Our Story

Wholesale In a Box was started by Etan and Emily, a husband-and-wife team. We're traveling homebodies with a love for station wagons, the Catskills, cooking, and brainstorming on our porch.

Between the two of us, we have worked in high-powered management consulting, managed ops at startups, and helped artisans of every size create a business they love. But in 2015, we kept noticing makers who struggled to grow wholesale, sometimes closing their businesses when they failed. So we started tinkering with solutions -- at the time, nothing like Wholesale In a Box existed. Once we struck on the method, we started super-small, working with just 4 makers from our kitchen table. As we watched them thrive, we knew it was time to develop the software and training materials, and take the company full-time and nationwide.

Today, Wholesale In a Box has worked with more than 400 makers, artists and designers around the world. We’ve helped makers quit their day jobs, triple revenue, and stay small when it was right. But everything we do today is as passionate and personal as it was from Day One. And we still work from our kitchen table most of the time.

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EMILY, Co-FOUNDER & Maker coach

Emily runs the show at Wholesale In a Box -- she develops our training materials, software, store portfolio, partnerships, and strategy. But what she loves most are the one-on-one coaching calls she does with each of our makers.

Previously, she was Founder & CEO of Liga Masiva, a "global farmers' market" of farmers in Latin America. She has also worked at FMCG, a boutique management consulting firm, was a Business Advisor at the SBA’s Small Business Development Center, and at Greenmarket, NYC’s network of farmers’ markets. Her work has been featured in O: The Oprah Magazine, Forbes, and Entrepreneur Magazine. She has spoken on making and business at The Hudson River Exchange, Starting Bloc, and The Maker’s Summit. When not working with makers, Emily tries to make it to yoga, explores the Hudson Valley, and makes progress on the shawl she’s been knitting for 3 years.



Genevieve's experience is diverse, having worked many years in retail, interning with an international fashion magazine in Prague, and working as a stylist for a San Francisco based fashion company. She also has a degree in Apparel Design and Merchandising, and a minor in Marketing from San Francisco State University. Alongside her Maker Support work with Wholesale In a Box, Genevieve currently resides in Medellín, Colombia where she enjoys exploring what the city has to offer in the fashion and design world.



Simone is a Texas native who left for the mountains of Colorado where she worked for Colorado State University as an Administrative Assistant. Her passions for systems, organization, efficiency, and above all people, have allowed her to do impactful work with fantastic teams. Now, she loves supporting makers and the Wholesale in a Box team while exploring the rolling hills of Perugia, Italy. In addition to working with WIAB, she can be found cooking and eating with her husband, and cuddling her cat on their terrace. 



Gwen's ethos is all about helping people and businesses reach their potential. She has an operations and tech background, and has been a practicing photographer for over 10 years, shooting weddings and portraits, and creating fine art composites. She travels often — she and her husband have road tripped from Miami to Vermont to San Francisco (PNW is next on the list!). Gwen recently settled in the DC area, where she tends to a sourdough starter, makes cold brew on the regular, and tries to shoo her cat Maggie away from various houseplants.

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