people around. After a week full of work, it makes me feel like I’m in a different city, changing my vibes and resetting.

I also love enjoying time alone to refill myself. I find small spots where I can sit and enjoy the view, reorganize my thoughts. I do that at “Chattahoochee Coffee Company – Riverside”; it’s so beautiful. Sitting next to the river with a cup of coffee, my heart is just full. Another spot I LOVE is “Doc Manget Memorial Aviation Park,” a small park next to DeKalb-Peachtree Airport where you can sit and watch small airplanes landing. It’s so relaxing; I love sitting there and just unwinding.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost, “The Magic” by Rhonda Byrne deeply impacted me, teaching me that positivity can unlock endless possibilities. Since then, gratitude has become integral to my life, even shaping our business name – “Gratitwood,” a blend of “gratitude” and “wood.” When naming our business, Kobi and I brainstormed extensively, but many options were already taken. Then, Kobi suggested inventing a word to ensure uniqueness. The moment he said “Gratitwood,” we knew it was perfect. It embodies our core values of gratitude and craftsmanship.

Secondly, I draw inspiration from my best friend, Hana Landesman, owner of SNAP Animation Studio, a creative hub for promotional animated videos. Hana embodies strength and determination, always achieving her goals with clarity and grace. Not only is she a successful businesswoman, but also a devoted wife, mother, and friend. Her boundless generosity and multifaceted character inspire me deeply.

Website: www.gratitwood.com

Instagram: https://www.instagram.com/gratitwood/

Facebook: https://www.facebook.com/gratitwood/

Image Credits
All first four photos by our photographer Shani Uritzky