Founded over a century ago and now celebrating 121 years in business, W&B Gold Leaf, LLC has built its reputation on manufacturing high-quality gold leaf and gilding products for artists, sign painters, framers, decorators, and retailers across the country.
At the heart of the Sheboygan, Wisc.-based company's longevity is Urban J. Billmeier, the longest-tenured manager and one of the company’s current owners. While he represents just the most recent chapter in a four-generation family story, his perspective reflects the challenges, and values, that have allowed the business to endure when so many others have not.
“For a company that has been in business for more than a century, answering what shaped us most is a challenge in itself,” Billmeier said. “Our longevity is the result of navigating many major challenges over a very long period of time. That reality explains why so few businesses reach this age,” he added.
One of the most pivotal moments during Billmeier’s tenure came with the decision to relocate operations from Chicago. While the city offered clear advantages, rising overhead costs threatened the company’s sustainability.
“Chicago offered tremendous advantages, but the burden of extremely high overhead made it unsustainable. Moving to a much smaller city in Wisconsin was a difficult but necessary choice—and it ultimately positioned us to survive the housing recession,” he explained.
Today, W&B Gold Leaf faces a new test—one shaped by global markets rather than geography. As a manufacturer whose products rely heavily on gold, dramatic swings in commodity prices have created uncertainty.
“As a company that relies on gold as the primary ingredient, we have seen the cost of this commodity nearly double. It will be interesting to see how we tackle this current challenge,” Billmeier said.
Despite its pressures, the company remains grounded in the principles that have carried it through more than a century of change. When asked what advice he would offer to startups and aspiring entrepreneurs, Billmeier’s response is practical and direct.
“The most valuable advice we can offer to any business—new or established—is to truly understand its cash flow and keep it in constant focus,” he said.
The most valuable advice we can offer to any business—new or established—is to truly understand its cash flow and keep it in constant focus.Urban J. Billmeier, Co-Owner, W&B Gold Leaf, LLC
Looking back across generations, Billmeier believes W&B Gold Leaf’s greatest lesson isn’t about markets or materials—it’s about the people.
“The most important lesson learned over time has been the importance of respect, both for one another and for our employees. That means listening, remaining open-minded, and valuing input from all levels of the organization,” he said.
It’s the combination of craftsmanship, adaptability, and mutual respect that continues to define W&B Gold Leaf. In an industry rooted in tradition and a business landscape defined by change, the company’s story is less about surviving for 121 years, and more about evolving thoughtfully while staying true to its core.
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