Short Mountain Distillery President and CEO Billy Kaufman addresses the local Woodbury Chamber of Commerce at their annual dinner on the topic of celebrating community values in small business.

Billy talked about how our corporate philosophy, the Golden Rule, guides us to do right by our neighbors by keeping business as local as possible, from the corn we use to our skilled labor and manufacturing equipment. Billy also talked with local business leaders about the opportunity before us to share our community’s values with a world of tourists hungry to reconnect with America.

Sacha and Billy open one of the boxes of Golden Rule coins.

Billy’s great grandfather, Jesse Shwayder, never missed an opportunity to attribute the success of the iconic American brand Samsonite to the Golden Rule. He even went out of his way to communicate this deeply held philosophy in a very special way as mentioned in this TIME magazine article from 1965.

The world’s largest manufacturer of luggage is named after the Bible’s powerful Samson. Its president has a name to match: King David. The firm’s official corporate philosophy is the Bible’s Golden Rule: “Do unto others as you would have them do unto you.”* All company officers and salesmen carry a marble encircled by a gold band on which the Golden Rule is printed, take it out for inspiration when they have a business decision to make.

This philosophical approach — wedded to some pragmatic business practices—has paid off handsomely for Denver’s Samsonite Corp. The firm now accounts for more than a quarter of all U.S. luggage sold, and its sales last year reached a record $55.9 million. Last week, as orders from vacation-bound Americans flooded into Denver, Samsonite raised its 1965 sales estimate from $60 million to $64 million.

Last week, a package arrived with a very special coin inside that will come with every bottle of our authentic Tennessee Moonshine, Short Mountain Shine. They’re Golden Rule coins bearing the moon and the stars, and we hope they shine a little light into your world.

Sacha and Billy open one of the boxes of Golden Rule coins.

Billy’s great grandfather, Jesse Shwayder, never missed an opportunity to attribute the success of the iconic American brand Samsonite to the Golden Rule. He even went out of his way to communicate this deeply held philosophy in a very special way as mentioned in this TIME magazine article from 1965.

The world’s largest manufacturer of luggage is named after the Bible’s powerful Samson. Its president has a name to match: King David. The firm’s official corporate philosophy is the Bible’s Golden Rule: “Do unto others as you would have them do unto you.”* All company officers and salesmen carry a marble encircled by a gold band on which the Golden Rule is printed, take it out for inspiration when they have a business decision to make.

This philosophical approach — wedded to some pragmatic business practices—has paid off handsomely for Denver’s Samsonite Corp. The firm now accounts for more than a quarter of all U.S. luggage sold, and its sales last year reached a record $55.9 million. Last week, as orders from vacation-bound Americans flooded into Denver, Samsonite raised its 1965 sales estimate from $60 million to $64 million.

Last week, a package arrived with a very special coin inside that will come with every bottle of our authentic Tennessee Moonshine, Short Mountain Shine. They’re Golden Rule coins bearing the moon and the stars, and we hope they shine a little light into your world.

Check out this nice article by Jennifer Folsom in the latest Watertown Gazette on our effort to resurrect an age-old Tennessee tradition of moonshine and whiskey making on Short Mountain. Awesome photos by Jessica Atnip. Here is an excerpt.

“While we were collecting signatures for the referendum, the people we talked with were very supportive,” says Kaufman, noting that once people in his community realize what his goals are, they are ready to support him and the distillery.

“People want their way of life honored. We did some digging and discovered that in Cannon County before prohibition there were 18 legal distilleries. The people of this area were flourishing at that time and grew orchards, corn and sorghum to support the industry. It was a time when farming made sense.”

Kaufman, great-grandson of Jesse Shwayder, founder of Samsonite Luggage, doesn’t just ask for support from his community – he first gives it. The distillery was founded with his great-grandfather’s tradition of letting the Golden Rule guide him, on hand and in heart.

“I knew I needed to create an industry which would include agriculture, this area’s rural heritage and would encourage people getting together and working together,” says Kaufman of the distillery’s principle of mutual respect. Kaufman wants to “turn the clock back 100 years” and return to a farming model which creates value-added products and not only supports itself but the community as well. He plans to source agricultural products from within 30 miles of the distillery and bring jobs and needed revenue to his community.

This spring Little Short Mountain Farm and a team of neighbors and volunteers planted seven acres of corn. They used five teams of mules from the Middle Tennessee Mule Skinners Association. (See shortmountaindistillery.com for a video of the planting.)

“Everyone who has been employed here since the start has lived within 15 miles,” says Grantham. “We are trusting our neighbors and involving our community, and so they want to be a part this. We want every part of this distillery to reflect this community.”

Architect Marcus Dipietro and Short Mountain Distillery CEO Billy Kaufman on a conference call with David Pickerell

It would take you a few hours to walk the nearly five mile perimeter of Billy Kaufman’s 300 acre farm on Short Mountain near Woodbury in Cannon County. By the time you’re sitting on the porches of Short Mountain Distillery with friends and family, we will probably have walked that a few times over.

This weekend, Marcus Dipietro came out to walk some of the farm with Billy and me to begin looking for the perfect spot to build the distillery. As we walked the land, our conversation turned to our team’s foundational values and how the distillery design can best express those values for generations to come.

The Golden Rule, community, heritage, stewardship, craftsmanship, and our connection to the land. These are some of the core values and archetypes of the dream unfolding here, and we aim to make it a testament to a way of life that makes America strong.

100 years ago in 1910, Billy Kaufman’s great grandfather, Jesse Shwayder, founded an iconic American brand called Samsonite. Billy’s grandfather, Louis Degan, later brought Samsonite to Murfreesboro employing several Middle Tennesseans.

The quality of Samsonite’s products served a bustling nation on the move, and Jesse proudly built that company around an important core value: The Golden Rule.

Jesse shared this value by giving employees, vendors and even customers a marble made with the Golden Rule inscribed on a band encircling the marble. Jesse asked folks who received this special gift to consider the rule when making tough decisions.

On a small double-sided sheet of paper that came with each marble Jesse handed out was the following message.

"Do unto others as you would have them do unto you." - New Testament, Matthew VII, 12 "We have found, for practical as well as moral reasons, the Golden Rule is the finest program we could adopt. The Golden Rule has more power than the atomic bomb. With its help, men still can work wonders." Jesse Shwayder Founder, Shwayder Tunk Mfg. Co. (Samsonite Corporation)

The Meaning of the Golden Rule Marble The Golden Rule marble, encircled with a band bearing the Golden Rule, was created by Jesse Shwayder as a symbol of the philosophy upon which he founded the Shwayder Trunk Mfg. Co. (Samsonite Corporation). Traditionally every new Samsonite employee receives a Golden Rule marble. Over the years this delicately inscribed sphere has served as a reminder not only to employees, but to customers and friends around the world of the universal doctrine, the Golden Rule. The Golden Rule is the basic religious concept of all the earth's great religions. Moses handed it down to the children of Israel. Christ proclaimed it to his followers throughout the world. Buddha, Confucius, and Aristotle have their basic teachings in the Golden Rule. If the Golden Rule ideal were adopted by the nations of the world, perhaps the one great hope of mankind would be realized: Peace on Earth and Good Will toward Men.

To this day, businesses and church groups like the United Methodist Men continue this tradition. This 1965 TIME Magazine article described how applying the Golden Rule in business paid off for Samsonite.

The world’s largest manufacturer of luggage is named after the Bible’s powerful Samson. Its president has a name to match: King David. The firm’s official corporate philosophy is the Bible’s Golden Rule: “Do unto others as you would have them do unto you.”* All company officers and salesmen carry a marble encircled by a gold band on which the Golden Rule is printed, take it out for inspiration when they have a business decision to make.

This philosophical approach — wedded to some pragmatic business practices—has paid off handsomely for Denver’s Samsonite Corp. The firm now accounts for more than a quarter of all U.S. luggage sold, and its sales last year reached a record $55.9 million. Last week, as orders from vacation-bound Americans flooded into Denver, Samsonite raised its 1965 sales estimate from $60 million to $64 million.

100 years later, Jesse’s great-grandchildren keep these marbles as a reminder of the values that helped their family build an iconic global brand in pursuit of the American dream.

The Golden Rule helps good neighbors build strong communities and is a prominent family value of the Kaufman brothers and the Short Mountain Distillery.