Today we’d like to introduce you to Amy Porch Ketel
Hi Amy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
It has been a long and winding road to the Amy of today, and my passion project of Wood & Whimzy. After I graduated from college, my husband at the time enlisted in the Army. From then on, life was a whirlwind of moving, new friends, new jobs, kids, deployments, pets, houses, etc. A lot of people don’t like the military lifestyle, and there were days I didn’t either, but I learned to love it. Being an Army spouse opened up a world for me of travel, new friends, and lots of new opportunities.
After college graduation, I immediately moved to Germany. I gave up grad school for the time being, but what I gained was the opportunity to live and travel around Europe for nearly 10 years. I started working in a small on base marketing office and I’ve been in marketing and public relations of some sort since 1997 – that is so many years ago!
I was surprised about how much I loved graphic design, but I still told myself that I wasn’t an artist. I grew up believing I wasn’t creative nor talented. I’m not sure why exactly, I just always believed I couldn’t do it. But, over the years, some new and sparkly hobby would catch my eye – quilting, painting, home decorating.
Fast forward 25 years – because that’s how life feels when you’re raising kids – and my kids had become independent people who didn’t need me 24/7 any more. I had moved up in my career to a director of communications, but I missed the early days of creativity required by writing and graphic design. Life felt lackluster and I was seeking some kind of creative outlet.
On a whim – I bought a laser engraver. I fully invested in a new and expensive hobby with very little research or planning. Completely normal thing to do, right?
Well, here I am now with three lasers, a burgeoning custom hat business and more creative outlets than my daily schedule can handle. And with all of that, the joy of creating has returned and I’m embracing the lifestyle of a maker where we work full time, run a side business and continue to love and support our families.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The path of an entrepreneur is never smooth, and mine has been full of twists and turns. I launched Wood and Whimzy in June 2023. Overwhelmed by possibilities, I joined every online laser engraving group I could find, bought the “best-seller” files on Etsy, signed up for markets, and followed the advice that worked for others.
But building my business on others’ successes felt like a dead end. At markets, I was selling the same items as other makers, often at higher prices because I factored in my time. It turned into a race to the bottom. I wasn’t standing out, and it became clear: if I wasn’t different, why would by products and time be worth a premium?
I realized I couldn’t keep repeating the cycle—buy files, make products, and deal with leftover inventory that just drained resources. So, I stopped. I started treating my business like the real deal and discovered my true differentiator—me. my husband Derek, my biggest supporter, had been telling me this all along, but it took time to believe it myself.
He was right. As creatives, we each have our own unique vision. There’s no need to compete when we can build our own brand. So, I started designing my own files, tapping into my graphic design background. Before long, I was offering products no one else had. I even started burning hats with a pyrography pen on a whim. I’ve ruined my fair share of hats, but I’ve also created some stunning, original pieces that have won me a loyal following.
The journey smoothed out once I stopped competing and stepped into my own spotlight, and that’s when a community of opportunity began to grow around me.
Can you tell our readers more about what you do and what you think sets you apart from others?
My mind thrives on a kind of creative hopscotch, bouncing between strategy and creativity. I like to say it dances, but really, it’s jumping from square to square—and it works for me!
On one side, my right brain is fully engaged as the Director of Communications at talkStrategy, a San Antonio agency. I manage client accounts and collaborate with an incredibly talented team. This is my calm in the midst of a storm, strategic side, and I love it. I’m especially passionate about helping women-owned small businesses and nonprofits because we all need to lift each other up.
On the flip side, my left brain is happiest with Wood & Whimzy, where creativity takes over. There’s something magical about watching a laser turn your vision into reality or a heated pen glide over a hat, bringing a design to life—often one I hadn’t even planned. No two hats are ever alike. Sometimes I plan, but most of the time, it’s all about the mood and the moment. I love the two mediums of art so much, that I am officially launching Wildwood & Whimzy hats next year so I can bring custom fits and styles to my customers.
I think that the yin and yang of my brain sets me apart from others. I’m so grateful to have found my ability to work in a world of business, budgets and strategies and then come home to the soothing world of creativity. This is a feeling I wish everyone had the opportunity to find.
How do you define success?
Success isn’t only about job titles, salaries, or sales figures—it’s about the joy we create for ourselves and those around us. For me, as a maker, success is seeing the spark in someone’s eyes when they receive one of my pieces as a gift or the trust customers place in me when they ask for wedding invitations. It’s the lasting relationships and return customers that truly define success for me—those moments of connection mean so much to me.
Pricing:
- Artisan-burned hats begin at $80 depending on materials and customization
- Engraved wooden wedding invitations begin at $6 each.
- Personalized wooden guest books begin at $50
- Custom hat bar parties begin at $80 per guest depending on materials
Contact Info:
- Website: https://www.woodandwhimzy.com
- Instagram: https://instagram.com/wood_and_whimzy
- Facebook: https://facebook.com/woodandwhimzy
- Other: https://www.theknot.com/marketplace/wood-and-whimzy-boerne-tx-2088340
