Working with AmyFay.
I sell pretty things to pretty stores.
You take the time.
When a customer walks into your store looking for a thoughtful gift, you don’t send them to Amazon. You ask for whom they’re shopping. You suggest the perfect thing.
That’s the work. That’s the value.
That’s exactly what I do for you when you order through me.
I think like a buyer — not a salesperson.
From 2002 to 2017, I ran Initially AmyFay, my own retail business in Knoxville. I built the orders. I merchandised the displays. I watched what sold and what stayed on the shelf, week after week.
That’s the lens I bring to every appointment. Not what can I sell you — but what will sell through for you.
Here’s the truth: buying is fun. The same dopamine rush your customer feels when she walks out of your store with something she loves. That rush is real — and good — because it means you believe in the line.
What’s not fun is opening that box weeks later and watching it sit. Or marking it down. The risk isn’t in buying. It’s in buying without a plan for sell-through.
That’s where I come in. A new retailer recently placed her first order with me on a line she loves. She wrote the order herself — her store, her judgment, her customers. She asked my opinion, and I told her what I saw: the order had energy, but it was trying to tell too many stories. A tighter selection would have given her one strong display her floor staff didn’t have to work to explain.
She ordered her version anyway. That’s fine. Her enthusiasm will carry it. And the next time we work together — once she’s seen what sells and what sits — we’ll build something stronger.
The four-part rhythm.
Every rep claims “personal service.” Here’s what mine actually looks like — broken down by when it happens.
Pre-market homework
- I review your store’s history with each line — what sold, what reordered, what’s been quiet.
- The reorder is already drafted. Your appointment hour is for discovery, not bookkeeping.
In the showroom
- One line at a time. New product, best-sellers, and categories you haven’t tried.
- I write the order as we go — or type it up and send it for review after.
- All 17 brands together so we can see your floor stories — and the gaps.
Post-market
- Hand-curated sample bags delivered personally.
- New-product previews and sell-through notes when something moves across the territory.
Year-round
- Weekly Retail Tidbits, every Friday at 6 a.m.
- Short retailer-focused posts Monday and Wednesday mornings.
- Reachable by email or text. If you want me, you’ll hear back.
- An SEO-optimized stockist page for retailers actively carrying the lines.
About Faire.
Some of the Tango lines I represent are also on Faire — that’s a reality of the modern wholesale market, and I’m not going to pretend otherwise. For the independent lines I’ve signed personally, I’m building direct — not through Faire. Those brand sites are the whole point, and Faire would outrank them. If you’re curious about a specific line, the FAQ on each brand page tells you.
Here’s what I’d tell you, retailer to retailer: Faire is a discovery tool, and a fine one. But Faire takes their cut whether or not you do the work yourself. If you’re already working with me, you’re getting the full personal service at the same effective cost — and a human you can text.
Here’s the other piece — and it’s the same argument you’ve made to your customers about shopping local. Their dollars stay in your community when they buy from you. Yours stay in your community when you order through me.
When you order through Faire, they don’t. They disappear into a tech platform somewhere far from your downtown — probably funding the next big-box wholesaler. A local rep lives in your territory. Drives your roads. Knows your downtown.
Faire is to your manufacturer what Amazon is to your customer. You know exactly why your customer should shop your store instead. Same logic.
What a good retail partner looks like.
The strongest retailers I work with are the ones I don’t have to chase. They’re also the ones who end up being the only store carrying a line in their area. That’s not a contract. It’s the natural result of being a real partner.
- You reorder consistently.
Monthly cadence, stocked on best-sellers.
- You give the line space.
Full brand presence — not three cherry-picked SKUs.
- You communicate.
Answer emails. Share feedback. Tell me what’s working.
- You merchandise with care.
Give the line a real spot. Photograph it. Include it in your marketing.
- You stay current.
Open the Tidbits. Take market appointments. See what’s new.
- You pay your terms.
The brand never has to chase you.
My job is to help you get there.
How ordering works — it’s simple.
- Tell me about your store.
A quick email, call, or text (865.217.6790) — what you carry and what you’re looking for.
- I get you set up.
I send the line sheets and open your wholesale account — no portal-wrangling on your end.
- You order; I’ve got your back.
Order through me anytime, and I handle reorders, follow-through, and anything that comes up.
I rep 15 lines across Tennessee & Kentucky through Tango, plus two lines I carry nationwide — Sweet Tree Jewelry and Caroline B Cook Books.
“I watch how hard you work and how passionate you are about your business — and how you take care of everyone you work with. I’ve learned so much in such a short time. Thank you for sharing all your knowledge and expertise as the awesome rep that you are.”
Let’s talk.
Tell me about your store and what you’re trying to do. I read every one — and you’ll hear back from a human.
[email protected]