Jonas, you've made your name into a brand. How do you do that? And how do you become so successful with one channel?
I think we just do a lot of things differently. Our approach is not to dictate anything to anyone; instead we show many different ways and encourage independent thinking. We want people to have fun making things.
How and when did you think of the idea of being active on social media?
When I won my first design prize and shared some of the process on Instagram, it became clear to me that there was a lot of interest there. It was logical to follow on with YouTube to make my own journey easier for other people to understand, that was the goal. YouTube has always been a source of inspiration for me too – now, with my background, I can give something back.
A maker with style
Interview with YouTuber Jonas Winkler
Is it a requirement now to have your own social media channel now as a craftsman? How much of a feeling for design does a modern carpenter need? What the future of carpentry look like? These questions and many others are answered by one person who should know: Jonas Winkler is not only one of the most likeable, but also one of the most successful German craftsmen on YouTube. He now inspires close to 220,000 subscribers on his YouTube channel with his creative and challenging projects.
Your projects stand out thanks to excellent design, creativity, and the love for detail. How do you keep coming up with new ideas? Where do you get your inspiration from?
There's not an easy answer to that – I think there’s several points to the trick. Firstly: I love what I do. Secondly: I like trying out new techniques – so making the same thing but in a different way. Thirdly, I don't look at what other people are doing; I concentrate on myself instead.
A key aspect of your projects is the design. How much of a feeling for design does a modern carpenter need? What proportion of Jonas Winkler is designer and what proportion carpenter?
I think nowadays it's impossible to be genuinely successful if you don't have a sense of aesthetics and shape – the industry has simply become too good. I think a large proportion of my work is characterised by my understanding of beauty. Putting into practice is not just a means to an end, but also a great secret weapon. For example, with Kumiko* and other unusual joints.
*Editor's note: Kumiko is a Japanese technique for joining wooden parts without using nails
There's not an easy answer to that – I think there’s several points to the trick. Firstly: I love what I do. Secondly: I like trying out new techniques – so making the same thing but in a different way. Thirdly, I don't look at what other people are doing; I concentrate on myself instead.
A key aspect of your projects is the design. How much of a feeling for design does a modern carpenter need? What proportion of Jonas Winkler is designer and what proportion carpenter?
I think nowadays it's impossible to be genuinely successful if you don't have a sense of aesthetics and shape – the industry has simply become too good. I think a large proportion of my work is characterised by my understanding of beauty. Putting into practice is not just a means to an end, but also a great secret weapon. For example, with Kumiko* and other unusual joints.
*Editor's note: Kumiko is a Japanese technique for joining wooden parts without using nails
"Craftsmanship needs young people with crazy, different ideas."
Jonas Winkler, product designer and master carpenter
What differentiates your methods of working from traditional carpenters?
In principle, nothing. The main difference is that since I've been working with wood, I only take on order that I find exciting. That's my approach for this job because a piece of furniture can never really be exciting if you don't put your heart and soul into it.
If from tomorrow you were only allowed to work with two tools, which would they be?
Tools or machines? For tools, a Japanese saw and chisel. For machines, a jointer and the TS 55 plunge-cut saw.
Who supports you in your work? Do you film everything yourself or do you have a team?
We now have three employees and in March we're opening the second carpentry workshop to keep commercial work and YouTube work separate. We are continuing to grow, and the focus is on having a strong team where everyone is an expert in their area. That's why one of our own employees films and edits our videos.
In principle, nothing. The main difference is that since I've been working with wood, I only take on order that I find exciting. That's my approach for this job because a piece of furniture can never really be exciting if you don't put your heart and soul into it.
If from tomorrow you were only allowed to work with two tools, which would they be?
Tools or machines? For tools, a Japanese saw and chisel. For machines, a jointer and the TS 55 plunge-cut saw.
Who supports you in your work? Do you film everything yourself or do you have a team?
We now have three employees and in March we're opening the second carpentry workshop to keep commercial work and YouTube work separate. We are continuing to grow, and the focus is on having a strong team where everyone is an expert in their area. That's why one of our own employees films and edits our videos.
In addition to projects, your channel also features many helpful tips – where do you get your ideas from? How do you know what will interest your target group?
When I come across a trend, I usually ask myself first: "What would I say to that?" In principle, that already creates the idea for a new video, says Jonas. Since in the format, I comment my opinion on the content of other channels. For example, in the Hack Check, I show my reaction to tips and tricks for craftsmanship that are currently trendy.
In your opinion, how will a carpenter's work look like in the future?
That's a difficult question. Depending on how the world develops, I can see many problems and challenges, particularly as the industry is constantly becoming more precise, quicker and more individual. But I think the most important point is specialisation! Someone who is difficult to replace is always in a better position.
What sets the younger generations apart from the older generation?
Openness. There are many older craftspeople who are just cool and know that our craft is changing. But, sadly, many craftspeople – unfortunately those in important positions – have resolutely not moved with the times. In my view, that's one of the biggest reasons why change in craftsmanship has not been successful and young talent isn't coming through. We need young people with crazy, different ideas.
When I come across a trend, I usually ask myself first: "What would I say to that?" In principle, that already creates the idea for a new video, says Jonas. Since in the format, I comment my opinion on the content of other channels. For example, in the Hack Check, I show my reaction to tips and tricks for craftsmanship that are currently trendy.
In your opinion, how will a carpenter's work look like in the future?
That's a difficult question. Depending on how the world develops, I can see many problems and challenges, particularly as the industry is constantly becoming more precise, quicker and more individual. But I think the most important point is specialisation! Someone who is difficult to replace is always in a better position.
What sets the younger generations apart from the older generation?
Openness. There are many older craftspeople who are just cool and know that our craft is changing. But, sadly, many craftspeople – unfortunately those in important positions – have resolutely not moved with the times. In my view, that's one of the biggest reasons why change in craftsmanship has not been successful and young talent isn't coming through. We need young people with crazy, different ideas.
What role does social media play in your opinion? Has it become a requirement for young craftspeople to have their own channel to be successful?
It is actually a must-have! The options are almost endless; you just have to trust that you'll find your place.
What percentage of your daily work does that take up? Is there enough time for normal orders?
It's all about time management! And a second workshop (laughs). I've been managing the balancing act quite well so far. That's mainly because we only take on special orders. It wouldn't be possible just with mass work.
What does a typical day look like?
In brief, a typical day looks like this, which is the same every day of the week:
8.00 a.m.: Take my child to nursery
8.00–9.00 a.m: Tidy workshop and prepare everything
9.00 a.m. – 4 or 5 p.m.: Filming, customer orders, film sign-offs
5–7 p.m.: Project planning and meetings (which can also take place in between)
In between times: Walking the dogs, playing with and entertaining the kids, eating and the usual things.
It is actually a must-have! The options are almost endless; you just have to trust that you'll find your place.
What percentage of your daily work does that take up? Is there enough time for normal orders?
It's all about time management! And a second workshop (laughs). I've been managing the balancing act quite well so far. That's mainly because we only take on special orders. It wouldn't be possible just with mass work.
What does a typical day look like?
In brief, a typical day looks like this, which is the same every day of the week:
8.00 a.m.: Take my child to nursery
8.00–9.00 a.m: Tidy workshop and prepare everything
9.00 a.m. – 4 or 5 p.m.: Filming, customer orders, film sign-offs
5–7 p.m.: Project planning and meetings (which can also take place in between)
In between times: Walking the dogs, playing with and entertaining the kids, eating and the usual things.
What role does sustainability play in your projects? Solid wood has become an expensive commodity – climate change means that many tree species are struggling. How does that affect the job of a joiner/carpenter? Will solid wood no longer be available in future? What role does sustainability play for you?
Sustainability is a difficult topic. It was one of the focuses of my studies and I have a critical view of many things. The word itself is used excessively. Nonetheless, it's important to define your own path with nature and stay true to it. When doing so, in my opinion, you shouldn't be dogmatic, but rather act in a project-specific or topic-specific way. I'm sure that solid wood will always be an issue. It just triggers a lot in people.
Sustainability is a difficult topic. It was one of the focuses of my studies and I have a critical view of many things. The word itself is used excessively. Nonetheless, it's important to define your own path with nature and stay true to it. When doing so, in my opinion, you shouldn't be dogmatic, but rather act in a project-specific or topic-specific way. I'm sure that solid wood will always be an issue. It just triggers a lot in people.
Do completed projects stay in use at your home or do you sell them?
Sometimes, sometimes. Luckily, many projects are also orders for customers, friends or even family.
What has been your favourite project and why?
Hard to say. I'm very self-critical! So there is actually nothing I've built that I'm one hundred per cent happy with. But that's exactly what drives me, so I can cope very well with not having a favourite among my projects.
Do you make items of furniture on request?
If the project suits me, then by all means!
How much time generally do you have left to design a project and put it into practice?
I work quickly – so that means I generally have enough time! I can't give you an exact answer. But having a team behind me makes everything a great deal easier. Generally, we don't have any acute time pressure.
Sometimes, sometimes. Luckily, many projects are also orders for customers, friends or even family.
What has been your favourite project and why?
Hard to say. I'm very self-critical! So there is actually nothing I've built that I'm one hundred per cent happy with. But that's exactly what drives me, so I can cope very well with not having a favourite among my projects.
Do you make items of furniture on request?
If the project suits me, then by all means!
How much time generally do you have left to design a project and put it into practice?
I work quickly – so that means I generally have enough time! I can't give you an exact answer. But having a team behind me makes everything a great deal easier. Generally, we don't have any acute time pressure.
Do you worry sometimes that an idea or a piece won't be well received?
No, because of one reason: There will always be someone who finds you and your work stupid. It almost never has anything to do with the project itself.
What's your position on digitalisation in craftsmanship? Blessing or curse?
At the moment, there is a great deal of debate and discussion within craftsmanship, and digitalisation often tends to be a hindrance. In my view, tradition and the future are standing in each other's way right now. Ultimately, it would be so easy to combine craftsmanship with digitalisation. All I'll say is Shaper Origin.
Talking of Shaper Origin, what role do digital planning and digital workflows play in your work?
None at all, actually. I don't usually plan anything, neither on paper nor on the computer. I don't want to take the freedom away from myself and the furniture to grow and develop during the process.
What can we expect from you in the future? Do you want to continue developing your channel?
We want to show everyone the fun in the job, whether that's on social media or on TV – we have a presence and want to increase it significantly. We're just getting started!
Thank you for your time, Jonas.
No, because of one reason: There will always be someone who finds you and your work stupid. It almost never has anything to do with the project itself.
What's your position on digitalisation in craftsmanship? Blessing or curse?
At the moment, there is a great deal of debate and discussion within craftsmanship, and digitalisation often tends to be a hindrance. In my view, tradition and the future are standing in each other's way right now. Ultimately, it would be so easy to combine craftsmanship with digitalisation. All I'll say is Shaper Origin.
Talking of Shaper Origin, what role do digital planning and digital workflows play in your work?
None at all, actually. I don't usually plan anything, neither on paper nor on the computer. I don't want to take the freedom away from myself and the furniture to grow and develop during the process.
What can we expect from you in the future? Do you want to continue developing your channel?
We want to show everyone the fun in the job, whether that's on social media or on TV – we have a presence and want to increase it significantly. We're just getting started!
Thank you for your time, Jonas.
