Today we’d like to introduce you to Laura Russell.
Hi Laura, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
We never wanted to own a business.
My husband Kelly started in the sign industry when he was 20 years old and spent the next 25+ years learning the trade. We were busy raising our three kids, working our jobs, and living our lives. Owning a company was never part of the plan.
One day we ran into the woman who had given Kelly his first job in the sign industry. She was preparing to retire and invited us to stop by to see if there were any tools or equipment we might be interested in.
We spent some time catching up, reminiscing about the early days, and talking about what retirement would look like for her. During that conversation, we started talking about some of her long-time clients and whether we might be interested in helping take care of a few of them.
And that’s really how it started.
What began with a handful of customers grew through referrals, repeat business, and word of mouth. We worked hard to earn the trust of every customer who gave us a chance.
Kelly handles the fabrication, installation, and technical side of the business, while I handle customer relationships, project coordination, marketing, and all the behind-the-scenes work.
What we enjoy most is helping small businesses and entrepreneurs. We love hearing the stories behind their businesses, learning what they’re trying to build, and helping them put their best foot forward. Whether it’s a new storefront sign, graphics for a work truck, or helping someone figure out where to start, we get to play a small role in their journey.
Seeing an excited customer when a project comes to life never gets old. We love watching our customers grow and knowing that, in some small way, we helped make that happen.
Looking back, there’s nothing glamorous about our story. We didn’t set out to become entrepreneurs. One conversation led to another, an opportunity presented itself, and we decided to see where it would take us. Along the way, we discovered that helping other people build something meaningful is something we truly enjoy.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
No, it definitely hasn’t been a smooth road.
One of the biggest challenges has been learning as we go. There isn’t a handbook for building a business, and there are plenty of days when you’re figuring things out in real time. You’re making decisions, solving problems, and hoping you’re headed in the right direction.
Owning a business also changes the way you think about work. There isn’t really a point where you clock out and leave it behind. The ideas, projects, and responsibilities come home with you. That’s especially true when you’re building a business with your spouse. Fortunately, Kelly and I have different strengths, and over time we’ve learned how to lean on each other and work as a team.
At the same time, those challenges have helped us better understand the people we serve. Most of our customers are small business owners and entrepreneurs who are building something of their own. They’re taking risks, solving problems, and trying to figure things out just like we are.
That’s one of the reasons we love what we do. We get to help people move their ideas forward. Sometimes that means creating a sign. Sometimes it means offering advice, making a connection, or helping someone think through their next step. We know how much courage it takes to build something from nothing, and if we can make that journey a little easier, that’s a win in our book.
Appreciate you sharing that. What else should we know about what you do?
I absolutely believe signs are a form of art.
The best signs do more than identify a place. They become part of our memories. They mark milestones, welcome us home, help us find our way, and sometimes become so familiar that we can’t imagine a place without them.
When I think about signs, I think about the ones people remember for years. The sign at the family farm. The neighborhood entrance. The church sign you pass every Sunday. The local business that’s been part of a community for decades. Like a favorite song, some signs have a way of taking you back to a particular time and place.
That’s what I love about this work. We’re creating something visual, but we’re also creating something people may connect with for years to come.
Some of my favorite projects have started with a customer saying, “I don’t know exactly what I want, but…” Those are often the most creative and rewarding projects because they require us to listen, ask questions, and uncover what’s really important. One project began as a sketch on a napkin and became a farm sign that reflected a family’s history and identity.
The best projects happen when creativity and craftsmanship come together. Kelly brings decades of experience in design, materials, and fabrication. He knows how to take an idea and make it work in the real world. I enjoy understanding the meaning behind a project and helping shape how that story is expressed visually.
What I’m most proud of is creating pieces that matter to people. Long after the installation is finished, the sign remains. It becomes part of a business, a property, a family, or a community. There’s something special about being trusted with that responsibility.
If you had to, what characteristic of yours would you give the most credit to?
If I had to choose one characteristic, I would say trust.
Our business exists because people trusted us. It started with someone believing in Kelly’s abilities and trusting us with customers they had spent years building relationships with. Since then, every project, referral, and repeat customer has been built on that same foundation.
When someone comes to us, they’re often trusting us with more than a sign. They’re trusting us with their business, their reputation, a family story, or an idea that’s important to them. That’s something we never take lightly.
I think trust is earned by listening, being honest, doing what you say you’re going to do, and treating people the way you’d want to be treated.
To me, success isn’t measured by the number of signs we’ve made. It’s measured by the number of people who come back, refer a friend, or call us again years later because they know we’ll take care of them.
Contact Info:
- Website: https://www.outpostsignsva.com/
- Facebook: https://www.facebook.com/outpostsigns
