Interior of the Javits Center.
I run a web and graphic design studio, Aeolidia, that serves creative product-based businesses. I attended the NY NOW trade show with our project manager, Sam, for the first time this winter.
The NY NOW show happens twice a year in New York City, in January and August. It used to be called the New York International Gift Fair. It has 500 Handmade designers, 1000 Lifestyle exhibitors, and over 1000 exhibitors in the Home category. The NY NOW site says that they get over 25,000 buyers.
The show is open to the trade only. This means that attendees are mostly buyers for shops – both small boutiques and large department stores. “Suppliers to the trade,” such as Aeolidia, and non-exhibiting manufacturers may pay to walk the show as well. The primary purpose of the show is to make new wholesale relationships and connect with existing wholesale customers.
Why did we go? We wanted to see what it was all about. Many of our clients attend this show, either as exhibitors or buyers, and we wanted to meet them in person. It was inspiring to see what new products, businesses, and trends were out there. I was also in blogging mode, having collected a bunch of questions from our readers. I had a goal to find out all I could from an exhibitor’s perspective, to share when I got back home. Of course it would also be delightful to be able to work with someone who may not have found us if we’d stayed behind our computer screens.
This show is huge. Huge! If you’ve ever been to a big urban craft fair, multiply the size and amount of people by at least 15, and you have NY NOW. We had talked to buyers before the show, to get a feel for what to expect. We learned that many buyers will take 3 or 4 days to walk the show. This makes sense if you’re there with half a year’s budget, and you’re sitting down making orders at many booths.
Sam and I started in the Handmade section, which is off on a floor by itself. We felt right at home. We saw so many wonderful things there! I fell in love with a few different pottery booths (Elizabeth Benotti! L & M Studio!), I met a favorite doll maker (Snuggly Ugly), and we chatted with some beloved clients from long ago about mobile websites.
That took us 3-4 hours, and we were having pretty quick chats at maybe half of the booths. We had nine hours the first day, and we walked the show for all of it, except for a brief lunch and a coffee break. From Handmade, we moved to Accent on Design, and started through the section of Lifestyle that had our favorite stationers and gift businesses.
Huggable wall of Blabla dolls.
On the second day, we were glad to find that we’d done a good job covering the areas that most of our clients would fit into. We were able to spend the second day walking the elaborate booths of the big businesses in the Home category. Elaborate crystal, china, and areas where we felt we were browsing an upscale department store. Did you know Lionel Richie has a homewares line? We would occasionally find one of “our” businesses tucked away amongst the glitz and stop for a chat. This section was fun to see, but we buzzed through it pretty quickly.
Me by the Lil’ Fairy Door.
I learned a lot! There are a lot of ways to reach out and communicate online. Whenever I attend a business event, it confirms that there’s no true replacement for the kind of conversations you can have in person. Are you curious about selling wholesale, or how you can improve what you do at trade shows, markets, or craft fairs? I am putting together blog posts right now on what I learned. Expect posts on:
– The best locations for handmakers
– Which time of year to attend
– What lead times shops expect
– Standing out when surrounded by similar businesses
– What to put together to make it easy for shop owners to buy from you
– Learning more about sales reps
You can follow my blog or join my newsletter, to be sure you don’t miss these upcoming posts.
Fabulous! I can’t wait to read your blog posts.
Hard at work on them now, Rachel! 🙂
Thank you for the brief tour of NYNOW. I have attempted to see that whole show, and it is too large to see in a day. 3 – 4 days would be the human way to see it!
This is a little off subject.
Do you do search engine optimization as a service in addition to website design?
Suzanne
Verde Cosi
Hi Suzanne,
We make sure all of our clients’ sites are prepped and ready for them to begin promoting the keywords they’re interested in, though we don’t do standalone work of this type. If you have more questions, please do get in touch by email. It’s always nice to hear from you!
A comparison of NYNOW to NSS would be great, too, Arianne (from an expanding to NYNOW from NSS perspective). A focus on what differences to expect from buyers (different industries attending, order volume/quantity, etc) and any differences in how to best represent your brand in this larger pond are areas that I’d love to get better insight into. I’m definitely looking forward to the Jan/Feb vs. August post too! Thanks for all of the great information you share!
Good ideas, Lauren! Yes, I think stationers are definitely curious about the comparison between the two.
Hello!
Thank you so much for this post. Great information. I am trying to search for the other posts on what you learned- do I need to sign up to view those, or can they be found by navigating your blog?
Many thanks. I look forward to hearing from you!
Anna
Some of our content is for members only.
Hey Arianne, first off, congratulation on this post. This is really awesome information and I think it could be really helpful for people looking how to sell wholesale there craft products, like me! So, thank you!