Today we’d like to introduce you to Wil Frost.
Hi Wil, we’d love for you to start by introducing yourself.
My story with woodworking started long before Northwood Rustic ever existed. My great-grandfather, who was a carpenter by trade, instilled that passion of woodworking in my grandfather, who instilled it in me, as well as an old neighbor in Minnesota who helped fuel my passion for building things with my hands.
I started woodworking when I was about 10 years old, spending countless hours in our garage & backyard making anything I could think of — clubhouses, signs, and whatever else I could create. I also got into woodcarving & woodburning for several years. My grandfather took up woodcarving because of me, and now he makes amazing animal figurines. I was fortunate enough to have people around me who encouraged that curiosity and helped me develop a love for craftsmanship.
In 2018, after taking what I thought was going to be a gap year from university, I made the decision to take a different path and pursue entrepreneurship. I had always dreamed of becoming a police officer, and at the time that was still a path I was seriously considering, but I also had a strong desire to build something of my own and become my own boss. I decided to take the leap into business, even though I had very little experience with entrepreneurship.
The early years were full of trial and error. I was trying to figure out what I wanted to create, who I wanted to serve, and what kind of business I wanted to build. I knew I wanted it to be something meaningful and something that reflected who I was. I have always been very passionate about America, our freedoms, and supporting those who serve our communities & our country, so creating wood American flags felt like the perfect fit.
That is where Northwood Rustic began. I started making handcrafted American flags, and over time those projects grew into what I do now. Fast forwarding to the present, I specialize in custom wood flags, signs, and other personalized projects, with a particular focus on serving first responders and military members. A big part of making that happen is connecting with first responders & agencies around the country.
Every flag has a story behind it. Whether it is honoring a retiring police officer, recognizing a firefighter, celebrating a veteran, or creating a family heirloom, my goal is to build something that means more than just a decoration. I want every piece to represent the values that matter most to me: faith, family, freedom, craftsmanship, and service.
Over the last two and a half years, Northwood Rustic has also established a large presence on social media. It started through videos going viral of people line dancing in Northwood Rustic apparel, but I have also been sponsoring many country dance events nationwide and creating wood trophy plaques for these competitions, from events at MO Country in Grain Valley, Missouri, up to the largest & most popular line dance competition series in the USA, the Standard Western Line Dance Showdown.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely has not been a smooth road. Building a business from the ground up has been one of the most challenging things I have ever done. There have been plenty of highs and lows, moments where things were growing quickly, and moments where I had to question what the next step was going to be.
One of the biggest challenges has been learning how to turn a passion into a sustainable company. Creating products is the part that comes naturally to me, but building the systems, sales process, marketing, and business structure behind it has been a completely different challenge.
Like many small business owners, I have worn almost every hat — builder, designer, photographer, marketer, customer service representative, website manager, and everything in between. There have been times where I have had to learn things the hard way, but every challenge has helped me become a better business owner.
The biggest lesson has been learning to stay focused on what truly matters: creating quality products, serving customers well, and building something that reflects the values Northwood Rustic was founded on.
Appreciate you sharing that. What else should we know about what you do?
At Northwood Rustic, I create handcrafted wood décor and custom woodworking projects that celebrate faith, family, freedom, and American patriotism. While I also offer western and outdoor-inspired apparel, woodworking has always been at the heart of what I do.
I specialize in custom wood American flags, especially for law enforcement, firefighters, EMS, military members, veterans, and other first responders. Whether it’s a retirement gift, an academy graduation, a promotion, or a memorial piece, my goal is to create something that honors a person’s service and tells their story. I also build custom signs, plaques, awards, and other one-of-a-kind projects for agencies, businesses, and families across the country.
What I’m most proud of isn’t any single product—it’s knowing that something I built becomes part of someone’s story. Seeing a retiree receive a flag after decades of service, hearing from a family who ordered a memorial piece, or knowing one of my flags is hanging in a police department or fire station is incredibly rewarding. Those are the moments that remind me why I started Northwood Rustic in the first place.
I think what sets me apart is that I don’t just build products—I build meaningful pieces with a purpose. Every project is crafted mostly by hand, and I take the time to work directly with my customers so they receive something personal rather than something mass-produced. I also believe my passion for first responders and the military comes through in my work. Supporting the men and women who serve our communities and our country has always been important to me, and it’s an honor to create pieces that recognize their service, dedication and sacrifice.
At the end of the day, I hope people don’t just remember Northwood Rustic because of the craftsmanship. I hope they remember how the piece made them feel and the story it was created to tell.
Can you share something surprising about yourself?
One thing that surprises people is that I deal with pretty significant social anxiety. If you’ve met me at an event or watched videos online, you’d probably never guess it. But speaking in front of large groups has never come naturally to me.
Last December, I had the opportunity to speak on stage in Nashville in front of more than 1,000 people while sponsoring one of the largest line dance competitions in the country. At the moment it felt terrifying, but afterwards it was one of the most rewarding experiences I’ve had. Building a business has forced me to step outside my comfort zone over and over again.
If there’s one thing I’ve learned, it’s that growth almost always happens on the other side of being uncomfortable. Every conversation, every networking opportunity, and every challenge has helped me become a better business owner.
Contact Info:
- Website: https://northwoodrustic.com
- Instagram: https://www.instagram.com/northwoodrustic/
- Facebook: https://www.facebook.com/northwoodrustic/
- Youtube: https://www.youtube.com/@NorthwoodRustic
- Other: https://www.tiktok.com/@northwoodrustic
