Located in scenic Pagosa Springs, Colorado, Pj’s Fine Bamboo Rods is more than just a retail store, it’s an experience. Owned and operated by husband-and-wife team Rosanna Dufour and her husband, this boutique business has become a destination for craft, connection, and creativity.
When downtown construction threatened to cut off walk-by traffic for two years, Rosanna and her team had to think fast. Rather than simply wait it out, they transformed their business model, proving that when you lead with community, service, and ingenuity, growth can follow even in the toughest times.
Before construction began, Pj’s Fine Bamboo Rods thrived on foot traffic. Their charming storefront attracted locals and tourists curious about the artistry of bamboo fly rod making. But when their sidewalk disappeared and access became difficult, Rosanna knew she needed to pivot.
Her solution? Turn the shop into a true destination.
Pj’s began offering immersive six-day bamboo rod building classes, drawing fly-fishing enthusiasts from across the country. What started as a necessity quickly became a cornerstone of their brand. With this hands-on, deeply personal experience, visitors could craft their own rods while learning about the time-honored tradition behind them.
As Rosanna shared, “We realized that if people weren’t going to find us by chance, we had to give them a reason to come find us on purpose.”
Rosanna didn’t stop at in-store experiences. She built partnerships across her community to support mutual growth. By collaborating with local resorts, Pj’s offered free workshop tours that guests could sign up for during their stay. This partnership not only helped Pj’s attract new visitors, but it also showcased the power of local businesses working together.
Community collaboration didn’t stop there. When the historic Main Street theater offered local businesses free ad time to help offset construction losses, Pj’s created a short video to air before every movie. The clip highlighted their new experiential offerings, turning a setback into a marketing opportunity that resonated with both locals and tourists.
“The great thing about getting creative,” Rosanna explained, “is that once you build those connections, they don’t go away when the hardship ends.” In fact, once the sidewalk reopened, Pj’s saw business increase by an incredible 300% — proof that innovation and community partnership create lasting impact.
Pj’s has always stood out for their exceptional customer service and commitment to education. Even for visitors who don’t fish, the craft of bamboo rod making sparks curiosity and appreciation. Every conversation, class, or tour becomes an opportunity to share their passion and to plant seeds that grow through word of mouth.
Understanding their audience has also been key to success. Through years of social media engagement and analytics, Rosanna identified that most of their customers are men over 65, a demographic not always active on digital platforms. That insight led Pj’s to diversify their outreach through Eventbrite, TripAdvisor, and local events, ensuring their message reached both direct customers and the families, friends, and communities connected to them.
Rosanna’s advice to other small business owners facing change is simple but powerful: “Make yourself a destination.”
That means thinking creatively about what makes your business special and how you can share that uniqueness with others. Whether through experiences, partnerships, or storytelling, connecting with your customers on an emotional level builds trust, loyalty, and lasting growth.
Located in the scenic mountain town of Pagosa Springs, Colorado, Pj’s Fine Bamboo Rods is a husband-and-wife-owned business dedicated to preserving the art of handcrafted bamboo fly rods. Beyond their retail shop, Pj’s offers immersive six-day rod building classes, free workshop tours, and community events that celebrate craftsmanship and connection.
Whether you’re an experienced fly fisher or simply curious about the process, Pj’s invites you to step inside, learn something new, and be part of their story. Follow along on Facebook!
