Retail Readiness: Wholesaling to Stores

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Do you make and sell products to a loyal following online or at craft shows but want to see your work on the shelves of your favorite boutique? It takes more than having great products to earn a retailer’s interest, trust, and money. Learn how to approach stores and make it easy for them to buy from you. During this workshop, guest speaker Rena Tom will guide you in reevaluating your business through the eyes of a buyer. Students will learn now to research the right stores to approach and how to edit their lines for maximum appeal. We’ll also look at the content of your line sheet and catalog, discuss what makes a compelling pitch and how buyers find out about new lines, and talk about the importance of establishing a good relationship with your stores. You will take home the knowledge required to present your line to buyers in a way that maximizes sales potential.

WHAT: Retail Readiness: Wholesaling to Stores

WHEN: Wednesday, August 5th from 6:00PM -8:00PM

Please be aware of city traffic and neighborhood parking issues to arrive on time for refreshments, networking with your peers, and to meet the Urban Air Market team.


museum of craft and design


Museum of Craft and Design

2569 Third Street

San Francisco, CA 94107


RSVP to reserve your spot!




Museum of Craft and Design’s exhibitions focus on craft and design in all media by introducing visitors to a broad range of artists and designers and to the many approaches to creative expression in these fields. Our mission is to showcase and explore exceptional examples of contemporary work in craft and design through engaging exhibitions and public programs.


Rena Tom is the founder of Makeshift Society, an organization for freelancers, independent business owners, and small teams. Founded in San Francisco in 2012 with a second location in Brooklyn in 2014, Makeshift Society places a great deal of emphasis on peer education and mentoring as well as connecting subject-matter experts to bolster each others’ businesses. Their innovative programming is designed to encourage cross-disciplinary learning and the resulting environment is perfect for organically growing business and discovering opportunities for collaboration.


Rena is deeply involved in many different communities – maker, designer, entrepreneur – in an effort to foster new collaborative projects. She has spoken on these topics at conferences like TYPO, Pioneer Nation, and Creative Mornings. Previously, she owned Rare Device, a store and art gallery with locations in Brooklyn and San Francisco. Rena has also operated a successful jewelry design and invitation design business, and during the first Web boom, she was a web content management consultant.

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