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.

“How do you find stores that are a good fit for my brand?”

This is one of the questions we hear most often. We take it as a good sign when a customer asks this, because it’s an indicator that they are thinking about the right things.  

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.

If you’re a maker who is cultivating relationships with stores, it can feel discouraging. The fact is, most seeds you sow don’t take root; and most retailers don’t respond to your emails.

The flip side (and the good news) is that if you do steady, thoughtful, consistent outreach to stores -- and if your product stands on its own -- you will get sales.

In previous posts we have said that reaching out to stores is a moment of great potential. This is never truer than when a store gets their first order. It’s an opportunity to start the relationship off right, to shake their hand (figuratively speaking) and tell them how excited you are to be working with them. 

Last Sunday, Marci of the famed store Lula Mae in California, was up until the late hours of the night swapping out Halloween skulls for stuffed bears with reindeer antlers. Like many store owners, Marci is in a mad dash to get things set up and unpacked for the holidays.

As someone who loves working on my own business projects, connecting with advisors, customers, and partners is a huge part of my life. So reaching out to people -- and then following up -- is also essential. 

One question that comes up a lot from makers working to grow wholesale is: How much should I set as my minimum wholesale order? You may well have some great thoughts about this -- so let us know! But we’ve put together what we’ve seen work, and some pros and cons of different approaches -- to hopefully save you some headaches down the road.

A big concern we hear from makers is that "stores only buy from brands that are already well-established." And that can be so frustrating. How can you break into stores, if stores will only buy from makers that are already in a lot of stores?!

By the time you actually email a store, you've invested thousands of hours in everything that went into that email.  You've painstakingly selected the fibers, metals, paper or fabrics that make up your products. You've imagined and sketched and brainstormed to come up with the designs. You've spent hundreds of hours making your products, dozens creating a linesheet, you've invested in Wholesale In a Box, you've composed a heart-felt and personalized email.