Proof To Product

This week I'm chatting with Paper Camp alum Andrew Fegler, the founder of That's So Andrew.  Andrew has a really interesting pathway into the stationery world. He started selling cupcakes in high school. He later built a home decor business and eventually pivoted into stationery during COVID when he realized that he wanted his work to feel more meaningful and aligned with who he is.  We dive deep into what it really means to build a brand around personal values, navigating both the pull of loyal customers and the pushback from those that don't align.  Andrew opens up about his experiences in a largely female-dominated stationery industry as a queer man.  He discusses everything from the nuances of authentic allyship to making intentional decisions about suppliers and partnerships. Plus, with over 25 trade shows under his belt, Andrew gives us an insider look at the regional vibes, buyer dynamics at these major wholesale events, talking through lessons he's learned, financial strategies, and the impact of huma

One pattern I've noticed time and time again after working with thousands of product brands across lots of different categories, is that while our products might be different or our tools and platforms might change, all of our core business foundations and fundamentals are not changing.  And that's exactly why I wanted to share this short clip from the archive, something that I think is worth revisiting because the takeaways still hold true today.  Maybe listening will spark an idea or help you take action on a decision that you've been sitting on. Really, the goal here is to help you take your next intentional step in business. That's what I want for you. Enjoy this clip! You can listen to the full episode with Sam Kramer of Near Modern Disaster here:  http://prooftoproduct.com/294  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

We just wrapped up our 47th round of Paper Camp a few weeks ago, and I am still riding high from working with this cohort.  It's an intense four weeks, for me, for our coaches, for our students. But so much progress happens in a short amount of time. I love hearing about their light bulb moments, their clarity, answering their questions, and there's so much forward momentum that comes.  One thing that is really important to me inside of Paper Camp is bringing in a variety of voices because there is no one singular way to build a business right? I want our students to hear directly from people who are doing this work in different ways.  During our weekly coaching calls, they get to learn from shop owners, wholesalers, sales consultants, and other experts that are in the wholesale field. People who are helping to develop and are currently utilizing relevant new sales and marketing strategies, which is what we focus on in Paper Camp: wholesale sales and marketing strategies. Today on the podcast, I wanted to sha

One pattern I've noticed time and time again after working with thousands of product brands across lots of different categories, is that while our products might be different or our tools and platforms might change, all of our core business foundations and fundamentals are not changing.  And that's exactly why I wanted to share this short clip from the archive, something that I think is worth revisiting because the takeaways still hold true today.  Maybe listening will spark an idea or help you take action on a decision that you've been sitting on. Really, the goal here is to help you take your next intentional step in business. That's what I want for you. Enjoy this clip! You can listen to the full episode with Divya Guruju of Mellowworks here: http://prooftoproduct.com/325  Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

Today's conversation is a really good one, especially if craft shows, retail markets, or in-person events are on your radar for this year. The market is shifting, fees to exhibit are higher, competition to apply and get into shows is stronger, and buyers are showing up differently than they did even a few years ago.  At the same time, I keep seeing how valuable it is to get offline and to connect with our customers face-to-face. That human connection is hitting differently right now. And people are craving that in person connection. What I love about today's episode is that we are looking at this from both sides of the table. We have Lib Ramos, she runs Indie Craft Parade with her team. This is an incredibly well respected, longtime running show. And we also have Jessie Tyree Jenness, founder of Root and Branch and one of our Proof to Product community members who has exhibited at shows like this multiple times. In the episode we're digging into what organizers are actually looking for when you apply for thes

This week I'm joined by content strategist Kaila Uli. If you're trying to get more visibility for your product brand online and actually turn that visibility into sales, you are going to love this conversation.  I originally started following Kaila on social media because her videos kept popping up on my feed and every single one of them was packed with just practical, no-nonsense advice specifically for product folks, which is unusual to see.  She does an incredible job of breaking down what actually works when it comes to organic video content on TikTok and Instagram, especially for product brands that want to grow their audience and sell more of your product.  During our conversation, we talk about the role that organic content should realistically play in your overall marketing strategy, the difference between content that simply gets views and content that actually converts to sales. We also talk about the biggest mistakes that product brands make when they show up online. Kaila also shares her perspecti

This week I am joined by Ilana Griffo and Katie Johnson, the founders of Goodtype and the authors of the new book Follow Your Art.  If you're not familiar with Goodtype, it started as a platform celebrating lettering artists and creatives around the world. Over time, it's grown into a community that encourages artists to develop their voice, share their work, and support one another in their creative process.  In today's conversation, Ilana and Katie share their story behind the new book and the deeper message at the heart of it— that building a creative career isn't just about making art. It's about learning to trust yourself and your perspective as an artist.  We talk about what it actually looks like to find your creative style, especially when you feel like the market is already crowded. They share their thoughts on identifying your special sauce as an artist, why perfectionism can keep so many creatives stuck, and how putting your work out into the world before it feels ready is often the thing that help

This week I'm welcoming back Pinterest marketing expert Heather Farris to the podcast for a conversation about what's really happening on Pinterest right now, especially if you sell physical products.  Heather first joined me back on episode 385 where she shared some incredibly practical strategies for product-based brands that are using Pinterest to drive traffic and sales.  A lot has changed since then, particularly with Pinterest rolling out more AI-driven tools and features.  In this episode, Heather breaks down what's actually new, what's just a rebrand, and what product-based businesses should be paying attention to right now.  We talk about tools like the new Pinterest Assistant, the growing influence of generative AI on the platform, and what all of this means for brands that make handmade or small batch products.  Heather also shares how businesses can stand out when so much content online is starting to look and feel AI generated. You'll hear practical advice on getting started with Pinterest, optim

Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast. There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in. Today's episode is a look back at an interview I did with Biff Ulm of Nice Enough Stickers who I recently hosted a Paper Camp call with last week. During this replay episode, Biff and I had a lot to catch up on, but one thing that stood out was that his observations at the Las Vegas gift show were about product development strategy. He has much to say about it, and I'm excited for you to listen in.  For background, Biff's stickers are now in over 300 stores with 8,000 locations, so he knows a thing or two about creating products that people want to buy. Biff also owns a wildly successful retail shop, which provides him with a unique viewpoint as both a wholesale buyer and seller.  In this episode, we discuss the importance of patience, iteration, and customer feedba

Hey, friend. I'm pulling an amazing episode from the archives with over 430 episodes here on the Proof to Product podcast. There is a gold mine of information for you to help you grow your business, and, frankly, it can be hard to take it all in. Today's episode is a look back at an interview I did with Seth Godin who needs no introduction, but it would be a complete disservice to not share all of his accolades.  He's an author, entrepreneur, and most of all, a teacher.  In addition to launching one of the most popular blogs in the world, he has written 22 best-selling books, including The Dip, Linchpin, Purple Cow, Tribes, and This is Marketing, which was an instant bestseller in countries around the world.  His latest book, This is Strategy: Make Better Plans offers readers a practical framework for what an effective strategy looks like and feels like in today's fast-moving chaotic, and diverse world. This strategy allows readers to zoom out and see the bigger picture and understand the systems that are sha

Hiring can feel like a huge big leap. It's expensive. It's vulnerable to let other people into your business. And if you've been doing everything yourself, it can also feel maybe unnecessary.  But what if building a team isn't a risk? It's actually a smart move for stabilizing and scaling your business. That's what we're digging into today with Angie Chua of bobo design studio and bobo Palm Springs. You may remember Angie from episode 426 where we talked about what's happening with Amazon right now using AI to scrape websites. Today's conversation is more personal. We're talking about her evolution from the digital advertising world to building a travel-inspired stationery brand and a thriving brick-and-mortar shop in Palm Springs.  Angie shares what it was really like growing her business, the missteps, the hiring decisions, the moments of doubt that we all kind of face, and also the shifts that helped her step into true leadership.  We talk about what happens when you hire your first employee, what it takes

Today, I want to share one last case study with you featuring one of our Paper Camp alums, Ashleigh Evans of InBooze. I hope you've enjoyed this series. If you haven't listened, check out the last 3 great stories of founders in our community doing really cool things, links to those below. What I love about this is showcasing how each has done it in their own way and at their own pace. Today's episode is brought to you by our Paper Camp program which is now open for enrollment. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit. Then we move into sales tools y

Today I'm sharing another Paper Camp case study, and I'm especially excited about this one because it is from a recent Paper Camp student. Brianna Reagan of Brianna Reagan Creates just went through Paper Camp in August of 2025, so it's only been about 6 months since she's participated in our program, and she has seen some incredible results. She took what she learned, put it into action, and she is thriving. Can't wait for you to tune in. Today's episode is brought to you by our Paper Camp program which is now open for enrollment. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and

I'm back sharing another case study with you featuring one of our Paper Camp alum, Taylor Carroll of The Stray Shop. Before we dive in, I wanted to remind you about the free workshop that I'm hosting on February 18th at 10:30am Pacific Time. This wholesale buying season has been really eye-opening.  I've been in this industry for 17 years and I've worked with tens of thousands of brands. I've seen a lot of the same patterns show up again and again. Usually, these patterns tie to missed opportunities, outdated strategies or even small changes that we can make to enhance our sales. In this free workshop, I'm going to talk about how you can land consistent wholesale orders without over-relying on Faire without using bad wholesale pitches or discounting.  I'm going to share strategies, templates, you name it, and we're going to answer your questions live. I'm also going to tell you about our upcoming Paper Camp program which we will be opening for enrollment soon!  You can RSVP for this free workshop at http://pr

Today I want to share a case study with you featuring one of our Paper Camp alum, Zeba Parkar of Treleaf.  Before we dive in, I wanted to tell you about a free workshop that I'm hosting on February 18th at 10:30am Pacific Time. This wholesale buying season has been really eye-opening.  I've been in this industry for 17 years and I've worked with tens of thousands of brands. I've seen a lot of the same patterns show up again and again. Usually, these patterns tie to missed opportunities, outdated strategies or even small changes that we can make to enhance our sales. I will also say the market is changing. Things are happening in the economy and in the world, and that's affecting sales and we can't be using the same playbook.  In this free workshop, I'm going to talk about how you can land consistent wholesale orders without over-relying on Faire without using bad wholesale pitches or discounting.  I'm going to show you what you should be doing and how you can optimize.  I'm also going to tell you about our up

Our Paper Camp alumni are doing incredible things and growing their wholesale businesses in a very intentional and meaningful way. Today's guest is Lesa Muehlstein from Birdie Mae Designs, and she is no exception.  I've been keeping tabs on Lesa's progress ever since she attended Paper Camp in early 2022.  Lesa added 200 new stores within 2.5 years of attending Paper Camp, and as she will share today, that number is even higher now.  Lesa came to Paper Camp in early 2022 and before our 4 weeks were up, she had secured 5 new stores, bringing her total count to 15. During that time, she also raised her prices and refined her sales system. August 2023, she messaged me to say that she was now in 100 stores and that her brand had been featured in a national magazine in August 2024. Just one year later, she shared that she was in 200 stores! This growth did not happen overnight and it was not without its challenges, but it is worth celebrating Lesa's successes every step of the way. On today's episode, Lesa shares

One of my favorite things to do is to shout out our student wins and community wins from the rooftops. And part of that is also bringing people back to share their story.  Today's episode is with my friend Kate Murray of Quick Brown Fox Letterpress. She is back on the podcast to share where she's at now and all the new things that are happening in her business. Last time Kate and I talked here publicly was August of 2020, which feels like a lifetime ago. As we all know, business can significantly shift in five years and a lot has changed for Kate.  She opened her own retail store and she's got a new leadership role with the Greeting Card Association.  In our conversation today, Kate shares her journey of launching a storefront, how she balances wholesale and retail operations, and the innovative ways that she's nurturing relationships with both key accounts and independent retailers.  She shares about some exciting wholesale collabs she's doing in the next year and the importance of patience for these types

You may have seen on social media that Amazon recently scrapped dozens of small business e-commerce websites and added people's products to the Amazon Buy for Me platform. This is a new platform that Amazon rolled out and they did this without consent from the brands.  Now, as you can imagine, this has created a lot of outrage from small businesses that sell online and who intentionally chose not to sell on Amazon. To find your products listed on Amazon when you did not choose to do so, that's a lot to swallow, right?  But it also creates a lot of logistical headaches. So as an example, items were listed on Amazon with incorrect photos or product descriptions. Discontinued or no longer in stock items were listed and many brands did not even know that their products had been added to Amazon until they heard about it on social media and searched for their brand.  My guest today is Angie Chua of bobo designs. Angie has been vocal on social media, sharing information and the steps that she's taken to protect her

Today on the podcast, I'm talking with Isabella Montano Ghazarians, the founder of Isabella MG. Isabella MG is a Latina-owned stationery brand known for its cheerful, light-hearted cards and cositas, that's Spanish for little things.  One of the things I really enjoy about Isabella's work is how naturally she weaves her culture into her products, creating designs that are both in English and Spanish. These products feel thoughtful, inclusive, and genuinely joyful.  In this episode, Isabella shares what it's been like growing her business since she launched in 2020 while also navigating some really big personal shifts. We're talking about becoming a mom recently, moving from San Diego to Los Angeles, and continuing to lead a growing team remotely. We also talk about building products that resonate across cultures, managing that remote team we mentioned, and the opportunities that have helped bring Isabella's work into big box retailers like Target and HomeGoods. Today's episode is brought to you by our Paper C

This week on the podcast, we have my friend and Paper Camp alum Stephanie Clarke of Dahlia Press and Chloe Clarke Paper. Stephanie has been on the show a few times, sharing how she started her business and different pivots along the way (episode 021, episode 160, and episode 308). But today, we are discussing where she's at now, including the complexities of running two sister businesses.  She has her greeting card and stationery line called Dahlia Press and a bespoke custom invitation studio called Chloe Clarke Paper.  We talk about the importance of building relationships in wholesale and custom work and the realities of juggling multiple business models including, a brick-and-mortar storefront, online sales, wholesale partnerships with big box accounts, and independent retailers. You will also hear her talk about the challenges and victories of maintaining consistent growth as a business. This has been a really challenging year in 2025, and she's going to share how she has maintained and sustained during