From the Weatherford Democrat (2/23/06):
Resident makes a big splash with her custom fishing rods
Christina Childs
Democrat Reporter
She never intended for it to be a business, but business is booming for Mary
Lou VandeRiet.
After working for the government for 24 years, VandeRiet longed for a change of
pace.
“I swore I would never work for another person as long as I live,” VandeRiet
said as she recalled her feelings after retiring from her job with the Civil
Service.
Today she focuses on her own business, Cross Timbers Custom Fishing Rods, which
she runs out of her Weatherford home.
She describes herself as 66 years young with a passion for bass fishing and a
desire to create a unique, quality product. Her business started out of a hobby
and a desire to have a better fishing rod for herself. The first attempt at rod
design was a kit she purchased from a sporting goods store, and after her skills
advanced, she remade the rod.
“It took me three months to make my first rod. Later I remade it because it was
driving me crazy,” VandeRiet reminisced with a smile. “That’s the thing about
rod building, it is a continuing, learning process.”
Today, after four years of building rods, VandeRiet’s business is taking off.
“I don’t know how I had time to work, this retirement is making me an old lady,”
she laughed.
VandeRiet creates both fresh water and salt water rods; she also does repair
work. She relies on word of mouth to spread the word about her business, and has
two dedicated tournament fishermen who are happy to promote VandeRiet custom rod
work.
“Her love for fishing is transmitted into her work,” Charlie Williams said. “Her
products are quality, something you’re proud to use.”
Williams, a highly-experienced tournament fisherman from Irving, has been using
VandeRiet rods for almost three years and enjoys the results her rods give him.
“I caught a 95-pound tuna fishing offshore with one of her salt-water rods,”
recalled Williams. “The rod was flawless.”
Monte Coon, of Fort Worth, fishes for the Moritz Chevrolet Pro Team. He has been
fishing tournaments for five years and using VandeRiet’s rods for two. He is
proud to be sponsored in part by VandeRiet, and appreciates the uniqueness and
quality in each of her rods.
“I am honored to be a pro staffer for her,” Coon said. “There are a lot of
companies who claim to make custom rods, but they are cookie cutter rods. Her
rod is truly custom. She designs them exactly to your specifications.”
The majority of VandeRiet’s business comes from custom order requests via her
Web site. Her custom rods range in price from $120 to $400 and up. She admits
that there are other rods cheaper, but she refuses to sacrifice quality to be
more competitive.
“I stand behind my product, I know I have a good rod,” she said. “I don’t
compete for sales, I focus on making quality rods.”
Coon appreciates her commitment to quality and the fact that she stands behind
her work.
“She stands behind her product,” he said. “She puts a lot of time and energy
into each rod.”
VandeRiet plans to focus on her rod business in the future and continue to
expand the business in hopes that one day she can pass the business on to her
son, who has begun to apprentice with her.
“I plan to continue for another 10 years or so,” VandeRiet said. “I hope by then
my son can take over the business.”
