If I Had to Start Over on Faire Today, Here’s Exactly What I’d Do

If someone handed me a brand-new Faire shop today and said, “Start over from scratch,” my approach would probably surprise you.

I wouldn’t spend hours trying to figure out the algorithm.

I wouldn’t obsess over adding dozens of products.And I definitely wouldn’t chase every new strategy I saw online.

Instead, I’d focus on building a shop that makes it incredibly easy for retailers to understand what I sell and feel confident placing an order.

After growing Birch House Games into a multi-six-figure business on Faire, here are the five things I’d prioritize first.

1. Get Crystal Clear on Who My Products Are For

One of the biggest mistakes I see sellers make is trying to appeal to everyone.

The more specific you can be about your ideal retailer and their customer, the easier every other decision becomes.

Ask yourself:

• Who is my ideal retailer?

• What type of customer shops in their store?

• Why would this product be a great fit for them?

When you’re clear on who you’re serving, your product descriptions, photography, collections, and messaging all become much easier to create.

2. Invest in Product Photos That Tell the Story

Retailers make quick decisions.

They don’t have time to guess what your product is, how it’s used, or why it belongs in their shop.

Strong product photography should answer those questions before a retailer even reads your description.

Ask yourself:

• Can someone immediately tell what this product is?

• Do my images communicate quality?

• Am I showing scale, packaging, and lifestyle use where appropriate?

Great photos don’t just make your products look beautiful. They build confidence.

3. Build a Homepage That Answers the Big Questions

When a retailer lands on your Faire shop, they’re looking for clarity.

Within seconds, they want to know:

• What do you sell?

• Who is it for?

• Why would it perform well in my store?

Your cover image, brand story, collections, and featured products all work together to answer those questions.

If retailers have to work too hard to figure out your brand, they’ll often move on.

Remember:

Retailers can’t buy what they don’t understand.

4. Be Intentional About Retailer Outreach

One of the biggest misconceptions about wholesale is that you simply upload your products and wait for retailers to find you.

While Faire does bring organic traffic, some of my best retail relationships started because I introduced myself first.

Research retailers that genuinely align with your brand.

Send thoughtful, personalized outreach.

Focus on building relationships instead of simply making sales.

Wholesale is built on trust, and trust takes time.

5. Improve One Thing Every Week

This might be the most important lesson of all.

You don’t have to rebuild your entire shop overnight.

In fact, I wouldn’t recommend it.

Choose one area to improve each week.

Maybe this week you update your product photography.

Next week you refresh your collections.

The following week you optimize product descriptions.

Small, consistent improvements compound over time.

Final Thoughts-

There isn’t one right way to succeed on Faire.

Every business is different, and what works for one seller may not be the perfect fit for another.

But if I were starting over today, I’d focus less on finding the “perfect strategy” and more on creating a shop that is clear, trustworthy, and easy for retailers to shop.

That’s ultimately what I help sellers do through Product Partner Co.

Whether it’s a Site Audit, the Send & Sell Club, The Wholesale Huddle podcast, or simply sharing free resources, my goal is to help sellers make better business decisions with clarity and confidence.

Because wholesale doesn’t have to feel overwhelming, and you don’t have to figure it all out alone.