Here's the thing. You can't just send the same email to a bunch of stores and expect a positive response. Hear me when I say that efficiency does not equal spam. 

Almost every maker we talk to says, “I really want to grow wholesale -- and that, in itself, seems like a huge challenge. But even more than that, I want store accounts that are real relationships, and that place orders regularly over the long term.” 

oday we wanted to talk about a topic that’s always kind of squishy and discomforting for makers: when should I go to the expense and effort of sending samples?

Now, this is a topic with a lot of different approaches and opinions. Every maker is different, every store has different requirements, and there are no hard and fast rules. But today we’re sharing two simple perspectives that might help take the pressure off -- while also helping your products to rest happily on new stores’ shelves.

Over the next several weeks we will be writing several posts in response to what we have been hearing from the makers that we work with around putting yourself out there, rejection, what silence means, and the key mistake most makers make when sharing their work. 

Time after time we have heard stockists say that the biggest factor in determining if they are going to order from a new maker is if they feel that the product is right for them. The sooner you are able to help them see the beauty of what you have made, the better -- and since some of them won’t make it to your website, you need to help them out.

We are so excited and honored to share an interview that we had with (the great) Elise Blaha Cripe on Elise Gets Crafty. We talk about getting started with wholesale, what to expect from stores, what you really need to jump into wholesale, tips on terms and conditions, and more!

As we all learn and relearn as small business owners, anything that is not sustainable in the long run will have to stop, either by choice or by necessity. And we think craft shows are often one of those things, for makers.

Liz Sieber’s stores are simultaneously super-friendly and exquisitely curated and designed. Walking into Omoi Zakka or Sieber’s new store, Select Shop 215, feels like stepping into a story that unfolds shelf by shelf. The gorgeously practical is nestled next to the outrageously creative -- and it’s all with a consistent voice and point of view. Handmade goods sit alongside Japanese imports; luxurious splurges and economical little items both have their spots. It’s the kind of place that is as inspiring as any museum, but also so accessible and welcoming that you feel instantly at home. 

Over here at Wholesale In a Box, we’re really passionate about something we call “Penguin Tactics.” Penguin Tactics is our name for when a maker does something bold, remarkable, generous, and beautiful to connect with a store or customer. We named these incredible little acts of connection “Penguin Tactics” because of something that our friends at the Unreasonable Institute do.

We’re really into New Year’s.

Not the parties or the countdown, so much. But the chance to pause, plan, and reflect. For us, New Year’s has always felt like the end of one year, and the beginning of... whatever we want.

Last week, we ducked into Moon and Arrow from a cold rain and tucked our umbrellas by the door. As always, we felt like we’d entered a palpably distinct space. Lights sparkle off glass and bronze and scents waft over lovingly made displays. There are tea towels by Native Bear nestled near jewelry by Forge and Finish, by a rack of vibrant vintage, alongside pouches by Peg and Awl.