Craftsmanship is at the heart of Urban Woodworks. For Dennis Park, every project is a commitment to skill and detail.
Urban Woodworks serves clients island-wide, handling custom kitchens, vanities, and full residential or commercial millwork. Each project is a new challenge.
“There’s always some weird thing in every house or project, so you’re always learning. But yeah, it’s a good feeling when you’re finished, and it looks good.”
That commitment to quality is part of what sets the shop apart. Dennis is the only Red Seal-operated cabinet shop on the West Coast, and that standard shows up in the details. Now working alongside interior designer Emily Gushue, the team blends craftsmanship and design to create functional, thoughtful spaces.
Growing the Business
Like many trades businesses, Urban Woodworks started small.
“I know, first when I started the business, very green, I reached out to another business for insurance. They were good, but as I started to grow, I didn’t see anyone checking in on me.”
This focus paid off. Growth was rapid—what started with a few resources soon became a fully operating shop with major assets.
“I went from nothing to having buildings, trucks, and expensive equipment.”
Despite rapid changes, one thing remained constant.
“My insurance and coverage didn’t grow, and no one checked on me.”
This is a common story for growing companies—while the focus remains on production, hiring, and client delivery, the back end doesn’t always keep up.
A Different Kind of Conversation
That dynamic began to shift after a conversation with Joey Pearce, Commercial Risk and Insurance Consultant with Wedgwood.
“Joey just popped in one day and was like, ‘Hey, what’s up?’ We started chatting about what I have and what I need, and it just blew my mind.”
They found unexpected gaps.
“I was so far underinsured… if anything were to happen, I wouldn’t have… I had almost two years of experience in building it, but my insurance didn’t grow.”
The solution wasn’t more complexity, but coverage better suited to the company as it stands today.
The Role of a Broker in a Growing Trades Business
For growing contractors, the risk changes with every new piece of equipment, every additional employee, and every new contract signed.
Joey explains it this way: “As contractors grow, their exposure grows with them. More tools, more vehicles, larger projects, higher contract requirements. If no one is reviewing that with them, gaps can form quickly.”
Another key issue is completed operations exposure. A cabinet shop, electrician, plumber, or HVAC installer may finish the work and leave the site, but the liability can remain.
“Many business owners assume that once the job is done, the risk is done. That’s not always the case. We look at where the real exposures are, including completed work, subcontractors, and property values that may have increased.”
The value isn’t just in selling a policy. It’s an ongoing review.
“Our job is to check in, ask questions, and make sure coverage reflects today’s business, not the version of the business from three years ago.”
Focused on the Work
Running a cabinet shop means juggling materials, deadlines, installs, and expectations. For Dennis and Emily, the goal is clear: deliver quality and improve. With the right insurance, they don’t worry about their policies day to day. Their coverage now fits operations, with regular check-ins as the business evolves.
At the end of the day, when the shop doors close, they know what they’ve built is protected.
Urban Woodworks continues to grow, sustained by its craftsmanship and attention to detail. Behind that success is a quieter yet essential support: confidence that the business has what it needs to move forward.
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Wedgwood Insurance has offices in St. John’s & Corner Brook and is Newfoundland & Labrador’s largest independent insurance broker. We provide straightforward home, auto & business insurance advice.
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