Who are you and what do you do?
I’m Josie, owner of Rustic Metalz, where we create luxury metal wall art and custom signage that transforms spaces. Together with my husband Nathan, we design everything from 3D lighted business signs to garden stakes, magnets, and statement art pieces. Each piece is handmade using durable materials, so it’s not just art—it’s built to last. Rustic Metalz is proudly a family-run business rooted in Minnesota, and we love being part of the local creative community while sharing our work with customers near and far.
Where did your business name come from? Is there an interesting story behind it?
We chose the name Rustic Metalz because we wanted people to know exactly what our products are made of and what to expect just by reading it. The word “Rustic” captures the warmth and timeless charm we bring into each piece, while “Metalz” shows the strength and durability of the material we work with. The moment someone sees our name, they can picture bold, handcrafted metal art that feels both rugged and refined. It’s simple, direct, and instantly sparks curiosity—exactly the reaction that makes people say, “Ok, I need to go see this booth.”
What has been your favorite moment since creating your art/business?
One of my favorite moments was seeing our first large-scale business sign lit up at a client’s storefront—it completely changed the atmosphere of their space. Watching their excitement and knowing our work became part of their brand identity was unforgettable. We’ve also found deep meaning in creating memorial pieces for loved ones, including animals, as it gives families a timeless way to remember those who mean the most to them. Those moments remind me why I love creating art that’s both beautiful and functional.
Is this a full-time business for you?
This is one of the most frequently asked questions we get when people come into our booth. Some are surprised when we say yes, but those who aren’t are genuinely happy that we get to be creatives full time. Of course, like any business, it comes with its pros and cons—but at the end of the day, we’re grateful to be able to do what we love.
What made you take this leap into being your own boss?
My husband and I wanted to spend our lives together, not just our evenings or rare days off. We were sick of only seeing each other in passing, and starting a business gave us the chance to work side by side every day. Some people think we’re crazy for it, but it’s actually the reason we took this leap. We also wanted to work hard building something for ourselves and our future, rather than putting all that energy into someone else’s dream.
What are some inspirations for your work?
Nathan and I met in Montana, and our shared love of nature has always been a core inspiration. From forests and mountains to lakes and wildlife, nature deeply influences our designs. Just as important is the idea of meaning—we aren’t interested in creating “filler art.” We want every piece to carry a story or a connection, both for us and for the people who bring it into their lives.
Have you always been passionate about art and design?
Yes—we’ve both had a love for art and design for as long as we can remember. Creativity has always come naturally to us, and over time we’ve worked hard to refine that gift into something meaningful. When we focus our energy on designing, we’re able to create pieces that feel original, thoughtful, and truly connect with people.
What valuable experience/knowledge did you have before starting your art/business?
My professional background is a rich tapestry of experiences that uniquely prepared me for success in the luxury steel decor and custom signage industry. From age 13–18, I worked as a receptionist at my mom’s hair salon, where I learned the value of customer service and communication. Later, working grounds maintenance at a golf course taught me hands-on skills and an eye for aesthetics, while years as a waitress in both casual and fine dining settings sharpened my multitasking and problem-solving abilities. On top of that, I designed and sold jewelry, which fueled my creativity and entrepreneurial spirit. Together, these experiences gave me the skills to balance customer relationships with high-quality craftsmanship. Nathan also brings his background in 3D animation, which allows him to translate our hand-drawn concepts into professional digital designs with ease.
Have you had any major failures? If so, what were some important insights gained?
During COVID, when most shows were shut down, we decided to try a car show. We spent weeks making 35 brand-new designs, overstocked way too many of each, and put in endless hours preparing—only for it to be a complete flop. To this day, we’re still selling the last of those car signs five years later. The lesson was clear: don’t overproduce without testing demand first. It’s always better to sell out than to be stuck with too much inventory.
What are some tips or suggestions you would like to offer?
Focus on solving a problem for your customer. If you can truly address a need or create meaning in their life, your products will sell themselves. And never compromise on quality—it’s what keeps people coming back and spreading the word.
What sets your designs apart from others?
Every single one of our designs is hand-drawn from scratch—we’ve never purchased a file to print. While many metal artists buy premade templates, we create original artwork that you simply won’t find anywhere else. This gives our pieces a level of creativity, uniqueness, and authenticity that stands out, and it’s something our customers really value when they bring our art into their homes or businesses.
What do your customers love most about your product(s)?
Customers love the quality and craftsmanship that goes into every piece we make. They’re drawn to the originality of our designs—art they can’t find anywhere else—and they appreciate that our prices are still very affordable for handmade work. One of the most talked-about features is our unique copper patina finish, which can shimmer with the colors of the rainbow and makes every piece truly one-of-a-kind.
What is the latest thing you have been working on?
We’ve recently added on-the-spot engraving at our shows, allowing customers to personalize any piece right there—it’s been a huge hit for gifts and keepsakes. Beyond that, we’re working on a new line of modern gallery art with 3D aspects, designed for homeowners who want timeless pieces that elevate their interiors. These works are created to blend seamlessly with any style of décor while still making a bold statement.
Will you be featuring any special holiday items?
Yes! We’ll have a collection of holiday-themed magnets and Christmas ornaments that make perfect gifts or festive additions to any home. To make them even more special, we’ll be offering on-the-spot engraving, so shoppers can personalize their ornaments or magnets with names, dates, or short messages for a one-of-a-kind holiday keepsake.
What will you be bringing to the Gift & Art Expo for attendees to purchase?
We’ll be bringing a wide variety of our handmade metal magnets, garden stakes, luxury wall art, and custom signage samples. Our dog/cat magnets and dog/cat wall signs are always a crowd favorite, perfect for pet lovers who want something meaningful and unique. We’re also excited to showcase our brand-new 3D modern gallery art collection, created for those who want bold conversation pieces that bring depth and texture into their space. Many of our designs are one-of-a-kind or limited releases, making the Gift & Art Expo the perfect place to discover something you won’t find anywhere else.
www.rusticmetalz.com
Instagram: @rusticmetalz
Facebook: Rustic Metalz
Tiktok: Rustic Metalz
