I had the honor of supporting and sponsoring the Made Our Show premier event in Baltimore last week, and it was incredibly inspiring to see so many familiar faces in the handmade community. The energy in this intimate setting was electric—a testament to the passion and resilience of artists committed to growing their businesses.
Made Our Show is a grassroots endeavor, brought to life by Laura Hutchcroft of Inteplei—a true labor of love. As a former American Handcrafted Philadelphia artist, Laura created something truly special, largely on her own. This inaugural event was further strengthened by the dedication of artists, buyers, and industry leaders, including Diane & Madis Sulg of the CRAFT Organization and Eric Shea of Packaging Specialties.
It was an honor to be part of this event, especially following the passing of Madis Sulg at the end of January. His longtime support and dedication to this show were unwavering—during our efforts to save the Philly show, he often reached out, and over time, we became unexpected pen pals. Being there felt like a way to honor his commitment, and I left even more inspired to support makers in the wholesale world.
Now that the show has wrapped up and artists are feeling energized by the opportunities that came from everyone coming together, let’s talk about what’s next. Because wholesale isn’t just about the show itself—it’s about building and maintaining relationships long after the booths come down.
Following up is a crucial part of any trade show experience. Even if you didn’t participate in Made Our Show, these insights will still be valuable for maximizing success at future events!
With Made Our Show, artists have an extraordinary opportunity—they receive the buyer list! If you had time and took the great opportunity to look at the list before the show, doing some pre-event invites and reach-outs is valuable! I heard several did this—kudos to you for taking the time. It’s well worth it to get your name in retailers’ minds. Even if something happened and they didn’t make it, you’ve reminded them about your work.
Hopefully, you took a few minutes to check the retailer out before reaching out to ensure they are a fit for your work. You want your outreach to be meaningful and relevant so they are receptive and interested. Retailers are always looking for something new—even if they aren’t quite ready, they are always keeping an eye out. The trick is to make sure you are a good fit so that your outreach is truly relevant.
Attending a wholesale show is just the beginning. The real work happens after the show when you nurture the connections you made. Here are some quick tips to keep the momentum going without overwhelming buyers.
✔ Follow up strategically – Send a personalized email within a week, reminding buyers where you met and what you discussed.
✔ Have a reason to reach out – Share something valuable, like new products, order deadlines, or store-specific recommendations.
✔ Engage on social media – Comment, like, and share their content before pitching again.
✔ Keep it personal – Reference your conversation, their shop’s aesthetic, or the products they were interested in.
✔ Send Snail Mail – Want to stand out? This rarely used method may really get their attention! A postcard with a handwritten note and perhaps a QR code to your website can be very effective.
✔ Be patient – Buyers receive a lot of outreach, and it may take time for them to get back to you. Stay on their radar without rushing them.
✖ Send generic “just checking in” emails – Always add value to your follow-ups.
✖ Overdo social tagging – Too many tags and messages can lead to an unfollow.
✖ Assume they remember you – Reintroduce yourself with context.
✖ Make it just about the sale – Build a real relationship first.
✖ Follow up too soon (or too often) – A second follow-up in a few weeks is okay—daily check-ins are not.
The difference between doing a wholesale show and a retail show is the opportunity to do business later. It’s crazy how much time can pass before a retailer unexpectedly reaches out, interested in placing an order.
It’s like rolling a snowball—growing bigger and bigger as you continue cultivating leads and building relationships with stores. You gain a few customers at a time while also listening to the market: What do buyers need? What are they looking for? Wholesale is a valuable revenue stream to develop alongside other parts of your business. Diversifying is always important for the long-term health and stability of your business.
Many buyers at Made Our Show shared how much they loved the boutique feel of the event, the chance to see work in person, and most importantly, the opportunity to have meaningful conversations with artists. This is exactly why relationship-building is everything in wholesale.
The show may be over, but the opportunities are just beginning. Stay connected, follow up with purpose, and remember—wholesale is a marathon, not a sprint.
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Nanette Asbury is the founder of Nanette Creative, specializing in branding, marketing strategy, and small business growth, and small business coaching for small businesses, makers, artists, and creative entrepreneurs. With years of experience in the handmade industry, she helps businesses define their brand voice, engage their audience, and grow through thoughtful marketing and strategic planning. Passionate about empowering small businesses, Nanette brings a unique blend of creativity and strategy to every project. Learn more at NanetteCreative.com.