How to curate a shop using Faire – with Jennifer Cooper – Kindred Spirits shop

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Welcome to the Bring Your Product Idea to Life podcast. This is the podcast for you if you're getting started selling products, or if you'd like to create your own product to sell. I'm Vicki Weinberg, product creation coach and Amazon expert. Every week I share friendly, practical advice as well as inspirational stories from small businesses. Let's get started.

Vicki Weinberg: 00:00:24

Today I'm talking to Jennifer Cooper. Jenny is the founder of Jennifer Cooper Timesaver, and with her team Jenny provides time saving support, support to small business owners and entrepreneurs. Jenny's also the founder of Kindred Spirits, a community for fellow small business owners that provides opportunities for connection and collaboration with unique events and group mentoring. And as part of Kindred Spirits, Jenny has recently set up the Kindred Spirit Shop, a curated collection of stationery and crafts for small business owners. So these are perfect gifts for clients, colleagues, your team members, or even yourself. So Jenny sources all of her products from Faire, which we spoke about, um, in a previous episode with Em Royston, who has a small business who sells her products wholesale on Faire. So speaking to Jenny today was amazing because it means we're getting the other side of the story and finding out what Faire is like for a buyer. I was really pleasantly surprised to hear that the experience for a buyer is just as positive as Em's was as a seller. And we, lows as usual, went into all the questions, all the logistics about how you curate and buy products on Faire and um, I really hope that this interests and inspires you. So I would love now to introduce you to Jenny. So, hi Jenny. Thank you for being here.

Jennifer Cooper: 00:01:37

Oh, thank you so much for having me, Vicki.

Vicki Weinberg: 00:01:38

Anytime. So let's start with you giving an introduction to yourself, your and your business, and then we'll move on to talk a bit about your products.

Jennifer Cooper: 00:01:45

Um, so my name is Jenny Cooper. Um, my business is called Jennifer Cooper Times Saver. Um, so I started out initially as a VA and it's kind of broadened to providing, um, support to small business. Usually, um, one person bands and everything we do is time saving. So it's taking all those either boring or frustrating tasks off your hand as a business owner so you can focus on what you love about your business. And since I've done that, I've really enjoyed working with small business owners and building up a community. So as part of that, I also run something called Kindred Spirits, which is basically the world's gentlest networking events. So I do a range of really accessible, low-key networking events for people who, the idea of having to stand up and introduce themselves for two minutes fills them with horror, and that's kind of slowly expanded. I also do some free co-working as part of that, and it's really blown me away how well that's done. My background is retail and I couldn't leave the retail behind. So as part of Kindred Spirits now under that umbrella I have set up the Kindred Spirits Shop, which is selling a small, um, amount of carefully curated stationery and cards, very much designed for the small business owner either to save them time or to help them connect with others. So particularly things that you might want to buy for your team, for your colleagues, if your a coach for your clients, and that's me.

Vicki Weinberg: 00:03:06

That's brilliant. Thank you so much for that introduction. So first question I have for you, and this is a real question, is, um, you are very busy. I know you're a very busy person. You have lots on your plate. You have a team to manage. What inspired you to set up a shop on top of everything else you're already doing?

Jennifer Cooper: 00:03:23

I worked in retail. I think that's it. And I've got the retail bug. It's in my blood. So my grandmother used to work for, uh, sort of one of those traditional department stores, and she actually lied about her age so they wouldn't make her retire so she could work an extra few years. And she loved selling. And I think I've got it, as my mum said about my grandma, she could sell sort of snow to Eskimos, as you could say that then, um, and it's the same. I just, I love retail, I love selling. I've always had the idea of doing something, but I've always been quite frustrated that I'm, I'm not a, I'm not a maker. I can't create product. I'm in awe of anyone who's like an artist, a maker who develops products. I've not had that idea. So it was kind of something I knew I wanted to do, but felt kind of out of touch. Beyond what my capabilities were, but because everything has changed so much and because of amazing wholesalers like Faire, which I know we will talk about later, it's become really accessible to me in my room. I can now do a little bit of retail, which makes my sort of, shop assistant, heart happy. And I can do that on the side in a way that feels really manageable, really fits in with my brand, you know, means I'm not carrying a lot of stock, but I get to just have some things. And it's just lovely because, um, when I run the events, you know, I can take some little items along. I like doing pop-ups, I like doing summer fairs and it's kind of, I can, I can just sort of fulfill that thing that I love, that joy of just talking to people about products and selling it without it being a key part of you know, the focus of my business. So yeah, basically because I want to do everything, so that's why I do it.

Vicki Weinberg: 00:04:57

Don't they say like, if you've got something to do, give it to a busy person. I'm sure that's actually a saying.

Jennifer Cooper: 00:05:02

Yeah, no, it is, it's true. I think, um, once you are busy, you can load more in. And this works because I love it and as I said, it's, it's just, it's really accessible now and then it's lovely because you know, I've got clients who will use it, sort of buy gifts. It's kind of, I saw a bit of a gap in that I've looked for my clients. I've looked for, um, gifts that they could give. You know, you want when, you know, when you welcome a new, you make sign on new customer, you want to send them something to welcome them. And it kind of felt like it was quite a lot of the same sort of, Um, you know, there's some really good letterbox things, but it's often quite either the foodie end or the beauty end, and that's noise not always what everyone wants to do. And I have a real, my passion. Like addiction. I think it'd be fair to say it is stationery and I just saw a gap for actually some really nice journals and some really interestingly designed sort to-do list pads and schedulers. Um, that actually that would be a nice thing for a lot of people to send as a gift to a client. Um, and also there's some beautiful cards out there with some really positive messages that really fit that idea of something you would send to someone you've worked with or a colleague just to go, you know, I can see what you've done. You are amazing. So that's what I've tried to create that real specific area of type of gifts to fulfill.

Vicki Weinberg: 00:06:14

Oh, that's really nice. And when, when you worked in retail, um, am I right in thinking that was books, wasn't it? Or was it stationery as well?

Jennifer Cooper: 00:06:21

Yeah, so I spent 18 years working for one of the major book chains in the company. Um, I started off, I specialized in children's books, so I spent a long time doing that. So the joy of that was just getting children to read, seeing them fall in love. I did Harry Potter launches. Harry Potter's coming out. We did the midnight launch with, you know, fire eaters and everyone dressed up. So that was amazing. And then when I had children in that job, it's kind of, I went down to part-time and running a children's section bookshop is a full-time job, so I need something else. And I was really just looking around the shop of like, what's no one really interested in? What can I do? And it was called in the bookshops, it was called rp, well Related product. And basically that term covered anything that wasn't a book. So within the bookstore it covered cards, it covered gift wrap, um, it covered gifts, it covered jigsaws, it covered games. So I basically swept up everything that wasn't a book and really did that. And it was, at the time, it wasn't so much of a focus for the company because you know, people go there for the books. So it was something I could really get my teeth into really develop, really grow and kind of lead throughout the company. And I, I went all in. So I got obsessed with notebooks and pens and cards and sort of learning, you know, what type of cards people like, what they respond to. Um, yeah, and it didn't really stop there. I think it's just when I do something, I go all in. And that's what happened with the stationery. I got to the stage, what I was watching. I could watch like, um, TV dramas and I identify what the notebook was. I could see what the police were writing and go, that's a moki notebook. I know that. So yeah, that's where it comes from.

Vicki Weinberg: 00:07:53

Oh, that's interesting. Thank you. And I know what you mean. I remember when bookshops were just books, but like now if you go in, there's all the Harry Potter. Using Harry Potter as, for example, pencil cases and rucksacks and all of the other stuff isn't there around the books. But you're right, I guess even 10 years ago, and that wasn't as much of a thing was it?

Jennifer Cooper: 00:08:11

No. So it's definitely something that they've widened out and done. I think Harry Potter really obviously started it. I think the challenge has been for the bookshops to make sure that they don't go overboard with it, and it's still a bookshop. So I know that they work really hard with the buying to, you know, for instance, maybe for the stationery coming in, but you know, it's Roald Dahl stationary rather than just a more sort of generic brand. It's something that ties in with books and I think it's, it's a, um, it's a line they've had to tread, which is quite tricky, I think, because it does sell, and the reason it's successful is the margin's higher than it is on selling books. So it works. The margin on cards is quite astonishing really. So, from a bottom line point of view, it's brilliant, but obviously you are a bookshop, so it's making sure you don't lose that heart of it while also taking advantage of things around the side, actually while they were there. So for instance, um, we always did really well with Valentine's cards because the cards in a bookshop, you knew it would be quite different to what you'd find at other High Street cards, and they would be often blank and more arty. So you would get a lot of, you wouldn't have um, probably anyone, un many people under 40 shopping there. But you would get a lot of people sort of in their fifties and sixties who would come in and didn't want, you know, the kind of the comedy card. Actually a nice, um, arty card. They would know they could go to a bookshop and get that.

Vicki Weinberg: 00:09:32

That makes sense. And I guess they were curated slightly differently for a bookshop. Which leads me on to your site, because obviously you are curating site products for your site, sorry.

Jennifer Cooper: 00:09:41

Mm-hmm. Yeah.

Vicki Weinberg: 00:09:41

Um, but what I'd love to know is, so you mentioned that you'd, you'd always wanted to do this, but it was difficult because it is difficult, let's face it, sort of, yeah buying in stock and having the capital to start up. Mm-hmm. So what was it that led you to think, oh, actually this is actually doable now.

Jennifer Cooper: 00:09:56

So it kind of came from two different angles. The first one was a client I worked with last year designed her own planner and had it created and produced. And this client's based in Switzerland. And it's a beautiful planner. I've, I've, I'm, because I love stationery, I love planning, so I'm very much a paper planner. Um, and that's possibly the best job I've ever been paid for, of like, could you proofread my planner? I was like, you don't have to pay me for this. This is like my dream scenario. And I remember going through it and going, this is one of the best planners I've ever seen. Um, and then the opportunity came up that I would basically be the UK representative and just take a small amount and sell it, which was doable because I'd seen it. I loved it and I knew I had people I could recommend it to. I tend to bond with fellow stationery lovers. So I started with that and then I was like, oh, actually it would make sense to have a bit more. And then at the same time, I stumbled on. I've had people mentioning Abound and particularly Faire to me, which are, um, wholesale websites. Um, basically make it incredibly easy for you to access small independent brands and buy a small amount and hold them as stock. And it's just something that just was not there several years ago. And then in November I particularly went for it because Faire were offering. They do an amazing deal for like your first order with them where you get a large amount off, you get like up to 50% of the first a hundred pound. And the other thing that makes it really doable is that quite a lot of the brands have quite a small minimum order quantity. So you only need to order, I mean some of them are as low as like 60 pounds worth of stock. So it means it's really accessible. You're not having to go in with a lot of capital, um, and sort of make that risk of buying where you are then sitting on a lot of stock. So I have kind of experience of buying because back in the day, um, in the bookshops, we used to do the buying ourselves as the book sellers. Eventually it all got centralized. So I've kind of got that experience of looking at stuff, knowing whether it'll sell, what sort of quantities to take. So I kind of felt I had a bit of knowledge with that. But the thing it always felt out was like, oh, minimum order quantities and I don't want to, I don't have space in my house for, you know, a warehouse of stuff, but because of fair and because of the smaller minimum order quantities and the fact I could just get six of things so it doesn't feel like it's, um, a big financial risk, I was able to do it and it's just been brilliant and I just, I am so much praise for Faire. It's just, I, I can't believe how intuitive and how user friendly it is.

Vicki Weinberg: 00:12:22

I'm so excited to talk to you about Faire because as you all know, because I know you listened, uh, we just had released an epi, episode. I say just, by the time this goes out it'll be a few months back. Um, we spoke to somebody who sells their products via Faire, so we spoke to Em Royston from Chasing Threads and Em, sort of a, a big part of her business is via Faire. Um, so I'm really interested to talk to you as someone on the other side of it because I think, like you say, it sounds like a really viable option if you want to just test out selling a small line of products. Um, I have so many questions. So am I right in thinking that Faire is predominantly small businesses, first of all, as far as you've been able to figure out?

Jennifer Cooper: 00:13:00

Yes. There seems to be quite a mix on there. There's ones who are very clearly one man band doing it out of their bedroom. Um, there's also some more, more commonly known, independent small business names. So ones that actually they will have their own website and they're kind of known, so I'll recognize certain ones. And they sort of tend to pop everywhere. And they've also, some of them will have, you'll recognize them from high street shops. They've obviously got that stock level as well. So it's a bit of a mix, um, of the levels of business. But for me, I love that it connects me with a really small little business.

Vicki Weinberg: 00:13:35

Is that sort of your strategy as it were to go for the really small ones, the ones that aren't maybe stocked?

Jennifer Cooper: 00:13:41

Yes. So the thing, yeah, so I know certain things it's like, well, if I've seen, if I know the brand name and I, I've seen it, it's like, well, there's no point in me having it because you know, you can find it in a shop. Um, I also have quite a clear idea of what my brand is, so I know what I'm looking for with colour of colours. So everything kind of fits in with my brand. So my brand's quite, um, sort of browns, neutrals, peaches that au basically autumn tones. So I'm automatically looking for stuff that fits with that. So there's some amazing stuff, but is in Neon. It's like, well that's fab, but it doesn't fit in with my brand. And that's sort of what people associate with me. But the brilliant thing about Faire is you can search so you can search, it will show you global, but you can search by like shops in Europe, shops in the UK, shops in the USA, but you can also search on different things. You can search on like women owned business. And there's just, there's loads of really different interesting ways you can filter your search. So at the moment I'm trying to look for UK stuff because I'm also trying to think environmentally and like I don't really want stuff to be from overseas. Um, and I like that. And then I can shop, you know, I can look on women owned, and what's lovely is you get a bit of information about each brand. So I mean, it's, it's dependent on the seller of how much they've put, but often people put part, a bit of information and it's like, oh, I really like the ethos of this brand. Um, so there's one I've used called Flourish Paperwork, so I think down in Devon, but they've just got this amazing cooperative going and they're obviously giving a lot of people who need a bit of a, um, a sort of leg up in life opportunities to create all their products and their stuff's amazing. And it's like all the colours ties in with me, the ethos does. So that's why it's great. It, you can really narrow in on your, on your values and what matters to you rather than almost being bombarded with too much choice. And of course you can search by all the product types as well. So you can search by homeware, you can search by stationery, which is obviously I spend a lot of my time. So, um, it is, it is brilliant, the search suggestions and it's all very good there. Um, the algorithms of what they suggest to you, it's, it's very clever. So you get emails through and so they'll update you if a brand you've used before brought something new out and they're very good with what they send of, we think you'll like this, and they're pretty spot on with what they think you're like. Um, it's very easy. You can favour brands and then follow that. You can favour items. It's just. It's, it's whoever's put that website together has done such a good job of just making it so easy to use.

Vicki Weinberg: 00:16:03

That's really, really interesting. Just often. So when I spoke to Em, I know that as a small brand who sells by Faire, she also had really positive things to say. So it's really nice to hear you say this from a buyer's perspective, because the two don't often match up. I mean, as you know. You've heard me say this so many times about Amazon as a buyer. Brilliant. As a seller, not so much. So it's actually, this is actually very positive. I like this. Um, one thing I'd like to know is, so, um, and sorry to just bombard you of questions about your Faire journey, but I'm so interested, um, I'm sure everyone else will be as well. Um, because I do know we have some listeners who have curated jobs.

Jennifer Cooper: 00:16:39

Yeah.

Vicki Weinberg: 00:16:40

So what about the recommended retail price? Are you told what you can sell a product for, or is that down to your own discretion? How does that work?

Jennifer Cooper: 00:16:47

Yes, they do have recommended retail price, and it's quite clear that you need to sell it at that, but I actually like that. Does it take.

Vicki Weinberg: 00:16:54

No, I do.

Jennifer Cooper: 00:16:55

Away from you and it means that there's not any. It just feels right. And it's a terrible pun, but it feels fair. I'm sorry about that, Vicki. Um, so yeah, I like that. And it just means that you can, you can make a decision because you can look at, they'll say you, obviously, that is normally always a very good discount. It's normally at least 50%, if not more. Um, and yeah, you can just make an instant decision of like, okay, that's the price. Do I think that it's that price and I can sell it at that price? So I, I like that. I like that there's not movement and you are not then trying to.

Vicki Weinberg: 00:17:27

Yeah, I like that as well. And I ju I just was really curious as to how that works. Because what you wouldn't want as a brand owner is someone devaluing your products and your brands. So it's really good actually that you are given that price. So I guess I, cause you know me, I love logistics. So is it a case of you buy the products from Faire, you get them sent to your home or wherever you, and in your case is, your home and then. Pop them on your website. Is it really?

Jennifer Cooper: 00:17:52

Yes. So it's, it's really simple. So yeah, they really encourage you to get started. So obviously the first order I did it was, um, they basically would take. I think it's 50% off up to a hundred pound obviously. I think they absorb all that cuz I don't think it comes out the seller. It's just fair as so keen to get people using it. You just place it with the sellers so it will tell you with each seller. So sellers will set different, um, minimum order quantities. So I've seen some as low as 30, 60 pounds. Others are, you know, 200 pounds. It's very easy in the basket. It. There's no maths needed. It does all the maths for you of like, you've got this much and so on. Um, and then basically you click through. You only get charged as each seller dispatches the item. All the sellers dispatched it really quickly. I think one seller didn't have the item in stock, but you're not charged for that. That's fine. They just let you know. Um, the other thing as well that was great was I did have one item that came. It was like a two part piece. So it's like affirmation cards that then, um, have a little wooden stands so you can put them in that. And some of the cards were missing, so I just got in touch. It was so easy. You were immediately credited for the item Seller was like, absolutely fine, no problem. They immediately sent it out and then they, you get charged again. But I thought that was really impressive that I was immediately credit. And it was all just how it handled so well. It wasn't stressful. There wasn't a like prove this, there wasn't a back and forth on email. It was really, really clear. I can't even remember how to do it because it was so clear and simple what to do if you, you know, if basically your order hand come through. Right. Um, and obviously the packages, you know, they all came through really nicely. Um, obviously some people had really. You know, like when you get Etsy shops, some people had really gone through it with a delivery. I remember the Flourish paperworks, they put a few free cards in as well, which was really lovely with just a, you know, a gift for you. And obviously then you're like, oh, that brand's so nice. They didn't need to do that. But then that's more things I can use to showcase the brand. The other thing that's great as well as a seller is you can use the images that they've put on the website. So if you are like me and it's like I wanna take photos, but I don't quite have time, I've just been able to, um, just download the images that they've used for that products on the website and you're allowed to do that and then sell through that. So that's another way it makes it really simple, because otherwise that's a huge extra piece towards selling products. But if you've already got the photos you can use, you're.

Vicki Weinberg: 00:20:13

That's really good, thank you. Yeah, you know me, I do have so many logistical questions. that was one of them. And um, how about the product descriptions? Is that the same? Can you take the descriptions from Faire or why you encouraged to work around? Yeah, so you can take the descriptions.

Jennifer Cooper: 00:20:26

They kind of, I guess they vary quite a bit. It's not standardized cuz it's down to each seller. So I found what I did was I. I took like the, the bare bones of it and then was obviously trying to write everything in my style. So I've kind of, my descriptions start with sort of more me. Then it'll go more into the practical. Um, and then obviously putting all the measurements and things, and you'll find that not everyone loads measurements in the same way. Or some people use inches and some use centimeters. So you're just trying to standardize all that. Some people give you weight, some don't. So there's a little bit. I guess in a not ideal world, that would be standardized, but it's really not. Not a problem. So, um, yeah, I used a combination cuz I think I wanted to. Put my own twist on it, but I know that if you used, so at the moment my website, um, I'm just my own, my own personal website is on WebPress. Um, and I didn't want to invest in something extra at this time. So the shop is hosted on my website through Woo Commerce. But I know that if eventually I would like to set up a separate Shopify website for that. And I know from what I've read with Faire that you can just download your order, everything from Faire, and it will all just automatically upload Shopify so you're not manually entering things. I think if you just press the right buttons, it will all automatically go through.

Vicki Weinberg: 00:21:41

Which I mean, that's just amazing.

Jennifer Cooper: 00:21:43

So, Yeah, that's something I'm looking forward to trying out when I'm at that level with the shop.

Vicki Weinberg: 00:21:47

That sounds amazing. And I do know that Shopify have just done it well. I say just fairly recently done a big new update and I believe that is part of it. So yes, you would have all the pictures and descriptions then obviously you could go in and edit. Um, yeah, Shopify's amazing and it does kind, it seems to sync with everything, which is fantastic. And I guess it does sound like a bit of work obvious. Getting your products, getting them on the website, but presumably for a lot of the brands you've ordered from, I don't know, I could be guessing, I'm guessing here, Jenny, but I assume there for least a percentage of them you're going to reorder. So actually you've done that initial work, but it's not like you are, um, cons, you know, constantly. Well, I'm sure as you are adding new lines, what I'm trying to say is for, for a lot of the brands, if you're planning on reinvesting in those products down the line, then actually it's um, sort of setting you up long term. Does that make sense?

Jennifer Cooper: 00:22:34

Yeah, it does make sense. I think I'm gonna play with it a bit because I think for me, this is like my fun bit on the side of the business. You know, this, this isn't gonna be the, the main money earn. It's not gonna be where the majority of my working time spent. This is basically me fulfilling my, I want to run a shop dream so it's that. Um, so I'm quite enjoying that. That takes the pressure off because I'm not, you know, it's not like it's got to perform this and deliver this. It's much more like I'm just gonna have fun with this and just really see what resonates with people. Yeah. And already it's been quite interesting cuz I know that years of retail, you think you, there's some stuff you can predict, but it's always catches you by surprise what the product is that someone else identifies with or you think it'll be used in a certain way. And actually they're like, you know what? This is how I'm gonna use it. And you're like, oh wow, I wouldn't have even thought that. So that's what I'm enjoying with it, seeing how people interpret things and how they're using. Um, and I suspect what I will do is I'll probably have some core items which I think will. I will keep stocking them, but I also think it's really good to kind of change up your stock and keep it fresh. So I suspect I'll have sort of a core range at the middle and then probably around the edges I'll freshen it up and sort of bring in new things from different seasons that really does make sense. And also there'll be new products coming out all the time, so that's really nice as well.

Vicki Weinberg: 00:23:49

And, um, out of interest as of now, are you happy to tell us what's the bit, what's the biggest. Right, right now.

Jennifer Cooper: 00:23:55

Uh, well, the planner has been the biggest seller just because of the time of year. So it was December, January, so almost like, I need a planner.

Vicki Weinberg: 00:24:02

Yeah.

Jennifer Cooper: 00:24:02

But actually, um, two of the cards have done really well, so they're, um, one of the cards is about, um, It's like a picture of a plant and it's like you should give yourself the own care that you give other people in a common of plants. And another one is a quote about sort of look how far you've come. Um, and actually those ones have both done really well. They're obviously really resonated with people. And then stationery wise, there is a little habit tracking pad, which is actually, is really simple, simple. It's, it's probably about a six size and it's just a week. And then just like blocks so you can tick things. But because it's so simple and small, I think that's quite appeal to people is it's cuz some of the, you can get these amazing journals for habits and things, but they almost get overwhelming. There's so much they're asking you to fill in and it's kind of overdoes it. Whereas this just makes it really simple. Just tick, tick, tick. And. Yeah, and actually I know someone and one of the people who bought it, they actually bought it for an elderly relative to use as a medicine tracker. So they could actually just tick off and they wanted something really simple. It wouldn't have suited this person if there'd been too much design going on. They just wanted something nice and simple. So yeah, that's what I mean by it can really surprise you. why people buy them and what they intend to use it for.

Vicki Weinberg: 00:25:15

Yeah, that makes sense. Cause I, I saw the habit track front. I, for my first thought was, it'd be great for kids, you know, to track off the things they're meant to be doing. Mm-hmm. Um, and where they That's a good point. I should use that for my child honestly, that's what I think. I'm gonna buy one for that because they can tick off what they should know. Print in the boxes, tick down, you know, have you done your reading or whatever. Yeah. I thought that was really nice. Um, were they the things, cause I'm just curious now, were they the things you predicted.

Jennifer Cooper: 00:25:40

But so well, um, I knew the cards would, and what's interesting with the cards is, I knew that there was two or three that were gonna be the ones that would sell, but I also knew that sometimes you need a bit more just to show that there's a range, but the ones on the edge probably sell less, but needed to be there to give a little offering. Yeah, and I think with all the pads, it's interesting because I've got a few fairs booked in the summer, so I've only, I haven't really done an event yet. I've got one next week, but where I've had the products out physically in front of people to see how they respond. But I'm really interested, um, when I do the summer affairs, I've got two book 10 just sort local village fetes. I mean, to me that's just an ideal air day out. I get to sit in the sunshine and talk to people all day and maybe sell a few things. I mean, that's my dream. But yeah, I'm really interested to see that because sort of past experience of when I've done that sort of thing, um, it's quite different what people buy to what you.

Vicki Weinberg: 00:26:30

thank you. Yeah. And what would you be your advice to anyone who's listening and they're going, oh, I really like the sound of this, but I don't have a retail background and I don't know what would sell. What would you say to someone who's thinking that?

Jennifer Cooper: 00:26:42

I think trust your instincts and the easiest thing is to buy what you like and then market to yourself, if that makes sense. Yeah. So market to people like you. I think it's probably would be, I think it's probably very hard in a retail background to try and select. For quite a different market, unless you've got a lot of people, you can say for children that you've got a lot of people in the age range, you can say, what do you like? What do you like? So yeah, I would say to keep it simple, just go for what you like and then market it to those people. That makes sense. Cause I think you need to have someone in mind, and even if that's someone issue, I think it's particularly for this kind of thing, whereas you say it's not a massive initial outlay, of course it's money and you know you need to have the money to invest. But actually if there is a potential to just buy five of something and see if they sell, it's just a lot less pressure, isn't it actually? I think the other thing that really helps is if you've got a really clear idea of what you're gonna do. So I'm gonna do a shout out for, um, a friend and someone I work with who's called Kate, and she runs an online store called Woodlands Bay. Now her concept's really clear, so she is basically, it's designed around the sensors, so it's designed around like, touch, smell. Site and it's of items for your home that are kind of calming and would soothe those senses. So for her, her buying is brilliant. She's got a small limited range, but everything in it is exquisitely chosen cuz she's really, really clear on what she's looking for. And to anyone who goes to the website. It's amazing because as well as shopping by product, you can. Shot by sense, but I think that's why it's so successful cuz she's got such a clear vision of what she's trying to do and what she's looking for. So I'd say that would be the other thing, either by yourself or just have a really, really clear vision of what you're trying to do.

Vicki Weinberg: 00:28:25

That's so helpful. Thank you. I really like that example. I think you're right. If you, so for, I had, um, Lindsay Pollard little box of books on here ages ago. Lindsay's one of my first episodes, and she was selling children's books that were inclusive and she had, she know, she really knew. I'm, I'm obviously surmising that, but she, she really knew what that meant to her and exactly what she was looking for. And I think that does make it tons easier. And I've spoken to a few people on other episodes, um, who curate a product range and they, they've all said exactly the same thing. If you really know what you are looking for, I can see how it just ma and you've got, you know, a criteria almost tick box to go through that. It would make it so much easier because I think otherwise I'm imagining it this sort of place you could spend.

Jennifer Cooper: 00:29:09

And you could really is you, you become the kid in the candy shop. One of my first jobs years ago, I worked in a department store, um, in the toy department and it had like one of those like pocket money spinners and it was hilarious. There's just this man in a van who came round and he had all those like pocket money toys in the back, and for some reason they let me as like a 21 rule. No experience. Go in with like however much a hundred pound budget. Buy what you think. I dunno what was by, I was just, whatever my eyes went to. Um, and I think you could be like that, you know, or going somewhere like Faire, you could just be like, there's so much. So for me it's really helped that I know I'm looking for stationery, I know I'm looking for certain colors and that instantly narrows it down. So it's just, yeah, I guess it's almost like anything when there's so much choice, you know, like a wedding or something, you need to know some parameters that you're like, right, I can rule that out I can rule that out and just reduce the choice so that it's manage.

Vicki Weinberg: 00:30:01

That makes sense. Yeah. And before you go on to Faire and you just start happily ordering products, do you have to prove that you have a, some sort of shop or that you are a legitimate business? What, what, if anything is involved, it was quite simple.

Jennifer Cooper: 00:30:16

They just wanted, um, a website and details of where you were selling. But yeah, there's not, it wasn't a particularly like long approval process. I don't think there's anything. I don't think there's anything more detailed than probably just a very, I think they might have asked how long you're in business, but it was, it was not a long process. But yeah, the key thing is I think that you can show that you've got a website where you're gonna be selling it.

Vicki Weinberg: 00:30:39

Okay, and do they restrict? So I'm asking you, I'm asking you all these questions like you're the fair expert. I, I do need to get someone from Faire on this podcast. That is my goal for this year. So I can ask them all the tricky questions. Cuz you may or may not know this journey, but are you, do you know if you're only allowed to sell products on your website or wherever you can sell them in a physical store, or if you have a store, or if you can sell them? Anywhere else.

Jennifer Cooper: 00:30:58

I dunno. But I would, I think you must be able to sell in a physical store. I'm at the level now where I'm guessing rather than No authoritatively.

Vicki Weinberg: 00:31:04

Yeah. Well that's fair enough. I'm, I'm realise I'm throwing all these questions that you like. We have to find someone from Faire, Jenny, who can come and talk to us. We do. Yes. That's what I need. If you're listening, we really want to talk to you cuz I, I think that you're amazing business and it's brilliant what you. Yeah, we do need to get someone on so I can ask them all the questions. Yeah. Cause there will, there will be lots, I'm sure. Yeah. Um, oh, well thank you so much for, for all of this, Jenny. I think we've, we've reached a point now where we're just gonna be asking you things that are way beyond.

Jennifer Cooper: 00:31:33

The other thing also I wanted to mention as well actually, is they're really keen when you're on the website, they've got a lot of incentives at the moment to kind of introduce brands to their, so they're really looking for people to sort of join the team and sell through it. And that would actually be one of my comments of I'm, I'm like a, um, frustrated creator. You know, I'm not an artist. I'm not, I can, you know, I can't create what I want, but I've had some really good collaborations with. Local artist. So there's a printmaker called Emma Evans Freke. You run something called Blackbird House Designs. So, um, I've done some collaborations with her. I kind of give her a brief of I want something saying this, and then with these sort of pictures and these sort of colors, and she's created this amazing thing. So one of my, um, things for like my whole business, I'm using this phrase, build a business like. And I just wanted it initially as just postcards that I could use as like my business card. But I've had so many people remark on it, she's now had them maid. So there, um, I've now got a four and a three prints of this phrase, cuz several people said to me, I'd buy that if that was a print. Um, and I will be listing on that website. It will be on there by the time this podcast is out. Um, So I think there's a real opportunity for artists and makers to kind of look for people like me who, who would love to sell, um, but can't create it themselves. I would, you know, that. Yeah, I just think there's a real opportunity there that I would love to say to Makers, there's a real option If you were interested in that sort of collaboration of people like me who don't have those skills, but have a bit of an audience, have the tech know how, maybe have the passion for retail.

Vicki Weinberg: 00:33:09

That's really nice to know. And I know that I, I feel like Faire's been a round of while, but. Still not everyone's heard of it and it's still relatively new as these things go. Mm-hmm. So, um, that's really good to hear. Cause I do think it's something that will growing interest and hopefully you've given people the confidence to have a look and give it a go. And I would also say that if, um, cause obviously this. Episode is going out a few months after the Em Royston episode, which I thi believe is the very first time we ever mentioned fair on this podcast. Yeah. So if you haven't already listened to that, go back and listen to that and listen to Em's experience as a seller, cuz I really feel that that gives a really good com. Complete picture of, um, of what it's like. And, um, yeah, as I say, I will try very hard to get someone from Fair one here as well because I, I would love to learn more, and especially for, for both buyers and sellers, how you can have like the best possible experience on there. Because so far everything I'm hearing is really positive. Brilliant. And I have one final question for you, Jenny, before you go, you know I will. Um, which is, what would your number one piece of advice be for other product curators? I had say that very carefully cause I usually say creators, curators, um, give it a go.

Jennifer Cooper: 00:34:20

I think the joy of something like Faire means that you can do it in a very nice dip your toe in the water without it feeling like you've made a huge financial commitment. Be creative with how you're gonna sell the items. So I think you do need to kind of have an idea of what you're gonna do if something's maybe not performing as you want, and have backup plans. And remember with everything is just, you don't have to do any of these things alone. Just, uh, you know, my, my whole thing is kindred spirits and community and just reach out to other people, brainstorm ideas with other people, um, get advice from other people, you know, listen to podcasts like yours. Um, you don't, yeah, with all these things, you don't have to figure it out on your own. There's a whole wealth of people in the small business community who, in my experience, all incredibly generous with their time and advice and wisdom, and would love to help you.

Vicki Weinberg: 00:35:12

Oh, thank you so much, Jenny. Thank you. Thank you so much for listening right to the end of this episode. Do you remember that you can get the fullback catalog and lots of free resources on my website, vicky weinberg.com. Please do remember to rate and review this episode if you've enjoyed it, and also share it with a friend who you think might find it useful. Thank you again and see you next week.