My name is Serhii Ivin, founder of Fadir Tools, a renowned company specializing in handcrafted tools rooted in tradition and craftsmanship. With over 15,000 unique hand-forged tools sold worldwide, I lead a team of highly skilled makers who are passionate about creating premium axes, knives, and woodworking tools. Our tools are not just functional; they are a blend of artistry and engineering, celebrated for their exceptional quality, precision, and durability. Every piece is meticulously crafted to meet the demands of professionals and enthusiasts alike, ensuring it becomes a lifelong companion for our customers. We take pride in preserving the legacy of craftsmanship, while continuously innovating to serve a global community of woodworkers, outdoor adventurers, and artisans.
Company: Fadir Tools
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Serhii Ivin : My name is Serhii Ivin, founder of Fadir Tools, a renowned company specializing in handcrafted tools rooted in tradition and craftsmanship. With over 15,000 unique hand-forged tools sold worldwide, I lead a team of highly skilled makers who are passionate about creating premium axes, knives, and woodworking tools. Our tools are not just functional; they are a blend of artistry and engineering, celebrated for their exceptional quality, precision, and durability. Every piece is meticulously crafted to meet the demands of professionals and enthusiasts alike, ensuring it becomes a lifelong companion for our customers. We take pride in preserving the legacy of craftsmanship, while continuously innovating to serve a global community of woodworkers, outdoor adventurers, and artisans.
What does success mean to you beyond financial growth, and how has your definition evolved over time?
Serhii Ivin : To me, success goes beyond financial growth—it’s about creating tools that truly make a difference in people’s lives. Over time, my definition of success has evolved from just building a profitable business to fostering a community of craftsmen and outdoor enthusiasts who trust and value our products. Seeing our tools become part of their craft and knowing we’ve maintained the integrity of our work, even as we grow, is the most rewarding aspect. Success is also about preserving the quality of our craftsmanship while continuously innovating and staying connected to our customers’ needs.
Can you share a specific failure or major setback that unexpectedly led to a significant breakthrough in your career?
Serhii Ivin : Early in my journey with Fadir Tools, I poured my heart into creating a batch of axes, confident that their craftsmanship would speak for itself. However, despite their quality, the axes didn’t sell as I expected. It was a blow to my confidence and a moment of realization that producing exceptional tools wasn’t enough—there was a disconnect between my product and the market.
This setback pushed me to dive deeper into understanding our customers. I began communicating directly with buyers, gathering feedback, and documenting recurring requests and issues. Through this process, I discovered key insights, like how different regions, particularly in Europe, had varying expectations. For example, clients in Germany were far more meticulous and often requested refunds more frequently than other markets. This led me to implement geographic segmentation, adjusting pricing, offers, and customer service strategies based on location.
Additionally, I noticed that many customers were purchasing our tools as gifts, especially during holidays like Father’s Day. Shifting our marketing to target women buying gifts for their partners helped us record a significant increase in sales, achieving a +38% lower customer acquisition cost (CAC) during those periods.
That initial failure sparked a transformation in how we approached marketing and customer engagement, ultimately driving Fadir Tools to global success with over 15,000 hand-forged tools sold worldwide.
How do you measure personal fulfillment and impact in your role as an entrepreneur or CEO?
Serhii Ivin : Personal fulfillment for me is measured by the tangible impact my company and products have on the lives of our customers and the legacy we are building through craftsmanship. Seeing how our tools become an integral part of someone’s work or outdoor experience brings a deep sense of satisfaction. I often receive stories from customers who have used our axes or knives for years—hearing how our products have stood the test of time, becoming cherished items, is incredibly rewarding.
Beyond that, I gauge fulfillment through the growth and development of my team. Watching my team of skilled makers evolve, perfect their craft, and take pride in the work we do together gives me immense pride. It’s not just about growing a business; it’s about nurturing a culture of craftsmanship, respect for tradition, and innovation.
Impact, to me, is also about creating a sustainable business that values quality over quantity, while staying connected to our roots. Each tool we forge contributes to a broader story of preserving the art of handcraftsmanship, and that sense of purpose drives my fulfillment as a CEO.
What unconventional advice or practice has helped you overcome challenges and redefine your approach to business?
Serhii Ivin : One unconventional practice that has helped me overcome challenges and reshape my business approach is stepping away from the numbers and spending time in nature. As odd as it sounds, taking breaks to reconnect with the outdoors has been a key source of clarity and creativity for me. Whether it’s hiking or using the very tools we craft, these moments away from the daily grind allow me to gain perspective.
This practice helps me reflect on challenges from a fresh angle, often leading to breakthroughs I wouldn’t have found sitting behind a desk. It reminds me why I started this business in the first place—to create tools that enhance people’s connection to the outdoors. By embracing this mindset, I’ve learned to make decisions with a clearer vision and focus on long-term growth, rather than getting bogged down in short-term setbacks.
The time spent outdoors not only helps me re-calibrate but also keeps me in tune with the very essence of our brand, ensuring that each decision aligns with our core values of craftsmanship and authenticity.
How have your setbacks shaped the culture and values of your organization? Can you give an example of how these values are reflected in daily operations?
Serhii Ivin : Setbacks have been instrumental in shaping the culture and values of Fadir Tools, driving us to prioritize resilience, adaptability, and a deep commitment to craftsmanship. For instance, when I faced the challenge of the initial poor sales of our axes, it taught me the importance of listening to our customers and responding to their needs. This experience fostered a culture of openness and feedback within our team.
As a result, one of our core values became customer-centricity. We actively encourage every team member to engage with customers, whether through social media, product feedback sessions, or community events. For example, we’ve implemented regular “customer insight meetings” where the entire team shares feedback from customers. This practice ensures that everyone—from makers to marketers—understands the customer perspective and can contribute to refining our products and services.
Additionally, our commitment to quality craftsmanship is reflected in our daily operations. Each tool is handmade, and we’ve established rigorous quality checks at every stage of production. Every maker on our team understands that their work not only represents their skill but also upholds our promise to our customers. This focus on quality is reinforced through continuous training and sharing of best practices, ensuring that every team member takes pride in their contribution to the final product.