10 More Self-Care + Sanity Tips from Accomplished Makers

For many of you, the madness of the holiday season remains in full swing right now. You’re probably turning a corner but I know that a little supportiveness can feel great when things are hectic.

Last month, we shared a post called How 3 Makers Stay Organized + Sane In Hectic Times and got a great response. So today we’re sharing tips for staying healthy and productive from two more powerful makers who know their stuff.

Kara from Karacotta Ceramics

Kara Pendl believes that everyone deserves to live and work in a space they truly adore -- and she makes gorgeous, exuberant, functional ceramics to support you in that. Each piece is hand-thrown in Austin, TX.

 Kara at the wheel. Via  @karacotta_ceramics

Kara at the wheel. Via @karacotta_ceramics

Kara shared her three top self-care tips for makers during the holiday season:

Find your village.
It takes a village to run a small business, especially during holiday. Outsource all of your mundane life things, as much as your budget & creativity allows. Hire that house cleaning crew, get your groceries delivered, pop your kids in a carpool, have your laundry picked up.

Secure the boundaries!
Keep your schedule simple, and hold your boundaries TIGHT. For example, maybe only taking meetings on Mondays, Tuesday and Wednesday are for making, Thursday is web/admin, and Friday is loose-ends. Do not deviate! I think the tighter you can keep your schedule, the easier it is to weed out extraneous time-sucks, and the more productive you will be, knowing you only have a finite amount of time.

Don’t let supplies limit you.
Order extra, extra, extra supplies! It really is the pits when you're cranking away in the studio, getting a million things done, and then you run out of branded stickers, or packing boxes. Order double what you think you will need - it will get used eventually, and then make a supply list for everything you use, and do a quick 15-min supply inventory check on Fridays.

Elana from Elana Gabrielle

Elana Gabrielle is an illustrator, designer, and maker based in Portland, Oregon. Her illustrations, design, branding, and textile goods are tactile, warm, and wild. She’s constantly developing new art and products, but all with her distinctive approach.

 Elana at market. Via  @elanagabrielle

Elana at market. Via @elanagabrielle


Elana shared a lot of kind guidance as well as her own experience of this season:

Busy times can be difficult to navigate, and finding ways to stay organized and productive has been one the most important things I’ve done for myself and my business. Through trial and error, I’ve found that having a routine with daily guidelines has made a huge difference in keeping myself focused, healthy, and avoiding burnout. Finding a structure that works best for your lifestyle and personal preference is key, and the following list is an overview of some things I’ve found helpful.

Start with the big picture.
I start my day with a cup of tea or coffee, and I create a list of all my tasks for the day and divide it up in order of priority/urgency.

Plan according to your rhythms.
I plan my day/week according to my to-list, organizing logistics during times of the day when I work best. For example, my mind is most fresh first thing in the morning, so that is when I complete any writing, research, communication, etc., and I do my creative work in the afternoons.


Limit distractions.
When I get stressed I find that I am much more easily distracted, so I either keep my phone in a separate room or use an app like Moment to keep myself out of the social media rabbit hole.

Ode to the crock pot.
When things are most hectic, I make sure to have some simple healthy options stocked so I don’t have to worry about it or resort to unhealthy options. Crock pot meals are a good option for this, especially during winter months!

Exercise really does help.
Exercise is so important for my mental and physical wellbeing during busy times. No matter how much I try to convince myself otherwise, I am always more clear-headed, energized, and focused.

Sleep and work faster.

Sleep is a priority for me! I work 10x faster when I am well rested.

Get outside!
Every day.

Finding moments to slow down here and there and focus on my own well-being is so helpful in staying sane through hectic busy times, and I hope this can help you too!

Thank you so much to everyone who has shared their insights in this little series: Kara from Karacotta Ceramics, Elana from Elana Gabrielle, Lora from Free Period Press, Jonnie from Grey Theory Mill, and Paris from Paris Woodhull Illustration.

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How 3 Makers Stay Organized + Sane In Hectic Times

Regular people don’t realize how insane the pre-Christmas months are for makers. But: it’s true, they’re insane.

The sheer quantity of work -- in combination with the uncertainty and pressure of making the most of holiday sales -- adds up to quite the exhausting scenario.

So: if you’re feeling similarly, remember that 1) you’re not alone and 2) January will come.

Also: I asked some of the most effective, successful, and inspiring makers I know to share their tips for staying sane, organized, healthy, and focused in hectic times. Read on!

Lora from Free Period Press

Free Period Press creates products to help you unplug, relax, and get your creative juices flowing. Cleveland-based Lora puts an incredible amount of soul, hard work, and savvy into Free Period. She partners with other great artists and makers in the design of each product and ends up with items that are inspiring, helpful, and fun.

 Lora at the Cleveland Bazaar. Via @freeperiodpress.

Lora at the Cleveland Bazaar. Via @freeperiodpress.

Lora shared two key tips and we added a third:

Invite friends to help.
Relationships are such an important part of self-care, and they often get neglected during our busy seasons. Packing orders and hanging out at craft shows is more fun with friends. Offer to pay them for their time if you can, or at least provide food!

Prioritize what you need to do.
Your to-do list is probably a mile long, but try prioritizing your to-do list in terms of your goals. Ask yourself, "Which of these tasks is the most important to get me to my goal?" When I do this, I usually realize that a surprising number of tasks are not as urgent as I thought. During some seasons, I am focused on getting money in the door! So during those times, I prioritize based on ROI. I ask, "Which of these tasks is most likely to bring in the most revenue?"

Consider a Self Care Index.
Note from Wholesale In a Box: Lora didn’t mention this, but she has the coolest Self Care Index zine that could be a fun and helpful tool.

 Lora’s Self Care Index at the lovely  Moorea Seal  shop in Seattle. Via  @freeperiodpress

Lora’s Self Care Index at the lovely Moorea Seal shop in Seattle. Via @freeperiodpress

Jonnie from Grey Theory Mill

San Diego-based Jonnie is a strong, vibrant presence in our maker world. She makes her Grey Theory with a touch of sass, a pinch of the profane, and a lot of class. She’s also uber-busy as her business grows, as she’s thriving in both wholesale and online.

Jonnie got really honest and really specific about how she stays organized and sane:

Bullet journaling.
I started a variation of bullet journaling after a friend told me she thought I'd enjoy it. She was right. I love being able to have my goals/tasks split up into their various priority level. I have an "at a glance" which is my equivalent of an analog zoom out.

Keeping organized with orders.
For keeping orders straight I have a word document that has 3 columns: Current POs, Later Ship Date, and Consignment. When an order comes in I plug the shops name in, the date they ordered, the ship date I quoted and the order total. This makes it easy for me to see what needs to be done when, what I will be quoting for a ship date for incoming orders, and when it comes to month end I can plug in the order total to my spreadsheet.

Staying on top of money-in-the-door.
I have no training in bookkeeping, but this year I really wanted to see what was coming in -- per account -- so I started two spreadsheets. The first is called “Finished PO's” and the other is called “Deposit Log.” As the POs go out, I plug in all the data from my Word document: date ordered, date shipped, shop name, and their order total. For my deposit log, I plug in the numbers for wholesale, retail, and consignment at the end of the month. So far, so good! It gives me peace of mind to know how much I am actually making.

Hiring help (finally.)
This year I hired help. I may have made that decision a little late in the game, but finding the right person was so important to me. I am looking forward to having the help with production, but even more so with the holiday retail shows!

A true day off.
I try, try, try my darndest to have one day off a week (versus the random hours throughout the week). It's hard, but I'm getting better at it.

I prioritize getting a workout in at least 4 days a week. At very least I do a 15 minute HIIT workout. Getting that blood circulating does wonders for me when I'm feeling hella grumpy-moody.

January sabbatical!
Last year I was SO toasted come Christmas, I decided that the first two weeks of January would be a personal "no-work unless you really want to" sabbatical for me. Having that carrot in front of me makes me feel like I can get through anything.

 Jonnie on vacay in Hawaii! Via  @greytheorymill

Jonnie on vacay in Hawaii! Via @greytheorymill

Paris from Paris Woodhull Illustrations

I met Paris at two makers’ summits I spoke at this year and she is as warm, generous, and smart in person as her illustrations are. A Knoxville native, Paris creates apparel with a purpose, quirky paper goods, and city maps.

 The Knoxville pride is real. Via  @pariswoodhull

The Knoxville pride is real. Via @pariswoodhull

Paris shared some helpful self-care practices she stays sane with:

Haha I'm a list maker addict ;-) I end each work day by making a list for the next work day. And not a digital list, but a hard copy one -- one that I can keep propped up on my desk all day, staring me in the face. It helps me to visually see what I need to do and also induces a good bit of (healthy) guilt if I'm procrastinating and not getting as much done as I should be.

I know this is one of those things that is kind of eyeroll-inducing, but stay with me? I was always the person that never worked out because "I didn't have the time." When I started going to the gym consistently, I realized that it sets me up for success in my day to day life; I have a better mindset and I'm 100% more efficient/effective running my business. It's also nice to have an hour each day that is dedicated to me and not emailing, packaging, talking to customers, etc.

 Paris staying human. Via  @pariswoodhull

Paris staying human. Via @pariswoodhull

Have a friend that will listen to you rant.
Having a small business can feel so solitary sometimes, which makes the pressure feel insurmountable. Having a trusted friend that you can talk through things with, or even just get a quick pep talk from, can really work wonders. For me, this is my sister. Poor girl has probably heard me rant, cry, and complain about how hard it is to run a small business one too many times. P.S. It helps if you buy them dinner every once in a while in exchange for listening to you ;-)

Learn that not everything needs to be done immediately.
My phone is a really big distraction for me and I'm currently still figuring this one out. What if I don't answer this email right now?! What if I don't reply to this instagram comment immediately?! Ha! Trying to remind myself that everything can wait and I will get to it eventually. 90% of things can at least wait 24 hours for you to get to them. No one is going to die if I don't answer their email immediately.

Business is not emotional.
Meaning that my feelings do not matter in my business. Sounds cold, right? Well this is my number one way that I self-care in my business. I'm a very emotional person and I have a tendency to take things personally, which are two of the worst qualities to have when working with clients. Some days I will literally write "Business isn't emotional" on my forearm to remind myself that my #1 priority is to serve my clients as best I can. For me, it's a small way of controlling my emotions and learning to be more flexible.

Let it evolve.
Organization, focus, and self-care needs are things that are always changing. Organizational needs will change as a business grows and same with self-care and focus. Haha… owning a business is a learning curve 24/7.

Thank you so much to all three of you!! Your wisdom is hard-earned and each nugget is such a good reminder and valuable insight.

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Compromising Your Wholesale Terms Makes You Sick + Snippy

My mom is a pediatrician.

Growing up, I knew that she often saved babies from cancer and families from chaos. Occasionally, though, she’d come home from work and say, “Sometimes I can’t believe that I spend my whole day telling people their kid has a cold.”

I remembered this the other day and laughed. Because similarly, sometimes my job is insight and magic -- and sometimes I spend my whole day telling makers to stick with their own darn wholesale terms.

A maker will come to me with a several-paragraphs-long question via email. At first, it will sound really complicated, like these questions:

There is a restaurant owner who wants to buy a LOT of plates from me, but wants a wholesale price that’s dramatically reduced. Should I do it?

A brand new stockist, who has been inconsistent in her communication, requested Net 30 even though my terms say I take payment up-front. What should I do?

A store owner who seems sketchy wants me to send samples of every one of my products, even though I say in my terms that I’ll provide one sample but that others can be purchased at wholesale price. Seems a bit excessive but maybe I should do it?

In each of the above cases, the first thing I noticed was how the maker sounded frustrated and scared.

The second thing I noticed was that the maker had already made a decision about this scenario -- in their own wholesale terms.

So to all of these makers, my answer was simple: stick with the terms you already set. And do so in a friendly, collaborative, and clear way.

Many makers who feel betrayed by their own business. They love it, but they describe it like an abusive boyfriend. They feel angry and resentful and tired. They may be physically sick from overwork. They feel cornered between their own desire to grow, their fear of losing it all, and their own exhaustion and depletion. And in many cases, this feeling comes largely from their own unwillingness or inability to maintain clear boundaries in their business -- especially with their wholesale terms.

Hustle is really important. When you are starting and growing a business you do have to go the extra mile and work super-hard. Things I’ve done to grow my business include staying up all night to find stores for a single maker, worked on holiday after holiday, and made the “impossible” happen for the people we serve.

But many times, I believe that makers aren’t compromising on their boundaries out of hustle, but out of fear. Fear that someone might think they’re not “nice.” Fear of losing a sale. Fear that the universe is a scarce and threatening place and that if they set a boundary, they will END. UP. WITH. NOTHING.

Have you ever heard of “the three kinds of business”? My friend and coach Melissa introduced me to this and I think of it on an almost daily basis. It’s simple. There are three kinds of “business”: your business; someone else’s business; and God’s business. Your business is acting in a way that aligns with your values and integrity. Other people’s business is what they do and what they think about what you do. God’s / the universe’s business is the uncontrollable part of what results from your actions or other people’s actions. Melissa says that the result of spending time thinking about any business that’s not your own is a feeling of separation, resentment, and confusion. It also means that if you’re spending time thinking about the other kinds of business, you’re not caring for your own business. And if you’re not… who is? (More on this concept by the originator of it, here.)

Long story short, I think that often when makers compromise their wholesale terms, it’s because they’ve wandered away from their own business (quite literally) into God’s business (“If I don’t say yes, my business won’t succeed”) or into the store owner’s business (“If I don’t say yes, she’ll buy from someone else and be mad at me.”)

A question to ask yourself when you’re considering making a decision that goes against your own wholesale terms (or against any boundary that you’ve set for that matter):

Am I changing my policy because:

a) In this particular situation, the boundary has become unnecessary? Or,

b) To “be nice” or because I’m afraid that everything will crumble if I don’t make concessions?

If your answer is really truly “a”, then perhaps it makes sense to go against your own policy / boundary / terms. But if it’s “b”, then I have only seen frustration, scarcity, and fatigue result.

But, you might be saying, “I want to be easy to work with!”

And I do agree that being positive, kind, and a good collaborator is incredibly important in growing wholesale. You wouldn’t believe how many store owners tell me that they could buy from a different maker, but that THIS maker is just so easy to work with.

Here’s the irony, though. In my experience, compromising on your terms doesn’t make you easier to work with. It makes you snippy, resentful, annoyed, overextended, and frustrated. It also makes it hard to make money or create a sustainable business. In other words:

Compromising your own boundaries and terms ends up making you HARDER to work with and limits the growth of your business.

Just to make this crystal-clear...

Do’s and don’ts for setting terms and deciding how to maintain them:

  • DON’T set unnecessarily rigid or strict terms in the first place.
    Don’t throw in a bunch of terms for good measure or to “seem professional.” Set terms that you think are simple and important and feel necessary. That way, when it comes time to maintain those boundaries, they feel intuitive and important to you. Oh, and if you need help deciding what to make your wholesale minimum, you can find more on that here.

  • DON’T use legalese.
    Sometimes makers write their terms in a severe, off-putting, confusing, aggressive type of language. Yes, it’s important to have clear terms. But it’s also important to state those terms in a way that is human, friendly, and approachable.

  • DO maintain your boundaries in a friendly way.
    I’m not sure why, but when people maintain a boundary, sometimes they do so in a way that sounds frustrated, snippy, stern, or condescending. Remember that no one can make you violate a business boundary without your permission -- and so you can maintain your boundary and uphold your terms in a way that’s cheerful, kind, and warm. And that difference in tone may likely be the difference between losing the sale and gaining a stockist for the long term.

  • DO use your emotions as an early-warning sign.
    Anger, resentment, and fear are indications that you may need to set or strengthen a boundary. Sometimes it’s a boundary with a specific person and other times it is a general boundary between yourself and your business. If a store owner’s request makes you feel scared and frustrated, it’s likely that a warm and polite “no” is in order.

My observation is that the makers who are best at maintaining their boundaries in a way that is warm and collaborative are those that tend to succeed at wholesale. And ironically, those that are constantly shape-shifting and compromising and bending over backwards are those that don’t make it, ultimately.

Trust the wisdom of your own boundaries. Be relentlessly kind and warm in your communication of those boundaries. And know that when you do these things, you’re acting on behalf of your biggest and best business and life.

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4 Things I Know Are True About Making Your Line Successful + Extraordinary

The other day, I was coaching one of our newer makers by phone.

To get to know her line, I flipped through her product listings to get a sense for what the jewelry was all about. Most of the pieces were ornate, creative, asymmetrical confections that were both vintage and fresh. But part of the line was simple brass jewelry.

In our conversation, I asked how she felt about the brass pieces -- is that a direction she was planning to go in?

“Well, I don’t want to!” she explained. “But I got worried that my stuff is too different, so I wanted to play it safe and make pieces that are more similar to the rest of what I’m seeing in stores. The truth is, I love the other stuff. I love finding odd vintage components and turning them into something gorgeous and unique. I’m just not sure anybody is buying that right now.”

My advice to her was to cut the brass pieces altogether. They’re not what she loves, they’re not unique in the marketplace, and she doesn’t have a lot of energy around creating them. Plus, they’re confusing. Store owners often scan through a line, to get a sense of it. If the line is scattered or confusing, they tend to wander away, unsure what the line might offer. 

The more I thought about this, though, the more I realized that there is so much complexity in this maker’s experience, and in the conversation we had.

In fact, there is a piece of writing I love that illuminates so many of the tensions presented by this maker’s conundrum. In it, George Saunders, the celebrated writer, tells of the years when he was working in a dull corporate setting, commuting through New York winters by bike, barely earning a living, and trying to be a writer. (I really recommend reading the whole piece -- you can find it here -- you’ll be glad you did.)

It’s gorgeous, simple, honest writing. It also captures something essential for those of us who want to make or write or create. So between my maker friend and George Saunders’ insight… 


4 Things I Know Are True About Making Your Line Successful + Extraordinary: 

1. Make what you know how to make better. 

George Saunders shares a time in his writing when he spent years sounding like Hemingway, or Carver, or some other version of himself. And one day, in boredom and frustration, started writing silly, weird, gross poems and illustrating them. This led him to write a short story that used that same off-kilter feel. And he had a realization: 

“Suddenly it was as if I’d been getting my ass kicked in an alley somewhere and realized I’d had one arm behind my back. All of my natural abilities, I saw, had been placed, by me, behind a sort of scrim. Among these were: humor, speed, the scatological, irreverence, compression, naughtiness. All I had to do was tear down the scrim and allow those abilities to come to the table.”

Working on it was fun: for the first time in years, I knew what to do. I had no idea what it was ‘about’ or what it was teaching or espousing or anything like that. I just, at every turn, had some feelings about how I might make it better. As goofy as the story was, as far-fetched as its premise seemed, I could feel and see the people in it as real people, and I cared about them. What a relief that was: to work with certainty, toward fun, just for the hell of it.”

Creating what you know how to make better, as odd or different as it may be, is fundamental to creating a successful line over the long term. It’s not always easy to do (I wrote an article on that piece of things here) but it is what you’re trying for.

2. On the other hand, don’t just close your eyes and make whatever you want. 

The counterpoint to #1 is subtle, so stick with me. It’s true that you need to make what is authentic to you, what you know how to make better. 

But. You also can’t close your eyes and cover your ears and disengage from what your community is inspired by.

There is no art without connection. Art is made when someone creates something true and then is able to close the energetic loop by offering that to someone who responds to it. It takes both pieces -- the making what’s true and the engagement with someone who responds to that work.

Makers who are successful work consistently at the intersection between what people want and what your voice is. The good news is: you don’t need to please everyone. You only need to find a small, passionate group of people that responds to the work. And the truth is that it’s much easier to find those people when you’re clearly making what is true for you, rather than what you think might sell. 

3. There’s no rushing it and there’s no crystal ball. 

Sometimes makers want me to tell them whether what they’ve created is going to “work.” I can’t. I don’t have a crystal ball and I’ve been proven wrong about a line again and again. 

Other makers want to rush the process, growing to large numbers of wholesale accounts without really stopping to watch people’s responses to the work. 

How to find the intersection between what people want and what your voice is? Through observation and through experimentation. Observation means becoming an observer of the makers you most respect -- watching how they structure their prices, how their tell their story, how they package in a way that aligns with what they do. Experimentation means that you create what you know how to make better and then you experiment with different ways of connecting with people around that work, exploring who responds to it, whether it needs tweaking to be well-received, and how it’s best packaged and sold. And these processes take time. 

4. Store owners want your standout pieces, especially now. 

It’s hard being a store owner in this world, in this economy. 

But when a store owner carries products that people can’t find at the big box store down the street, she knows that people will choose to shop with her. The more pressure a store owner is under, the more she will want pieces that are unique and beautiful and unexpected and that she knows will sell. That means that store owners tend to buy lines for their standout pieces, not for the dime-a-dozen pieces that might fill out a line. Those standouts almost always come from a maker’s most creative, authentic process -- the very things they make most intuitively and with most passion. 


I’ll leave you with a little more of George Saunders. He’s talking about the writer who has just found the writing that’s like him, that is of himself, no matter how humble it may be: 

The work he does there is not the work of his masters. It is less. It is more modest; it is messier. It is small and minor.

But at least it’s his.

He sent the trained dog that is his talent off in search of a fat glorious pheasant, and it brought back the lower half of a Barbie doll.

So be it.

Better than being stalled out forever.

He’ll make a collection of lower halves of Barbie dolls and call that a book.

And the thing is: it is a book. That’s what a book is: a failed attempt that, its failure notwithstanding, is sincere and hard-worked and expunged of as much falseness as he could manage, given his limited abilities, and has thus been imbued with a sort of purity.

A book doesn’t have to do everything, I remember saying to myself back then, as a form of consolation; it just has to do something.

So, although this book is short and took seven long years to write, and is truncated and halting, and is, yes, dark and maybe even a little sick in places, I remember the years during which it was being written as some of the richest and most magical of my life, full of hope and love and aspiration and the satisfaction of, finally, making something happen.”

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2 Tiny Outreach Tips You May Not Have Tried

Mostly, growing your handmade wholesale business is not a place for cheats or tips or tricks. 

Mostly, growing wholesale is a long-term game where “boring” things like consistency, followup, respect, thoughtfulness, and gradual improvement of your product line are what work.

But! Since we spend all day everyday working with makers who are doing wholesale outreach, sometimes we’ll come across a fun tip that just is so simple and works so well that we think, “Gosh, I wish everyone knew about that.” 

So, with the permission of the aforementioned makers, I’m sharing two of those tips. 

2 handmade wholesale outreach tricks you might not have tried, but probably should:

1. Pitch stores in a city you’re visiting and set an appointment. 

You’ve probably heard us say before that it’s generally a terrible idea to stop into a store and pitch your work, unbidden. Store owners want to be working with their customers when they’re in the shop, not reviewing your work. 

That said, being able to show your work in person, being able to share textures, paper quality, or stitching precision can be such a wonderful advantage. So if you have any travel planned (or even in your home city), consider concentrating your outreach in one city, that you’ll be visiting in the next couple of months. Reach out to stores that are a great fit in that city, share your line sheet, and let them know that you’ll be in their city from X date to Y date, and that you’d be thrilled to stop by and give them a first-hand feel for the line. They can review the line virtually, but also opt into a visit if they want to (on their schedule.) 

We’ve seen this be incredibly effective, leading both to higher response rates as well as a lot of sales for the couple of makers who have done this.

If you’re a Wholesale In a Box maker, you can let us know that you’re visiting a certain city and we’ll focus your outreach there during that timeframe. If you’re not a Wholesale In a Box maker, you’ll have to do the legwork to find the shops and track down contact information, but you can still certainly use this strategy.

2. Engage personally via Instagram before you reach out. 

Another “no no” is to pitch store owners via social media. It’s just not professional (or effective) to leave a comment on a store owner’s Instagram post, pleading for them to review your line. 

But -- one of our makers let us know that she’s making sure to follow store owners on Instagram about a week before she reaches out via email. She also engages in a thoughtful, real, personal way on one or two of their recent posts.

Then, when she does reach out via email, she’s finding that store owners feel like it’s a much “warmer” contact than it would be if she were reaching out totally out of the blue. It’s certainly not a manipulative thing -- just a friendly way to connect before it’s time to really pitch your products.

If you’re a Wholesale In a Box maker, the Instagram link for every store is included in the store’s profile, so you can just click through to engage. If not, usually a quick search within Instagram will do the trick. 

Like I said, these tips aren’t going to change the game for you if you’re struggling with a product that’s not where it needs to be, or if you’re not playing the long game and staying consistent over time. 

But they could be fun -- and super-effective, if these makers’ experience is any indicator -- to try within the context of a broader strategy.


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10 Crucial Steps to Grow Wholesale With Etsy Wholesale Closing (Besides Panic)

As one maker friend put it: People were saying for months that a shift was going to happen with Etsy Wholesale. And, well…

Shift happened. 

As you’re probably well aware by now, Etsy Wholesale is closing its doors. June 28th is the last day for new orders and July 31st is the last day of the platform. While few people are surprised -- since Etsy Wholesale had been quietly withdrawing for months -- many makers are understandably frustrated, freaked out, or just… tired.

So I wanted to put together tips and tools for moving forward and continuing to grow your handmade wholesale business, once Etsy Wholesale closes. 

Read on.

The Big Picture

Let’s talk “big picture” for a second. As recently as 10 years ago, trade shows were pretty much the only way to grow wholesale for makers -- period. It was a very unified, monolithic, systematic market. And when we started Wholesale In a Box 3 years ago, Etsy Wholesale was just starting and there were very few other options.

The last year or two has seen a boom in platforms for wholesale, and the speed at which new folks are popping up is only increasing. So the overall trend is that handmade wholesale is becoming increasingly fractured. 

Platforms and marketplaces come and go and their algorithms evolve and change. It’s hard to find solid footing in that landscape -- you’re left not knowing how to grow your business in a sustainable way. But I don’t believe you need to accept this level of volatility and risk -- there are concrete things you can do to make your business strong and resilient, despite the changes.

Ultimately, whatever tool makers use, you need to take the work of marketing and connecting with stores into your own hands. That will be useful to you 50 years from now, regardless of what happens with the platforms, just as it was 50 years ago.


What to actually DO

That’s all helpful context, but I know that most importantly, makers are looking for a way forward in these last weeks of Etsy Wholesale. 

First: You know what’s best for your business and there is no one answer about what you should do, now that Etsy Wholesale is closing. The way you’ll move forward is a strategic decision that probably should be pretty strongly guided by your gut and plans. 

That said, we’ve helped over 400 makers grow their wholesale business, so I do have some opinions about what Etsy Wholesale sellers should be thinking about in coming weeks, to make this a time of growth in your business, rather than a time of crisis.

10 Crucial Things to Do Now That Etsy Wholesale Is Closing:

1. Pause and reflect.

I know this change feels urgent, and there are aspects of it that are. But I honestly think that the first step you should take is to pause and reflect. Not post on Instagram. Not email every stockist you have. But reflect and make a plan. You have 4-8 weeks to put your plan into action, and a good plan, executed more slowly, is better than a poor plan executed quickly. 

2. Divide your plan into immediate action and strategic changes. 

Don’t confuse your immediate actions with your strategic plan around this. There are a couple of things that you’ll want to do in the next week or so -- but all the rest will benefit from a thoughtful plan, carried out over the next 4-8 weeks. If you mush the two categories together, you’ll be more stressed and end up with worse results. 

The main thing that you’ll want to do immediately is…

3. Get all of the information on your Etsy Wholesale stockists.

As soon as possible, you’ll want to capture all of the information (particularly names, websites, and emails) of your Etsy Wholesale stockists and keep it somewhere that you can access after the platform closes. 

There isn’t a way to download all of that directly, so Natalie Jacob from Etymology suggests taking screenshots of each purchase order. Try to save them in an organized way or even turn that data into a spreadsheet or similar list so that it’s easy to access later. 

4. Forge new connections with your Etsy Wholesale Stockists.

If you have current stockists who buy through Etsy Wholesale, communicate with them, and actively support them in transitioning to a new method of ordering, paying, and staying up to date on your line. This might take several touchpoints, so be persistent. 

A few specific tips here: 

  • Touch base with each store individually. 
    This is a big transition and it’s very much worth contacting each store personally. That way, you can use the opportunity to let them know about new products they might be interested in, check in with them on how things are going, give them your new ordering information, and answer any questions. So although I’ve been seeing makers use Instagram posts for this purpose, I think that misses the opportunity to connect more personally. 
  • Don’t just reach out once. 
    Store owners are busy and are handling this transition with all of their Etsy Wholesale vendors. So certainly don’t harass them, but plan to contact them a few times over the next few months, to make sure they have your info and know you’re there for them. 
  • Make the new system very simple. 
    We’ll talk about how to devise a new ordering system (#8) and a new system for sharing your products (#6). But whatever systems you choose, be sure that when you share the specifics of the new approach, you make it as simple, straightforward, and clear as possible. 
  • Try to send them to the “final” ordering system, even if it’s not perfect yet. 
    One maker we work with is creating a new website but it won’t be done until late August. She does have a website that stockists could order from now, but she’s not thrilled with it, so is considering sending store owners to an intermediate solution for the next couple of months. My recommendation? Send stockists to that website now, anyway. It’s better than having the stockists change systems twice.
“I honestly think that Etsy Wholesale closing down is a great thing for small businesses. I hope it allows for makers to find wholesale relationships with companies that they can build a deeper and longer relationship with. This is yet another sign of the potential disadvantages of depending on a platform for your business's success and sustainability.” - Joey Vitale, Indie Law

5. Don’t necessarily just swap Etsy Wholesale with something else.

I’ve been hearing makers ask, “Any suggestions for what to replace Etsy Wholesale with, now that they’re closing?” But in all honesty, I think that is the wrong question. 

Etsy Wholesale combined a few different functions into one platform, but you don’t necessarily need to replace all of them with the same tool. The functions are: 

  • Presenting your products online
  • Finding new stockists
  • Payment / invoicing

Depending on the stage and unique characteristics of your business, you might want a different system for each of these functions, even though Etsy Wholesale used to do them all for you. In fact, you might consider brainstorming options for each before ultimately deciding what you’ll choose. In #6, #7, and #8, below, we’ll talk about options for each.

6. Create a new system for presenting your products online. 

This transition away from Etsy Wholesale is a huge hassle for many makers. But it may actually end up having a positive effect on your business in the end: 

“If Etsy's announcement was a big shakeup for you, now is a great time to begin planning to build a stronger foundation for your business. When you own your own website, wholesale ordering solution, and mailing list, you don't rely entirely on third parties, and it's easier to bounce back when they make big changes to their services.” - Arianne Foulks, Aeolidia

One of the key things that Etsy Wholesale did was make an easy, attractive method for makers to share their wholesale product offerings with stockists. Some makers even used their Etsy Wholesale line sheet as a way to show retailers not on Etsy Wholesale their product set. So the first thing you’re going to want to do is figure out how to share your products with retailers moving forward...

Consider creating or improving your own website.

Probably the ideal option for sharing your products with retailers is via your own website. If you already have a retail website, that can certainly serve as the place that store owners go to look at your products. They can even shop your website with a 50% off coupon code if your markup and shipping will allow for that. Alternatively, they can view your products on the retail site and just place their order via email or phone. 

If you don’t have a personal website yet, you can get something simple and effective going fairly quickly with services like Shopify and Squarespace. You can always plan to improve it or make more complicated later, but even a few days invested in setting something like this up could get you pretty far.

Your other option is to create a true wholesale website. We teamed up with our friends at Aeolidia on the things to keep in mind if you’re going this direction -- and also discussed how to decide if you need a wholesale website. You can find that article here: Whether You Need a Wholesale Website (And How to Do It Right)

Or, create a simple line sheet.

A more low-tech way of presenting your products is through a PDF line sheet. We recommend making this document a bit of a hybrid between a lookbook and a traditional line sheet -- including an “about” page, gorgeous photos of the line, all the specifics (including price) on each product, and Wholesale Terms. You can have this on hand for stores to peruse your products as well as order from. 

7. Create a new system for finding new stockists.

If you were on Etsy Wholesale, that may have been a primary way that stockists were finding your line. (Or, perhaps more accurately, a way you were hoping stockists would find your line.) 

That means that it’s a good time to consider creating a system for yourself to start proactively connecting with stores that you think will be a great fit for you. 

Of course, we’re really passionate about direct, thoughtful, individual outreach to shops that you think could be a great fit for what you sell. That’s what we support makers in doing at Wholesale In a Box. But you can also start a practice like this on your own -- and we have some good training resources in our Training Center and in our beloved free email course, Grow Your Wholesale.

There are also platforms like Indigo Fair, Hubba, Stockabl, IndieMe, or even new models like Handheld Handmade so those could be good to check out as one piece of your strategy. 

8. Create a new system for payment and invoicing. 

Depending on what you choose for the way that stockists will review your products, you may have already covered a payment/invoicing system. 

But, many approaches will still need a separate payment and invoicing system. For instance, if you create a PDF line sheet, you’ll still need a way for store owners to place orders. 

A simple Paypal or Square invoice will work just fine -- and of course, store owners don’t need these services to pay these invoices. They can pay with a regular credit or debit card -- you just need to get set up on your end. 

9. Be sure that you have Wholesale Terms. 

Although technically you should have already thought through your wholesale terms if you were operating in Etsy Wholesale, it’s possible that you didn’t think them through in much detail. 

If that is the case, now is the time to make sure that you have established Wholesale Terms and that you’re sharing them with store owners in a consistent place (whether that’s a page on your website or a page in your line sheet.) It’s really important to make sure you have clear terms on at least the following: 

  • Payment and ordering. How will you accept orders? What forms of payment do you accept. 
  • When do you need payment (on ordering, on shipping, or some combo)?
  • Minimums. Your minimum for your first order and for subsequent orders.
  • Shipping and insurance. Who pays for shipping, how are things shipped, who pays for insurance if any, etc.
  • Turnaround time. 
  • Sizing, materials, etc.
  • Anything else. If you have other things they should know before they order, now is the time.

10. Use your resources.

There are a lot of great resources that can support you during this transition. Here are a few of our favorites…

Other resources to check out: 


Your wholesale strategy is going to evolve and change -- so don't panic and do something expensive (like signing up for a trade show that you can't afford) just because Etsy Wholesale is changing. Take some time to experiment, explore alternatives, and reflect on what you really envision a sustainable wholesale strategy being for you.

And, never hesitate to reach out to us (team@wholesaleinabox.com) if you have any questions along the way!

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7 Lessons Learned From a Maker on Her Wholesale Journey

  Photo: Reba Jenson

Photo: Reba Jenson

2 years ago, we did our first Wholesale In a Box giveaway. Makers entered by commenting on our blog, and then we picked a winner from the bunch.

When we announced that Skyler of SugarSky had won the free 90 days of Wholesale In a Box, she was thrilled in the sweetest, most endearing way. Still one of our makers 2 years later, working to grow her wholesale business, we got the most wonderful message from Sky when we announced this year’s giveaway: “I SO VIVIDLY remember when I won the WIAB free trial via Dear Handmade Life! I never win anything and I was AMAZED. It’s proven to be such an incredible thing to win :)”

So we decided to hop on the phone to hear how her business has evolved since then. What she shared was really inspiring, very actionable, and sometimes surprising. Sky has managed to grow her business by leaps and bounds, and to a size that few makers know is possible. She’s stuck to her mission and values, finding thoughtful ways to bring in production help as she grows, but never compromising on what is most important to her.

Listen in as we talk to Skyler and she gets honest about wholesale, growth, hiring, what’s worked, what hasn’t, and what she wants newer makers to know...



“My motivation to do this daily is that our whole operation is based in the US.  We get to support the people in our community, as those are the people who design and sew our products.  That is very motivating for me because it means we are helping people here in our country continue to feel empowered and appreciated.  

I could manufacture our products at a 16th of the cost if we outsourced some to offshore but, for me, keeping jobs here in the US and helping people on our soil to be employed is top of my list and always will be with SugarSky.

Of course, you have to keep your margins working,  but I know that so long as SugarSky exists, jobs for people here in America will exist.”



“Before launching the business, I started brainstorming and thought; What talents or skills do I have in my wheelhouse that I can turn into a business?  I tossed some ideas back and forth and thought, well, I know how to sew and I am always wearing headbands.

The idea was born after a couple glasses of wine in our tiny little apartment in Atlanta.  My husband was like, ‘OK why not?.’ I also knew how to build a website so that wasn't a barrier to entry for me so decided to give it a go from there.”  



“My original goal was to sell 10 headbands.  I thought: If I sell 10 headbands this is a success.  I had left my full-time job in Corporate America so my aim was to sell 10 the first month so that could go towards helping pay our bills that month.  The next month, we planned to reassess.

There were lots of trips to fabric stores to find a good material and sewed prototype after prototype, finding the right material that was comfortable and a good fit.  After that, I just pressed the launch button, with only 5 patterns. The business was me sewing everything and trying to work out the kinks as I went along.

Not everything has to be great when you start and focusing on progress over perfection is always my aim.  You just need to pull the trigger and work from there.”

Photos: Reba Jenson



“My business is very different now than when it first launched.  In the beginning, I was sewing everything. Still being in my corporate job at first meant things were taxing.  You can almost get burnt out because, after a day at work you don't want to spend so much time on your business even though you love it, but you have to.

It then went from me sewing everything to having a team of highly skilled seamstresses. That transition was a huge learning curve and I am so thankful we did that.  We received our first wholesale order of 6000 which was huge for us at the time so this forced us to reassess. I knew I couldn’t sew everything myself forever.

We hired the seamstresses as contract workers -- paid by the piece..  This means you cannot designate hours or manage them as employees but they produce the volume of product required to meet your demand and they are paid on how many pieces they produce. This worked really well for us because they could do the work while their kids were napping or on weekends… and we didn’t have to worry about filling the time every single month of a full-time employee”  



“Inevitably, starting a business is risky. So it's important to invest in people or processes that do things better than you. As an entrepreneur, the biggest mistake you can make is trying to do everything on your own.  

I believe if you are investing in the right things at the right price for your business, you will see a return.  This was the case when we signed up with Wholesale in A Box. I remember getting WIAB’s 5-part email course after signing up and I thought. ‘Oh my gosh, this is all such good information.’  Then with your help, I started drafting my emails to potential customers. I went for it with the help you provided. Ever since then we have seen some great successes with wholesale.

One way to test your approach to investing in something for your business and give it three months; if you don’t start seeing an uptick in revenue after this time, then you can cut it off.”



“We’ve had our fair share of failures. In one instance, my fabric supplier completely ran out of fabric. I realized I had put all my eggs in one basket with only one supplier and there was a real risk I would have to shut down the whole business.  The supplier then provided an alternative solution but their replacement simply wouldn't work for our designs. A year into the business, that was a scary moment. Thankfully we sourced an alternative supplier, who we still use today, and things are working great.

I talked to my Dad, who is an entrepreneur, and he said ‘You have to keep moving.  You don’t have to get back to where you were, just get to a different place that works for your business.’  I then came up with a totally different way to sew the headbands. It uses less fabric and it’s less labor intensive. So the outcome had such a positive impact on the business in the end.

With challenges, you have to take the energy of the problem and let it throw you into the next phase.”

Photos: Gretchen Powers



“The biggest thing that I have learned through this business is to strike a balance between patience and tenacity. There are some things you have to slow play and others that you have to push really hard. Anything in excess or lack isn’t good.

If you’re constantly pushing, you're going to get burnt out, but if you’re always sitting back, you’re not going to get anywhere.

Owning your own business, you need to find a balance between these while not letting your business define you.”

A huge thanks to Skyler for sharing her journey and insights! As always, she shows a remarkable mix of humility, confidence, and generosity, and we’re so glad SugarSky is thriving. You can follow SugarSky at sugarskyshop.com and at @SugarSky.

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Makers Summit is Magical and Amazing and You Should Go

This year, I was invited to speak about growing your handmade wholesale business at Makers Summit (by Makers Collective, in Greenville, South Carolina.) It was exciting, since I really admire the Makers Collective folks and the authentic, thoughtful way they do things. But I had some reservations, because it's hard to take time away from work and life to do something that may be awesome or may be meh.

But now that my bags are unpacked (and by "unpacked" I mean: open and spilling their contents on my bedroom floor), I feel pretty much in awe of how great the conference turned out to be. 

Whether you were there with me and want to relive the greatest hits or whether you're thinking of attending next year, I wanted to share some of the moments and insights that made this a magical couple of days. Of course, this is just a sampling, and there were a lot of speakers I wasn't able to attend or take notes on because I was preparing for (or giving) my workshops, so suffice to say: thank you to each and every person who shared their heart and energy and wisdom at Makers Summit this year! 

10 magical & Amazing INsights from Makers summit:


SoutherN hospitality is definitely a thing

First, I I had never been to Greenville, South Carolina but it's a beautiful place. Thoughtfully designed, and nestled next to a beautiful river -- it's an easy and gorgeous place to spend a weekend. Check out Methodical Coffee and Falls Park, two of my favorites.

Then I noticed how kind and friendly everyone was. Makers Summit attendees were incredibly open and welcoming and I never felt that out-of-place "I'm at a conference and know no one and this is lonely" feeling. 

But most of all, I was floored by how thoughtfully the Makers Summit organizers had woven a spirit of hospitality, respect, kindness, beauty, and welcome into EVERY element of the event. The weekend ran in the flawless way that only comes about through sheer hustle and determination. They made every interaction and every detail a chance to make attendees feel cared for, inspired, and welcome. 

 The beautiful organizers!  @eringodbey ,  @libramos ,  @jenmoreau

The beautiful organizers! @eringodbey, @libramos, @jenmoreau


It takes a family to raise a business (And family comes first) 

At some conferences, there is a sense that no one has a spouse, a kid, or a life outside of work. At this conference, many people were there with their spouse, or their mom, or their best friend, or their baby. And many, many people I spoke to told me stories of starting their business with a sleeping baby on their lap... or the smart ways they've structured their life to "live the dream" of creative life and work that isn't compartmentalized.

I left feeling inspired that you don't necessarily have to compromise your family for your business, or sacrifice your business for family -- but rather that both things can work in a creative, messy, challenging, satisfying, rich whole.

"In American culture, we think more is more, but sometimes, you don’t need more. Work less and preserve your energy.” - Phil Sanders
  @annasanders  is an inspiring photographer and designer, as well as  @philsanders'  partner in crime. She was a thoughtful presence at the conference alongside her hubby.

@annasanders is an inspiring photographer and designer, as well as @philsanders' partner in crime. She was a thoughtful presence at the conference alongside her hubby.

  @letteredlife  and  @austin.bristow  shared enthusiasm and passion for making a life and managing time, both in Austin's workshop and in chats throughout the weekend.

@letteredlife and @austin.bristow shared enthusiasm and passion for making a life and managing time, both in Austin's workshop and in chats throughout the weekend.

  @rbprintery  volunteered at the conference, hosted a letterpress station, and run a beautiful husband-and-wife letterpress biz.

@rbprintery volunteered at the conference, hosted a letterpress station, and run a beautiful husband-and-wife letterpress biz.


Running a creative business can be hard And it can be amazing

Jen Gotch from Ban.Do gave a very personal talk about the deep challenges she finds in running her business. She said she wanted to "destigmatize mental illness and deglamorize success," and spoke courageously on behalf of both goals. Her experience has been that business is hard, gets harder, and is 100x harder than it ever looks from the outside. Her experience may not be everyone's experience, but it's a valuable voice in the conversation. Many people also spoke to how deeply satisfying running your own business can be and how it's only gotten better over time.

“Taking this leap of faith [of running a business] is in itself an act of self care. Because it’s all YOURS. It’s you deciding to take hold of your life and spend it doing something you truly care about.” - Jeni Britton Bauer
“Go your own way and shoot for the moon. Because if you build something massive you get to choose what to do with all that money / influence / freedom / whatever.” - JBB
“Most of being an entrepreneur is just dragging shit around.” - JBB


 Love this illustration by  @avamariedoodles  who also runs  @aviatepress . Super-loved Jeni's followup comment on Ava's post: "It’s not going to be easy ..... but that’s what makes you: an Olympian, Frodo, Annie Oakley, Luke Skywalker... you’ve gotta challenge your inner champion. And also, that illustration is my favorite likeness of me ever. Thank you.

Love this illustration by @avamariedoodles who also runs @aviatepress. Super-loved Jeni's followup comment on Ava's post: "It’s not going to be easy ..... but that’s what makes you: an Olympian, Frodo, Annie Oakley, Luke Skywalker... you’ve gotta challenge your inner champion. And also, that illustration is my favorite likeness of me ever. Thank you.


You're not alone in having a lumpy, challenging, weird journey

Phil Sanders from Citizen Supply and Matt Moreau (from @thelandmarkproject and Dapper Ink) gave funny, interesting, and inspiring talks about their journeys and insights. Neither started with a master plan... and there were a lot of false starts, setbacks, and victories along the way.

“Everyone was looking at me for answers. And I just didn’t know. I realized that all I'm in control of was how I react.” - Phil Sanders
"Once you change your mindset to business being about the journey, not the goal, you’ll realize that you’re exactly where you want to be.” - PS
 Matt Moreau ( @thelandmarkproject ) in his awesome talk, which took the form of a Netflix Binge. Photo by  @makersco_

Matt Moreau (@thelandmarkproject) in his awesome talk, which took the form of a Netflix Binge. Photo by @makersco_

  @philsanders  snapped by  @jelrod


You might be sick of your story but your customers probably aren't

In my workshop, I emphasized that one of our 5 Rules of Growing Wholesale is crafting (and sharing) your story. So it resonated with me that both Jen and Phil spoke to the importance of simple, consistent storytelling throughout their talks.

“Focus on simple, repetitive messages until you feel like you want to die because that’s the point at which your audience is actually hearing it.” - Jen Gotch
"Don’t consider your product done and ready to ship until it is accompanied by your story in one way or another.” - Phil Sanders


you can't do it all yourself

Most makers start as a one-woman operation, but many of the speakers emphasized that building your team, your community, and your group of mentors is crucial.

“All companies are communities” - Jenni Britton Bauer
“You need to be able to distance yourself from doing every function in the company so you can do what you do well.” - JBB
“Meet up with mentors as much as you can. Get around people that have a high standard for themselves -- because your staff is not going to call you out and help you be better.” - Phil Sanders
  @amyfoggart 's great snap of the beautiful art on the venue walls

@amyfoggart's great snap of the beautiful art on the venue walls


Focus and get professional

Matt Moreau and Phil Sanders spoke to the need for metrics, accountability, systems, and structure in creating a thriving business. At one point, years into running Citizen Supply, Phil read textbooks on buying to fill in the gaps he had in his business. Matt, a self-described "art school kid" when he started, has developed intentional rhythms and structures throughout Dapper Ink to keep things growing and on track.

“You can’t be who your company needs you to be unless you go through the process and work through the answers.” - Phil Sanders
"Good vibes alone do not a good company make." - Matt Moreau
“Ask yourself: What is the one thing I can do, that will affect the company the most, that only I can do? For creatives, there is value in finding the one thing that matters in your company right now and trying to improve it, rather than constantly finding something new.” - PS
"When you’re investing in things without knowing what’s working - you’re giving away your profit." - PS


Failing and taking risks is foundational to success

“We didn’t know how to get where were trying to go but we just became pros and taking a lot of shots and almost scoring most of the time and sometimes scoring.”  - Phil Sanders
"Part of growth means you’re innovating - and with that much ‘new’ you’re going to miss something. Cut yourself a little slack and move on.” - Jenni Britton Bauer
“Make your failures less risky. Mostly, I’m talking about debt - don’t keep putting good money after bad.” - JBB


Move towards having a clear vision, even if you're not there yet

Many of the speakers said it took them many years before they were able to articulate their vision clearly. But they all emphasized that it's important to develop and communicate a clear vision, when you're able to.

"Ask 'How cool would it be if __________.' Give everyone some room to dream together."
“When you get ideas, those are special moments in your life. But the vision is when you bring your idea out into the future. It’s when you see how your world will be changes when your idea is fully realized.” - Jeni Britton Bauer
"Pay attention to what you’re naturally doing in the early days of your business because that’s what you can put words to as the vision for the future of the company." - Jen Gotch
“If you have a habit to keep your vision on track, you’re already winning.” - Matt Moreau
 Pic from  @shirldart  and letterpress from  @rbprintery

Pic from @shirldart and letterpress from @rbprintery


The internet is good but real life is so much better

(Obviously.) But I found it incredibly fun and meaningful to meet people in real life who I had connected with through Wholesale In a Box online.

I got to meet Lou from Garner Blue who we had been emailing back and forth with and is such a sweet presence in the maker community with her line and with her new shop. (And then to crown it all off, I spotted her carrying a Native Bear bag, one of our beloved Wholesale In a Box makers!) I met to meet the wonderful @positivelycreativepodcast, who sparkles with intelligence and warmth. And there was maker after wonderful maker in my workshops who I had been in contact with and could finally strategize with face to face.

 Me, happy and tired after three great  @wholesaleinabox  workshops!

Me, happy and tired after three great @wholesaleinabox workshops!


Thank you to each and every person -- sponsors, speakers, volunteers, attendees, organizers, service providers -- for creating such a great weekend! See you next year : ) 


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Cupcakes, Spreadsheets, and Turning Pro

Last year, I got really into The Great British Baking Show.

Is that something that I should admit? Probably not, no. But after a stressful day, there is something bizarrely relaxing about watching people frantically bake Cardamom-Vanilla Cupcakes With Raspberry Coulis Filling.

If you're not familiar with the premise of the show, it's pretty simple: a group of amateur bakers compete each week on both their technical and creative baking skills. At the end of each episode, one baker is the "star" and one goes home. It culminates, of course, in the episode that picks the final winner.

It’s fascinating to watch the evolution of the bakers over the course of the episodes. At first, everything is a bit of a hot mess.

And, honestly, that's why it's so fun to watch the first several episodes of the season. It's a hilarious mix of potential and chaos and joy and epic failure. Cakes fall on the floor, bakers laugh and cry, things freeze and shatter, and flavors are sometimes so creative they are completely inedible.

Many of the bakers are frantic, but they're also, in some way, still not taking the competition seriously. They're certainly not taking themselves seriously -- showing both a sense of ego as well as a lack of confidence. What they bake is really inconsistent, sometimes marvelous and other times a complete mess. Oddly, many of the bakers also don't practice or plan, although there is time to do so between episodes. Many of them are winging it, perhaps because they don't really believe they can win the competition and aren't sure they want to invest in it. They're definitely not "all in." And they don't seem to be using all the tools or techniques or planning structures that they could.

“The sure sign of an amateur is he has a million plans and they all start tomorrow.” 
― Steven Pressfield, Turning Pro

Later in the season, the bakers start to get serious. As the number of remaining bakers dwindles, they sense that there is a real possibility they could win the competition. And as they see the impact of their hard work, they start to realize that a lot more of their success is in their hands than they thought. 

They start to practice more during the course of the week (between episodes.) The look both more relaxed and more serious. They are more calculated with their plans and flavor combinations. They have a better sense for timing, using timers to keep them on track and balance complexity. 

It's a shift that the author Steven Pressfield calls "turning pro." The bakers have an internal transformation that bumps them to a completely different level with their work. 

“What we get when we turn pro is, we find our power. We find our will and our voice and we find our self-respect. We become who we always were but had, until then, been afraid to embrace and to live out.” 
― Steven Pressfield, Turning Pro

One of the bakers exemplifies this "turning pro" moment so beautifully. An engineer by trade, Andrew is a bit anxious throughout the season. Despite his training and perfectionism, he's haphazard and there is a randomness to how he seems to be approaching things. But by the last episode, he becomes so organized that he creates an intricate spreadsheet to keep track of the bakes and their timing.

It's the ultimate example of something all of the bakers are doing -- becoming so serious about what they are doing, that they don't allow themselves to risk their passion to a lack of planning.


I've seen this with both my own work and the work of our makers. At first, as creative business owners, we're kind of winging it. We can't quite believe we're really running a business or doing our art, so some days are marked by brilliance and others are frantic failures. We don't use all of the structures or supports or systems that would help us be successful. And we don't plan in the ways we should. 

Eventually though, either in a swift change or over the course of years, many of us turn pro. We, indeed, stop fearing spreadsheets. We get better photographs. We finally learn to really understand our business finances. We hire help. We hire professionals. We become professionals, both taking ourselves less seriously but taking our work and potential more seriously. 

So, as silly as the parallel to a baking reality show seems, I really encourage you to consider this dynamic in your business. Where do you need to turn pro? Where are you letting yourself off the hook, and in doing so, holding yourself back from your fullest potential creatively and financially? Where are you playing small and letting yourself be disorganized and letting things be haphazard? 

We don't need to turn pro all at once. But each day, we can take a small step towards that pro version of ourselves. The important thing is to keep moving toward it.

And for further investigation on this topic, check out: 

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4 Reminders for Days When It All Seems Pointless

In December, I’m sitting at the kitchen table, working on my laptop, and Etan springs in the doorway with a cardboard box, crusted with packing tape. He hands it to me, and I immediately notice the return address: Gopi Shah Ceramics. When I see this, I’m thrilled -- I’ve wanted a Gopi Shah mug for years but haven’t gotten one, partly because of the tyranny of a small business owner’s budget and partly because we didn’t have a steady home base.

I rip open the package and both Etan and I read the card Gopi included. In it, she thanks us for inspiring her to grow her wholesale business and giving her the confidence to do it. And she tells us to enjoy our TWO! CUSTOM! Mugs.

Etan raises his eyebrows -- he only ordered one mug. Nestled in the newspaper are, indeed, two mugs with a sweet “E+E” stamped under the handles. They’re gorgeous. And bigger than we expected. And feel just right in your hand. I immediately start crying. They’re just mugs, of course. But the combination of Etan’s thoughtful gift and Gopi’s creative, lavish generosity and the loveliness of the mugs themselves -- plus the affirmation of the value of what we do in our business -- it just all meant so much. And, in the months following, every time we use our mugs we feel that same gratitude, groundedness, and joy, just in using them.

Screenshot-2018-2-21 Gopi Shah on Instagram.png

Opening that box of mugs was a moment when I really felt the value of what we do in this handmade world. It showed me so viscerally that these products can be deeply meaningful, in themselves, and in how they connect and bring meaning to people.

But the truth is, there are times when I don’t feel that way.

I get discouraged and tired, sometimes. I ask myself: does all this churning out, and selling of, and taking Instagram photos of products add up to anything? There are refugees making journeys on wooden boats and there are people suffering and we are thinking about colorways for knit cowls or what to put on yet another greeting card?

I know there are times that many of you feel similarly. I know there is a vibrant heart to your work, but that it can be hard to keep the faith. It can be hard to stay grounded in the value of what you do.

So today I wanted to share a few reminders, for the days when it all seems pointless.



Reminder 1: The work matters, for itself.


The work -- whether you are a maker, an artist, or a creative business person like me -- matters because it gives us a place to stretch our wings, raise our voice, and learn about ourselves. It gives us a way to grow.

“You must do something heartfelt and you must do it soon. Let yourself down, however awkwardly, into the waters of the work you want. Finding good work… means coming out of hiding.” 

― David Whyte, Crossing the Unknown Sea: Work as a Pilgrimage of Identity


“Discovering vocation does not mean scrambling toward some prize just beyond my reach but accepting the treasure of true self I already possess.”

― Parker J. Palmer, Let Your Life Speak: Listening for the Voice of Vocation



Reminder 2: We connect through this work.


My experience of those Gopi Shah mugs is emblematic of so many experiences that people have in this handmade world. I’ve never even met Gopi in person, and yet she’s a sweet little humming part of my life, through her work, through social media, through our emails, and through these ceramics she makes. In showing up with our art (whether that’s a painting, a product, or a business), we connect with others -- store owners, makers, customers, suppliers --  in ways that are valuable, tangible, and inspiring.

When one of our makers got an order with a shop across the country, she was more thrilled with the relationship than even the order: “This store has taken me on and I am so touched by the connection. The store owner even re-emailed me after her order [with the most meaningful note.] I mean, I'm stoked on the order, but being on the same page as another maker who is on the other side of the US totally made my stressful-anxious just ok-day to a wonderful one. I love making, but I love the relationship side of business too.”



Reminder 3: We can employ and inspire and contribute and make money.


You can and you do. You inspire, you contribute, you make money, which you can use to invest in your life and the lives of people around you. You employ. You purchase goods and services from other business owners. You feed your family from the work you do with your hands and heart.



Reminder 4: Sometimes, the things you are making matter for themselves.


I do certainly value the people and experiences in my life more than I value the things in my life. And yet...

As Megan Auman shares in her great project Stuff Does Matter: “Objects play an incredible role in shaping who we are as individuals and cultures. Stuff communicates meaning and identity. Stuff connects us to others, past and present, and to ourselves. Stuff provides aesthetic and sensory experiences. Stuff has the power to nourish us physically, emotionally, spiritually, and mentally. Not all stuff, of course. But the good stuff does all of this.”

And Heather Ross reminds us: “I have taken part in many discussions about why making things by hand feels so good. Is it such a mystery? If consumerism has become about our physical dependence on others to make things for us, then making things for ourselves is one of the most empowering -- if not downright rebellious --  things that we can do.”



Overall, remember:


I do think that sometimes a little healthy skepticism about our work is a good thing. We must stop to consider whether what we are creating is, quite literally, worth our time. We owe it to ourselves to not create, as Demetria Provatas says, “empty merchandise and shallow work.”

But if you know you are in the dance, the struggle, the practice of creating things that are meaningful, and meaningfully made, then trust that. (Even if you don’t always succeed.) And if you are building a business, relationship by relationship, stand strong in the joy and honor of that. Let yourself see all the value that you create through your work every day -- even as you endeavor to deepen it.



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Reflecting on Your Sales This Year? Remember This.

In 2006, I was living in New York City and going to yoga a lot. I was going through a hard time, so yoga class served as a refuge, exercise, and social connection.

One day, as I walked out of class, I saw a stack of books for sale by the cash register. The handwritten sign next to the stack said the book was a memoir by one of the yoga studio’s attendees. I figured the book was terrible, obviously just displayed because the author went to yoga at the studio. But I bought it anyway because my life doldrums were such that going to an actual bookstore or library wasn’t happening. As the cashier ran my credit card, she mentioned that the next day, the author was doing a reading and Q&A at the studio. Since I’d be at yoga anyway, I decided to go.

The following evening, the author huddled with three other yoga rats in a corner of the studio and fielded sparse questions from the group, allowing a lot of awkward silences. She read a bit from the book. But with such a tiny group, the reading didn’t last long. I felt a little bit sorry for the author, who was trying to sell a book three people at a time.

Eventually, I read the book and loved it. And it turned out that the embarrassingly small reading was led by the author Elizabeth Gilbert. The book, of course, was Eat, Pray, Love. (If you’ve been hiding under a rock for the last 10 years: the book sold 10 million copies and Liz Gilbert is famous, speaking to crowds of thousands and on TV Shows like Oprah.)

I think about this little book reading a lot.

I think about how Elizabeth Gilbert must have done lots and lots and lots of tiny, awkward book readings. She must have done them in yoga studios and bookstores and church halls. As she did them, each tiny book reading added to the last one and the more she did, the more the size of the readings grew. In other words, I probably met Elizabeth Gilbert at the very beginning of her book’s “snowball effect.”

But here’s the thing. When we say “the snowball effect”, we don’t picture a snowball that starts with awkward 3-person book readings, night after night. We picture the part where you go from a 20-person event to a 40-person event and grow from there. We think only about the end of a snowball’s journey when its size and speed quickly compound and the snowball is big and fast and growing quickly. We forget the beginning of the snowball’s journey when the snowball is bumping along in fits and starts; a few snowflakes come together, then hit a rock and separate again; the snowball gets bigger then breaks. Eventually, it gets bigger and bigger, faster and faster -- but the beginning part, the slow part, is long.

In our work with over 250 makers, the reality of their business growth has ALWAYS been a long time of bumping along with just a little growth at a time, followed by (what looks to the outside world like) overnight success. Our most successful makers have gone from 20 stockists to 120 stockists, but they went from 20 to 21, to 22, back to 20, up to 22… and grew in that small, uneven way for months and months. Eventually, the pace picks up and you go from 70 stockists to 90 stockists in a single month… but that stage of the snowball effect takes time to get to. And it takes sustained effort, tolerance of discomfort, bearing of uncertainty, patience, and good humor in the face of awkward 3-person events.

However you are feeling today in your work, I hope that you’ll remember Elizabeth Gilbert and the snowball effect. If you feel elated about recent sales and successes, remember to return to work tomorrow and next year to grow and evolve your business, since no snowball becomes large through a single event. It is the process of rolling and growing momentum that sustains it. On the other hand, if you are disappointed, exhausted, and frustrated today, remember that the largest snowball starts with a long period of almost imperceptible growth, but that the growth comes eventually.

Most days, I can’t remember any of this, and I move through the day in a frantic combination of self-judgment and impatience. But on the days when I just do the work, gently and consistently, without such obsession about how quickly the results arrive, I feel peaceful and the work goes better.

So if it helps, as you go about your day, your year, and your work, remember that before Oprah and before the 10 million copies, Elizabeth Gilbert’s snowball was made of many tiny, awkward book readings. And remember that your snowball is on its way, too.


To be of use

The people I love the best
jump into work head first
without dallying in the shallows
and swim off with sure strokes almost out of sight.
They seem to become natives of that element,
the black sleek heads of seals
bouncing like half-submerged balls.
I love people who harness themselves, an ox to a heavy cart,
who pull like water buffalo, with massive patience,
who strain in the mud and the muck to move things forward,
who do what has to be done, again and again.
I want to be with people who submerge
in the task, who go into the fields to harvest
and work in a row and pass the bags along,
who are not parlor generals and field deserters
but move in a common rhythm
when the food must come in or the fire be put out.
The work of the world is common as mud.
Botched, it smears the hands, crumbles to dust.
But the thing worth doing well done
has a shape that satisfies, clean and evident.
Greek amphoras for wine or oil,
Hopi vases that held corn, are put in museums
but you know they were made to be used.
The pitcher cries for water to carry
and a person for work that is real.
-Marge Piercy

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5 Things Makers Wish They Knew When They Started Wholesale

When a maker is beginning to think about getting their handmade line into stores, there are a lot of questions that come up, many of which we’ve covered in other articles:

But often, the biggest questions makers are faced with when starting to do wholesale is some version of:

“What should I know that I don’t know I don’t know? What should I know going into it?”

So we asked some of the makers that we work with for their advice. They thought about the early days of growing their handmade wholesale business and sifted through their experiences for the single piece of advice they think is most crucial.

Here’s what they said…



5 Things Makers Wish They Knew When They Started Wholesale:


Reach out to a store or two locally, first
“I think it’s important to sell your work locally first. It's a great way to learn the do's and don'ts of selling wholesale in a more personal and comfortable setting. Most store owners love to sell local artists so it's a good selling point when approaching them. One of my first accounts was our local independent bookstore in Oneonta called The Green Toad. The owner there was actually the one who convinced me I needed to raise my prices and after some research I found he was totally right. So they can be a really helpful resource when you're still figuring it all out. It was a great store to "practice" on since it was right here in town... I could walk in, see my cards on the shelf and talk to him about what he likes and needs from a wholesale partnership. Once I was comfortable with the numbers and process there, expanding to other stores was a lot less scary.” — Lara, Paper Wolf Design


Don’t let trends dictate your art.
“I think one of the biggest things I like to encourage new makers is this idea of making what they want to make and not letting the trends or "what's hot" dictate their art. Eventually, it will become obvious that you're not making quality items because you're not really into it.” — Bill, West Park Creative


Remember that you may have it “together” as much as everyone else, even if it doesn’t seem that way.
“I think there is a temptation to believe that everyone else has it all together. We look around us at our competition or friends and because of the way they are portraying themselves on social media it appears that they have all the answers. And I'm sitting here with hardly anything figured out.” — Bill, West Park Creative


Just start...
“My advice would be... just start. It's a process that should be refined. Striving for perfection on your first pass will be left frustrated, unsatisfied, and more likely to overlook creative solutions. I think allowing yourself room to make mistakes and recover from mistakes is the best and quickest solution to building a solid wholesale business.”  — Lydia, Argaman&Defiance


… But be sure to refine and iterate as you go.
“Getting started is not and shouldn't be the hardest part. Starting becomes the focus because it’s so uncomfortable. What we should be focusing on is the editing process and how we can become sharper, more decisive and recover quickly from mistakes and failure.  If we can become stronger editors (in the creative process and beyond) you can communicate your brand, aesthetic, and process that much better.” — Lydia, Argaman&Defiance


If you’re just getting started on your wholesale journey, we have a lot of free resources for you. Check out our free 5-part eCourse and our Wholesale Pro Training Center. And if you have questions we might be able to help with, send them our way.

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The Very Real Problem with Faking It Until You Make It

The most common piece of advice that we give the makers we work with is this: sound like yourself.

Usually we don’t say it like that. But sounding like yourself, telling your story, and expressing your values and personality through your business communications is the subtext to many of the practical pieces of feedback we give, when looking over line sheets or websites or emails to stores.

We frequently say to makers:

  • Your wholesale catalog looks great, but consider adding a page describing your production process and showing photos of you in the studio.
  • Replace those generic photos with photos of your line that are styled in a way that reflects the ethos and spirit of what you’re doing. Present your work in all of its quirky splendor.
  • Don’t worry about sounding bigger than you are. A gorgeous photo of a maker hand-printing skirts at her kitchen table is a lot more interesting and compelling than photos that feel like they were ripped out of a JCPenney catalog.
  • On your wholesale terms page, instead of saying, in all caps, “KAVALON THREADS WILL NOT ACCEPT RETURNS UNDER ANY CIRCUMSTANCES WITHOUT WRITTEN PERMISSION BY KAVALON STAFF WITHIN 30 DAYS OF INITIAL PURCHASE,” you might be better saying simply, “If you’re not happy with anything about your order with us, we want to make it right! Drop us a note within a month of getting your Kavalon goodies letting us know you need to return or exchange something and Julie will be glad to help you figure out a solution.”

In other words -- communicate who you are and what you do honestly, in your own voice and aesthetic.

Of course, we give the advice we need to hear ourselves. And I’ve been noticing recently that there are a lot of small ways that I’m not being fully myself in my work, either. It’s subtle and it’s never a conscious choice, but sometimes I write in a voice that really isn’t my own because I think it’s what people want to hear… or the right way to do it… or the effective way to do it. Sometimes I make a choice about pricing or what to put on the website that seems, while not dishonest or bad, just a little lame to me -- but I do it because it is the “smart business choice.” I’m not talking about anything dramatic or unethical -- I’m just talking about tiny silences, small twinges, and subtle aesthetic choices. But all of those little things can add up to a lot in how we feel about our own work. And I’m starting to make some changes, so that my “outsides” better match my “insides,” consistently.

This exploration has started to feel vital. It has started to feel like the source of what is most important in the work.

But, it’s really hard to actually do sometimes.

The irony is that as creative business owners, the entire PURPOSE of the endeavor is for our work to be creative, authentic, and freeing. If we wanted to feel like frauds, we could probably make more money doing it in an office setting for a faceless bureaucracy.

Sometimes I feel like I’ve taken so many risks for my work that to risk REALLY showing up as myself in everything I do feels like a bridge too far. It feels like, “I’ve risked everything to do work I love -- and now I need to play it safe and make sure that this works out.”

Alternatives to sounding like yourself:

  • Sounding like your cool maker friend
  • Sounding like the corporations that email you discounts every day.
  • Sounding like the “power suit” version of yourself.

There is power in acting out new ways of being. But the thing about faking it until you make it is that it’s very possible you’ll never feel like you’ve “made it” so you’ll just… keep… faking it. And ultimately, the art, brands, and people that we’re most drawn to are those who are skillfully most authentic. It’s hard to connect with people who are faking it.


“Words create worlds.”

- Abraham Joshua Heschel


Words create worlds. When we are fully ourselves in the words we use and the things we make, we create more authenticity and inspiration and generativity in the world. I know I find myself deeply inspired when I come across examples of people being fully themselves in a business or creative context.

For instance, there is a little chunk at the very bottom of Demetria Provatas’s website for Woodland Keep where she asks for donations. She could have said something like “The long term sustainability of this site depends on donations by readers like you. We appreciate your generosity.” But instead she said:

Woodland Keep has a lot of big bright dreams for the future. Land of our own, a brick oven, a baking space/studio, baking equipment, a cabin, a space to grow our own food/ingredients. With all of these dreams, plus more, the temptation to put ads on this page, to create empty merchandise, or to invest time in shallow work grows, but at our heart we know these things would defy the values and intent of this project - so, if you like what's happening here and you feel so inclined to invest [in] its humble growth any donations given would be very much appreciated. And either way - thank you for following along! This project wouldn't be the same without you! Xx

I don’t know about you, but the directness, honesty, and vulnerability that she shows in that paragraph makes me feel much more connected with her work than I would if she’d chosen more generic, “professional” wording.

And the artist and illustrator Phoebe Wahl finds ways to be deeply authentic in every word and photo of what she does. You wouldn’t think that a product page and description would be the time to be radical, deeply authentic, and inspiring, but I’m probably not alone in feeling emboldened by the spirit that comes across here. Her photos are aligned with her ethos and aesthetic, as is the fact that she shows gorgeous models of every body type. But what struck me the most is the way that she allows her voice and values to carry through even to the description of the sizes she carries and how sizing works:

This Warrior Woman tee is 100% cotton, made in the USA by American Apparel*. It fits like a fitted classic tee, but with more of a scooped neck. Very soft cotton, in a 'cream' color. THESE TEES RUN SMALL! I recommend sizing up one or two sizes, depending how you like your fit.

Designed and illustrated by Phoebe Wahl 2014, hand screen printed by Red Boots Design in Bellingham, WA 2016.

*2X-4X women's tees are Port & Co. brand, 100% cotton, made in China. (Please let me know if you are aware of a distributor of blank tees in plus sizes that are made in the USA! I'm on the lookout for options, since AA doesn't go above XL for most women's styles.)

She’s not trying to sound like she has it all figured out. She’s making her intentions clear. She’s communicating what she needs to about the product. And I love the honesty, clarity, and integrity that comes across throughout.

Of course, everyone’s ethos is different. So if you and your line are about minimalism or oddball irreverence or haughty glamour then that is what should come through in the styling of your photos, production descriptions, and purchase confirmation emails. Only Phoebe Wahl should sound like Phoebe Wahl.



Why does it matter?

Why does being ourselves in our business, telling our story authentically, and allowing our “outsides” to match our “insides” matter?

It matters because as a maker, the only advantage you have in the marketplace is your story. What you make is not the cheapest. It’s not guaranteed to not break. What you make is not world famous or perfectly executed. The reason that stores choose to buy what you make over something else is because they are buying into your perspective, your story, your voice.

Every photo we make, every sentence we write, and every aesthetic decision we make is a part of communicating who we are and, if done well, inviting people to be a part of that.

It matters because how you do it is what you get. And making your work a practice of faking, of misrepresentation, of anxious grasping, of going along to get along will only create more of that franticness.

It matters because we do this work to make something we believe in -- and to undermine that in how we show up in our businesses is a shame.



Why don’t we do it? We’re afraid.


As I write this, I’m butting up against the very thoughts I’m trying to encourage you to move past. “This might be meaningful to me, but other people won’t resonate with it,” I think to myself. “People are going to think less of me if I share my weaknesses around this” And of course, “Ok, now you’re just rambling -- no one is going to have any idea what you’re talking about.”

As far as I can tell, I’m not alone in having those thoughts. Some reasons that I think we’re afraid to consistently speak in our own voice, with our real aesthetic, according to our values, in our businesses:

  • We are afraid that it’s not professional.
  • We think the way to make money is to sound like a big company.
  • We are afraid that somehow we’ll put ourselves at risk.
  • We want to run with the big dogs and think we need to sound like them too.
  • We think our way is too wishy-washy or unsure for people to trust.
  • We are faking it until we make it.
  • We are afraid people won’t understand what we mean.


“I have come to believe over and over again that what is most important to me must be spoken, made verbal and shared, even at the risk of having it bruised or misunderstood. That the speaking profits me, beyond any other effect…

We can learn to work and speak when we are afraid in the same way we have learned to work and speak when we are tired. For we have been socialized to respect fear more than our own needs for language and definition, and while we wait in silence for that final luxury of fearlessness, the weight of that silence will choke us.”

- The Transformation of Silence Into Language and Action (excerpt) by Audre Lorde (by the way, it’s way 100% worth your time to read the whole essay)



Why don’t we do it? It’s freaking hard.


Here’s the truth: it’s not as simple as deciding you want to sound like yourself. It’s not as simple as bravery. It’s also about practice and skill. Perhaps you have a vision for how your styled photos should look and feel, but when you pull them up on the computer, there is something about the lighting and perspective that just doesn’t align with what you had in mind. Or maybe you try to communicate your personality in your writing, but you’ve never felt very comfortable with the written word.


“Man, sometimes it takes you a long time to sound like yourself.”

- Miles Davis


Ira Glass speaks about this gap that exists between the vision we have for our work and the skill with which we execute that vision, especially at the beginning.

Honestly, I think that makers like Jenny Lemons and Gopi Shah are respected because they are both brave enough to do their work in full integrity and because they have put in the work over a span of years so that they are able to execute their vision fully and skillfully. They had the taste. They had the integrity. And they worked their way through the “gap.”

That’s why we call the process of establishing yourself in a craft or art “coming into your own.” Your own (voice, aesthetic, values, story) may be clear to you but you still need to learn to come into it.



There is no path, the path is made by walking.


Whether you’re afraid to sound like yourself or whether you struggle to execute it, there is really only one solution to all of the above:

Do your best to sound like yourself, in all aspects of your craft and business, and you will get better at it over time.

Even the best of the best are only doing it 80% of the time. And those who are just starting out are probably truly telling their story 20% of the time. But we can inch toward fullness and wholeness. And there are rewards all along the way.

Like they say, there is no path, the path is made by walking.

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A free five part email series with the most important things we know about getting your handmade products into stores.

9 Crucial Tips for Growing Wholesale Around the Holidays

Normal people start thinking about the holidays in late November. Makers, on the other hand, start thinking about the holidays, well, as soon as they recover from the last season.

As a maker, getting ready for the holidays can be stressful. On one hand, you want to make the most of the season to get sales -- especially wholesale sales -- in the door. On the other hand, you don’t want to oversell (and under-deliver) or create a stressful situation, trying to fulfill orders beyond your capacity.

So consider this your cheat sheet for holiday sales and holiday sanity. It’s for any maker who is trying to get their handmade line into more stores, but without driving themselves insane. We want to share our biggest learnings, based on watching hundreds of makers grow wholesale over the holidays. If we can save you time, frustration, and stress, then we’ve done our job.

As always: There are certainly no magic bullets in business and there is no “one size fits all” business growth plan. So be sure to “sense check” each piece of advice below with what you know is right for you and your line.


9 Crucial Tips to Grow Wholesale This Holiday Season:

1. Prepare your personal life.
This is a bit of a “do as I say not as I do” type recommendation. (We closed on, and moved into, our house on the same day we launched the biggest sale we’ve ever had. Not a recipe for sanity.) Here’s the deal, as you probably know if you’re more than a year into your business. Things get crazy around the holidays, especially if you’re trying to grow. You’re dealing with retail orders, wholesale orders, holiday markets, and production all at once. So it will be a little nuts, but the truth is that the truly nuts period is pretty short, probably about 4-6 weeks. It doesn’t last forever, so don’t “heap on”, adding other unnecessary commitments to the roster during those weeks. Try to set expectations with yourself, family, and friends so that you have as clean a slate as possible so you can focus on your business. During the most intensive 4-6 weeks, don’t sign up to volunteer or bake cookies for your kid’s thing or go away for a long weekend or do things for your business that aren’t directly related to holiday sales. It’s a short chunk of the year, so it’s ok if the rest of your life isn’t 100% “normal” during it.


2. Get the help you need -- early.
Ideally, you don’t wait until you’re already completely overwhelmed before you get help. The time to start setting it up is now, long before you’ll need it. Perhaps you’re so well-established that you can actually interview for skilled hourly workers to help you with production, and you already know how many hours per week, during which weeks, you will need them. If so -- GREAT -- make it happen. But, if your business is a little more unpredictable at this point, and you’re not sure whether you’ll need help, whether you’ll be able to pay for it, or how much help you’ll need -- that is ok. You can ask a couple of friends to commit to being “on call” during a 3-week period for movie-and-production nights. You can tell a friend’s teenage daughter you’ll pay her $8 an hour for production help but that it might be 2 hours or 22 hours. In other words, you can start cultivating the help you’ll need, but doing so in a way that is flexible and fits the stage that your business is at. It’s ok to tell people, “I might need help, but I’m not sure how much.”


3. Love the ones you’re with.
If you’re growing wholesale, it’s tempting to focus entirely on getting new orders from stores. But one of the most important things you can do is cultivate your relationships with your current stockists. In other words: love the one(s) you’re with. How to cultivate reorders during the holidays? So many store owners tell me that they don’t have a super-precise system for deciding what to reorder. So a big part of your focus should be making your line visible to the stockist and being of service to the stockist. That way you’re top-of-mind when the store owner is making their list of items to buy. The way I’d recommend doing this is “rounding up” a list of your current stockists. In the Wholesale In a Box system, you can do this easily (our full guide on this is here) just by filtering for All Stockists. I’d recommend reviewing one by one, reflecting on who might benefit from a check-in and what they’d be interested in hearing about (whether an update or a new product). Then, schedule a task for each store that you think would be good to check in with. Again, that’s easy to do in Wholesale In a Box by clicking Add a Task, but you can also do it in your regular calendar or task management system. The idea here is: 1) reflect on who will benefit from a check-in 2) plan out and schedule all the check-in tasks at once rather than getting distracted and doing them one-by-one.


4. Focus on your best sellers and what makes you distinctive.
Makers tend to think their line needs to be well-rounded. There is certainly some truth to that, but store owners often tell us that it is actually the 2 or 3 standout pieces that prompt them to choose this line over that line. Standout pieces help stores make sales when a customer is in the shop browsing. So if there is a piece that they simply can’t get anywhere else, it will likely push them over the edge to choosing your line, and putting together enough other pieces from the line to make a full order.


5. Get your outreach materials as good as they can be, so they’re not holding you back.
The pre-holiday period is a great time of year to spruce up your outreach materials. It doesn’t have to be a hugely time consuming process, but if you can set aside even an hour to pull up all of your outreach materials and look at them with fresh eyes, that can be helpful. Take a look at your line sheet, product photography, email template, and other materials. Make a list of the things that will take the least investment of time and money that will have the biggest impact on the quality of your materials. Get a fresh pair of eyes on them if you can, too. (We provide Wholesale In a Box folks detailed feedback on their materials, but even a non-expert can often catch inconsistencies or mistakes that you might not have caught yourself.)


6. Connect with people who will love your work
The entire Wholesale In a Box service is built to help you connect with stores that will love your work. But I do want to demystify it for you. With Wholesale In a Box, we do the scouting for you, but you absolutely can do it for yourself with consistent investments of time and attention. Start by looking for stores for whom carrying your work should be a no-brainer. Find stores that are such great fits that you almost think they must already be carrying your work. Track them down locally and across the country. Once you find a good list of stores, connect with them from your heart. Do the thinking for them. Show them how your line can be sold as gifts. Explain why you think your work would be a great fit. And follow up. It’s not rocket science -- it just takes a little courage and a lot of consistency.


7. Take a step back and make a plan.
Gosh it’s hard for me to take my own advice, but here is the advice: the more you do early, the better the results, with the less stress you’ll have. Makers often ask me when the ideal time to reach out to stores for the holidays is, and my answer is: earlier than you think. Different stores wrap up their ordering at different times. But no matter the store, you really can’t lose by being a little too early.  August is a great time to start but most people delay their holiday wholesale outreach until it’s close to too late. My observation is that it’s actually fear that causes us to delay marketing and sales until the last possible minute. Because at the last possible minute, your fear that you’ve completely missed the boat starts to outweigh the fear of sharing your work. But if you can manage your own discomfort, your “return on investment” of marketing and sales work you do early will be SO much more than marketing and sales work you do at the last minute. So start now, plan what you intend to do to grow over the holidays, and take it one step at a time.


8. Launch ‘em if you’ve got ‘em.
If you have a product that’s brewing, pre-holiday season is a great time to do it. Don’t let it be a distraction for the sales and marketing of your current set of products. But if there is something that you think you could get out in time, the holidays are a great time to get new things out into the world. (And if you want some help launching new products without spending a lot of money or hearing crickets at launch time, check out the guide to launching new products that we created with Leela of Native Bear.


9. Work according to your business stage.
One tricky part of wholesale growth is that everyone needs slightly different advice. If you’re brand new, and this is your first holiday season, I’d recommend dramatically different things than if you’re 5 years into your business. Here is our top tip for each stage:


If you’re brand new…


If you’re brand new, don’t worry too much about being overwhelmed by a million sales. For the most part, it takes time to get traction and your main challenge (to be blunt) will be getting sales in the door at all. Focus on tips 4, 5, 6, and 7 above -- connect with stores as much and as effectively as you can. (Oh and for a nice primer on starting with wholesale for handmade lines, check out Aeolidia’s lovely post here.


If you have several holiday seasons under your belt already…


For the love of all things holy, process and act on that experience. Usually that means focusing on tips 1, 2, and 3 above. The majority of makers we work with have an incredible depth of experience and business savvy but they mentally discount it and say that they’re “making it up as they go along” or “flying by the seat of their pants.” Honestly? That is true for very few of the people that are reading this email. Claim the knowledge you have by spending 20 minutes jotting down answers to these questions:

  • What went well for me last holiday season?
  • What did I wish went better last holiday season?
  • If I were looking at my business from the outside, what would I recommend doing?
  • What are a few things I can do differently this year to build on what worked, do less of what didn’t, and get better results?

There is always an element of luck in business growth. But a huge portion of it is in your hands. You can grow your wholesale, and you can do it sanely. Start early, do what you can with what you have, and be realistic about the time and resources available to you.

If you are at the end of this post and find you still need help strategizing, we’re here to help. Just email team@wholesaleinabox.com and we’ll get back to you within 1 business day.

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.

Excited and Nervous to Tell You About This New Project...

Hey, you guys!

Today I want to announce a new project that’s really close to our hearts and one of the things I’ve been the most excited about since we started our business.

It’s also something that feels really vulnerable and personal and honest and scary. So the process of putting this together has been periods of pure joy interspersed with bouts of nausea.


Here goes:

  1. We’re starting a “sister” company to Wholesale In a Box that will make other tools and workbooks and training for makers, artists, and designers. That company is called One Mill Co. Just like villages used to have one mill where farmers got their grain ground and ready for market -- One Mill Co is a central place for makers to get tools and clear away obstacles to their work thriving.

  2. One Mill Co’s first project is a series of business Workbooks for makers, artists, and designers. These workbooks are beautiful, soulful and actionable. And we’re coauthoring them with some of the best makers in the business. (Like Gopi Shah, Falling Into Place, and Little Truths Studio.) The very first workbook will be coming out for preorder NEXT WEEK -- with a powerful topic and a gorgeous, wonderful coauthor who we’ll announce then.

In the meantime, I wanted to share the principles and ideas behind One Mill Co.

It’s our manifesto! Also known as: You Don’t Need Advice And 9 Other Things You Already Know.

Anyway, we’ll be announcing the very first One Mill Co workbook very soon! To receive updates on that, just sign up here!

You can also follow along with One Mill Co on:

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.

How to Know Whether Your Wholesale Minimum Is Hurting You

We got a great question from one of our favorite makers yesterday, a letterpress card maker who had decided not to have a wholesale minimum:

I don't currently offer a wholesale minimum and oftentimes a buyer will tell me that they are very appreciative of that -- it enables them to try product and figure out what they want to sell in store.

I'm in a weird place with my business where I am not currently doing this full time and I don't have a massive ton of product on hand. And I feel like if I start enforcing a $200 minimum order, I'm going to have to be printing a lot more often and I'm going to have to keep a lot more of each card/pin/etc. in stock at all times.

I know everyone's business is different. Do you think it’s possible that I don't have the same need for such a high minimum order? 

Am I crazy? Am I going against the flow for no reason?

On the flip side, sometimes we hear from makers that have chosen a very high wholesale minimum and have the same concern: am I crazy and will this hurt my business?

My short answer? No, you’re not crazy, and you’re likely not going against the flow for no reason. But you should think through a few cornerstones in wholesale minimum setting to make sure you won’t be hurting your business by setting your minimum too high, too low, or with a structure that doesn’t make sense.

Here’s the deal.

In the past, we’ve talked about our basic tips for feeling super-confident about your wholesale minimum. And we still stand by those.

But sometimes we’ll hear from a maker who has a sense that the typical way of doing it just doesn’t apply to them. AND -- they want to make sure they’re not “missing something” and are going to hurt their business by choosing a different way of going about it.

So whether you’re considering having no wholesale minimum order, a wholesale minimum that is structured differently than normal, or a wholesale minimum that is especially high -- there are some key points to consider in deciding whether that decision will ultimately help or hurt your business.


8 key considerations in setting your wholesale minimum order so that it doesn’t hurt your business:

How expensive is your line?

We have makers who sell $200 leather handbags and makers who sell $2 note cards. If the handbag maker sets her minimum opening order at $500, that will mean the store needs to order 5 bags (with wholesale at 50%); whereas if the note card maker sets their opening order at $500, that will mean buying 500 cards (with wholesale at 50%). 500 cards is a LOT for an independent store owner -- and likely a level of risk that could dissuade them from moving forward. So, generally, the higher your price point, the higher your wholesale minimum be. Additionally, makers of much higher-priced products can actually run the risk of having consumers try to get a deal by placing a wholesale order. If the handbag maker set her minimum at $200, the store owner would only need to buy two bags.  Forcing the wholesale buyer to buy five bags protects against that.

How hard is it to get supplies?

For some makers, the supply of their materials is a concern. Perhaps they need to buy several yards of leather at once, at a not insignificant cost, and if they don't have a reasonably sized wholesale order, they're left with a lot of excess source material. That would guide you to make your wholesale minimum higher. On the other hand, you might not have a lot of inventory or might have unique, one-of-a-kind supplies (like upcycled materials or limited-availability gemstones) -- that might mean you’d set your wholesale minimum lower, or even have a per-unit maximum. Similarly, you might need to produce a certain amount at once for a run to make sense (pointing to a higher minimum) or you might struggle to produce a lot at one time (pointing to a lower minimum.)

How much do you have to work for each order?

Most makers are pretty good at thinking about the costs of their individual items (labor plus materials plus a percentage of overhead). But they sometimes makers forget the cost of an order as a whole. Whether a wholesale order is $1,000 or $100, you invest time (and sometimes money) into the outreach to the store, answering questions, processing and packing the order, etc. All of that adds up to a cost -- and when you don’t set your wholesale minimum high enough, that cost can make it unsustainable to serve your stores.

How established is your business?

Someone who is brand new to wholesale will benefit SO much from having 5-10 boutiques they’re working with (in follow-on sales that arise from that visibility, in particular) -- and that might make it worth hustling a bit more for a bit less money at first. On the other hand, more established makers might be wary of taking on new accounts unless they’re really going to be financially meaningful.

How small of a barrier to buying can you make?

In some ways, this is the biggest consideration, especially if you are actively reaching out to store owners to pitch your line. When a store owner takes on a new line, it is a big risk. For an independent boutique owner, spending $200 or $500 or $1000 on a set of products that aren’t proven sellers is exciting, but can be costly if the work doesn’t move. The lower you can wisely set your minimum -- in full consideration of all of the factors here -- the less risk you create for the store owner. That means the barrier to them buying your products is lower.

What does a store need to sell your product well?

If you have a line of essential oil perfumes, with 7 different scents, and the store only buys a few bottles of one scent, your line likely won’t sell as well, in store, as it would if the owner had bought a few of each scent. Or perhaps you have 4 sizes of your leggings -- if the store owner buys two pairs of leggings total, it’s going to make it hard for customers to find their size, and thus hard for the leggings to sell.

How are you structuring your minimum?

There’s the amount of your minimum, and then there’s the way you actually structure it. Here is a menu of different ways you can structure your order:

  • Minimum opening order (dollar amount): a minimum total order, like $250. Usually repeat order minimums are lower.
  • Minimum opening order quantity (units): a minimum number of items, like 25 cards.
  • Per-unit minimum: a minimum of each product, like 5 of each card.
  • Incentives for different order amounts: offering something like free shipping or a free display above a certain order amount.
  • Starter packs: offering a set mix of products as an initial order, usually best when there is a variety of products that won’t sell well in isolation.

The most common mistake in structuring minimums is to make it confusing. Sometimes a maker even has a very store-friendly minimum, but they’ve made that fact sort of confusing and opaque. Think about it this way -- if you were shopping online at, say, West Elm and they had the same minimum you have, would you find it confusing or unwieldy? Wholesale, of course, has different standards, but there’s no reason it can’t be elegant and simple.

How do you feel about it?

Establishing minimums is like establishing pricing -- there are no hard-and-fast rules. Which means that after you’ve taken all of the above factors into consideration, your own sense about the minimum is a pretty big deciding factor. Set your minimum at a level, and with a structure, that won’t make you cringe because it’s a little unfair to the store… but not so low you’ll feel resentful or overwhelmed when you see a wholesale order come in.


Long story short, you should absolutely do what makes sense for your business. Industry standards are evolving quickly, and what worked for one maker may not work for you. In fact, what worked for you last year may not even work for you this year. Learn about the factors you should be considering -- and then feel free to go against the grain in the ways that make sense for you and your business.

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.

Putting Our Money Where Our Mouth Is… Why Our Price Is Changing

If you’re like me, mulling over pricing for your business usually leads to a spiral of self-doubt that can only be treated with “just a tiny bite” of ice cream straight from the freezer at 10:45am.

Pricing is hard because it’s entangled with fears about our self-worth and the viability of our businesses. Plus, pricing is technically challenging, with lots of little exceptions and loopholes and specific situations. Like these questions we’ve gotten from makers:

• I need to raise prices on my necklaces but I’m afraid folks won’t be able to afford them.
• My main competitor just dropped her prices by 20% -- what do I do?!
• I want to lower my prices but don’t want people to think it’s not a handmade line.
• Should shipping be included in the price?

If I price too low, I’m worried my line will be undervalued and I won’t make any money. If I price too high, I’m worried no one will buy and… I won’t make any money. If I price too low, I feel resentful and worn out and foolish. If I price too high, I feel fake and greedy and... foolish.

When it comes to pricing, we work through these pricing questions every day, on a case-by-case basis, taking into consideration makers’ competition, past prices, costs, and goals. Every situation is different, but I do tell all makers one thing:

If your price isn’t high enough to cover costs, eventually that will be bad for your customers, in addition to being bad for you.

If you’re not covering costs, there is no room for developing new designs. There is no room for maintaining quality when materials costs go up. There is no room for the sustainability of your business over the long term.

Setting the price for Wholesale In a Box is no different. How did we set the original price of $99/month? Well, two years ago when we first started, we asked makers what they thought they’d like to pay for the service, and we made it that price.

Recently, we decided to increase the Wholesale In a Box price from $99/month to $119/month. This is for two simple reasons:

  1. The value that most makers get from working with Wholesale In a Box is worth far more than $119/month, in business coaching, wholesale guidance, time saved hunting down stores, and new stockists gained.
  2. $99 isn’t really enough for us to cover our costs. Nothing we do is automated or on autopilot. We work with every single maker one-on-one at a very high level of professional business coaching. We also hand pick every single store, for every single maker (putting it through a gauntlet of tests before offering it to a maker), constantly updating store data to make sure it’s accurate, and developing training materials every month.

If you’ve been thinking about working with us to grow your wholesale business, now would be a great time to give it a try, since we’re offering the “old price” for the next 5 days. After that, all new signups will be at the new price.

Click here to learn more or sign up.


Mini-FAQ About The Price Change:

What is the price changing to?

When does the price change?
11:59pm on Tuesday, June 6th

I’m interested in signing up with you. Can I get the $99/month?
Definitely! If you sign up by 11:59pm on 6/6, you will have the $99/month price for the lifetime of your subscription.

I’m a current customer with you. Will my price change?
Absolutely not. Any maker who is currently working with us will have the same monthly price as long as they stay subscribed with us.

What about the “cultivate” plan -- does that stay the same?
Yes, once you’re a customer with us, you can choose to downshift to our $49/month “Cultivate” plan, which gives you access to the online system, all your store leads, and lets you manage current stockists, but doesn’t give you new store leads to reach out to.

Thank you for being on this journey with us. Let us know if you have absolutely ANY questions about the price change or about Wholesale In a Box -- just send us an email and we’ll get right back to you.

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.

14 Things You Can Do if You Feel Overwhelmed and Dumb at Business


“It is important to have a container for all that we sense and hear from the wild nature. For some women it is their journals, where they keep track of every feather that flies by, for others it is the creative art, they dance it, paint it, make it into a script… Yes, containment is the solution to the problem of all loss of energy.”
- Clarissa Pinkola Estés, Women Who Run With the Wolves

In 10th grade, I realized or decided that I was bad at math. During math class, I was simultaneously confused, bored, and overwhelmed. And doing my math homework in the evenings was so tedious and overwhelming that I buoyed myself with a huge bag of ginger snaps and Charles in Charge sitcom breaks.

My brother Larry, who is 5 years older, was always fantastic at math. And when I was in 10th grade, he was majoring in engineering at college. One winter break, Larry was walking through the living room and saw me sprawled on the carpeted floor, with the TV on, my crumpled papers spread around me, and my math textbook opened to yet another incomprehensible page. He asked me what I was working on.

“Horrible terrible math homework.”
“Oh! What are you guys doing right now?”
“I really couldn’t tell you. I’m not good at math, I’m just not smart in that way, the teacher is horrible, and it’s just not happening.”

I felt really sorry for myself, and I figured Larry would feel sorry for me. But he didn’t; he was utterly, completely unimpressed.

“Em, you think you’re not smart enough for the math, but you just need to get organized.”

The next 20 minutes were filled with some angsty shouting on my part (“I am organized! You don’t even care how I feel!”) and some reasonable arguing and insisting on his part. Once the shouting died down, Larry got me to gather up my papers and follow him to the kitchen table. He made me find a black, ballpoint pen that worked, and brought me a thick stack of college ruled loose-leaf from one of his binders.

“Ok,” he said, “Write your name on the upper left-hand corner of the page. On the upper right-hand corner, write the problem set and page number.” I gave him a withering look and certainly didn’t see how any of this was going to help, but I half-heartedly wrote out what he said. “Then, as you work the problem, write evenly and neatly, doing every single step in the problem area, rather than on scratch paper. Most importantly, write out the ‘in between’ steps rather than doing that part in your head. And line up the equals signs so everything is straight and you can see your own thought process very clearly. Then, as soon as you start to feel mixed up, you can look back through your own work, and find where you went wrong.”

I was deeply reluctant to follow anything he was saying, but I had done enough shouting for one evening, so I just quietly did exactly as he told me.

Soon, the problems were getting done. It wasn’t completely effortless, but I was able to complete the homework, more or less correctly. Because everything was neat and organized, and I was writing out every step in the problem, the math got simpler -- it was just 100 tiny things I could do -- not one huge thing I could never do. Plus, whenever I reached the end of the problem and had the wrong answer, it was simple to start from the top of the page and spot where the miscalculation happened.

My feeling that night, working in the warm glow from the can lights above the wooden kitchen table, was one of immense power. An hour earlier, there was this thing I thought I couldn’t do. And now, suddenly, I could. The advice Larry gave me, both in words, and by gently walking me through it, remains powerful, especially when I’m feeling dumb, overwhelmed, and weepy (in business or in life):

If you think you’re too dumb (or inadequate, or unskilled) to do something, you just have to get organized.

I think of this when I’m trying to fix QuickBooks and I can’t even log in, or reset my password, much less get all the transactions to import. I think of this when I’m working on making a blog and email calendar for Wholesale In a Box but am juggling two apps that don’t talk to each other, advice from 6 sources, 35 half-done blog posts, and (unrelatedly) am on hold with the electric company. It all gets so circuitous and overwhelming that I want to quit.

“Get organized” means different things for everyone, based on your personality, challenges, and business stage. But for some people, it might mean one or more of the below:

  • Find a neat place to work and getting your papers in a row.
  • Turn off the radio/TV/phone

  • Write out every step of the problem and not doing any of it in your head.

  • Drop 5 of your 10 projects.

  • Pay for software or consulting or an assistant.

  • Make a spreadsheet.

  • Delete the spreadsheet and going back to pen-and-paper.

  • Write down a process that you follow every single time, so you don’t have to rethink it.

  • Break the project into the tiniest possible tasks, and completing them one by one.

  • Put it all on a cork board.

  • Make a plan for the month, instead of treating each week like it came out of nowhere.

  • Break your day into time blocks so you always know what you’re supposed to be doing when.

  • Clean up first.

  • Resolve to not clean up at all, so you can focus on the work.

I see the power of getting organized with our makers, too. Wholesale In a Box can’t fix all of our makers’ business problems, but it does help them get organized. We help makers identify what they’ll need to start wholesale outreach, and what tasks they need to do to create those pieces. We help them figure out what’s “good enough to start” and what really needs to be more professional to be effective. We give them a calendar with every task they need to do, for every store they’re reaching out to, so they don’t have to reinvent that. And we offer support, hand-holding, and coaching along the way so that they’re not adrift alone. And somewhere along the way, the most satisfying shift starts to occur: makers feel in control of their own business growth -- they feel, well, smarter and more capable. But it’s not magic -- it’s just a method for getting organized -- and that’s something that is available to all of us, at all times, for free.

Today, I wish for you that you’re able to take yourself kindly by the hand, guide yourself to the kitchen table, and equip yourself with a new black pen and stack of loose-leaf paper. I wish for you that you are patient with the process and trust that you’re not too dumb or inadequate to pursue what you envision -- you just need to get organized.

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.

I Feel Pressure to Portray My Brand as Bigger Than It Is

“I understand that I need to tell my story but I feel pressure to portray my brand as something bigger than it is. I am worried that store owners will be turned off knowing that it's just me in my kitchen. They want to be buying from someone who is a big deal, not someone who is unprofessional and not able to fulfill an order.”


Let’s start with a few things that we know.

Yes, it is true that store owners like someone who is professional.

Professional means something very specific: that you are clear, timely and deliver what you say you are going to.

There are many professionals that work from their kitchen tables. We happen to be two of them.

Being big doesn’t make you or your brand special.

Being you makes you special and it is your job to tell that story as best as you can with whatever tools you have.

If you choose not to do that and make yourself out to be something you’re not, you will be less equipped to tell your unique story than if you said it plain.

You are likely not that big.  And the biggest shame of saying that you are is that you are not using the one advantage that you have: that you are small.  As a maker, your primary advantage comes from the story behind what you make. It is why people choose to buy from you, rather than buying something less expensive from, say, a big box store.

Your story is the way you produce what you make, the specific art and design of what you do, the inspiration behind it, and what makes it special beyond what is immediately obvious at first glance. This could include your production process, your design, your sourcing, the design inspirations of each piece, perhaps why you make what you make, or a mission or ethos that the company embodies.


If you are looking for inspiration, the Jenny Lemons ‘Our Story’ page is a great example of what a well crafted version of this looks like. Jenny shares the handcrafted, personal nature of what she does in a straightforward way -- while also communicating professionalism via her excellent photos, concise writing, clear terms, and thoughtful layout.

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.

What does the Wholesale In a Box app look like?

We have been getting requests from makers to be able to take a peek inside our app, so we created this 1 minute video to walk you through what it is like.  If you are feeling very excited to see what your day-to-day could look like working with Wholesale In a Box we created a much more in depth 5 minute walk through here

We hope you enjoy and please let us you know if you have any questions!

Grow Your Wholesale

A free five part email series with the most important things we know about getting your handmade products into stores.