N. Adams, Massachusetts

Mass MoCA workshop banner

presented by

The Arts Business Institute

Co-sponsored by MASS MoCA and Assets for Artists

October 27, 2015

Taking place at: MASS MoCA, 1040 MASS MoCA Way, North Adams, Massachusetts


Ready to launch your handmade work into the wholesale marketplace? Here’s the place to start!

Susan Garman ABI testimonialI just graduated from an ABI workshop, and learned more than I thought my brain could process. I got home on Saturday and on Monday I landed my first wholesale account. Thank you! – Susan Garman


Schedule at a Glance

10:00 a.m.                    Registration

10:30  – 11:30 a.m.      Wholesale 101 – Wendy Rosen

11:45  – 12:45 p.m.      Marketing to Wholesale Customers – Carolyn Edlund

12:45 – 1:30 p.m.         Lunch on  your own

1:30 – 2:30 p.m.           Designing and Pricing a Wholesale Collection – Wendy Rosen

2:45 – 3:45 p.m.           Sales Strategies – Carolyn Edlund

4:00 – 5:00 p.m.           Building Gallery Relationships – Carolyn Edlund

Kristen BangsThe Arts Business Institute gave me the toolkit and motivation to get in front of wholesale accounts and professionally represent my work. I can thank ABI for getting me started on the best possible career path. ~Kristen Bangs, 2012 Grad, now selling to 50 retailers in the US.

Individual Topics 

Wholesale 101 – The advantages of wholesaling; how wholesale blends with other sales streams; terms and minimums; what buyers need; moving from consignment to wholesale, negotiation strategies; niche markets.

Marketing to Wholesale Customers – Understanding your market; branding; features and benefits for wholesale customers; telling your story; pre-show marketing, line sheets and order forms; press kits for trade shows, artist websites with wholesale access; traditional and new marketing methods; gaining press.

Designing and Pricing a Wholesale Collection – Sources of inspiration, designing for niche markets; how to create a production calendar; spreading price points; your signature style; adding value; the wholesale pricing formula; new releases.

Sales Strategies – Selling concepts; how to open wholesale accounts yourself; trade shows; working with sales reps; selling to chains and large retailers; consultative selling; selling one of a kind work at wholesale; driving repeat sales; cross-selling, upselling and bundling; creating turnkey products.

Building Gallery Relationships – how to partner with wholesale accounts to increase sales; trunk shows and appearances; co-op advertising; customer relationship strategies; follow up and reorders, working with new buyers; exclusivity; gaining reorders.


Wendy Wendy Rosen is the founder of the Buyers Market of American Craft (now the American Made Show), providing professional artists a way to sell their handmade goods directly to galleries and retailers for over 30 years. She also founded The Arts Business Institute, and is the publisher of NICHE Magazine for retailers. Wendy has worked with thousands of artists over the years, helping them to develop sound, sustainable businesses.


Carolyn headshot thumbnail 2015Carolyn Edlund is the Executive Director of the Arts Business Institute. Her background includes owning a production studio for 20 years, wholesaling to hundreds of retailers. She has also worked as an outside sales rep for art publishers and gift lines, calling on small to large retailers. Carolyn writes extensively on topics for artists, including wholesaling, marketing, sales, networking and business strategies.

Don’t Miss This Specialized Learning Experience!

This workshop is suitable for artists/makers in any medium who want to prepare to launch their work into the wholesale marketplace for handmade, gift, wearable, jewelry, and other categories. Q&A is encouraged during all presentations.

Jake Pfeifer headshotI attended an ABI workshop in 2012 and have utilized all of the information and resources. I’ve  implemented what I learned, and my business took off. It was one of the best business decisions I’ve made and recommend it to anyone looking for the “how” to get started in wholesale. ~ Glassblower Jake Pfeifer

Tuition for this one-day workshop event is $100.00. Space is limited. Book your reservation now.




Amy FrankABI’s advice and direction were key to giving me the confidence and know-how to begin wholesaling my products through trade shows. Originally I had only 2 small  local wholesale accounts. I’m proud to say that now I have 30 in over 14 states, several with re-orders after only a few months. ~ Amy Frank, Mindfully Made Studios


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