From Concepts to Creations: How BeaverCraft Develops What’s Next

Interview with Susen,
Head of R&D Office at BeaverCraft

Research and development is a big part of what keeps any company moving forward. It’s where ideas take shape—from figuring out what people actually need, to testing ways to make products more useful, more durable, or just more fun to work with. Good R&D is about finding the balance between innovation and practicality—and knowing when to take a risk on something new.

We sat down with Susen, Head of R&D at BeaverCraft, to talk about what goes into developing new products, how the team keeps up with trends, and what it’s like to stay competitive while creating better tools that actually meet the needs of real users.

Katherine: Hi Susen, great to finally sit down and chat with you! You’ve been with BeaverCraft for quite a while now. Can you remind us—how long exactly? And how has your role or perspective changed since you first joined the team?

Susen: It’s been about three years now. I actually started out in procurement, so my focus was more on logistics, suppliers, and making sure we had what we needed to operate smoothly. Back then, I wasn’t deeply involved in product creation, but over time I became more curious about how our tools were made—and why we were making certain design decisions. That shift in interest naturally led me into the R&D space. Now, I’m on the creative and problem-solving side of things, and I get to work much closer with our team of designers and testers.

Katherine: What originally brought you to BeaverCraft? Were you always interested in wood carving and crafting, or did that interest come later on?

Susen: Honestly, woodcraft, at some point, had already been a pretty big part of my life before BeaverCraft. In my previous job, where I spent almost five years, I worked in a role closely tied to woodworking, so this felt like a natural continuation. Once I started working with our products and watching how people used them—how personal and rewarding the carving process could be—I started carving myself. That hands-on aspect really grew on me over time.

Katherine: You mentioned earlier that your career path at BeaverCraft started in procurement—working with suppliers and manufacturers to source materials. So, between procurement and R&D, which one has been more challenging for you—and why?

Susen: Yeah, my role as Head of R&D is still relatively new, so I’m still getting deeper into it. But even so, I’d say both roles come with their own challenges, but R&D is definitely more creatively demanding. Procurement is about precision and timing, while R&D is all about ideas, trial and error, and constant improvement. There’s no clear roadmap—you’re often working with possibilities, and not all of them work out. That can be tough, but it’s also incredibly exciting. I like to say R&D is like mastering chaos, while procurement is about controlling it.

Katherine: As Head of R&D, how do you balance creativity with the practical side of making tools people actually use every day? How do you decide which ideas are worth exploring?

Susen: That balance is everything. We try to stay open to new ideas, but we always come back to function: will this help someone carve or make things better, safer, or more enjoyable? We look at real use cases, get feedback from the community, and ask ourselves—would we want to use this tool? If the answer’s yes, we move forward.

Katherine: Who usually makes the call when an idea just isn’t working? Maybe it's failing tests or just not hitting the mark. And how do you and your team decide when it’s time to move on to the next one?

Susen: It’s always a team decision—but at the end of the day, our users have the final say. If a product isn’t working the way we hoped, we don’t let it drag on. We usually have more than three projects in progress at once, so we have some flexibility. If something doesn’t meet expectations after a few iterations, we regroup, figure out if there’s a salvageable part of the idea, and then either pivot or let it go. It’s not always easy, but it keeps us moving forward.

Katherine: As someone who’s at the helm of research and development, how do you manage the pressure of staying ahead of competitors while still keeping quality at the forefront?

Susen: We don’t chase trends just for the sake of it. Our focus is always on quality and user experience. If there’s a trend that fits those values—great, we’ll explore it. But we’re not afraid to go our own way if we believe in a tool or concept. That kind of consistency builds trust with our customers, and we take that seriously.

Katherine: What do you find most rewarding about working in R&D, especially at a company like BeaverCraft, compared to other industries?

Susen: Seeing someone use a tool we designed—that’s the most rewarding part. It’s not just about the product; it’s about the experience that tool enables. That’s something you don’t always get in other industries, especially ones that are less hands-on. And if we’re doing our job right, people reward us in the best way possible—by choosing our tools. That’s the ultimate sign we’re doing something right.

Katherine: Where do you usually find inspiration? Any go-to sources, routines, or even hobbies that help spark fresh ideas or keep your creativity flowing?

Susen: A lot of inspiration comes from reflection and observation—just paying attention to how people use tools and thinking about how to improve their experience. I get ideas from exhibitions, workshops, and showrooms. You see someone struggling with a certain tool, and it sparks the thought: how can we make this better? Outside of work, I’ve got a pretty wide circle of interests—guitar, poetry, reading, comics, carving, cycling, kayaking, baking, climbing, trekking, carpentry, even appliance repair. I know, it’s a bit all over the place, but that variety really fuels creativity. And honestly, it’s just fun.

Katherine: You’re surrounded by people who work in a very hands-on, tactile field. How do you keep that same sense of craftsmanship alive in the R&D department?

Susen: We do a lot of hands-on testing. We carve with the tools ourselves, and we involve real carvers early in the process. We also visit our production facilities regularly—it’s a great reminder that these aren’t just ideas on paper. They’re physical tools and DIY kits someone’s going to use, and that keeps us grounded.

Katherine: How has BeaverCraft managed to keep up with trends in DIY and crafting, especially with the rise of social media and platforms like YouTube and TikTok?

Susen: We watch what our audience is creating and sharing, and we try to meet them where they are. A lot of inspiration comes from our community, and we’ve gotten better at creating tools and kits that are beginner-friendly while still being high quality. And our content team does a great job showcasing what’s possible with just a few tools and some curiosity.

Katherine: And, finally, Susen, what’s next for BeaverCraft? Can you give us a sneak peek into any exciting projects or ideas currently in the works?

Susen: We’ve got a few things we’re excited about—some new tool designs and a sculpting-focused kit that’s a bit different from our usual carving sets. I won’t spoil too much, but we’re aiming to make creativity even more accessible, especially for people just getting into the DIY and wood carving world.

That sounds amazing! Thank you for sharing your insights, Susen. For those inspired by Susen's work, don’t miss out on what’s coming next—stay tuned!

Interviewer:

Wood carving and outdoor enthusiast, content creator


Passionate about wood carving and the great outdoors, I’m always up for an adventure—whether it’s a hike, a camping trip, or a DIY project. When I'm not exploring, I craft content for our community and share the stories of fellow makers.