Selling wholesale on Faire can feel like a mystery. Most people who sell a product only ever see one side of the sale. They make something, list it, and hope a store says yes. But they never stand behind the counter. They never watch what actually moves off a shelf — and what just sits there collecting dust.
Lauren Rauter has seen both sides. She opened her boutique, Rock Paper Scissors, in Franklin, Tennessee in 2003. Two decades later, she turned everything she learned on the retail floor into a wholesale brand — now three brands — selling to stores across the world on Faire. That means she’s the buyer and the seller. And it changes everything about how she builds a business.
Here’s what she’s learned that any product-based business owner can use.
Selling Wholesale on Faire Starts With Products Retailers Reorder
When Lauren develops a new product to sell wholesale on Faire, she doesn’t start with “is this cute?” She starts with a retailer’s worry: will this sit on the shelf? She thinks about turnover. How long until it sells? Will someone buy it once and never again, or come back for more?
That’s why she loves things like cosmetic bags. People buy them, gift them, lose them, and buy more. It’s also why she learned a hard lesson with pickleball paddles. They sold out in 30 days, so she ordered a thousand more. Then the trend cooled. People who play already had a paddle. They didn’t need another one.
Her rule is simple: if she’d get stuck with it, a store will too. Build for the reorder, not just the first order.
Price for the customer you actually have
Pricing is where a lot of product owners freeze. Lauren’s answer is to aim for the middle — not so cheap it feels disposable, not so expensive it’s out of reach for her buyer.
She points to a candle to explain it. In her shop, she can’t sell a candle over about $30. But the store across the street sells $100 candles all day. Same street, different customer. Her shoppers are younger. They’re buying for their kids, their teens, their college girls. They walk into a bright, happy, colorful store and want all the fun stuff — and the fun stuff lives in the middle price range.
The lesson isn’t “charge less.” It’s “know exactly who’s buying, and price into their yes.”
When selling wholesale on Faire, your story sells before your product does
Because Lauren shops Faire for her own store, she knows what a buyer does when they land on a brand’s page. They’re not reading every spec. In the first few seconds, they’re deciding whether they like your look, your lifestyle, and how you make them feel.
For Lauren, that feeling is simple: an everyday moment can feel special. It shows up in her products — the pretty shears she uses to cut flowers in her garden, the pajamas that match the slippers. She doesn’t plaster a tagline everywhere. She lets the products and the shop say it for her. If you want stores to buy in, give them a feeling to buy into first.
Turn one order into a loyal partner
Being a retailer taught Lauren how much a single order means — because she remembers every customer who ever trusted her shop. She treats the person spending $5 on greeting cards the same as the one spending $5,000. And she carries that into wholesale. Every order gets a thank-you. Every reorder gets another one.
It’s not a script. It’s real. As she puts it, when a store buys her pajamas, they’re helping pay for her daughter’s cheer season. That gratitude is what turns a one-time buyer into a store that carries you for years.
Don’t quit — pivot
If there’s one thread through Lauren’s 20 years, it’s this: she keeps adjusting. A Nashville pop-up turned into custom work for a national retailer. When that account vanished overnight, she rebuilt on Faire. When COVID shut her doors, a balloon business paid the rent. When her teenage daughter pitched a squishy idea on a spring-break trip, it became a whole new brand, Pop Squish Co.
She’ll be the first to tell you she still battles imposter syndrome and feels like a “hot mess” half the time. But she doesn’t stop. Confidence was never the requirement. Refusing to quit was.
Why Selling Wholesale on Faire Is Different
If you’re building a product business and wondering whether you’re doing it right, take it from someone who’s stood on both sides of the sale: you don’t need to have it all figured out. You need to keep showing up, keep listening to your buyer, and keep pivoting when the ground shifts.
Want the full conversation? Listen to this episode of the She Sells Differently podcast — and use code ANDEE10 for 10% off $150+ on Faire across all of Lauren’s brands.
Andee Hart is an award-winning sales executive who walked away from traditional success to reinvent how product-based businesses grow. After nearly 20 years in corporate America, she turned a kitchen-counter candle experiment into Hart Design Co, a wholesale brand carried by hundreds of boutiques across North America. That experience became the foundation for She Sells Differently, where Andee is teaching emerging product brand owners to redefine what it means to sell by serving with excellence, growing with strategic purpose, and shining as a light in the marketplace.
