Today we’d like to introduce you to Forrest Baker.
Forrest, we appreciate you taking the time to share your story with us today. Where does your story begin?
Our company grew out of a lifelong, hands-on approach to home renovation and building. I spent years teaching myself how to repair, build, and renovate, often out of necessity, since hiring contractors wasn’t always an option, but also because I genuinely found satisfaction in doing the work myself. Like many DIYers, I logged countless hours on YouTube and online forums learning everything from basic repairs to furniture building and full home projects.
That experience led to a turning point during a wall molding and paneling project in our own home. While the finished result was relatively simple, the process was anything but. The time spent researching designs, sourcing materials, cutting everything to size, and tracking down the right installation supplies felt wildly disproportionate to the end result. It became clear that there was a disconnect between how approachable the project could be and how complicated it actually was for most people.
As I continued researching, I noticed a clear gap in the market. Many homeowners wanted a custom, curated, studio-level look—but without the intimidation, complexity, or cost typically associated with custom millwork. That realization sparked the idea for our all-in-one wall molding kits: pre-cut, pre-measured designs that include everything needed for installation, all in a single package. It was exactly the product I wished had existed when I started—and one I felt confident others were looking for as well.
That intuition proved right. Since launching in 2020, we’ve seen strong interest not only in our kits but also in fully custom designs for clients who want a U.S.-based, studio-quality aesthetic that remains accessible and affordable. As a licensed civil engineer, I design every layout in AutoCAD before it’s cut in our shop, ensuring precision, balance, and repeatability in every project.
Today, I run the company alongside my fiancée (we’re getting married this August) and together we focus on delivering thoughtfully curated designs tailored to each client’s vision. We’re also expanding our product line this year, continuing to build tools and solutions that make elevated home design feel achievable, intentional, and personal.
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?
One of the biggest challenges we faced early on was launching, and ultimately growing, on Amazon. Like many people, I use Amazon regularly, and at first the platform brought strong momentum and visibility for our products. However, what we were unprepared for was the scale of copycats, rip-offs, and questionable practices that exist within that marketplace.
Our products were copied, our listing photos were taken outright, and years of hard work were leveraged by overseas sellers who could undercut pricing in ways that made it increasingly difficult to compete. Over time, these issues became more frequent and harder to control, and the competition on Amazon grew increasingly aggressive—sometimes in ways that did not feel entirely legitimate. As a result, the platform became less sustainable for us, both financially and creatively.
Equally important, Amazon limited our ability to deliver the level of customer service we believe in. We felt disconnected from our customers, constrained by automated systems and layers of barriers that made meaningful, human support difficult. What we wanted to offer—and what our customers deserved—was thoughtful, hands-on service from real people who genuinely care about the outcome of each project.
Ultimately, that realization led us to make a pivotal decision: we shut down our Amazon storefront and shifted our focus entirely to our own website. This allowed us to regain control of our brand, our pricing, and most importantly our relationship with our customers. Since making that move, we’ve experienced greater satisfaction across the board, stronger customer trust, and a healthier, more sustainable business built on quality, transparency, and personal service.
Appreciate you sharing that. What should we know about Ulu Boheme?
Ulu Boheme is a family-run small business based in Vista, California, and every part of what we do—from design to fabrication to customer service—is handled directly by me and my fiancée. When someone reaches out to us, they’re communicating with the people behind the brand, not an outsourced team or an automated system. That personal connection is intentional and central to how we operate.
We specialize in wall molding, wainscoting, and wall paneling design and fabrication. In addition to offering design guidance and full design services, we custom-make the molding for each project based on the individual customer’s space and vision. We’re best known for the custom designs featured on our Instagram, as well as our all-in-one DIY kits, which include pre-cut, pre-measured molding and absolutely everything needed for installation. Our goal is to remove the confusion and frustration that often come with trying to add architectural detail to a home.
At the core of our mission is accessibility. We want DIY to feel approachable for people who may not consider themselves “handy.” Not everyone has the ability or budget to hire a contractor, and we believe beautiful, designer-level homes shouldn’t be limited to those who do. We’re most proud of our commitment to helping everyday homeowners create magazine-worthy spaces by giving them the tools, guidance, and confidence to take on a project themselves.
For readers considering a home refresh—whether it’s wall molding, wainscoting, or paneling—but who aren’t sure where to start, we encourage them to reach out. We walk clients through every step of the process. We offer free design consultations, along with complimentary custom designs and renderings; customers only pay if they decide to move forward with purchasing the molding. Throughout installation, we provide full support, offer free revisions if plans change, and make ourselves available by text, phone, or email seven days a week.
In addition to custom work, we also offer a range of pre-designed kits on our website that fit most standard wall sizes, allowing customers to purchase directly without going through the design process. Above all, we pride ourselves on our responsiveness, our hands-on approach, and the level of care we provide to every customer we work with.
If you had to, what characteristic of yours would you give the most credit to?
The quality I believe has been most critical to our success is persistence. Running a small business comes with constant challenges and obstacles, and there are many moments when it would be easy to step away. Staying committed—especially during the difficult periods—has been essential. I truly believe that persistence, even when progress feels slow or uncertain, ultimately leads to success in one form or another.
For our customers, the most important quality we offer is accessibility. We make a deliberate effort to be available and present, giving each person the time and attention they deserve. To us, the experience matters just as much as the end result. Providing real, human support, being responsive, approachable, and genuinely invested in each project, is something we value deeply, and it’s becoming increasingly rare. That personal connection is what helps our customers feel confident and supported from start to finish.
Pricing:
- Entryway Kit – $187.99
- Bedroom Kit – $249.99
- Wainscoting Kit – 289.99
- Typical Custom Room Kit – $299-699
- Custom Prices Vary, Reach out for info
Contact Info:
- Website: https://Uluboheme.com
- Instagram: https://www.instagram.com/uluboheme/
- Other: https://linktr.ee/UluBoheme
