tennessee's fabricators better known as msw for work at their homes. annette is building a new house and wanted an original railing for a staircase. >> i just came here because i wanted options. i didn't want "a" or "b." >> while needs may have been different the customer experience they got was the exact same. >> they wanted input from us, of course, we're welcoming of it. >> roberta and mark, msw's owners pride themselves on making their business more personal than others like it. >> it is something that we've always offered to people. have you customers that want to take a very active part. you want them to be involved and happy in the decisions they're making. >> reporter: it goes beyond just answering phone calls or suggesting designs for residential and commercial clients. >> i have had customers that have sat down and they actually go with me through the building process and it gives them a sense of ownership. they own that design.