Justin Morrell bought the 30-yearold metalsmith shop from his father, Leigh, who forged a reputation among architects and homeowners for the quality and craftsmanship of the custom wrought-iron creations. The metalsmiths who spin iron into art turned to a technical assistance provider for advice on succession planning.
For Justin and Leigh, the immediate challenges were transitioning the family business from one generation to the next and refreshing the company brand and marketing to reflect the new ownership.
The Franklin County Community Development Corporation provided technical assistance to successfully transfer the business – analyze the financials, develop marketing strategies, and troubleshoot other minor issues. With the CDC, Morrell Metalsmiths received a mini-grant for services of a graphic designer to update the shop’s brand identity and website.
The revised logo and website reflect the next phase of the business as Morrell Metalsmiths expands its customer base across New England. Justin plans to expand the five-employee business and apprentice young smiths to preserve the tradition.