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In the Valley of the Sun, there’s no shortage of companies selling awnings. That’s why Amy Huette wasn’t quite sure how to respond when about 25 years ago in Colorado, her father proposed a new business venture in Phoenix, Ariz.
“He asked, ‘Do you want to sell shade in the desert?”’ says Huette, owner and chief financial officer of Liberty Awnings and Shades in Phoenix. “My first thought was, ‘I don’t know.’”
It wasn’t because she wasn’t familiar with the awning business. Her father, Richard “Dick” Mahon, had founded Liberty Home Products in 1979 in Denver, Colo., to supply awnings, security doors, replacement windows and more. She helped her parents with various jobs at their family business, from customer service to sales.
When she was dating her future husband, Frank, in the late 1990s, she also helped run the Oasis Awning Company, which served residential customers in mountain towns around Colorado outside of Liberty’s service area. “It was a great business, but Dad was looking for ways to overcome the seasonality that goes with a business like this in Colorado,” Huette says.
In 2001, she and her husband decided to give this new opportunity a try. They moved to Phoenix to start Liberty Home Products LLC, just days after their honeymoon. The newlyweds joined Huette’s brother, Stephen, in this new company—since rebranded—which specializes in awnings and shade.
“We rented a condo that doubled as our office,” she says. “We also had a storage shed where I interviewed potential employees. We worked out of the condo and shed for a number of years as we grew the business.”
Huette and her team developed a good reputation for helping residential and commercial customers beat the Arizona heat with sun protection that’s made to last. Along the way, she also learned how to grow a thriving business in a competitive market. Here are her top tips for building trust, adding value and creating a lasting legacy.
Carve out a niche
Liberty Awnings and Shades’ distinctive style and skilled craftsmanship helps keep customers’ homes and businesses cool and comfortable. This includes building custom brackets and providing installation services. “We sell, manufacture and install our awnings and shades, which allows us to get things done faster,” Huette says. “Since we do everything in-house, we have much more control over the quality, and our lead time is a huge advantage.”
Bringing the entire process in-house marked a major evolution in the business. “In the early years, we had products shipped from Denver to Phoenix,” she says. “We needed to have more control over our own projects and timelines, though.”
This also helps the team cater to the specific needs of Phoenix-area customers. “In Arizona, a lot of the installation is on stucco, so you can’t see where the wood is,” Huette says. “We need the ability to design and build various custom brackets for the wide range of installations.” Trends in outdoor living spaces also require a high level of specialization. “In the Phoenix market, there are a lot of custom patios with unique angles and designs,” she says. “We can work with them all.”
Take calculated risks
As the business grew, it became clear the team needed more room. When the Huettes purchased a spacious building in 2010, this wasn’t an easy decision. “This was right after the 2008 financial crisis, and we knew buying a building could potentially make or break us,” she says. “We took a calculated risk that paid off, and we’ve never looked back.”
Don’t spread yourself too thin
In the wake of 2008, Huette and her team wanted to diversify to make the company more recession-proof. They started selling a wider array of products, including shade sails. “Growing sales and revenue can be intoxicating,” she says. “We were growing too fast, though, and spread ourselves too thin, which was stressful.” After a few years, the company shifted its focus back to its core awning products. “That was a powerful wake-up call,” she says. “We’re a better company because of this change.”
Listen to the story your numbers are telling
Huette thinks about two powerful quotes from her father. “He always said, ‘If you aren’t swimming upstream, you’re being swept downstream.’ He also said, ‘What gets measured can get changed.’ We always look at sales, closing ratios, dollars spent on marketing to revenue and other key numbers to help make decisions,” such as about pricing, growth and investment.
Take care of your team
Liberty Awnings and Shades employs 35 people, including office staff, sewing room specialists, welders, sales professionals, assemblers and installers. “We have an amazing workforce,” she says. More than half of the employees have been with the company 10 years, and some have 20 years of service. Retaining and rewarding good employees is important, adds Huette, who is pleased that the company offers benefits like a 401(k) match and has improved the company’s time-off benefits.
Be prepared to pivot
When the Huettes moved to Phoenix, they thought retractable awnings would be huge. “As it turned out, drop shades became a big product for us,” she says.
Being nimble and responsive to the market is just part of the equation, however. Investing in your business is also vital for growth. Liberty Awnings and Shades has invested in an Autometrix cutting machine for greater efficiency and accuracy. It’s the largest purchase the company has ever made for one piece of equipment, she says. “We’d been considering a machine like this for quite a while. Once we settled into our new building and expanded some of our product offerings—including commercial, marine and industrial cutting and sewing—we felt like we could justify the expense.”
Go beyond your comfort zone
Liberty Awnings and Shades’ original marketing plan was an advertisement in the yellow pages of the telephone book. As times changed, digital marketing became a better option. “Marketing is always the scariest part for me,” she says, who earned her college degree in business and finance. When she hired a new marketing agency recently, Huette wanted to go with a traditional testimonial, but the agency proposed something much wilder—“The #1 Choice of Vampires Since 1979” campaign.
“It pushed us beyond our comfort zone,” she says, referring to the 30-second advertisement that started streaming online in late summer 2025. This video tells the story of how Liberty Awnings and Shades improved the quality of life for a local vampire who just wants to enjoy his home in the Valley of the Sun. “It has worked out really well,” she adds.
Innovation is one of the most exciting parts of this business, Huette notes. “While textiles are as old as time, this industry is so progressive. There are so many new opportunities. It has been wonderful working alongside my family and helping to grow our business. I’m so proud of what we’ve accomplished.”
Darcy Maulsby is a freelance writer based in Lake City, Iowa.
SIDEBAR: Enhancing paradise at historic Arizona resort
Amy Huette and her team at Liberty Awnings and Shades were excited when staff from The Wigwam, a historic resort near Phoenix, reached out about a potential project comprising hundreds of awnings, ranging from 4 to 26 feet wide. “They searched online for welded-frame awnings,” Huette says. “They wanted some awnings and cabanas re-covered, along with some new awnings, for a cohesive look.”
The resort is a 440-acre getaway that features suites, spa facilities, a golf course, tennis courts and signature dining spots. After an initial consultation and careful production planning, the Liberty team began working on the massive project in 2023. She even hired additional employees for Liberty’s sewing, welding and assembly teams to handle it.
“We approached the project in stages, allowing us to manage sewing, installation and supplies more effectively,” she says. “Our motto guides everything we do: ‘Measure twice, cut once.’”
The team completed the majority of the work by 2025. “We delivered on time and learned a lot,” Huette says. “This is exactly the kind of project we want to go after in the future. Now we know we can handle it.”
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