Jordan Gurren Rose

Master of Furniture and Fabrication

Owner and Co-founder, GoodWood NOLA

Once Jordan Gurren Rose realized he had the ability to make things — and make them look good — he devoted his career to translating design dreams to reality and helping others to do the same. 

Rose left his hometown of Hot Springs, Arkansas and set off on a path that ultimately led to New Orleans, where he worked as a scenic artist at the National WWII Museum (crafting walls and bullet holes in the “Road to Berlin” exhibit) and in the film industry making props. “It really opened my eyes to the fact that you can build whatever you can think of,” said Rose. 

In 2015, he and his former business partner created GoodWood NOLA, hoping to fill some of the city’s need for custom fabrication. Eight years later, the company has eight full-time employees and a 16,000-square-foot studio in Mid-City. 

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GoodWood creations reside in commercial spaces like Mid-City restaurant Zasu and the six locations of District Donuts Sliders Brew, and in residential projects including the walnut and brass crib Rose made for his baby. He enjoys challenging projects that allow the team room for creative problem solving: “That’s really where I think we hit our stride, solving the problems of fabrication and delivering a really great product.”

His favorite material to work with? Walnut, which he loves for its timeless natural beauty and durability. According to Rose, “You’re never going to look at a nice walnut table and think it looks old or outdated.”

That’s not true of all furniture and fabrication designs, where Rose sees trends come and go. When GoodWood started out, reclaimed material was in vogue. What Rose calls the “refined rustic” look has given way to brass and curves — on seating, cabinet edges and other spots. “There seems to be this move toward more fluid shapes, things that are not perfectly square but have some movement to them,” said Rose. 

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Having built a career and a business around fabrication, Rose encourages others to explore the satisfaction of making things. “We live in such a fast economy that it’s so easy to click a button on Amazon and have a cutting board just show up. I’ve seen a big shift to more people — DIYers who are learning on YouTube — valuing the idea of working with your hands,” he said.

GoodWood emphasizes sustainability in its business practices, recycling sawdust and other materials when possible and using sustainable materials and domestic wood sourced from the region. They also engage with the community by partnering with nonprofits like Son of a Saint and LA Green Corps. “We can show these younger people … if you have the right tools, you can make anything,” said Rose. “I have seen a lot of lights go off in people’s minds when they realize ‘Oh, I can make that!’” He also tries to highlight millwork as an option for people exploring construction-related trades. “It kind of opens up their minds … that there is more than just getting the structure up. You need to fill it with beautiful things as well.”

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