According to Seldon's son Ted, out of necessity Seldon made furniture for their cabin. He made it out of pine, which was readily accessible at no cost. They often had guests over; one saw the dining room set and asked to buy it. His Dad was happy to sell it and made another set to replace it. Soon, they were in the furniture business. Selden bought property on Saunders Meadow Road across from the school and built a two-story building with the shop and garage on the bottom and the family home on the second floor.

The Pinecraft Co. offered divans, lounge chairs, coffee and end tables, beds, and dining sets. Before long, the company expanded into a building on the corner of Saunder's Meadow Road and Highway 243 (now the Alpaca Brunch Cafe) to use as a showroom and storage.