We’ve worked with entrepreneurs around the world and with makers at every stage of their businesses. We’ve advised people with multi-million dollar businesses and those who are down to their last pennies. So we’ve seen a lot of folks make a lot of crucial decisions. And we certainly face a lot of them, as business owners.

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. 

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.

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.