Brothers Bring Traditionally Crafted, US-Made Leather Products to Customers Worldwide

Eleven years ago, when brothers Chris and Jason Angelini started handcrafting leather wallets in their parents’ Massachusetts garage, they never imagined they’d soon be running a thriving global business. But what began with a single wallet design and a few sales to friends and family quickly evolved into American Bench Craft — maker of rugged handmade leather products, including wallets, belts, tool sheaths, and pet accessories. Today, Chris and Jason lead a team of 20 from their Wilmington, Mass. workshop, shipping their products to customers in over 40 countries.

Digital tools are essential to American Bench Craft’s success. Selling online — on their Shopify-powered website and Amazon — helps them reach customers across the country and world. They’ve built a strong presence on social media, and use email marketing and data-powered digital ads on platforms like Google and Amazon to reach customers and grow.

However, proposed data privacy regulations in Massachusetts could make it harder for small businesses like American Bench Craft to reach new customers and thrive. Chris worries that the regulations’ limits on how small businesses can use data would make it harder to advertise to and engage with customers — increasing ads’ costs, reducing their effectiveness, and hurting the company’s bottom line.

“Data-powered digital tools are critical to our business,” Chris says. “If we don’t have the data we need to advertise to likely customers, or follow up with existing customers — like reminding someone who bought a belt that we also make sheaths and holsters — we’ll miss out on a lot of business,” he says.
Learn more about American Bench Craft at AmericanBenchCraft.com.