Gift Shop Plus Winter 2023

Diversity matters: Show initiative allows for more representation in home, gift industry By Julie McCallum

New York’s semiannual home and gift show, Shoppe Object, was built around a sense of shared community. Billed as a more curated, intimate alternative to its larger corporate counterparts, Shoppe Object — and its Shoppe Online B2B e-commerce platform — features a curated roster of visionary brands and makers presented in an elevated setting, Pier 36 on Manhattan’s Lower East Side.

Shoppe Object’s Black Lives Matter Action Initiative (BLMAI) seeks to foster a better, more representative home and gift market by subsidizing the cost of exhibition space at Shoppe Object to talented independent Black designers and makers.

“We are proud to have hosted incredible brands across all home and gift categories — from textiles to tabletop — as a part of this program, and we look forward to continuing to expand our community,” said Jesse James, show founder and creative director.

Brands are selected from an application pool each season. Spanning home and gift categories, including home fragrance, wellness, tabletop, textiles, stationery and accessories, these Black-owned brands hail from cities across the United States and abroad.

Chosen exhibitors received the following: a 4×8 booth at Shoppe Object’s New York show; support and mentorship for show readiness; yearlong participation in the online B2B marketplace, Shoppe Online; inclusion in Shoppe Object’s year-round digital marketing campaigns; the opportunity to meet and network with trade members; network with other brands; and sell products in a wholesale environment.

“At Shoppe Object, we talk a lot about building community,” said James, “and it’s not just lip service. We have worked tirelessly over the last year, with the help of our new partners at IMC (International Market Center), to double down on our commitment to quality, discovery and curation, bringing more great brands and retailers together.”

Shoppe Object took place Sunday, Feb. 5, through Tuesday, Feb. 7, at Pier 36, 299 South Street, New York, New York, 10002.

We caught up with a few past BLMAI exhibitors prior to the show to learn more about the impact of the program.

ROSE AND CO. CANDLEMAKERS

Rose Powell, owner. www.roseandcocandles.com

How did the Shoppe Object BLMAI program help your brand?

It’s a big jump to go from direct sales to wholesaling, and there are a lot of things to learn. And because of the cost, you have to find the right buyers really fast to make a profit on exhibiting at a trade show like Shoppe Object. The BLMAI gave Rose + Co. a head start and a chance to have a learning show before having an earning show.

What did exhibiting at Shoppe Object do for your business?

We met people all over the country and internationally that we wouldn’t have otherwise. We made sales to a lot of new accounts, with the two biggest being a major museum and a nationwide retailer. We were also able to connect with other candlemakers and brands to share advice and also for future collaborations. Everyone at SO has been really great.

What advice would you give to other makers trying to get started in the gift and home industry?

We started selling a really basic candle directly to consumers that would help us figure out who we were and who our customer was. And when we figured that out, we rebooted the brand in a way that made sense for wholesale. So don’t be afraid to change everything!

What was the most unexpected connection you made at Shoppe Object?

We met someone who makes amazing flower pots and now we are working on putting candles in them!

What are your plans for the future of your business?

We want to keep growing our brand and spreading our message. We are about female empowerment, diversity, inclusion, positivity and love. If you are, too, then ride along with us, and if you aren’t, then we’ll see you in our rearview.

HOMA STUDIOS

Altarik Banks, owner. www.homastudios.com

How did the Shoppe Object BLMAI program help your brand?

This program gave my brand the opportunity to expand our wholesale business, see some of the best products in the gift and home market, connect with industry people, and really gave us the confidence to start exhibiting at Trade Shows. A few thousand dollars to exhibit at a trade show can scare so many small businesses away, but trust me it’s worth it — especially in the long run.

What did exhibiting at Shoppe Object do for your business?

I feel like the type of products we produce at Homa is hard to really grasp online. So it allowed so many retailers and industry people to actually see it, touch it and feel it.

What advice would you give to other makers trying to get started in the gift and home industry?

I would say start and keep going. Don’t expect success overnight — it’s a long journey. I would ask them the question: In an industry with so many options to choose from — what makes your story stand out? How are your products different? And last but not least, don’t be afraid to charge the actual price your items are worth.

What was the most unexpected connection you made at Shoppe Object?

I was able to acquire a retail account for a showroom that I really admire.

What are your plans for the future of your business?

We are currently exploring different areas of the home space and different materials. We are hoping to exhibit some glassware and possibly some small furniture at the upcoming Shoppe Object 2023.

AALIYAH MAKONI

Aaliyah Makoni, owner. www.aaliyahmakoni.com

How did the Shoppe Object BLMAI program help your brand?

The Shoppe Object BLMAI program has helped my brand a great deal. In 2019, I applied to be a part of the Shoppe Object show but quite unfortunately couldn’t afford it. However, this program made it possible for me to attend the Shoppe Object show in 2022, and with that came exposure for my brand as well as the opportunity to network with other creative entrepreneurs, which further assisted in creating awareness of my brand.

What did exhibiting at Shoppe Object do for your business?

Outside of increasing sales for my business, showcasing at the Shoppe Object show has placed my business in the sights of magazine editors, retail store buyers, distributors and customers — and all under one roof. Something that would have otherwise taken me months, or even years, to achieve was done in three days. My product was featured in a publication with a readership of over 27 million, and that was as a result of exhibiting at Shoppe Object.

What advice would you give to other makers trying to get started in the gift and home industry?

I would definitely encourage them to keep the end goal in mind. If their goal is to have and run a big successful business, then they should begin to operate and think as such from the onset of their business. I encourage them to prepare for growth because with a great product, determination and hard work, it will eventually come. Stay ready so you don’t have to get ready as they say, and this is a lesson I am learning the hard way.

What was the most unexpected connection you made at Shoppe Object?

In all honesty, it was all unexpected. I never expected nor anticipated the amazing reception we received at the show. However, being approached by a senior buyer from a large home goods online store company was a big one! Especially for a business like mine that is still relatively small.

What are your plans for the future of your business?

I would like to expand my product line and venture into new markets. I have many ideas and things I would like to share, and being at the show proved to me that there is a market that is ready to receive what my brand has to offer.

ACTUALLY CURIOUS

Michael Tennant, owner. www.actuallycurious.com

How did the Shoppe Object BLMAI program help your brand?

Actually Curious getting into the BLMAI program in 2020 was a phenomenal affirmation of what we were doing and an economically fortuitous opportunity. We were able to meet key retailers that were on our dream list and also build community with other makers large and small, as well as our BLMAI peers.

What did exhibiting at Shoppe Object do for your business?

The first year, we met and received Actually Curious orders from Urban Outfitters, the Moma Museum and Miraval Resort. These are still key partners for us today. The BLMAI program helped us move from an obscure brand that those in the know love, to a cult following on the radar of the top buyers in the U.S.

What advice would you give to other makers trying to get started in the gift and home industry?

Be consistent, listen to everything you’re told, then follow your gut to what feels most right. We become makers so we can spend our time doing what we love. But staying in the game requires resilience, a low ego and a willingness to be coachable. With those elements and a strong product, you’re bound to break through to your audience.

What was the most unexpected connection you made at Shoppe Object?

The most unexpected connection was with the SPYSCAPE Times Square. SPYSCAPE is a contemporary experiential museum in New York City which aims to inspire people to discover their own superpowers through spy and superhero narratives. Actually Curious totally makes sense there, but we never would have caught that relationship had they not found us at Shoppe Object.

What are your plans for the future of your business?

We’ve really honed in on our priority target audience that we call “empathetic leaders.” We’ve done a great job getting Actually Curious out to where they shop, and featured in the publication that they read and trust. Now we will do a better job of providing entertainment and personal value in their social feeds and inbox, teaching them how to use Actually Curious to live a happier and more fulfilling life with the people that matter to them most.

HOUSE DOGGE

Angela Medlin, owner. www.housedogge.com

How did the Shoppe Object BLMAI program help your brand?

House Dogge is a modern lifestyle brand for dogs and their people with a unique and purposeful point of view. The BLMAI program allowed me to share this modern sustainable concept to buyers in the retail spaces where I see the product existing successfully. I believe diversity inspires innovation. The BLMAI program highlighted the importance of diversity and small brand exposure. Finally, the opportunity allowed House Dogge to establish new partnerships with buyers from multi-channel national retailers, new networks to support growth and awareness.

What did exhibiting at Shoppe Object do for your business?

We gained new accounts nationally and internationally — expanding our exposure and reach to retailers outside of the pet product industry into gift, apparel, home interior and design object retailers.

What advice would you give to other makers trying to get started in the gift and home industry?

Know your consumer. In my experience as the founder of House Dogge, it’s important to know where your product fits, the problem it solves, the competition and how it possibly complements what is currently on the market. Share the story of what inspired the brand/products, and do it with passion.

What was the most unexpected connection you made at Shoppe Object?

Connecting with, supporting and celebrating other BLMAI brands. I was inspired by each brand’s unique journey.

What are your plans for the future of your business?

My plan for House Dogge is growth and expanding product design diversity! Our goal is to scale House Dogge through partnerships with national lifestyle retailers that align with our core values. Build a brand that employs and inspires diverse creatives to explore opportunities in the multibillion-dollar pet product industry. Finally, our bold vision for the future is to be the “Ikea” of modern sustainable nontoxic pet products manufactured within the USA.