From Oil & Gas to Award Winning Furniture: How Art of Tree Turned Forgotten Timber Into Timeless Masterpieces
Most people see a fallen tree and walk away.
Joey and Jeffrey saw a future.
What started as a chance encounter with discarded wood slabs in Penang has grown into one of Malaysia’s most respected solid wood furniture brands proving that sometimes the most extraordinary businesses begin in the most unexpected places.
Today, Art of Tree is known for creating stunning handcrafted solid wood tables that blend sustainability, craftsmanship, and design. But behind every table is a story of courage, creativity, and a willingness to take a leap when nobody else could see the vision.
A Hobby That Changed Everything
Before Art of Tree existed, Joey spent more than a decade in the oil and gas industry.
Furniture was never part of the plan.
During a trip to Penang, Joey and co-founder Jeffrey stumbled upon stacks of salvaged wood slabs drying under the sun. While others saw unwanted timber, they saw natural art.
Curious, they started collecting the slabs.
At first, it was simply a passion project.
No manufacturing experience.
No woodworking background.
No grand business strategy.
Just two people fascinated by the beauty hidden inside forgotten trees.
But when people began asking if the slabs were for sale, a bigger opportunity started to emerge.
That simple curiosity would eventually become Art of Tree.
The Bold Leap Into the Unknown
Building a furniture brand wasn’t exactly the logical next step.
Joey left behind a successful corporate career.
Jeffrey, an electrical engineer working in Singapore, relocated to Kuala Lumpur to help build the company full-time.
It was a risk.
A big one.
But both founders believed they had discovered something special.
At a time when marble dominated Malaysian homes, they saw a growing desire for something warmer, more personal, and more connected to nature.
They believed solid wood could transform the way people experienced their living spaces.
That belief became the foundation of Art of Tree.
Turning Imperfections Into Art
One of the biggest lessons Joey learned early on was that perfection isn’t what makes something beautiful.
Nature doesn’t create straight lines.
Trees bend.
They curve.
They crack.
They tell stories.
Instead of hiding those imperfections, Art of Tree chose to celebrate them.
Every knot, grain pattern, and natural curve becomes part of the final design.
The result?
No two tables are ever the same.
Each piece is completely unique—a one-of-one creation that can never be replicated.
For homeowners looking for something meaningful rather than mass-produced, that’s exactly what makes Art of Tree stand out.
Sustainability With Purpose
Long before sustainability became a global trend, Art of Tree was already building its business around responsible sourcing.
More than 90% of the timber used by the company comes from salvaged local urban trees.
These are trees removed to make way for roads, developments, and infrastructure projects across Malaysia.
Instead of allowing these trees to be discarded or left to decay, Art of Tree gives them a second life.
A century-old rain tree that once shaded a neighbourhood can now become the centrepiece of a family’s dining room.
It’s sustainability with purpose.
And it’s a philosophy that continues to guide every decision the company makes.
Creating Furniture Around Nature
Most furniture manufacturers design first and source materials later.
Art of Tree does the opposite.
The team studies each tree, understands its character, and designs furniture around its natural form.
Smaller slabs become benches or coffee tables.
Massive slabs become statement dining tables or executive conference pieces.
Every design begins with the wood itself.
This creative approach not only reduces waste but also allows the natural beauty of Malaysian timber to shine through.
It’s furniture design inspired directly by nature.
More Than Furniture A Personal Experience
Walk into an Art of Tree showroom and you’ll notice something different immediately.
You won’t see rows of timber slabs stacked against a wall.
You’ll see fully completed tables, carefully displayed to help customers imagine them inside their own homes.
The team takes time to understand each client’s lifestyle, space requirements, and design preferences before recommending a piece.
Because for Art of Tree, buying a table isn’t just a transaction.
It’s choosing a piece of furniture that will become part of your family’s story for years to come.
Embracing Technology Without Losing Craftsmanship
While Art of Tree celebrates traditional craftsmanship, the company isn’t afraid to embrace innovation.
From AI-powered visualisations that help customers see furniture inside their homes to digital marketing strategies that connect with modern audiences, technology plays an important role in the brand’s growth.
Social media has also helped Art of Tree share its story with a new generation of homeowners.
Through educational videos, behind-the-scenes content, and authentic founder-led storytelling, the brand has built a loyal community that appreciates both craftsmanship and transparency.
It’s proof that even a business rooted in nature can thrive in a digital first world.
Building a Legacy, One Table at a Time
More than a decade after its founding, Art of Tree has become far more than a furniture company.
It’s a brand built on creativity, sustainability, and a deep appreciation for the beauty of imperfection.
From salvaged urban trees to award-winning handcrafted furniture, Joey and Jeffrey have shown that meaningful businesses aren’t always created through careful planning.
Sometimes they begin with curiosity.
Sometimes they begin with courage.
And sometimes, they begin with a forgotten piece of wood waiting for someone to see its potential.
For Art of Tree, every table tells a story.
And their own story is only getting started.
