Let’s Talk Shop

How Sarah Scaled Little Black Cat Illustrated to 300 Stockists with Faire, SEO and Systems

In this episode of Let’s Talk Shop, I’m joined by Sarah Wilson, founder of Little Black Cat Illustrated, a Manchester-based paper goods brand creating quirky, folksy prints, greeting cards and stationery.
 
Sarah shares how she grew from her very first wholesale order in 2023 to now being stocked in over 300 shops worldwide.
 
We dive into the funding, systems, and platforms that supported her growth — and the lessons she’s learned along the way.
 
Timestamps:
00:00 Introduction and Guest Welcome
00:26 Sarah’s Business Journey
01:42 Wholesale Growth and Challenges
04:40 Securing a Business Loan
06:59 Success on Faire
10:34 Diversifying Income Streams
18:10 Balancing Business and Wholesale
23:45 Proud Wholesale Wins
26:50 Conclusion and Contact Information
 
What you’ll hear in this episode:
The moment Sarah decided to take wholesale seriously.
How she funded her growth with a £6k small business loan.
The systems that helped her manage scale without burning out.
The strategies that made Faire a powerful sales channel for her brand.
Why SEO, product photography, and stockist relationships have been key to her success.
Her future goals: licensing, trade shows, and breaking into larger retailers like Selfridges, Liberty, and Oliver Bonas.
 
Connect with Sarah:
🌐 Website: littleblackcatillustrated.com
📸 Instagram: @littleblackcatillustrated
🛒 Faire: Little Black Cat on Faire
 
Links & Resources:
✨ Website: Small Business Collaborative
📸 Instagram: @small_business_collaborative
🚀 Sales Growth Lab: Learn more here
📊 Free Freedom Sales Calculator: Download here
 
Do you know how many stockists you need to make the income you want?
If not, grab the Freedom Sales Calculator — it will show you exactly how many stockists you need, how many to pitch to, and how much traffic to drive to your website.

How Morena Built Kodes Through Wholesale and In-Person Pitching

How Morena Built Kodes Through Wholesale and In-Person Pitching
 
In this episode of Let’s Talk Shop, I’m joined by Morena Fiore, the founder and designer-maker behind Kodes, a bold jewellery brand known for statement pieces, Art Deco influences, aromatherapy diffuser jewellery, and her popular glasses chains.
 
Morena shares her journey of turning a personal story into a thriving brand, how she rebranded with a strong “why,” and how wholesale has helped her grow in ways she never expected. From pitching in person to opticians, to standing out at 100% Optical with a bright and disruptive stand, Morena has taken a less traditional wholesale route and made it her own.
 
We also talk about how to push past discomfort when selling, managing business growth alongside ADHD, balancing two businesses, and why wholesale can provide both validation and resilience in a changing retail landscape.
 
If you have ever felt nervous about pitching in person or wondered if wholesale could work for your brand, this conversation is full of practical tips and encouragement.
Time Stamps
00:00 Welcome and Introduction
00:52 Morena’s Journey into Jewelry Making
02:09 The Importance of Personal Expression
04:15 Support and Community for Alopecia
05:31 Diving into Wholesale and Trade Shows
07:52 Overcoming Sales Challenges
11:39 Tips for Successful In-Person Sales
17:57 Staying Motivated and Inspired
18:40 Exciting Wholesale Opportunities
19:08 Turning Competitiveness into a Game
19:42 Mapping Success and Motivation
20:17 The Importance of Follow-Ups
22:11 Managing ADHD in Business
24:23 Balancing Two Businesses
26:37 Wholesale Growth and Challenges
33:09 Proudest Wholesale Moments
37:02 Where to Find Us
Connect with Morena
Website: kodes.me.uk
Faire direct link: https://faire.com/direct/kodes?utm_source=widgetv2&widgetToken=bw_fj8t66jzfw
Instagram: @kodes_accessories
Website and SEO services: morenafiore.com
 
Resources mentioned
Sales Growth Lab: smallbusinesscollaborative.co.uk/sales-growth-lab
Elevate Your First Trade Show: smallbusinesscollaborative.co.uk/elevate-your-first-trade-show
Free Resource for Listeners
Want to send stronger, more confident wholesale emails?
Download my Email Pitch Checklist: smallbusinesscollaborative.myflodesk.com/checklist
Connect with me
Website: smallbusinesscollaborative.co.uk
Instagram: @small_business_collaborative
 
Subscribe to Let’s Talk Shop on Spotify, Apple Podcasts, or wherever you listen.

How Onneke Grew Her Illustration Brand to 350 Shops Across the UK

How Onneke Grew Her Illustration Brand to 350 Shops Across the UK
 
In this episode of Let’s Talk Shop, I’m joined by illustrator and brand founder Onneke, whose coastal and nature-inspired designs have found their way into 350 shops across the UK. From her beginnings in Sussex with a gift shop and a small collection of greeting cards, to building a nationwide wholesale business stocked everywhere from city boutiques to island gift shops, Onneke’s journey is both inspiring and practical.
 
We talk about the realities of scaling wholesale, the power of collections, how innovative products like her logbooks transformed her business, and what it takes to plan strategically while staying true to your creative roots.
 
If you have ever wondered how to grow wholesale beyond a handful of stockists, this conversation is packed with lessons and encouragement.
Time Stamps
00:00 Welcome and Introduction
00:39 Meet Onneke: The Journey of a Coastal Brand
03:21 Expanding the Brand: From Local to National
05:47 Challenges and Growth in Wholesale
08:25 Innovative Products and Market Response
15:35 Strategic Planning and Future Goals
21:22 Reflecting on Smaller Shows
21:36 Preparing for Top Drawer
21:52 Product Design and Market Trends
23:52 Wholesale Business Strategy
26:36 Advice for Aspiring Wholesalers
32:46 Proudest Wholesale Moments
36:11 Where to Find My Work
Connect with Onneke
Website: onneke.uk
Faire direct link: faire.com/direct/onneke
Instagram: @onnekestudio
Wholesale website: onneke.orderspace.com
Free Resource for Listeners
Want to send stronger, more confident wholesale emails?
Grab my Email Pitch Checklist. It is quick, clear, and helps you pitch without second-guessing every sentence.
Download the checklist
Connect with me
Website: smallbusinesscollaborative.co.uk
Instagram: @small_business_collaborative
 
Subscribe to Let’s Talk Shop on Spotify, Apple Podcasts, or your preferred podcast platform.

From zero to 40 stockists in a year - How Lisa from House of Payne has grown here business

From zero to 40 stockists in a year – How Lisa from House of Payne has grown her business
 
In this episode of Let’s Talk Shop, I’m joined by Lisa Payne, the owner of House of Payne – a colourful art print and greeting card company known for its vibrant designs and unique Riso printing technique.
 
Lisa shares how she’s grown from starting wholesale just over a year ago to working with 40 stockists, including Oliver Bonas, and why she’s kept her range intentionally small. We talk about building relationships with buyers, navigating production challenges, and the mindset shifts that helped her grow quickly without waiting for everything to be “perfect.”
 
Whether you’re just starting out or looking to grow your wholesale, Lisa’s story is full of encouragement and practical takeaways.
 
📍 Episode Timestamps:
00:00 Introduction and Welcome
00:14 Meet Lisa Payne: Owner of House of Payne
01:07 Lisa’s Wholesale Journey
03:13 Challenges and Strategies in Wholesale
04:54 The Unique Riso Printing Technique
10:01 Building Relationships with Stockists
13:40 Overcoming Challenges and Growing Confidence
17:12 Advice for Aspiring Wholesalers
19:00 Proudest Moments and Conclusion
 
📥 Free Resource:
Want to send stronger, more confident wholesale emails?
Grab my Email Pitch Checklist — it’s quick, clear, and helps you pitch without second-guessing every sentence.
👉 Get it here
 
✨ Find House of Payne:
Website: houseofpaynemcr.com
Instagram: @houseofpaynemcr
 
👋 Connect with me:
Website: smallbusinesscollaborative.co.uk
Instagram: @small_business_collaborative
 
🎧 Subscribe for more guest interviews, solo sales episodes, and behind-the-scenes support to help you grow your wholesale with confidence.

How Another Loop got their first 24 stockists (and used grants to grow faster)

In this first guest episode of the season, I’m joined by Charlotte from Another Loop — a beautifully designed hot-foiled stationery brand based just outside Newcastle, co-founded with her partner Tom.
 
Charlotte shares how they grew from just 5 to 24 stockists in under a year, how they used local grants to fund mentoring and equipment, and why wholesale felt like a more sustainable way to grow — without the pressure of going viral on Instagram.
 
We talk about pitching, getting ghosted, creative flyers, and what it really takes to build a product business with momentum and meaning.
 
📥 Free Resource:
Want to send stronger, more confident wholesale emails?
Grab my Email Pitch Checklist — it’s quick, clear, and helps you pitch without second-guessing every sentence.
👉 https://smallbusinesscollaborative.myflodesk.com/checklist
 
⏱️ Timestamps:
00:00 – Welcome to Let’s Talk Shop
00:33 – Meet Charlotte from Another Loop
00:47 – Starting the business and running it with her partner
03:06 – Why they pivoted into wholesale and how it changed their growth
06:30 – Overcoming the fear of silence and rejection
09:02 – How she built confidence with pricing and wholesale conversations
11:45 – Creative outreach: making flyers and sending physical mail
14:20 – Why little touches (like handwriting and stamps) still matter
15:27 – Using local grants to fund mentoring and buy equipment
19:30 – How to approach your council for support (and what to say)
20:01 – Building relationships with stockists and gaining confidence
22:44 – What surprised her about wholesale vs. selling DTC
23:55 – Lessons from Faire: it’s not the be-all and end-all
26:01 – Big goals ahead: Liberty, Oliver Bonas, international growth
28:00 – Proudest moments and stockist feedback that made it all worth it
30:00 – Where to find Another Loop online
 
✨ Find Another Loop:
Website: https://www.anotherloop.co.uk
Instagram: https://www.instagram.com/another_loop
 
👋 Connect with me:
Website: https://www.smallbusinesscollaborative.co.uk
Instagram: https://www.instagram.com/small_business_collaborative
 
🎧 Subscribe for more guest interviews, solo sales episodes, and behind-the-scenes support to help you grow your wholesale with confidence.

Your Sales Aren’t Inconsistent - Your Strategy Is

Your Sales Aren’t Inconsistent - Your Strategy Is
 
If you’ve ever thought, “I just need to be more consistent,” or “Why do I keep falling off the sales wagon?” — this episode is for you.
 
Because the truth is: it’s not about discipline, motivation, or even confidence.
It’s that you’re likely trying to grow your wholesale without a system that actually works for you.
 
In this episode, I’ll walk you through the real reason your wholesale feels chaotic, the emotional toll of winging it, and what a structured sales strategy can do for your confidence and momentum. Plus, I’ll introduce the P.A.R.T.Y. Framework — the five-part structure we use inside Sales Growth Lab to turn guesswork into growth.
 
📌 This is the final solo episode of the season — interviews with product-based brands are coming next!
⏱️ Episode Breakdown:
 
00:00 — Introduction: Overcoming Inconsistency in Wholesale
00:40 — Meet Therese: Your Wholesale Consultant
01:22 — Understanding the Inconsistency Cycle
02:42 — The Importance of a Structured Strategy
04:13 — Introducing the PARTY Framework
05:56 — Sales Growth Lab: A Path to Consistency
06:57 — Review and Reflect on Your Wholesale Strategy
09:11 — Final Thoughts and Upcoming Interviews
💡 Quick Action Tip:
Take 10 minutes today to review your current wholesale strategy. What’s working? What’s missing? Are you relying on hope… or a plan?
🔗 Links & Resources:
 
✨ Join the Sales Growth Lab waitlist and get the free Email Pitch Checklist:
https://smallbusinesscollaborative.myflodesk.com/checklist
 
🌐 Learn more about Sales Growth Lab and the P.A.R.T.Y. Framework:
https://www.smallbusinesscollaborative.co.uk/sales-growth-lab
 
📱 Follow Therese on Instagram:
https://instagram.com/smallbusinesscollaborative

Why Your Stockists Don’t Reorder (And How to Fix It)

Episode 7: Why Your Stockists Don’t Reorder (And How to Fix It)
 
You worked hard to get that first wholesale order — so why aren’t they reordering?
 
In this episode, we’re talking about one of the most common gaps in wholesale: the follow-up. Because most buyers don’t ghost you on purpose — they just haven’t heard from you. And staying visible is what keeps you relevant… and keeps the reorders coming in.
 
We’ll cover why reorders are the easiest sales to make (and often the most overlooked), how to follow up without feeling pushy, and what kind of visibility actually builds trust and gets results.
 
💡 Real-life result: One client shifted her follow-up strategy and turned a quiet stockist into a consistent monthly buyer — without discounting or chasing.
 
Episode Breakdown:
 
00:00 — Introduction: Why Customers Don’t Reorder
00:28 — Meet Therese: Your Wholesale Growth Guide
00:37 — Season Overview: What’s in Store
00:56 — The Importance of Follow-Up for Reorders
01:30 — Overcoming the Fear of Following Up
02:13 — Building a Solid Reorder Strategy
02:23 — Staying Visible: Tips and Tricks
03:31 — Real-Life Success Stories
03:56 — Shifting Your Strategy for Consistent Reorders
04:29 — Join the Sales Growth Lab
04:57 — Conclusion: What’s Next?
🔗 Links & Resources:
 
✨ Join the Sales Growth Lab waitlist and get your free Email Pitch Checklist:
https://smallbusinesscollaborative.myflodesk.com/checklist
 
🌐 Learn more about the Sales Growth Lab program:
https://www.smallbusinesscollaborative.co.uk/sales-growth-lab
 
📱 Follow Therese on Instagram:
https://instagram.com/smallbusinesscollaborative
✅ If you enjoyed this episode, don’t forget to follow Let’s Talk Shop so you never miss a new one. Interviews with product-based brands are coming soon — and they’re packed with practical wholesale tips you won’t want to miss.

5 Big Mistakes I See in Wholesale Pitches

Episode 6: 5 Big Mistakes I See in Wholesale Pitches
 
If you’ve been sending pitches and hearing crickets — this episode is for you.
Even with great products, unclear or hesitant emails will get ignored. In this episode, I break down the 5 most common (and fixable) pitch mistakes I see from product-based business owners — and what to do instead.
 
We’ll talk about:
Why vague pitches don’t work (even when your products are amazing)
The “hope you’re well” trap — and what to say instead
How to sound confident without being pushy
Why clear next steps matter more than ever
The truth about follow-ups (hint: you’re not being annoying)
 
I’ll also share a real result from one of my Sales Growth Lab students — and how a simple pitch rewrite lead to two replies and one order right away.
 
If you want to pitch with more confidence and finally start hearing back from stockists, this one’s a must-listen.
🧠 Timestamps
00:00 – Introduction: The Struggle with Wholesale Pitches
00:23 – Recap of Previous Episodes
01:05 – Today’s Focus: Improving Your Email Sales Pitch
01:26 – Common Mistakes in Email Pitches
02:01 – Mistake 1: Vague Pitches
03:13 – Mistake 2: The ‘Hope You’re Well’ Trap
04:06 – Mistake 3: Lack of Confidence
04:56 – Mistake 4: No Clear Call to Action
05:17 – Mistake 5: Not Following Up
05:42 – Success Stories and Final Tips
06:23 – Conclusion and Next Episode Teaser
🎯 Want to improve your pitches today?
Join the Sales Growth Lab waitlist and I’ll send you my free Email Pitch Checklist right away. You’ll also be the first to know when the programme reopens and inside you get access to my custom chat gpt that helps you write a full 6-touchpoint email funnel in 30 minutes — tailored to your business.
→ https://smallbusinesscollaborative.myflodesk.com/checklist
🔗 Resources & Links
Sales Growth Lab info: https://www.smallbusinesscollaborative.co.uk/sales-growth-lab
Website: https://smallbusinesscollaborative.co.uk
Instagram: https://instagram.com/smallbusinesscollaborative

Your Wholesale Sales Style - and Why It Matters

Episode 5 — Your Wholesale Sales Style (And Why It Matters)
If you’re not getting the wholesale sales you want — or need — the problem probably isn’t your products.
It’s that you’re trying to sell in a way that doesn’t suit you.
 
In this episode of Let’s Talk Shop, I’ll walk you through the five most common sales styles I see — and how each one can either help or hinder your wholesale growth. Whether you’re an overthinker, a spree seller, a ghost, a connector, or a hustler… you’ll leave this episode with clarity and next steps.
 
Because when you understand how you naturally sell, it becomes so much easier to build a strategy that actually works for you — and finally stop second-guessing everything.
In This Episode:
 
00:00 Introduction to Wholesale Sales Challenges
00:31 Meet Your Host: Therese
00:34 Overview of the Season
00:55 Introduction to Sales Styles
01:38 Sales Style 1: The Overthinker
02:53 Sales Style 2: The Spree Seller
04:12 Sales Style 3: The Ghost
05:08 Sales Style 4: The Connector
06:28 Sales Style 5: The Hustler
07:27 Why Your Sales Style Matters
08:21 Client Success Story
08:59 Sales Growth Lab: Your Path to Success
09:49 Conclusion and Call to Action
🔗
Links & Resources
 
Get the Free Email Pitch Checklist
→ https://smallbusinesscollaborative.myflodesk.com/checklist
 
Join the Waitlist for Sales Growth Lab
→ https://www.smallbusinesscollaborative.co.uk/sales-growth-lab
 
Inside the program, you’ll also get access to my custom ChatGPT tool that helps you write a 6-part wholesale email funnel in 30 minutes — tailored to your products and buyers.
 
Visit My Website
→ https://smallbusinesscollaborative.co.uk
 
Follow Me on Instagram
→ https://instagram.com/smallbusinesscollaborative

Is Wholesale Still Worth It in 2025?

Episode 4: Is Wholesale Still Worth It in 2025?
 
If you’ve been wondering whether wholesale is still worth it — because it feels harder, slower, or less predictable than it used to — this episode is for you.
 
The truth? Wholesale still works. But not if you’re treating it like it’s 2019.
 
In this episode, I’m sharing:
What’s really changed in the retail landscape.
3 key shifts that are shaping how buyers make decisions in 2025.
Why wholesale is still one of the best ways to build predictable income — if you’re ready to evolve how you approach it.
 
You’ll walk away with a clearer picture of what’s going on behind the scenes for buyers, and what you can do to stay visible, relevant, and top of mind (without being pushy).
 
Because yes — your products are great. But if buyers are overwhelmed, distracted, and being pitched by 10 other brands… the best thing you can do is make it easy for them to say yes.
 
And that’s exactly what I help you do inside Sales Growth Lab.
Links and Resources
Join the Sales Growth Lab waitlist & download the free Email Pitch Checklist:
👉 https://smallbusinesscollaborative.myflodesk.com/checklist
 
Explore Sales Growth Lab:
👉 https://www.smallbusinesscollaborative.co.uk/sales-growth-lab
 
Visit my website:
👉 https://smallbusinesscollaborative.co.uk
 
Say hi on Instagram:
👉 https://instagram.com/smallbusinesscollaborative
Timestamps
00:00 — Strong Hook + Intro
01:06 — What Wholesale Used to Look Like
02:07 — What It’s Like Now
03:26 — 3 Key Shifts I See Right Now
05:03 — Why Wholesale Still Matters
06:07 — Let’s Recap + What’s Next