Proof to Product

Our Paper Camp alumni are doing incredible things and growing their wholesale businesses in a very intentional and meaningful way. Today's guest is Lesa Muehlstein from Birdie Mae Designs, and she is no exception.

I've been keeping tabs on Lesa's progress ever since she attended Paper Camp in early 2022.

Lesa added 200 new stores within 2.5 years of attending Paper Camp, and as she will share today, that number is even higher now.

Lesa came to Paper Camp in early 2022 and before our 4 weeks were up, she had secured 5 new stores, bringing her total count to 15.

During that time, she also raised her prices and refined her sales system. August 2023, she messaged me to say that she was now in 100 stores and that her brand had been featured in a national magazine in August 2024.

Just one year later, she shared that she was in 200 stores! This growth did not happen overnight and it was not without its challenges, but it is worth celebrating Lesa's successes every step of the way.

On today's episode, Lesa shares her startup story and we talk about inventory and product challenges, particularly balancing how much inventory to order when space and cash flow are constraints.

She shares what sales data she's tracking and how she uses that data to make decisions in her business, including what to discontinue or what to buy more of.

We also talked about the benefits of wholesale, specifically how we can systematize the sales, production, and fulfillment of wholesale orders in a way that makes the business work around personal responsibilities.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the wait list and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/428

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

One of my favorite things to do is to shout out our student wins and community wins from the rooftops. And part of that is also bringing people back to share their story.

Today's episode is with my friend Kate Murray of Quick Brown Fox Letterpress. She is back on the podcast to share where she's at now and all the new things that are happening in her business. Last time Kate and I talked here publicly was August of 2020, which feels like a lifetime ago.

As we all know, business can significantly shift in five years and a lot has changed for Kate.

She opened her own retail store and she's got a new leadership role with the Greeting Card Association.

In our conversation today, Kate shares her journey of launching a storefront, how she balances wholesale and retail operations, and the innovative ways that she's nurturing relationships with both key accounts and independent retailers.

She shares about some exciting wholesale collabs she's doing in the next year and the importance of patience for these types of collaborations to actually come to fruition.

Sometimes it's really about playing the long game with wholesale, which I know can be frustrating at times, but it is a really important reminder to us that good things do take time to develop.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the wait list and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/427

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

You may have seen on social media that Amazon recently scrapped dozens of small business e-commerce websites and added people's products to the Amazon Buy for Me platform. This is a new platform that Amazon rolled out and they did this without consent from the brands.

Now, as you can imagine, this has created a lot of outrage from small businesses that sell online and who intentionally chose not to sell on Amazon. To find your products listed on Amazon when you did not choose to do so, that's a lot to swallow, right?

But it also creates a lot of logistical headaches. So as an example, items were listed on Amazon with incorrect photos or product descriptions. Discontinued or no longer in stock items were listed and many brands did not even know that their products had been added to Amazon until they heard about it on social media and searched for their brand.

My guest today is Angie Chua of bobo designs. Angie has been vocal on social media, sharing information and the steps that she's taken to protect her products and brand.

This is a developing story, but Angie shares what she's learned, the steps she has taken to remove her products from Amazon and we talk about why this is bad for small businesses.

There's a lot of folks out there that are thinking, isn't this great visibility for small business? And the answer is, no, it's not.

If you are looking for a community of folks who are talking about current events that affect product businesses in real time, come join us in LABS. We have trainings, templates, coaching calls and all the things, but we also share solutions for real time issues and we also celebrate real time wins. So if you're looking for that kind of community, join us!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/426

Quick Links:

Google Form for if your catalog was on Amazon without your consent

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Today on the podcast, I'm talking with Isabella Montano Ghazarians, the founder of Isabella MG. Isabella MG is a Latina-owned stationery brand known for its cheerful, light-hearted cards and cositas, that's Spanish for little things.

One of the things I really enjoy about Isabella's work is how naturally she weaves her culture into her products, creating designs that are both in English and Spanish. These products feel thoughtful, inclusive, and genuinely joyful.

In this episode, Isabella shares what it's been like growing her business since she launched in 2020 while also navigating some really big personal shifts. We're talking about becoming a mom recently, moving from San Diego to Los Angeles, and continuing to lead a growing team remotely.

We also talk about building products that resonate across cultures, managing that remote team we mentioned, and the opportunities that have helped bring Isabella's work into big box retailers like Target and HomeGoods.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the waitlist, and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/425

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Today on the podcast, I'm talking with Isabella Montano Ghazarians, the founder of Isabella MG. Isabella MG is a Latina-owned stationery brand known for its cheerful, light-hearted cards and cositas, that's Spanish for little things.

One of the things I really enjoy about Isabella's work is how naturally she weaves her culture into her products, creating designs that are both in English and Spanish. These products feel thoughtful, inclusive, and genuinely joyful.

In this episode, Isabella shares what it's been like growing her business since she launched in 2020 while also navigating some really big personal shifts. We're talking about becoming a mom recently, moving from San Diego to Los Angeles, and continuing to lead a growing team remotely.

We also talk about building products that resonate across cultures, managing that remote team we mentioned, and the opportunities that have helped bring Isabella's work into big box retailers like Target and HomeGoods.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the waitlist, and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/425

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

This week on the podcast, we have my friend and Paper Camp alum Stephanie Clarke of Dahlia Press and Chloe Clarke Paper. Stephanie has been on the show a few times, sharing how she started her business and different pivots along the way (episode 021, episode 160, and episode 308). But today, we are discussing where she's at now, including the complexities of running two sister businesses.

She has her greeting card and stationery line called Dahlia Press and a bespoke custom invitation studio called Chloe Clarke Paper.

We talk about the importance of building relationships in wholesale and custom work and the realities of juggling multiple business models including, a brick-and-mortar storefront, online sales, wholesale partnerships with big box accounts, and independent retailers.

You will also hear her talk about the challenges and victories of maintaining consistent growth as a business. This has been a really challenging year in 2025, and she's going to share how she has maintained and sustained during those challenges. We also talk about the evolving industry changes that are happening and how we deal with that, and the strategies that Stephanie uses to keep both her team and her customers engaged.

Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.

Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.

Each week's teachings build on the previous week, and we host weekly live, engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the waitlist and you'll get early access to enroll.

SIGN UP FOR THE WAITLIST

You can view full show notes and more at http://prooftoproduct.com/424

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

The Proof to Product podcast team and I are practicing what we preach and the podcast is taking a winter break! We will be back with a new podcast episode on Tuesday, January 6, and we have some incredible things lined up for you!

While we're gone, be sure to dip back into the archives. We have over 420+ incredible episodes to help you strengthen your business.

Have a great two weeks and I will see you on January 6th!

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Today's episode is a look at what is going on with independent retail shops right now.

I sat down with my friend Jen from Tiny Turns Paperie. She's one of our Paper Camp speakers and a longtime advocate for small businesses.

We talk honestly about some of the hardships that shop owners have been facing during 2025: everything from operational curveballs to tariffs and other things that have impacted the way they do business.

We did get into some specifics about unpredictable buying patterns, last-minute shopping, the rise of treat yourself, and community-driven products.

We also talked about some of the less glamorous stuff that goes into running a brick & mortar like inventory delays, tariffs, shipping headaches, and things like that.

I think it's important for you to hear today's episode because the things that the indie buyers and brick and mortar shops are navigating do impact how they're doing business with you, too, so Jen's perspective is invaluable as always.

You'll hear specifically how she's possibly adjusting her buying, why planners are hot right now, and why she's focusing on collaboration across indie businesses to really strengthen customer loyalty.

If you want ongoing analysis like this about trends, data, systems, sales, and marketing strategies for your product-based business, come join us in LABS. We break down what's happening across the industry and help you apply it directly to your business

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/423

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

Today, I'm sharing a case study and an analysis that I originally shared with our LABS members.

The reason I'm doing this is, one of the most valuable things that we can do as a product-based business owner is look outside of our industry for inspiration, ideas, and new ways of thinking about our own business.

When we study how other industries structure their revenue models, how they build community or how they create demand for their products, we really start to see new and fresh opportunities that we can adapt in our own way for our own business.

In this episode, we're looking at Athletic Brewing Company and how they doubled their D2C subscription sales in 2025 by positioning their membership as a VIP lifestyle experience rather than a discount program. It's a simple shift, but a strategic one.

It really sparked two ideas that I think you can use: One will be for your D2C sales ecosystem, and one is for your wholesale channel.

We will walk through what Athletic Brewing Company got right, why their approach works, and how you can apply versions of this inside of your own business in a way that again fits your particular audience, your product line, margins, and, of course, your capacity.

If you want to see more case studies like this, real examples from outside of the consumer gift world, and you want to see how we break them down into actionable insights and ideas for your product brand, this is exactly the type of work we do inside of Proof to Product LABS every single week.

This is a coaching program specifically built for product-based business owners, with members from across industries and across the globe. We have member-only events inside of LABS, so request your invitation to join below!

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/422

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz

On today's episode, we are digging into the financial side of running a creative product business and I've invited someone that I deeply trust with both my personal and business finances.

It's Mary Beth Storjohann from Allora Wealth. Mary Beth and I have worked together since 2016 and she has guided my husband and I through everything from financial planning for the family to long-term business strategy.

She's one of the few financial planners and advisors who really understands how intertwined your life and your business become when you are a small business owner.

Her approach to "whole life wealth," is exactly what so many founders need. It's a practical framework for building stability today while also setting yourself up for future security. In this conversation, we're going to get into real, actionable steps that you should be taking before the end of the year.

These are things that can save you money come tax time and also support your long-term financial health. We will talk about blind spots that she sees most often with creative entrepreneurs and why getting clear on your enough number can change how you plan and make decisions. Now, if you want to finish the year on solid financial footing and also set yourself up for success in the future, this episode is going to be incredibly useful for you.

Before we get into today's conversation, if you are serious about growing your product-based business, you need to be inside of Proof to Product LABS. LABS is where creative product brands go for coaching and strategies, community and accountability that actually move the needle.

We're talking stronger sales, better systems, smarter marketing, and a clearer plan for profit. If you are ready to stop guessing and start really growing with proven guidance, then come join us in LABS.

REQUEST YOUR INVITATION

You can view full show notes and more at http://prooftoproduct.com/421

Quick Links:

Free Wholesale Audio Series

Free Resources Library

Free Email Marketing for Product Makers

PTP LABS

Paper Camp

Mentioned in this episode:

Take the free quiz!

Map out your next 90 days here: http://prooftoproduct.com/quiz