As a firefighter, Tetrault was acquainted with the radio straps that make perpetual readiness a lot simpler for many who know their radio is a lifeline, each for themselves and others.

“It’s a must to have your moveable radio with you always,” he mentioned, noting many things them of their pocket, which is each cumbersome and unhandy.

Whereas there are a number of forms of radio straps available on the market, Tetrault experimented with a {custom} strap that may be worn throughout the torso and has a basket that holds the radio. His custom-made product has a microphone that floats across the collar and the strap protects the radio, as nicely.

It turned out the straps have been extraordinarily well-liked. When one or two firefighters in a station purchased one, orders for extra invariably got here in.

Tetrault registered his enterprise in 2015 and as orders continued to develop, his spouse, Courtney, left her job as an emergency room paramedic the next yr.

“The enterprise stored rising however it was a nice line to stroll,” he mentioned. “We couldn’t push too exhausting as a result of if demand was too excessive, we couldn’t deal with the amount of labor. We have been throttling again our enterprise so we didn’t chew off greater than we may chew.”

In December 2019, Tetrault left his job on the Asheville Hearth Division to work on the enterprise full-time.

“The end result has been unbelievable,” he mentioned,

Product strains have expanded to incorporate utility belts for different professions, duffel baggage, toiletry baggage, key chains, wallets, valet trays, attire, purses and many belts.

Since Axe and Axe Leatherworks merchandise are made within the Tetrault’s basement, advertising is dealt with by word-of-mouth and on-line.

Actually, YouTube movies shot by the couple to point out how their hand-crafted merchandise have been made caught the attention of a leather-based firm and the Tetraults started making movies for them.

“Courtney handles all of the portray,” he mentioned. “All of the letters and symbols on gadgets are hand-painted. She additionally handles delivery, which is a giant job.”

The couple used to attend half a dozen or so massive commerce exhibits a yr — journeys that made up a big chunk of their enterprise. With the pandemic, their journey has ceased, however different advertising efforts have crammed the hole.

“The expansion this yr has been very surprising for us,” Tetrault mentioned. “We put plenty of effort into it and launched a rebrand two months in the past. Hearth service is a really tight-knit neighborhood, and now we have a base of consumers and pals who’re actually unbelievable.”

He estimates 75% of the advertising for Axe and Axe Leatherworks is completed via social media.

“Actually, Instagram is our greatest income generator,” he mentioned. “We’ve a singular model of sharing what we do every day with Instagram and interesting our buyer base with snippets of us working in store and merchandise in progress. Our following has exploded.”

In flip, orders grew a lot the couple wanted extra assist, so that they employed Courtney’s brother, Travis.

Along with a singular, high quality product and good advertising, Tetrault mentioned it has been exhausting work to develop the enterprise thus far.

“Courtney and I are the sort who recognize exhausting work,” he mentioned. “There’s not many issues that substitute exhausting work. We genuinely get pleasure from what we do. For us, making issues with our palms and sending gadgets all internationally is so neat and really humbling. We by no means anticipated something to go nuts or be on the scale we’re at. We’re very grateful.”

The following step for the Tetraults is opening a retail location in Waynesville, one thing they anticipate taking place by the center of subsequent yr.