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October 14, 2024
EAGLE RIVER – Keith Anderson said he had no choice in opening a business of his own – “it’s in my blood” – growing up in a family of entrepreneurs and woodworkers.
All joking aside, Keith – who owns Iconik Etching and Innovations, LLC in Eagle River with wife Kayla – said he’s always been an inventor – “loving the process of taking an idea from concept to tangible product from a young age.”
“He spent his childhood helping at his grandparents’ bed factory, his parents’ wood component factory and alongside his grandpa, a reputable carpenter,” Kayla said. “Being in these environments helped him learn invaluable skills that would later be used every day in his own business.”
Growing up in Upper Michigan in a family with similar roots – “entrepreneurial, building and woodworking” – Kayla said she gained skills in business, communication and design that would later mesh perfectly with her future at Iconik.
Kayla said it’s Keith’s talent in woodworking and design that sets Iconik apart, and to this day, “he’s always up for the challenge of turning an idea into reality.”
Built from a strong foundation
The origins of Iconik – 3877 State Highway 70 E. – Kayla said, can be traced back to Keith’s family’s wood component factory in Peshtigo.
“They were producing butcher blocks and thought they would be perfect for customization,” Kayla said. “Laser engraving was the new cool thing at the time, so they purchased a small laser machine in 2006, and the ‘Laser Division’ was started.”
Keith said his parents put him in charge of the venture – which expanded into a wide variety of capabilities and original products.
“When Keith and I were married in 2014, we decided to separate from the family business and start turning our vision for Iconik into a reality,” Kayla said. “Over the last decade, we have focused on growth and relocated to Eagle River in 2022, where we were welcomed with open arms.”
Starting a business, Kayla said, is tough for many reasons.
“It takes grit, time, optimism and a lot of risk,” she said. “There are always ups and downs in business, but we are passionate about sharing what we do, fostering growth and helping others succeed along the way.”
In the same breath, Kayla said she and Keith enjoy the “no glass ceiling” potential they have as small business owners.
“Despite the inevitable challenges, new opportunities are around every corner if you’re willing to seek them out,” she said. “We also love being producers and contributing ideas, products and services in every way we can.”
Being able to support the dreams and aspirations of their employees, Kayla said has been another rewarding aspect of small business ownership.
“We have employed many different people over the years – some of who used their paychecks to get through college, start families, etc.,” she said. “It is so rewarding to know that our company has had a positive impact on these people and their families.”
A name that stands out
Just as they put a lot of creativity into their designs and products, the Andersons said the same was true with coming up with the business’s name.
“Keith originally thought the business would be largely centered on graphic design and art, having just finished courses at The Art Institute,” she said. “He wanted the business to feel iconic within the graphic design and laser engraving industry, which led to the name ‘Iconik Etchings.’”
As the business, its offerings and creativity continued to expand, so, too, Kayla said, did the company’s name.
“Later, we named our LLC ‘Iconik Etchings and Innovations’ because the name had become recognized by our customers, but we had expanded far beyond the original vision,” she said.
What’s offered?
At Iconik Etchings, Kayla said they manufacture and customize products for breweries, promotional companies, retailers, individual customers and more.
“Our flagship product, the Original Bottle Opener Coaster, was invented in 2008 and has since inspired a wide variety of original products and offerings,” she said. “The Original Bottle Opener Coaster was invented when Keith and a friend used a piece of wood to pop the cap off of a bottle. That was the start of many late nights of brainstorming until Iconik’s flagship product was born.”
Kayla said Iconik is unique because rather than having a limited catalog of products, “we encourage creativity.”
“The coaster led to many other original products, including bottle opener magnets, race medals, postcards and keychains,” she said. “We also create tap handles, LED bar signs, awards and countless other products. While we love our original products, we also specialize in prototyping and manufacturing custom products for our customers and other companies.”
In addition to Iconik’s signature creations, the Andersons provide manufacturing services and are home to several pieces of industrial machinery, including several laser machines, a flatbed UV printer, a CNC router and a full woodshop.
“Our industrial equipment and diverse skill sets enable us to push the envelope of what is possible,” Kayla said.
Local partnerships
Sharing a state with many well-known businesses, Kayla said, has led to several local and statewide collaborations/partnerships.
“We are fortunate to work with many wonderful companies and organizations both locally and throughout the state,” she said. “We enjoy collaborating on various projects with our local chamber for events throughout the year. We also partner with many breweries across the state to produce original products, custom signage and more.”
Additionally, Kayla said Iconik sources nearly all of its raw materials, components and packaging from Wisconsin and Midwest companies.
Fully operational, branching out
Outfitting the Iconik Eagle River woodshop and becoming fully operational, Kayla said, has been a significant milestone for them “because we have always manufactured our wooden products in-house.”
“Though we were fortunate to continue production at our previous location (in Peshtigo) throughout the move to Eagle River, having the ability to manufacture on-site allows us to control output, ensure quality and create custom products and prototypes on demand,” she said. “In addition, we offer woodshop services to other local businesses and individuals, including ripping, planing, resawing, sanding, chopping and more.”
Earlier this year, Kayla said they launched a secondary business under the Iconik brand – Iconik ICF – in order to fill a need in the area and diversify the business.
“With Iconik ICF, we proudly offer top-quality engineered insulation products through Logix Brands, including insulated concrete forms, radiant floor panels and rigid insulation,” she said. “We also offer Hulk Systems waterproofing, along with other trusted building products.”
Iconik ICF, Kayla said, allows them to offer something that is “greatly beneficial” to both contractors and homeowners – energy-efficient, sustainable building materials.
“We work directly with many in the lumber and building industry, so we already had a lot of contacts and knowledge to bring to the table,” she said. “We believe that both businesses – Iconik Etching and Innovation and Iconik ICF – reflect our commitment to the environment and future generations, whether through producing natural products or supplying building materials that keep homes safe and efficient for years to come.”
Bright future
Since branching out on their own in 2014, Kayla said Iconik has experienced many changes, trials and triumphs.
“We have remained dedicated to growth despite navigating the (COVID-19) pandemic and economic challenges and are proud of how we have pivoted during trying times,” she said.
Kayla said the biggest factor in the company’s growth and positive outlook continues to be its “incredible customers who trust us to bring their ideas to life, along with the wonderful people we are surrounded by who encourage us to keep learning and expanding.”
“We are confident that both Iconik Etchings and Iconik ICF have bright futures that will positively impact our community, state and beyond,” she said.
