463 | How NY NOW’s New Ownership is Reimagining the Experience For Brands and Buyers with Dorothy Belshaw

Dorothy Belshaw has spent more than three decades in the gift, home, and trade show industries. She's led some of North America's biggest markets—from NY NOW to Atlanta Mart, and Las Vegas Market.Earlier this year, Dorothy partnered with industry veterans William Lacey and Karen Olson to acquire NY NOW through Rockview Management Group and bring the iconic 100+ year-old show into its next chapter.In this episode, you'll learn:What changes when a trade show is owned by a small, industry-embedded team instead of a large company What she and her partners changed in their first few months, and how the summer show performed How they're rebuilding category depth, including Home returning as a primary category and Handmade coming back under external jury How multi-line agency partnerships re-engage the reps who are already in stores year-round What NY NOW is doing to bring buyers back from the Northeast, mid-Atlantic, northern Midwest, and eastern Canada Why Dorothy believes buyers can't build a full assortment digitally, and what that means for your booth What support is being built for newer and smaller exhibitors, and how to make an impact in a smaller footprint What the strongest brands at the show have in common: evolving product, early commitment, and follow-up Why Shoppe Object and NY NOW are on different weekends for Winter 2027, and the plan to get back to the same datesToday's episode is brought to you by our Retailer Roundtable interview series. To make a strong first impression with wholesale buyers, we need to do a few things well. We need to make it easy for stores to purchase from usWe need clear pricing and terms and conditionsWe need to build strong relationships with our customersAll of that gets easier when we listen to our customers. This on-demand interview series gives you a window into what buyers want and need from you, and it's only $27. You can get access to it at prooftoproduct.com/roundtable.You can view full show notes and more at http://prooftoproduct.com/463 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

Today's episode is a short excerpt from a conversation with one of our incredible Proof to Product community members. I love sharing these conversations because building a product brand doesn't follow a single pathway. There is no one-size-fits-all strategy that works for everyone because no two businesses are the same. We learn so much by hearing how other people are making decisions, the ideas that they're testing out, and also how they're navigating both the ups and downs that come with entrepreneurship and building a business. Here at Proof to Product, our goal is to help you build a sustainable business, one that supports you long term. Hearing these real stories from other founders helps to reinforce that that is truly possible, because friends, it is.You can listen to the full episode with Brigida Swanson of Yardia here: http://prooftoproduct.com/309 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

Most product-based business owners do their strategic planning late at night or in the car with ten spare minutes. Or they make a big list of everything that needs fixing and try to work on all of it at once. Either way, a few months go by and it's hard to tell whether the business is headed where you want it to go. In this episode, I walk you through a five-day exercise, about 30 minutes a day, that ends with one clear priority for your quarter and a plan to get there.In this episode, you'll learn:The two patterns that keep owners from planning — the Firefighter, who's too busy reacting to look up, and the Juggler, who makes a little progress in five directions instead of real progress in oneWhy looking back at the last 90 days, not the whole year, is the first step before you plan anythingHow to take your business temperature by rating your product line, your sales and marketing, and your systems and operations from one to five, and why your lowest score usually points to your biggest opportunityWhy you pick one priority for the quarter, not three or five, and the question that helps you choose itHow to break that priority into three monthly milestones and a first step small enough to take in the next 48 hoursHow LABS members are using the exercise to make real progress in their businessToday's episode is brought to you by Proof to Product LABS, our membership for product-based business owners who want to keep growing after the basics are in place. Inside LABS, you get coaching, our full training library, and focused sprints throughout the year to help you make real progress on one thing at a time. CEO Week, which is what I'm walking you through today, is one of those sprints. We also have an upcoming Black Friday / Cyber Monday sprint so you go into the holidays with a plan. We're opening enrollment to LABS this week, and our next CEO Week kicks off October 12th. Come do it with us!JOIN US IN LABS NOWYou can view full show notes and more at http://prooftoproduct.com/462 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

I know you have a lot on your plate right now. You've got products to make, orders to ship, and about a hundred decisions that you're making every day. I do not take it lightly that you are spending time with me today and I want to thank you for being here. Today's episode is a short, focused, throwback episode designed to give you one thing that you can do today to move your business forward. No fluff, no filler, just ideas that we've shared in the past that will benefit you today. Let's dive in!You can listen to the full episode with Betsy Garcia of Bloomwolf Studio here: http://prooftoproduct.com/173 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

I've been having a lot of conversations lately, both private and public, about Faire. Some of you love the platform. Some of you hate it. And a lot of you are somewhere in the middle, trying to figure out your next move. Should I get on Faire? Should I get off? Should I let it run on cruise control?There's a lot of noise right now, and a lot of nuance to every situation. Here's the part that gets missed: most of our Paper Camp students and alumni sell on Faire, and most of them are not paying commission on the large majority of their orders. There's no trick to it. They use Faire as a checkout, not as a sales strategy.In this episode, you'll learn:What Faire genuinely does well Why I have no problem with Faire's commissionsThe two best ways brands use FaireThe four things Paper Camp alumni specifically do consistently with Faire that helps keep more money in their pocketsHow one Proof to Product client pulled abandoned cart and past order data to build a personalized three-day campaign for a single store, and landed a $2,500 orderThe one question to ask every time Faire rolls out something newToday's episode is brought to you by our Retailer Roundtable interview series. To make a strong first impression with wholesale buyers, we need to do a few things well. We need to make it easy for stores to purchase from usWe need clear pricing and terms and conditionsWe need to build strong relationships with our customersAll of that gets easier when we listen to our customers. This on-demand interview series gives you a window into what buyers want and need from you, and it's only $27. You can get access to it at prooftoproduct.com/roundtable.You can view full show notes and more at http://prooftoproduct.com/461 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

Today's episode is a short excerpt from a conversation with one of our incredible Proof to Product community members. I love sharing these conversations because building a product brand doesn't follow a single pathway. There is no one-size-fits-all strategy that works for everyone because no two businesses are the same. We learn so much by hearing how other people are making decisions, the ideas that they're testing out, and also how they're navigating both the ups and downs that come with entrepreneurship and building a business. Here at Proof to Product, our goal is to help you build a sustainable business, one that supports you long term. Hearing these real stories from other founders helps to reinforce that that is truly possible, because friends, it is.You can listen to the full episode with Megan Fowler of Brown Parcel Press here: http://prooftoproduct.com/218 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

When you're deciding which products to add to your line, you probably think about sales data first. But that's only part of the story.Amita Nair has built Amicreative into a cohesive, intentional brand by making product decisions from four angles: financial performance, design aesthetic, what customers actually want, and whether the product fits her brand voice.In this episode, she walks through how she's learned to say no to products that make business sense but don't fit her story—and why that clarity matters.In this episode, you'll learn:The four lenses for evaluating new products: data, design, customer voice, and brand alignmentWhy Amita chose to add aprons instead of expanding into oven mitts (and what that decision reveals about brand strategy)How licensing and product can coexist—and which one might take priority at different stagesThe role of peer community in making better business decisions and avoiding costly mistakesWhy "I can add this" is different from "I should add this"How starting with a small, cohesive product line scales better than chasing every opportunityReady to build a product line that's both profitable and true to your brand? If you're in the early stages of deciding which products to develop, or if you're mid-line and wondering whether that new category makes sense, LABS gives you access to the peer community and resources you need to make those decisions with confidence. REQUEST YOUR INVITATIONYou can view full show notes and more at http://prooftoproduct.com/460 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

Over the years, we've had hundreds of conversations on this podcast about what it means to build a sustainable, profitable product brand. And some of those conversations are just too juicy. They're too good to live in the archives. Today, I'm bringing one back. What you're about to hear is a short clip from a past episode. It's a topic that has stuck with me and still feels very relevant today.These throwback episodes are intentionally short and to the point because sometimes you don't need a full deep dive.All right, let's dive in.You can listen to the full episode here: http://prooftoproduct.com/369 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

Today I'm talking with someone I've admired for a long time— artist, author, illustrator, and creative entrepreneur Lisa Congdon.Lisa has been building businesses around her art for nearly 20 years, and in this conversation we talk about something that I think a lot of established brand owners will relate to, and that's what happens when you've built a successful business but you realize it's no longer the business you want to run.Lisa recently made the decision to close her retail business after 20 years, not because it was failing, but because she wanted more time and space to make art and pursue the work that really energizes her.I appreciate how intentional she was about that decision.She didn't just burn everything down and hope for the best, like some of us feel like doing every day, but she looked at her finances and considered other revenue streams.She created a plan and gave herself and her team a runway.We also get into how Lisa developed a recognizable artistic point of view, why making work that actually means something to you can create a stronger connection with your customers, and the difference between trend-driven, trend-agnostic, and trend-informed.There are so many good nuggets in this conversation about building a product brand that works commercially while still staying true to your creative voice and knowing when it's time to make a change.Today’s episode is sponsored by our Unlock Buyer Secrets Interview series. To make a strong first impression with wholesale buyers, we need to do a few things really well:We need to make it easy for stores to purchase from usWe need to have clear pricing and terms & conditionsWe need to clearly communicate and add value at each touchpointWe need to focus on building strong relationships with our customers.And all of this becomes infinitely easier when we actively listen to our customers. This on-demand interview series will give you a competitive edge by providing an exclusive window into what buyers want and need from you. And, the best part, it's only $27 bucks.Get Access to the Unlock Buyer Secrets Interview SeriesYou can view full show notes and more at http://prooftoproduct.com/459Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz

Over the years, we've had hundreds of conversations on this podcast about what it means to build a sustainable, profitable product brand. And some of those conversations are just too juicy. They're too good to live in the archives. Today, I'm bringing one back. What you're about to hear is a short clip from a past episode. It's a topic that has stuck with me and still feels very relevant today.These throwback episodes are intentionally short and to the point because sometimes you don't need a full deep dive.All right, let's dive in.You can listen to the full episode with Danielle Coke of Oh Happy Dani here: http://prooftoproduct.com/189 Quick Links:Free Wholesale Audio SeriesFree Resources LibraryFree Email Marketing for Product MakersPTP LABSPaper CampMentioned in this episode:Take the free quiz!Map out your next 90 days here: http://prooftoproduct.com/quiz