An Interview with Max Rhodes, CEO of Faire

Interview with Max Rhodes

An Interview with Max Rhodes, CEO of Faire


Over the last few months, I’ve been exploring the Faire wholesale marketplace (formerly Indigo Fair) in an effort to help readers determine if Faire is right for you. In an interview with Max Rhodes, the CEO of Faire, I invited him to the table to respond directly to some of my findings and the feedback gathered from the artisan community. I’m honored that he took me up on the offer and I’m eager to share our conversation about the pros and cons of Faire, alongside Max’s thoughts about the evolution of the wholesale landscape.


I’ve published Max’s responses in their entirety without editing.


faire interview_max rhodes


LELA: What does Faire look for in a maker? What factors do you consider when reviewing a brand’s application?

MAX RHODES: We carefully evaluate each maker that applies to join Faire, and there are several factors that we look at to determine which to accept. Among those are the number of stockists they are currently carried in, the category and quality of products, and their overall brand aesthetic. When appropriate, we will also cross reference a brand’s social media presence to gauge how well their products might sell on our marketplace.




LELA: How does Faire vet potential buyers on the platform?

MAX RHODES: Like makers that apply, we also review every retailer to make sure they are a good fit for our marketplace. We fully vet each retailer to confirm that they are legitimate retailers, meaning that they must actually sell goods, ideally in a brick and mortar environment. There’s no shortage of fraud in ecommerce, so we have a team dedicated to making sure that doesn’t infiltrate Faire.


LELA: What can you share about the algorithm that predicts a brand’s visibility on the Faire platform? What factors into that algorithm and how can makers maximize their visibility?

MAX RHODES: The recommendations that retailers get are informed by a variety of factors, including: the type of retailer they are, their profile and products, the kind of items they have historically purchased, and conversion rates for a given brand (in other words, whether or not retailers are ordering once they visit a brand’s page and if those items are being returned or not). The recommendations can vary greatly by retailer because they are curated and catered specifically to their business needs.





LELA: One maker I spoke with raised a concern about tax ID numbers as it relates to her responsibility to collect sales tax. Her concern was that if she’s ever audited by the state, she’ll need to produce the resale certificates from her in-state retailers that prove that those sales were exempted from sales tax. If she fails to do so, then she can be held responsible for not having collected the appropriate tax, leaving her to settle the bill and any related penalties.

As I understand it, artisans don’t have access to that information about their retailers via Faire. How would you instruct her to handle that? Could a Faire artisan contact Faire representatives if they were under audit and gain access to the necessary certificates to absolve them of any tax liability?

MAX RHODES:  Faire is a reseller and all purchases made by it from any wholesaler are for resale on its platform and therefore should not be subject to sales tax. Faire exercises commercially reasonable efforts to ensure that any goods sold on its platform are purchased by resellers for resale in their ordinary course of business. As such, sellers should not incur any sales tax liability for sales made on the platform. We encourage any maker who is in need of assistance regarding a tax related inquiry to contact Faire’s customer support team.



The Disadvantages of Faire

disadvantages of faire

Over the last several weeks, I’ve been exploring the potential pros and cons of Faire (formerly Indigo Fair) here on the Lucky Break blog. Today I’m sharing some of the disadvantages as part of an ongoing blog series about emerging wholesale marketplaces. While there’s certainly a lot to love about working with this wholesale platform for artisans, there are notable disadvantages of Faire, too. I shared a few of those disadvantages in a previous blog, and I’m back with additional thoughts to help you determine if Faire is the right opportunity for your brand.


The Disadvantages of Faire

dowside of faire header image_part2


I’m pleased to share that Max Rhodes, Faire’s CEO, graciously provided answers to a tidy list of queries I sent his way. In the final two blogs of this series, I’ll share his responses, my final thoughts, and the results of the Lucky Break community survey.



There’s a general feeling among many makers and product designers that retailers are getting the better deal when it comes to Faire. They enjoy generous ordering incentives, including free shipping, free returns on first orders from any brand, and $200 cash to spend when signing up through a brand’s Faire link.




However, artisans often believe that they’re getting the shorter end of the stick. We’re enjoying an increase in exposure, but we’re also paying a princely sum (up to 28% of the order) for the privilege of being seen. Thankfully, we’re not saddled with the burden of product returns, though passing the baton to Faire on that front creates separate issues that are worth exploring.



I frequently hear criticism about slow responses from the Faire team, especially as it pertains to reviewing applications for new makers. Despite those rumbles of frustration, artisan satisfaction with Faire’s customer support team appears to increase exponentially once we gain acceptance onto the platform.



How to Sell on Faire

How to sell on faire

If you want to know how to sell on Faire, then you’ve come to the right place! This blog is part of an ongoing, deeply researched series about selling on Faire (formerly Indigo Fair). The first post, What is Faire?, detailed how Faire works, how much Faire charges, and what kinds of products Faire sells.





How to sell on Faire


In this installment of the series, I’m unpacking some of the nuances of the platform. Because Indigo Fair/ Faire is a rapidly evolving marketplace, it’s important to recognize that this data is accurate as of the time of publication. The Faire executive team is pioneering in spirit and ambitious in scope, so their efforts are an ever-changing experiment. It’s akin to building the runway as you fly the plane, but that’s to be expected when you’re- quite literally- trying to “reinvent wholesale.”


Getting started with Faire is deliciously straightforward. Whenever I speak to artisans within the Lucky Break community, the onboarding process is something that earns rave reviews. Co-founder Max Rhodes has often boasted about how easy it is to use Faire.


“Makers can apply to join Indigo Fair, and once accepted, they just send us their product catalogue to get their profile up and running. Most makers receive an order within a week, and they get paid as soon as they ship the goods.”




Buyers shop through the Faire interface from a seamlessly curated selection of products that are chosen for them based on an algorithm that considers numerous factors. While only the Faire executives and the software development team fully understand the mechanics of the algorithm, we do have some clues about how the system works. The aesthetics of the shop and the frequency with which any particular brand is ordered factor into which products are displayed for any specific buyer.


Faire dispatches an email notification to the brand once a buyer places an order. Brand owners then log into the system to discover several options at their fingertips, including:

  • Accepting the order and selecting a ship date.
  • Editing the item availability to backorder an item.
  • Canceling the order.


Payment for orders is settled upon shipment. Because buyers often enjoy trade credit (commonly known as “net terms”) via Faire, brand owners can pay an additional 3% fee for immediate payment. If they choose to agree to net 30 terms to settle the invoice, then they can forego the additional 3% fee. In all instances, Faire guarantees payment even if the buyer defaults on their obligation.



Shopkeepers often enjoy free shipping on Faire, and I can confirm that there’s almost nothing that they cherish more than zero shipping fees. But who pays for that?

  • When you notify Faire that an order has shipped, you attach the tracking number for the parcel and notate the shipping cost. This has been the process since Faire’s launch.
  • Faire reimburses for the shipping fees alongside the settlement for the merchandise, according to the schedule you’ve selected. (Immediate payment for an additional 3% or settling the invoice in 30 days for no additional fee)
  • Faire passes the shipping charges on to the buyer unless the shopkeeper is taking advantage of a free shipping special. In that case, Faire absorbs the cost of shipping.
  • In February 2019, Faire rolled out an optional, automated process for printing shipping labels within the program.  This eliminates the need to manually input shipping costs and tracking numbers.  Swing by the Faire FAQ to read more about Faire’s new shipping program.


5 Things I Learned By Opening a Brick and Mortar Shop

5 things I learned about opening a brick and mortar

Opening a storefront as a maker and product designer is no easy feat! Today I’m here to share the top 5 things I learned by opening a brick and mortar shop.


Hi there folks! I’m Angie and I’m a member at Team Lucky Break. In addition to working with some of the planet’s best brands at LBC, I also run a thriving product-based business called bobo design studio and I’m here to share the…


5 Things I Learned By Opening a Brick and Mortar Shop


In May of 2018, I was offered the opportunity to be part of a landmark retail experience in Downtown San Jose. I was selected by the city and an organization called San Jose Made to be part of an inaugural group of up and coming brands and artisans to bring quality retail to the area. I’ve spent the last nine months nurturing that shop. As my lease comes to an end, I’ve been meditating on the magical, complicated, exhausting experience of running my own shop.



The process of opening and running this store has been an incredible learning experience that can only be described as trial by fire. This was not a traditional brick and mortar where I had to locate a retail space, obtain permits, etc. My experience and reflection in this post focus on the operational side, being a maker, and opening a storefront.


With that said, I wanted to share some of these lessons. I hope they prove helpful if you’re considering opening a physical store for your own business. And if this isn’t in your business plan, don’t turn the dial just yet! There are good tidbits here that you can still apply to your business.


No amount of planning or preparation will get you ready.

When I was notified of the opportunity to have the store, I had almost no time to put it together. Running a brick and mortar was not on my radar, but when your home city says “you would be a great ambassador to our community and help bring quality retail to Downtown,” you just don’t say no to that.


angie blog_2


I had approximately 2 weeks from when the ink dried on the contract to the opening day which involved a massive street closure, big ribbon cutting ceremony, Mayor kissing babies… the whole nine. Those two short weeks was utter chaos. Creating enough inventory to supply an entire store, merchandising, finalizing packaging, and developing store operation procedures were things I had to learn and build quickly.


I could have easily obsessed over each minor detail and fussed over creating a wide variety of products to fill a shop, but the success is in being nimble as you go while staying true to your brand. The saying “done is better than perfect” could not be more relevant here.


You don’t get a return on the investment of a storefront unless you’re in it for the long haul.

There are investments you plan for, and there are others that you didn’t anticipate. There was so much I didn’t know about or factor into opening a store. The large amount of capital spent in setting everything up was rough to fork over. Even on my best sales weeks and months, if you factor everything in- fixtures, rent, parking, staffing, unforeseen maintenance, retail software packages, and insurance, there is a chance that you might not come close to breaking even. The investment in creating a quality, branded shopping experience in your store is one that pays back over the life of a lease that is closer to 5 years. But how many folks are ready for the risk of a 5-year lease?



Meet the Maker: Meg Sutton of Belle & Union Co.

Meet the Maker - Meg Sutton of Belle & Union

Meet the Maker - Meg Sutton of Belle & Union


Today we’re excited to introduce you to Meg Sutton, who founded Belle & Union back in 2011. Now run by Meg and her husband Josh, Belle & Union is well-known in the maker community for their letterpress prints, handmade wrappings, and gorgeous housewares. Brimming with old-fashioned American wit, wisdom and style, all Belle & Union goods are made 100% in the U.S. (no really, 100 PERCENT). Thanks so much for joining us, Meg… we’re thrilled to share your story!


LBC: What inspired you to take your leap as an entrepreneur?

Meg: After working for a year as a graphic designer in an advertising agency, I was not feeling fulfilled creatively. I had worked in a boutique shop in downtown Savannah, Georgia, where I fell in love with letterpress. After finding a press in an antique mall in Florida, I quit my job and began designing my collection. One year later we launched at the National Stationery Show and the rest, as they say, is history.


LBC: When you first got started, how did you envision your business would be defined?

Meg: As with most creatives, I had on rose-colored glasses about entrepreneurship – believing my days would be filled with doodling and product development. I quickly learned that having a business is 10% creative and 90% wearing all of the other hats related to actually running a business.


Meet the Maker - Meg Sutton of Belle & Union


LBC: How would you describe what you create?

Meg: We started out mainly as a paper goods company, but grew to add a variety of kitchen items and housewares. We believe in creating small-batch, hand-crafted artisan goods from American materials. We’ve found our niche in the foodie market, so many of our goods have that twist, whether that is through letterpress printed greeting cards with food puns, screen-printed tea towels with food patterns, or actual cooking elements like hand-carved utensils for your kitchen.


LBC: Walk us through your typical workday.

Meg: No day is typical! Being an entrepreneur is a lot of fire-fighting – if I am not putting one out, I am probably starting one. I read once to make a list of 5-6 things the night before, so you can hit the ground running in the morning. It has really changed my workflow and allowed me to be more productive. I can usually accomplish on a Monday and Tuesday what used to take me all week, just by being thoughtful and intentional about what needs to be accomplished. No day is typical, but each usually has emails, some sort of work on new product development, supply chain management, production, and order fulfillment.


LBC: What are 3 things makers should think through when they initially decide to start a business?

Meg: 1) Finances. Know your numbers from day one. You may not like them, and may need help doing them, but you need to make sure you are actually making money and pricing your products correctly.

2) When you do launch, what is going to make your product different? Being handmade or illustrated isn’t enough anymore. Within our industry, the market is flooded with hundreds if not thousands of greeting card designers, so we had to differentiate ourselves from the crowd.

3) That leads to the third thing, and most important: You need to know your “why.” If you just want to make pretty things, that isn’t enough. Running a business is hard work; there is a grind day in and day out, and some days will be tough. It isn’t all doodling and flexible scheduling. Staying true to your “why” and connecting it with your purpose is what will keep you going.


Meet the Maker - Meg Sutton of Belle & Union


LBC: When you’re overwhelmed, what brings you back to focus?

Meg: If we can help bring joy to someone, be a light in their day – that’s why we do what we do. The memories we awaken in others with our hand-crafted gifts, or a handwritten note from a loved one – we are helping to create treasured moments in people’s lives. Staying focused on this mission of connecting generations past and present is why we do what we do, and what keeps us going each day.


LBC: Tell us about a few of the best business decisions you’ve made to date.

Meg: From the beginning, it was important to me that all of the products that we make or have made for us be 100% American made – from the materials to the final production. It’s taken a lot of extra effort, especially with textiles, to oftentimes create our own supply chains. For example, our tea towels took almost a year to develop, from working directly with the West Texas farmers to start, reserving our cotton (much of American cotton is sent overseas for production), to it being loomed in the Carolinas, to finally being stitched and then screen-printed in Georgia. It was a massive undertaking with lots of research and sampling. But now that the chain is established, we can rely on it and know that our quality is the best it can be. For us, our commitment to American made is something we can truly stand behind – knowing we are helping to establish and continue jobs stateside and that our goods are of artisan quality.


LBC: Please share one mistake or obstacle from your business experience. How did you bounce back/overcome it?

Meg: When I was first preparing to launch, I had saved every penny from custom work to fund our booth at the National Stationery Show in New York City. It took literally every dime I had to launch at that show – and we were received so incredibly well, far beyond what I had dreamed. What I hadn’t thought through (again, know your numbers!) is what it would actually cost to produce all of that product that I had just sold. After calculating it out, it was going to be around $25,000 to create all of the inventory I needed to fulfill orders. After several breakdowns, I pulled myself together and made it work. Now I always make sure to take the time to know exactly how much everything is going to cost start-to-finish before we get too far down the road.


Meet the Maker - Meg Sutton of Belle & Union


LBC: Is there a cause or organization that you contribute to that you’re particularly passionate about?

Meg: Over the years we have created a few products that specifically give back to Veteran causes. Having seen firsthand how difficult military life can be (my husband spent 6 years in the United States Army), it was important to give back to the men and women who give so much for our country. One way we honor them is by our commitment to American made goods, but we have gone above and beyond that by donating money to various support groups to help Veterans and their families.


LBC: What are 3 essential resources in your business toolbox that you can’t do without?

Meg: 1) We have an online inventory management system that is the control center for all of our orders – our wholesale orders are manually input, and our website orders automatically filter in. It allows us to keep everything in order, and anyone can check and see the status of an order or inventory at any given time. Organization is key in running a smooth operation, and having this platform set-up from the beginning has been a huge factor in keeping us efficient.

2) I highly recommend getting an accountant from the beginning. Even if you run everything yourself, having that person to double check your work is invaluable. We didn’t start with one, and made a mistake where we weren’t filing the proper employee taxes for a few years. That was not a fun or cheap error that could have been caught early on if we had that system of checks and balances with finances.

3) We recently completed work on our “business bible” (it only took five years!). Even when you are starting out, I think it is important to set this up early on. Put down on paper how things work – the proper way to package products, fulfill an order, etc – it’s your operations manual. By having it down on paper, when you do go to hire, you can easily hand that document over to someone and all of the expectations and how-to’s for the business are right there in black and white. It is easy to think in the beginning it isn’t necessary, but it only takes a few minutes to record your process in that moment, than to try and go back and do everything all at once. We have to treat our small businesses like big businesses from day one.


LBC: Suppose we had a time machine. If we blasted ourselves forward a few years, where would we see your company?

Meg: In 2018, we are launching our flagship brick-and-mortar location, which will be our biggest adventure to date. As part of the shop, which will also house our studio, we plan to offer workshops, everything from letterpress printing to hand-lettering, and even a quarterly supper club. We want to create community with our supporters, encouraging people to slow down and enjoy the sweet moments in life, gathered ’round a table filled with smiles and laughter. In a few years, I hope to find the shop thriving in this new journey.


Meet the Maker - Meg Sutton of Belle & Union


LBC: What’s one thing you would eat, if you could only eat one thing for the rest of your life?

Meg: Something sweet. I have a terrible sweet tooth that is constantly getting me in trouble!


LBC: Your musical playlist is full of…

Meg: An eclectic mix… everything from oldies, Broadway show tunes (hello Hamilton on repeat 24/7), pop – whatever I am feeling at that moment.


LBC: Share one of your guiltiest pleasures.

Meg: Self-care is so important – so I make sure to take time for just me. I usually get my nails done or get a massage at least once a month. I used to feel guilty about taking the time out of the workday to focus on me, but I’ve found it to be so important to my mental health. So I suppose it isn’t that much of a guilty pleasure after all!


Thank you, Meg, for sharing your talent with us! We absolutely love what you’re doing with Belle & Union, and we look forward to all the wonderful things ahead for you and your company. We’re cheering you on!


Want to see your brand featured in our continuing “Meet the Maker” series? Drop us a line: hello AT Please use “MEET THE MAKER” as the subject line and be certain to include your web address. We look forward to hearing from you!