What Every Seller Needs To Know: Craft Fairs vs. Retail Marketing | Special Guest Crafted From Faith

Pre-Episode Clip

Gretchen:
There's a place for everybody here, and I - I want to help. I'd rather be collaborative than be competition. That's just how I am. So I will give you whatever information I can.

Intro

Chelsea: Hey everyone and welcome to the S.O.B. Marketing podcast. Where we celebrate to S.O.B. you are, and if you haven't figured it out yet - we mean Small Owned Business, we don't mean S.O.B...

Vivian:
Listen, we know that as a small business owner you are working hard on the daily to keep your business fully operational while trying to promote it. And while some days it may feel like the business is owning you, if we're being honest with each other I bet you would admit that you wouldn't give up the insanity for anything.

Chelsea:
Our commitment here at the S.O.B. Marketing podcast is to give you the real talk, what works when it comes to advertising, marketing, and promoting your business. And then what doesn't really work.

Vivian:
And Chelsea and I promise to always keep the conversation real.

Beginning of Episode

Vivian:
Welcome back to another episode of the S.O.B. - small owned business because we ain't calling y'all names, marketing podcast. I'm here with my beautiful baby sister Chelsea. Hey Chelsea.

Chelsea:
Hey Vivian.

Vivian:
Alright and before we hop into our special guest today because we certainly have a juicy conversation for you, let's do a little bit of housekeeping. First and foremost, if you have not left us a review, what are you doing?

Do it right now, like hit pause, go leave us a review. This helps to get our podcast in front of other small owned businesses. We all know we want to build a community around here. So please take the time to do that.

Let's go ahead and introduce and talk about what our topic is today.

Chelsea:
Well, we are so excited because we have another special guest, a wonderful small business owner, Miss Gretchen from Crafted from Faith.

Hi Gretchen!

Vivian:Those are finger snaps y'all.

Gretchen:
Hi! Thanks for having me.

Chelsea:
Of course, we're so excited to talk with you. Off camera, off air a few seconds ago, we were actually talking about how Gretchen, you're kind of a unicorn. You've only ever worked for yourself.

Gretchen:
Yes, I have.

Chelsea:
That's crazy.

Vivian:
So jelly. So jelly. Just so know.

Chelsea:
Real quick, Crafted From Faith is handcrafted polymer clay jewelry. Correct.

Gretchen:
Yes.

Chelsea:
I have actually, I was doing some research and I was looking at all your designs. I'm going to have to buy myself new jewelry.

Vivian:
I was going to say that's going to be expensive research when you're done.

Chelsea:
It really is. I love earrings and your earrings are so beautiful. They're so unique.

Gretchen:
Oh, thank you.

Chelsea:
So we're so excited to talk with you today because we are talking specifically about, you know, the difference between having to market yourself in stores versus marketing yourself in markets. Because you do vendor markets and craft fairs and that sort of thing, as well as try to position yourself and get your products in boutiques and businesses, correct?

Gretchen:
Yes, yes we do. We do all of it.

Vivian:
Before we hop into it, can I ask really quick though? Okay. First, my first pressing question to you is how do you do it all? Because you are not only a mama, you own Crafted from Faith and you also do photography. So how is it, how did it come to be that you decided you wanted to add one more thing to your plate and launch a jewelry business?

Gretchen:
Okay, I can kind of honestly, I think if I just go through how my whole timeline of working because it's just been kind of a crazy ride.

So way back in 2017, I graduated photography school because that's what I wanted to do. I'm like, I'm a photographer. I'd like I like to do weddings and portraits mostly. But, you know, 2020 came, COVID happened, I don't have a whole lot of work. So that kind of just started. I've always loved, loved crafting because photography is a craft in itself.

I just started playing around with polymer clay. It was very therapeutic, relaxing, and then people started liking it. So I was like, maybe I should keep doing this. So I came up with Crafted from Faith. As COVID kind of like, I don't want to say went away, but all the scary stuff kind of like slowed down and went away. I started just doing both. And you know, it's a time.

Vivian:
She says it like it's such an easy thing. She's like, I just did both.

Gretchen:
And it's like, it's crazy because sometimes like our, you know, the busy season for photography kind of overlaps with the busy season for retail. So it's crazy. I will say, I don't do it by myself. I am not, I am self-employed, but I don't do it by myself. I have two other girls that help me. I could not do it without them. It's insane.

Vivian:
So I'm glad that you led into this because this was one of my big questions. For one, exactly how big is your team? Because I understand you don't have on payroll your husband Devin, obviously, right? But he does help. He does get a shout out on the website.

Gretchen:
Yes. He does.

Vivian:
And then you have Lily and Angel who also help you in the business, correct?

Gretchen:
Yes. And actually, because, I mean, during this quote unquote slow season, it hasn't been slow for us, which is really wild. I'm actually looking to hire two more people. So I guess in total, right now, there's four of us, including myself, including Devin, but we're looking to add two more people because it's just been crazy.

Vivian:
And is this one of, I noticed on your Facebook, you had done a recent post where it was, you guys were looking for like part-time actual makers, like people to actually help you make the jewelry.

Gretchen:
Mm-hmm. Yes, so both of my girls right now, they are both makers and sellers. They will, right now I have one of my girls making but then on Fridays we have a local farmers market we go to. Both of them sell and actually they'll be putting together jewelry like right there at the farmers market. So they do both.

Vivian:
Okay, so I absolutely love this because the other thing before we actually talk about the meat and potatoes of this is, you right now with Crafted from Faith, which is the polymer clay jewelry, you're doing wholesale Brick-and-mortar and also events. Those are the three main ways that you get your product in front of people, correct?

Gretchen Simmons (06:11.876)
Yes.

Vivian:
All right, and I think that's where today, we're going to talk about the latter two. The brick and mortar, right? How it differs, because I do think there's such a, most of our conversations are always talking about your target audience. Well, what if your target audience are other businesses, right? Where you're coming to them saying like, hey, I have product that potentially would be a good fit for your store, a win for you, a win for me. That's a very different target audience than, you physically going to the events and selling right to the consumer. That's an entirely different discussion.

Chelsea:
Well, Vivian, not to sound like a a snobby marketing person, but it's the difference between B2B and B2C.

Vivian:
Yes. So for those of you listening, B2B is always business to business. That's the one where we're talking about she's going to be approaching and talking to brick and mortar stores about putting her product in.

B to C, business to consumer. So we're going to translate Chelsea's snotty marketing.

Chelsea:
Okay, so Gretchen, to start this conversation, I want to talk about the vendor markets, craft fairs side of the type of marketing you do.

I'm going to ask you a very loaded question. I'm so sorry, but what is your number one marketing tip for a small business who's starting out in craft fairs? What do you think is the most important thing that they need to know?

Gretchen:
The first thing that came to mind was networking. Networking is huge. Whether that's just going on Instagram and seeing like the artists that you like that are local to you, but oh, I went to this little craft fair. I love this person. Going and seeing where else are they going to be going? Because generally, especially after seeing, you know, over a course of a couple of years, they go to the same places. If they're going to the same places, that means it's a good place to go usually.

But I will say, especially if they're doing something totally different than you, it may be different market between like if you're selling candles and soap versus earrings, it could be different. Maybe they do really well and we don't. So it's always a toss up, but networking is huge. And when you're vending and actually there at the event, make friends. That's like the best way to do it. Like, I don't know, because like they'll say, hey, you should check out this one or you should try to do this one next year. We'll just kind of share those markets, like the different markets we should go to just verbally. That's huge.

Vivian:
Do you after, because you've been doing markets for this type of selling for how many years now?

Gretchen:
I'd say like one and a quarter.

Vivian:
Okay, does it get any easier or does it feel less awkward when you're making friends with other vendors? So what I'm asking is for anyone that's listening on the other end of this, if you're like, hey, I've done maybe like two events and it's weird, I don't know how to approach people, does it get any easier?

Gretchen:
Yeah, because I feel like you'll just find the way you do it. I will say for anybody out there who feels very awkward, I'm an introvert myself, yet like I do this kind of stuff. I'm like, I don't know what had I gotten myself into. But like at like a market, I feel like I revert back to kindergarten. So if you guys like go to kindergarten, you're like, hey, I like that toy. Cool, let's be friends. I won't like, I seriously won't find out their name until about like halfway through the day. I'm like, hey, I should ask what your name is.

I kind of just start talking and like, I don't know, it just kind of comes out, you know?

Vivian:
For anyone that has seen Step Brothers, it's that scene when you connect over weird stuff and then you look at each other and you're like, do we just become best friends? Yeah.

Gretchen:
Exactly how it happens.

Vivian:
It's like you're here putting yourself in an awkward situation at a market trying to sell your stuff. Me too. Let's be best friends.

Gretchen:
Yes. And like sometimes it's as easy as like once they're set up, you're like, I love this. How did you do that? Just talking about their products even. I find that's really helpful too.

Chelsea:
I feel like networking gets a really bad rap because people hate it and it's uncomfy, but it can be as simple as just saying, Hey, I really like your product. Tell me about it. Like it doesn't have to be difficult, but just taking the time to make those connections. People want to feel like you're actually interested in what they're doing or saying.

That's what networking is. It's actually caring about what the other person is saying to you.

Vivian:
Well, I think people can sniff out when you're being disingenuous about something. So I do agree with you, Chelsea. And what's interesting, I'll tell you, my big girl job, healthcare, we go to a ton of events. And I can't tell you how many times, because I've been doing this for so long, I just, I will talk to a wall. I will talk to anybody. You always find that one person though, that it's their first event and they are almost like petrified. They're scared because they just don't know what to expect.

So when you, I'll say, if you have been doing this for some time or if you're used to doing events, be sure that you're, maybe that's the first question you ask people, is this your first event? Have you, you know, and that way it allows them to open up about whether they're experienced or they're a newbie. Then you can be the person helping them along if they are feeling a little like a fish out of water.

But I do think the camaraderie, I love that you brought this up and also the networking because I hate to tell y'all, it's just a part of business. You're going to go further in your business if you're willing to just meet people and have genuine conversations.

Gretchen:
I also find that like with what you said, because that literally happened to me at my last market, the girl next to me had never done a craft show. So I was trying to give her tips and like, you know, places she could go. And like, I don't know, I'm the kind of person that like, I don't look at anybody, whether you do the same thing as me or something totally different. I believe there's something like, there's a place for everybody here.

I want to help. I'd rather be collaborative than be like competition. That's just how I am. So I will give you whatever information I can.

Vivian:
I love it. I think, it's kind of like our way of as small business owners paying it forward, right? Because I think we remember and we still feel it every day in different ways. We probably say, if I was on the other end of it, I would want someone to reach a hand out and just tell me like, hey, I'll save you a bunch of time. Don't do X, Y, and Z and just stay on this route.

Chelsea:
I also love that that was your tip because the key difference in my opinion, between retail marketing and your craft fairs, your markets, that type of marketing is going to be - you're in-person, right? The way that you interact with potential customers is just inherently different because in retail, when you're trying to get your business in boutiques and the like, for one, your target audience is going to be the small business owner. Two, you're not going to be there to try to convince people that your product is worth purchasing. Whereas when you're at a vendor market, I mean, you don't want to be pushy and be like, "buy my product". The whole, you want to talk with them and make them feel comfortable. Answer all the questions they could possibly have. Give them all the information they need so that they can make the decision to either buy your product or not.

Vivian:
Yeah, I think the other part of it too is, so what does that look like if you're used to talking and using verbiage, answering questions, right? So I will say what I have found, and you let me know Gretchen if this is true, when you're at a market or event, you kind of allow the person in front of you to steer the conversation, because the conversation you have is very much going to be centered around what their objection quote unquote or what their question is, right? So maybe, "how long will these earrings last" right? Or maybe "how long did it take to make them" or you know "why is your price point this" because I'm sure, I know we see a ton of small business owners that say, they'll have customers come in and just be like, you're charging what for this? They're always shocked by how business owners are setting their pricing. It's like, well, yes, that did take me five hours to make, so I will charge that much. Is it true that you very much gear the conversation when someone, a customer is standing in front of you around what they're asking you first?

Gretchen:
Yeah, for sure. I think it really depends because honestly, I personally haven't had that many people come up and ask things. Usually it's like, what's the price of this or like, I haven't had a whole lot of hagglers either. I think because they see it's handmade, it's like labeled as handmade and they'll ask me, is this handmade?

I will say, whenever a customer comes up to me and I tell this to all my girls, whenever they're selling, you just say, hi, how are you? Like nothing crazy. We are not the kind to be like, hey, you need this or really like in your face.

I believe the earrings speak for themselves. If you like it, you like it. If you don't, you don't. And it's not for everybody. So we will just sit there and actually like make our earrings back there so that people can watch us, they can see us making them, which I think helps. It's really cool because then some people will be like, I love this, but like, I like it in silver. Well, I'm like, hey, we actually have everything here. We can swap stuff. So it's really nice that we can like offer that to customers. And a lot of times they'll keep coming back because we will swap things for them. But mostly like, we say the hi, how are you? Or ask them a little question, kind of read body language. If they're not into it, we just don't push. But we also say hi to be like, you can talk to me. It's okay to talk to me.

Vivian:
I love this for several different reasons. One, can I just tell you the fact that you guys are there actively showing them what it's like to put into, make your product is amazing. And you're reminding them low key, I can customize. Great, you have a different preference. I can customize for you. And so I just love everything about that. For one, it gives them something outside of just the finished product itself. But then I think it just does so much more to remind them like, hey, there are people behind this product that are sitting there taking the time to make it. They're rolling out the stuff, they're cutting it. I mean, that's awesome. I love every part of it.

Gretchen:
And sometimes people will ask us like, well, like, how did you make that? If somebody asked, why is this so much? I'm like, well, this is kind of what is included. Like we can actually talk about it, but I think it also makes people feel more comfortable that we're not just staring them down at the market. Gives us something to do.

Chelsea:
Yeah. Actually, Gretchen, I want to get your opinion on this because I saw this the other day on social media and I don't know how I feel about it. There was, I don't remember who it was. There was a lady talking about how it is no longer effective to say, hi, how are you to people? Because so many people are anxious and uncomfortable and don't want to be talked to that it's actually making it like, I don't want to say worse, but like it's it's making them uncomfortable to the point where they're not going to purchase from you. I don't see that but I also live in the marketing world. I don't, I'm not a vendor. What's your opinion on that?

Gretchen:
I feel it depends on the person. I feel I'm approachable. So if you're giving off the body language, like you're approachable, you're just hanging out, like it's casual. It's not like you're, you know, have like certain expectations. Like it doesn't feel like stiff or, and it's genuine. I feel like the genuineness about it. If you're just like, Hi, how are you? Like, I feel like depends on the tone, because Hey, how are you? Like, I feel like it's different. If you're just like, Hey, like you have to. If that makes sense.

Chelsea:
Yeah, no, that makes sense.

Vivian:
There's a little trick. So Chelsea and I have a course. It's called Rock Your Fair and it's about particular events and markets and stuff. One of the things that we talk about in there is an easy way to kind of just start a conversation without like a hi, but make it a little more personable is if you notice around here in the South, we have a lot of like football fans.

So they're either going to be Clemson, Carolina, you know, and I will always make a comment. Or they're veterans, right? Air Force Marines. So they will usually wear hats or gear and just asking them, like Chelsea said, asking and being interested in them first. I think just, it kind of alleviates that pressure of like, is she going to try to sell to me or is she, you know, but it gives like an entry point to say like,

"Oh hey, my dad was in the Air Force too. How many years did you serve?" Sometimes it's like, I didn't serve, but my son's in the Air Force. And then you just have a natural conversation about that stuff. I do think that helps quite a bit. It's interesting. Some people, I think we're getting a little rigid with our, don't approach me and stuff. It's like, we're all humans. We want to be seen and heard.

Chelsea:
Well, and I think it's really important what Gretchen said about, you know, being authentic about it. Actually wanting to say, hi, how are you? Like if your tone, if it's a, "hi, how are you?" Then yeah, they don't want you to talk to them and it makes sense.

Vivian:
Which by the way, you sound like that all the time.

Chelsea:
Well, yeah, I'm not approachable. That's the point.

Gretchen:
I will say, off of what Vivian said, I literally ask questions, but it's not so much that, it's more like, I love your earrings. I look at everybody's jewelry. Every time someone comes up, I'm like, I love your earrings. I love your necklace. And that like, and I generally do, if I, you know, I'm not just saying it to everybody, but I will say that or, you know, I'll talk to the kids. Like not even talk to the mom. I'll just be like, my gosh, I love your outfit. Just like talk to the kids and they're always so fun.

But yeah, I feel like I love to talk about them with something and then they'll come up with more if they want to keep talking for sure.

Vivian:
Well, and I think you always have, I always oversimplify my life. The way I like to think about it is in any interaction, I have two choices. I either have the choice to make it a good interaction where someone's going to leave feeling better, or I can make it like a not memorable anything, right? Not that it has to stick with them the rest of the day. But if anything, when they loop back around, at least they'll know like, hey, she was really nice. I know what she sells and I can ask questions if I have any about it.

Gretchen:
I've actually had customers come up and they were like, you're the only one that would talk to me. Or I've had people come up or I've had people come to one event and come to another and be like... I trigger, my memories of people will be about our conversations. So when they come up like, oh my gosh, we talked about the puppies and like this and that.

I had one, I made like special like bridal, like earrings for her whole bridal party. She came back a year later. I'm like, you're the bride. Did you get married? We're talking about that, and she's like, my gosh, you remember. I'm like, I don't know how, but I do.

Vivian:
Well, I think it's because you genuinely care about what...Like I said earlier, people want, they want to just feel seen. For you to remember, like, hey, I had done an order for you. Now I'm just asking, like, how's the marriage going? Hopefully they're still married, all that good stuff. Otherwise, I'm sure you'd be like, I should have not asked.

Chelsea:
Another big part of vendor marketing, marketing at craft fairs and stuff like that, is going to be your pre and post communication. This is very different from retail marketing, which is why I want to bring it up. So pre communication, you're letting people know you're going to be at the event. You're posting it on social media. You're putting it in your email communication. Sharing all of the content that they're sharing, because a good vendor market is going to be promoting the event as well.

Your post communication. Really important and I feel like a lot of people forget about it. It's going to be how are you interacting and connecting with the people you met at the craft fair. So having a way for them to sign up for an email list. Just giving them a business card with your information, like all your socials and your email.

It can be that simple, but we forget about it all the time.

Vivian:
Yeah. I will say, Gretchen, you do a fabulous job of this because first of all, I want everybody listening to go to her website. So Gretchen, what's your website?

Gretchen:
It's www.CraftedFromFaith.com.

Vivian:
Okay, excellent. Whoever, did you do it on your own?

Gretchen:
My husband, Devin, he is a website coder. So I'm blessed. He went to school for business and he's a website coder. So I'm blessed. I really am.

Vivian:
Y'all reach out to Devon for your websites. No, it's great because let me tell you what I love. There was this, first of all, the tabs on the top. Like Chelsea said, the pre-communication part is so important because if you're going to take the time to invest money, time, and resources and lug, because we're going to talk about how it is a little cumbersome, right? You got to lug your equipment out there. You got to set up shop, get ready to spend the day.

But if you're doing all that, you want to be sure that you're maximizing your exposure for the event and letting people know that you're going to be there. You do this by having a tab at the top of your website that actually says upcoming events and on the homepage, it's about a third of the way through. You've divided that homepage up beautifully into two sections. One of them is for the brick-and-mortar stores that you're in, see all the locations. So you have them listed. Then the other one is check out our upcoming events. So you've given them ample opportunity to say, great, you want to stop in a store, pick up our earrings, this is where you find them. Or you want to come meet us, day of at an event, this is where you find us. So kudos to you, this is so great. Was that something that you were very adamant about being sure that you could incorporate in the website?

Gretchen:
Yeah, so after talking with my husband, because he's been doing this for years, there's a thing called backlinks.

Vivian:
Yes! Music to our ears!

Gretchen:
So whenever I was making this website, like before it is what it is now, whenever I first made my website. I specifically made a tab for the shop local, because actually, this is a fun fact, most people actually will do markets and then go into like businesses to put their stuff, set up.

I did it the other way around. I actually started in stores and then started doing markets later. So I already had a place people could go to any time, which was really nice to able to tell people, hey, you can't come to this market, well you can go here instead. But I made sure to do that. Then on each of the, the picture of my stand with like a little description about the store, I made sure to tag their website or social media. That way people can check it out. So even at markets, I will be like, hey, like you love going to this kind of a market.

On my website, I have a whole list of markets you can go to or go pick a fun day to like take you and your girlfriends and you can go to all these little cute little stores and you can see all sorts of vendor stuff. So it's really cool because some people will do that. Some people will even find my stuff at the brick and mortars, then go on my website, see where I'm locally and then come see. Like it flows both ways. It's great.

Vivian:
Well, and let me tell you what else you're doing. Which I get the feeling just from knowing you now that you did this intentionally, but you're also helping the other businesses. So you're giving free web space, right? Another landing page where these brick and mortar businesses are listed. On top of it, you're building a repository, a directory of sorts for the events. Yes, they are events that you're at only, but I think over time that just, you know, those backlinks and all that stuff, it helps to promote everybody.

Gretchen:
It does, it really does. I find also having everything listed like that, I feel like gives your brand credibility. That you're not just some sketchy place on the website. I look at the website as a home base. That's where you can find everything you could possibly need, and if you can't, there's my info to contact me. So I just feel like it gives you that credibility and that trust with my customers that you can come to us and we're all over the place. You can find us somewhere.

Vivian:
I love it. You guys listening, please go check out her website. You're going to see exactly what we're talking about. It's very clean. It's very organized, and it spotlights her product. So I think that it makes it super easy for people to find you wherever you're at, and also creates easy access for them to take out their credit card and pay if they want to buy a product right then and there.

Chelsea:
I'm glad we're talking about websites because when it comes to retail marketing, marketing in stores, I feel like digital marketing is the most important thing you can do. Because how else are you going to tell people that you're in this store? You know?

Vivian:
Yeah. Outside of social media and then also I guess the...because for you, it works both ways. Like you said, if you're at an event, you can easily remind them, hey, in case you don't catch me at a future event, this is a list of stores that you can find me at. Because you said you first started there, right, with those relationships, do you feel like it was easier or did you make it harder on yourself? Would it have been easier to start at markets and then go into the stores?

Gretchen:
I think, in my opinion it was easier, because I had an in-person home base where, these are the stores that I'm at. It's also super helpful too, whenever you're at a market. Let's say we're in York in Pennsylvania. One of my stores is Keystone Artisan Works. I'm like, well, hey, if you want to check it out, there's this place over here that have tons of different...tons of different artisans and vintage things. So they'll leave that event and then maybe go shop over there with other, it might not be with me, it might be with other people, but I love being able to be like...

Another question I ask customers at markets or at farmers markets and things, I'll be like, hey, well, where are you from? They'll tell me, well, this is the closest store where I'm at. You should go check it out sometime and just kind of talk about that.

I also feel like it's easier because you have that home base and it's just not as scary because like, oh, this is all I have. It's like, no, I actually have more at this place. So I think it's just easier. I don't know. I feel like I'm in an anomaly because most people start doing markets and then go into stores. But I just felt like I already had a customer base with that store, because every store is different. I know we were going to talk about that sometime during this session.

Chelsea:
We can talk about it now. Let's get into it. Yeah.

Gretchen:
Every single store is so different. It's crazy because something I take to, let's say, Building Character in Lancaster, I would never take to... I'm trying to think of another place. But like, I would never... There's some certain styles I wouldn't take here versus here. It's really crazy.

Vivian:
I think the awesome part of this too is the opportunity to select, to pick and choose the stores that you feel are aligned with what your brand represents. I love that you bring this up. We happen to have a client that we do email marketing for and she's a local elderberry syrup. She does very much the same thing you do, except I think she flipped it. So she was doing the markets first and then she went in and started establishing in brick and mortar stores. What I love about in particular what she has done is, she's gone all over the United States. Because I guess now with elderberries becoming more popular and people are using it. And so for her, she knows, hey, it's got to be health and wellness related, if it's a little more, what do you call it? Homeopathic in nature, then even better. She's sitting there selecting where she wants to be, and then she's able to grow her footprint. So for you, how big is your footprint right now for brick and mortar stores?

Gretchen:
So with doing it consignment, the way like most of my stores do. You pay rent for your space and then they have a consignment percentage because obviously wholesale is different. So wholesale we're like nationwide, but with consignment based... I don't know how to actually give, I don't know. We're in like 16 stores, somewhat locally. We're in Philly. We're in, we're actually in Maryland now, which is crazy.

Vivian:
I love it.

Gretchen:
We're slowly branching out because something else I found out, especially doing jewelry, like jewelry is, jewelry is a genre, but then it also has sub genres. The clay jewelry, there's resin, there's beads, there's so many different genres. I find, especially in Lancaster County, there is so, there's just so much of it. You can go to an event and like 20 of them are all jewelry. Like it's crazy how much there is. So I decided to start branching out because also some of the markets, they just keep using the same people over and over and I can never get in. I'm like, you know what, let's just branch out to go to places that they don't do a ton of this. So we've been trying to branch out slowly and my husband, God bless him because he's driving all over the place with my toddler.

Vivian:
I love it. He's the VIP. I hope he gets employee of the month every month.

Chelsea:
Well, Gretchen, I want to ask another loaded question. But how did you go about getting into these stores? How did you go about creating that relationship with that store owner and getting your products in that location?

Gretchen:
Yeah, so a lot of my stores, it's really not as hard as what you think it might be. I think it sounds more daunting than it actually is. But a lot of my storefronts, they are like an artisan co-op. So they will have the spaces or bookshelves or something there and they rent it out to other people. You bring your products, they sell it for you. And like that's all the store is. They don't actually have their own, or actually one of mine, my first store ever was Building Character. They have a home brand where they make some of their stuff, but everything, that whole entire warehouse, it's all rented out.

So whenever I wanted to get into Building Character as my first store, I was really scared. I was nervous. They have an application form on their website. So there's so many of these stores, they just put, have like a little vendor tab and you click it and it'll take you to the application. And it says like, this is not like guaranteed. It just kind of goes into like their system and they can review it. You usually have to upload pictures of your stuff, connect your website, your social media. I find too, as somebody, cause...

So Crafted From Faith, we actually have like a workshop and in the front part of our workshop is a boutique. So I kind of run a boutique as well. So like being somebody, so being somebody who actually does rent out spaces like these other stores, like to other vendors, I make sure I'm like, okay, do you have social media? Do you have a website? I check everything out because I want to see, how are you putting on that front of, do you have followers that you could also help the boutique and everything?

With all of these stores, it's a combination. It's not just like, I'm getting that store's customers, but I'm also getting all the vendors customers to look at my stuff too.

Vivian:
I love this because let me tell you, so on our YouTube channel at The Seasoned Marketer, I've been wanting to do, and I did talk to, they opened something locally up here in Moncks Corner, South Carolina, which is new to the community, very similar to what you said. They have a big space. People can come in and basically you could buy a booth, a big one, a small one, and it's kind of like your storefront. What I love about this is just that.

It allows a business owner... because y'all, don't know if... signing a lease for something, that's scary. Especially when you, maybe you're in the first seven years of your business and you're still trying to get a grasp on how quickly you're growing and projecting the revenue that's going to be coming in that year. How can you possibly sign a lease if you're undetermined as far as like, I don't really know how well I can project what I'm going to do in 2025. Well, this is a stepping stone to that. This gives you the actual visibility in a physical space that you can come in and like you said, there are applications and stuff. They may have some recommendations on things that you can and can't put in there, but other than that, it's...

Exactly what you're saying. It allows you to then on your website say great, you want to buy my product Monday through Sunday. This is where you can find it. Right? I know as a consumer, because we have a place in North Charleston as well that we love going to. They do a little more of the antiques and stuff. I love popping in there and knowing that I can always buy a gift for someone because I always want to support small business. So I'm like, you know.

Great, I could buy a pair of earrings for a friend that's having a birthday. It's just a nice consolidated place to be able to shop and have access to a lot of small businesses.

Gretchen:
It's really nice too, because like the part of that commission, it helps pay whoever is actually, they're staffing. You don't have to staff it. That's the crazy part. But also, I also wanted to point out with what you said about like the whole lease thing being scary. When I first went into my first store, I was terrified. Because I was, you know my husband, he's my business partner. He's my manager, so to speak. I was like, can I afford this? I think I was going to be paying like 80 bucks a month. Looking at it now, I'm like, oh my gosh, what was I thinking? But I was like, this is terrifying. What if I can't make enough stuff to like, well, what people don't buy stuff - because you don't know? I will say, I think everything in business, you never know. It's all just a toss up and hope you made the right choice. But I was terrified. I was talking to one of the people that work there and I was telling her this story and she was laughing so hard. She's like, you're ridiculous.

Cause I, you know, not to like brag about myself, but I know I am one of their better, like one of their like high, what's the word?

Vivian:
High sellers. Yeah.

Gretchen:
One of their highest, like high sellers. Yes, that's it. So I'm one of their highest sellers and I know that just because of how shocked they're like, wow, you're doing really good. And I'm like, I don't know what's going on, but sure, I'm great.

Vivian:
I think you're, you know, if you want to answer to that, I think from someone who I don't live in Pennsylvania, but the fact that I very quickly can recognize that you're a legitimate brand and that you, you're running your business. For any crafter or creative out there that's listening to this, I say this to you with love because I am this person.

You have this need to be creative. but yet you're not approaching your business in a way that it's a business. I think that there's a big difference there, right? Because like you said, I love the example you brought up. Yes, it was only $80, but in your head, what was going through your head was, I need to break even. How much material or how much product do I have to sell to break even to even get this? That's without you taking into consideration the cost of building your booth out.

Because you're not just going to come lay stuff flat. You're going to have to figure out ways to properly display it. That might mean asking your husband, I don't know what he charges you to build, wood and shelving and stuff.

Gretchen:
I was going to say this sounds so bad, but Amazon. When you start.

Vivian:
Yes! But that's the thing is, this is all a thought process. Just stuff that you should be thinking about whenever you approach things. It's never just like, hey, okay, great, I'm going to give you $80 and then it's done. It's always, now I have this much effort to put into it, I have to buy this much stuff. Now your cost gets bigger and bigger and now you're saying, okay, that first month I need to recoup $250. Am I going to be able to do it? So I love that you brought that up because it is a real life example I think, of what every business owner out there is living through. So thank you for that.

Gretchen:
Yeah, and I know like with crafters that do craft markets, when you're building up a booth, it's honestly very, very, very similar. Granted, you're not going to have like tables and things like you would at a market. You'll have shelves and things, but you'll need the displays. You'll need your, I always have been very big on making sure you have like your brand being known, like your signage. Whether it's a picture, like a printed out picture in a frame, or you buy some, or you pay someone to make you a sign.

Doesn't matter what it is, just to have something. Or even decorations like a lot of my, actually I buy those $5 plants from Walmart. They're great. You don't have to water them and they look fantastic. They're fake, but it gives it a little something, you know?

Vivian:
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Vivian:
So let's lead into, because you talked about how it's kind of the same thing in that sense. What are the differences though? Between the selling, how you market at an event and then how you market in store quote unquote through these, not vendors, but brick and mortar stores.

Gretchen:
Some differences between the two is, like we said earlier that you're not there to advocate. So you need to have enough signage about your product. So for one, one instance, we just started this year, we're doing a charity pair of the month every month, and it's going to benefit a different charity every month. So for the month of March, it's in honor of my mom. She had colon cancer, and it's colon cancer awareness month for March.

So I have a special pair of earrings, it's navy blue, like the ribbon for colon cancer awareness. So it's a special edition, I'm never going to make this pair again after this month. 50 % of proceeds will be going to for Pete's Sake Cancer Respite Foundation to help families take a break from cancer. So with that pair at markets, whenever I advertise this, I will set them aside and I do have like a little pop-up thing.

I don't think people actually read it though. People don't really read things as we all know. So at markets and they're like, this is pretty. I'm like, well that's actually our charity pair. I'll actually talk about it. We offer them in silver and gold and we can like, you know, just talk about different things with that. And usually that leads to stories and things. But at a store, we actually are offering them at three of our biggest store locations. We have the same printout, but we have it so it's eye level so you can easily read it right there.

I think we also have some kind of a link where you can read more about it. We also, this is the other thing. So with our email blast, I know you guys would love this. We have our email blast.

Vivian:
Now you're speaking our love language.

Gretchen:
So we don't actually, we kind of advertise the stores on our email blast because we don't really advertise our markets because they happen so quickly. Also on the emails, a lot of our email contacts are from different states. So they're never going to go.

But sometimes we'll advertise on our stores, but we'll advertise our website a lot on the email blasts and just talk about, this is where you can find it or here's another link. If you don't want to buy the earrings, you can still support the charity and different things like that.

Vivian:
Can I stop you right there just to say this? I think maybe as small business owners, we overlook what we've already built and how we can just get the most juice out of something. I love that you brought this up because our client who does elderberry syrup does the same thing. At the bottom of her email because the majority of her people on her email list are local. We do always put like upcoming events because usually she'll have them planned out like four weeks in advance. So she, you know, we'll take them off whenever once that date kind of comes to fruition.

But I love this because what you're doing is you're leveraging something you've already built up. Same thing with your brick and mortar stores. I mean, what better way? The thing is, you guys, people are busy. It's not that they don't want to buy from you. It's that sometimes life gets in the way. They're running around with a toddler, you know, in the backseat dropping off earrings, all these things. People have every intention of wanting to buy stuff, but it's just sometimes we forget or we get bogged down with work and other stuff. So putting it front and center to them, even just through an email, I think really does help just to stay top of mind and remind them like, hey, it really is easy if you're, you know, if you're looking for a gift, this is where I'm at. So I love that you're, you're leveraging that.

Gretchen:
I also feel like, the thing that keeps coming to my mind about this is, have you ever heard the whole thing about you have to try something like seven times till you like it?

Vivian:
Yeah. Yeah.

Gretchen:
Well, you have to see something seven times until you buy. So I feel like just putting it out there, even though sometimes I feel like I'm beating a dead horse. Where I'm like, okay, I talked about this a lot, but it's still these people, you need to keep putting it in their face. It's like, wait, I did want to get, or you're just seeing it over and over in different avenues, whether it's at a store, whether it's on the email list, website, there's so many different avenues.

Vivian:
Chelsea, tell them the two things that I know you're going to say in regard to that, seeing something seven times and also the sounding like a broken record.

Chelsea:
Well, for one, it takes on average, this is a marketing statistic. Next week, I'm going to look this up and I'm going to see if this has changed. But it has been said that it takes seven to eight touch points for someone to be willing to make a purchase from you.

Vivian:
So you hit the nail on the head. That is correct.

Chelsea:
And then two, it's okay to feel like a broken record. You got to keep saying it though, because someone new is going to hear your message every single time. Like the same person is not going to hear every single time. You're going to reach someone different.

Gretchen:
I was going to say, how many times have you guys talked about email lists on this podcast?

Vivian:
Oh, I know. The crazy part too is, I think we know it to be true as consumers ourselves. Like how many times, I see how many different ads? I'm scrolling through. I mean, you're just bombarded with so much stuff. I know as a consumer, I know that to be true. Like I have to see things in repetition and finally I'll make the purchase. But then the business owner in us is kind of like the "I don't want to bother you, but can I sell you this thing? If it's convenient for you."

So I do think it does kind of go along with everything that we were talking about earlier, as long as the communication aligns with the brand. You guys, they also chose to give you their emails. If you're doing this the right way and you're asking for permission and you're saying, if you like X, Y, Z, sign up for my email list. They're taking the action to sign up. It's okay for you guys to send them stuff promoting your business and promoting your products.

Chelsea:
I have another question Gretchen. How do you pick what products you bring in a store versus to a market? Is it different? Is it the same concept? Do you only bring specific jewelry to markets? How do you go about picking that?

Gretchen:
So it's going to sound silly, I feel.

Vivian:
We're here for it.

Gretchen:
At my stores, it just depends on the vibe of the store. One that's based in like downtown Lancaster is going to be different stuff than like a rustic, cottage-y type feel store. Some of them have different products. I have some Pokemon inspired earrings that I take to my Lancaster locations. They're eye-catching and people love them there. But at those rustic homey stores, they don't do well. I would never take them there.

But at markets, this is funny because I have, you have your stock for your store. I will pull stock to stock the stores and tag them and everything. But I have all my stock. I have bins, I have a floral bin. I have shapes and animal bin. I have all these different bins for different, seasonal bins, things like that.

I literally will just take whatever I got to the market. It's whatever I have. A lot of times like, you know, I'll take those Pokemon inspired earrings and they just draw people in because they're just different. Some people just don't even buy them. They don't pay attention, but like it brings them in. So.

Vivian:
I love it. I will say I was I just worked an event last week. It was for an elementary school. So it was a little different. We weren't selling anything. But this little kid was walking around with a Pokemon card. I kid you not, I had like an eight minute conversation with this kid. He was telling me all about it. So, I mean, I know for a fact, Pokemon fans are Pokemon fans. They will go out there.

Gretchen:
It's huge!

Vivian:
Yes. But Okay, this leads me to something I wanted to ask you. And I don't want to get too off topic here, you do live events. On top of all of this, you do live recordings or live shopping. Let me say live shopping on Instagram and Facebook and stuff. I watched it. I love that it's super organized. You bring the, what do you call it? The little bins out and you kind of go through the earrings and stuff. Have you found that to be something: A, you enjoy doing and B, is it something that you think does get business? Like does it actually convert to sales for you?

Gretchen:
So I will say how we kind of started that with the slow season. Again, it was "slow season". Not really. But we started it because we didn't have our farmers market. There wasn't a ton of markets. I'm like, well, what else can we do to get like more action, more engagement? So we started that because my husband, he streams on YouTube. I know we do too much. The two of us, we do too much.

Vivian:
I love it!

Gretchen:
He streams on YouTube. He's like, why don't you do a live stream? And I'm like, okay, we'll try it.
Years ago, I did this before whenever I was doing something totally different and it worked really well during COVID and everything.

So I started that. I think a lot of people really like to see them in person, kind of in person. Because a lot of people, especially now that we're having more and more clients that are from out of state, you're not going to come to my event and see my earrings in person. I have a little stick that I had bought, an acrylic stick and it has like markings on it for like one inch, two inch.

So they're like, how long is that? That way people can kind of gauge if it's too long or too big for them. They could ask me questions during it, which is really cool. I didn't get to do it enough to see a large amount of people because it's just hard driving traffic to it because it's a lot. It really is a lot. You have to like be there. But a lot of people will like watch it and like rewatch it later and then go shop on the website. It has converted not as, I would say not as effective. I think you have to keep going and keep refining it. Because we only literally just started that. We actually had, this is fun. Our wholesale clients, because actually I go on with people order through faire, I will go on and follow them on Instagram just because I love to see them using our earrings and it's fun. Well, they will actually, I have several clients who will pop on there. They'll shop and they'll ask me questions and they'll order on faire later. So I have wholesale clients doing it too.

Vivian:
That's awesome. Well, we always recommend, small business owners. We know it's hard and it's sometimes scary to experiment, but goodness, I love hearing that you were like, for one, your husband's like, maybe this translates from YouTube over to selling. So I love though that you're saying, for one, you can't definitively right now say like, you're giving it time and you understand that there is a warm up time for you to get in the groove. Also get your customers used to showing up, right? That's the other part is I don't want to use the word train, Chelsea. What would you say? It's almost like...

Chelsea:
I would say train.

Vivian:
Yeah. You're getting your customers trained to just know, on this day, this is what we do. So get used to it.

We have a friend that does a local boutique here. It's called Cotton Down South. She does a lot of home furnishings, candles, jewelry, stuff like that. That was her main staple, was the live shopping. I can tell you that it's, at first it was a little, you know, like she's like, should I run ads to it? I really don't know. I need to get more people on here. Then it became this whole thing by itself where people just got so used to it that they're like, I don't want to go to downtown Summerville in the store. Let me just shop from my PJs at home.

So I do think it takes a while for it to gain legs, but I love that you were experimenting, implementing, maybe it's something that you continue to do. It really does help, I think, for people to see the product.

Gretchen:
I think it's just different because no other makers, now that it's not COVID, like that whole like period of COVID, everyone's doing online stuff because what else are you going to do? But I feel like no one else does it. Like think like, well, what is everybody else not doing? Because you gotta set yourself apart somehow. That's all about marketing and showing like what makes you different, why somebody should like shop with you, things like that. I feel like it also translates. We're doing a lot of Facebook and Instagram ads right now and, we've actually been taking a course. We're on a special course, learning about all these different marketing things. A big one is Facebook and Instagram ads. One thing my husband said to me, literally just yesterday. He said, one thing I learned that I didn't realize was with those ads on social media, you're not looking at like, how did it work today? You have to work in weeks. It's not a daily thing, it's a weekly thing. And that's scary when you're putting like two, $300 a day on an ad. That's scary. It really is.

But like you need that data. I feel like I didn't realize, being a creative, like how much data you need to sell things. So much data.

Vivian:
Oh yeah. Well, and that's the, you know, if anything, and I hope that everyone listening can appreciate this. Chelsea and I, the one thing that I think sets us apart is we're not going to be those marketing people that tells you that you need a big budget to do anything. What we will tell you is that the consistency over time is what works and it's always a long-term game. I think that's the thing, podcasting, we were having this conversation not too long ago. We're now over a hundred episodes in, we still, tech, all that stuff we're still learning. For us, I always tell Chelsea, I know that no one's going to beat me, quote unquote, in the sense that I'm going to devote time. I'm in it for the long run. I will do the mundane until it starts to pay off. Now, not to the point where it's dumb, but I think taking the data and just seeing that increase, it's taken us some time to consistently show up, podcasting and doing it.

I can tell you, we've seen a lot of people that have started and they quit at like 10 episodes because they're like, I'm not seeing the payoff. Okay, well y'all, the payoff, I'm sorry, but I listen to Crime Junkie. They've been doing that for a long time. They're always talking about, our first episode was how many years ago? It takes sometimes years to get to the point where it's accruing quickly. You'll see the growth, but that quick growth comes sometimes months and years in.

Chelsea:
Can I say, I want to pay Gretchen a compliment and all of our listeners a compliment because if there's something about small business owners, it's that you're going to make it work. You're going to, this is going to work. We will figure it out. We will get this going. And I love that because that's how marketing is too. It's experimenting. It's giving it time and making it work.

Gretchen:
That is being a business. Your whole thing is like customers have a problem, you have a solution, and there's going to be bumps in the road that you have to figure out, well, how can I fix it? How can I help? Like that's the whole thing about being a business.

Vivian:
Yeah. I think the only other thing I'll add to that is anyone that is feeling like my budget just you mentioned, you know, it is kind of scary when you're dropping that much money a day on Facebook. If you guys are not there and you don't have that budget, there are two ways to make your marketing work with any budget that you have. Consider it a piggy bank.

You are consistently, that piggy bank is a potential customer. You feed it, right? You get to decide if you're putting pennies, nickels, dimes or quarters. The quarters are exactly what she's doing. She's taking $200 a day. She's dropping it on ads. That is going to fill her piggy bank up a lot quicker. But if you don't have the ability to put quarters in, you can still make deposits. Do it with dimes. Do it by showing up on social media consistently.

And so over time, that potential customer does turn into a customer as long as you feed it and continually feed it. But don't, I don't want you to feel disheartened if you don't have a big budget right now. That's okay, you'll get there. Right now, just focus on the consistency and where you can show up and bring value.

Gretchen:
I was going to say, I didn't have that kind of money when I first started. This is like three years later, I think. I think that's where we're at. And it's like, it's just crazy how quickly, depending on how fast you grow. It's different for everybody. There's so many different avenues that you don't have to use money to get to reach them.

Vivian:
Yes. Well, I think the key point is there is no real right or wrong way. It's the right or wrong way for you where you're at in assessing all that. There are just so many external factors that I hate when people do the comparison game. Like, goodness, you know. I'm not, you know, most people in there like, well, you how is your business doing compared to others? I just don't even play that.

Gretchen:
Well, you can't because like, if you work a full time job, this is my full time job. I have nothing else to do. So it's like how, you know, it's going to be different. It has to be.

Chelsea:
So my next question, do you have a preference of selling in stores or in markets?

Gretchen:
That's hard. I feel like it's, I feel like it's split pretty even. I can't say I prefer one versus the other because they're just so different. Like at markets, I absolutely love getting to talk to the consumers right there in person. That's something I don't, you don't really get anywhere else other than markets.

I love being able to chat with them. I love seeing what they're like, ooh, I like that, whether they buy it not. But the fact that they're liking that or not liking this, or you're just hearing their feedback is really great. But at stores, I love that I don't have to be there to staff it. I love that I can just, a lot of my stores have a software where you log in, you can see your inventory, you can see sales real time. So you can see like, okay, well, this is my busy day, or this is when I need to go restock.

It's kind of all behind the scenes and you don't have to put your like, I always call, I don't want to say like you're pretending, but it's like a happy face. Where when you're with a customer, you have a whole persona that, that's just you when you're doing your thing. But whenever you're seeing what stores are selling, you don't have to be there to be all dressed up and all, you know, you don't have to be like the presenter person. That makes sense.

Vivian:
Yeah. Well, and I think it's a healthy dose of, like you said, both you're using data to kind of, you know, tell you how to pivot at any point in time. But I love that these in store or these brick and mortars are giving you access to stuff. It's almost like you can monitor it without being right there. Then when you do have to show up, you know exactly if you're switching out product or if you're going with the same stuff.

So I love that they're increasing or not increasing, they're improving the way that they're giving accessibility to small business owners that are choosing this avenue.

Gretchen:
Yeah, it's super helpful, especially like we're in a place in Maryland and that's about two hour drive for me. So I would hate to show up there and then be like, I didn't bring enough stuff or, they don't need a restock. Like it's so helpful, be able to see your inventory and like see all of that stuff. That way, you know, you're getting paid what you should be or you're bringing the right stuff to the right stores. Cause it gets confusing really quick.

Vivian:
Yeah, I love it.

Gretchen, it has been such a delight to have you just inspiring us and sharing your story. Mama extraordinaire to Maverick photographer, handcrafted polymer clay jewelry maker, boss, wholesaler, brick and mortar partner, event attendee, vendor. I love all of it. I feel like you have such a broad range and you have given us such valuable information today. Please let everybody know, where can we find your website and on what social media channels can they follow you?

Gretchen:
Yeah, well, first of all, I want to say thank you guys so much for having me. It was awesome. I've listening to your podcast for so long and it's really cool to meet you guys and like chat with you guys today. So it's really cool. So you guys can find me at www.CraftedFromFaith.com. On our website we list all of our upcoming events and our local businesses you can shop at like we talked about. You can also find us on Facebook, Instagram, and even TikTok.

Vivian:
Oh, I like it. I know I saw, think one of your TikTok videos had, what was it like over 250,000 views? Is that what it was?

Gretchen:
Yeah, it was silly though because all it was, was me like cutting out a shape and pulling it apart. It wasn't anything cool. Like it was super simple.

Vivian:
You know what it is? What's the opposite of ASMR, but it's like the visual version, right? Where it's just like super, yeah, super satisfying. But I just want to tell you, you have a standing open invitation to this podcast if there are any topics in the future that you want to discuss. I think one that may be super beneficial in the future might be the leap to like wholesaling.

Like just because that's something we don't have experience with, obviously you have a ton of experience with it. We could put feelers out there, if you guys are listening and you have questions about wholesaling, go ahead and drop them down in the comments. Maybe we could convince Gretchen here to join us for a future episode on that.

Gretchen:
Yeah, you let me know. Give me a date and time. We're ready.

Vivian:
Awesome.

Chelsea:
Well, once again, Gretchen, thank you so much for joining us and thank you everyone for listening. Once again, pretty, pretty, please leave us a review. Make sure you're followed or subscribed, all of those things and go be the best SOB you can be.