From Maker to Wholesale: Lessons from Lenny & Eva’s Journey
Entrepreneurship often feels like navigating unpredictable seasons—some sunny, some stormy, all full of lessons. For Kellie Fitzpatrick, founder of the globally recognized jewelry brand Lenny & Eva, every season has been an opportunity to learn, grow, and create. What started as a small-town dream turned into a wholesale powerhouse, inspiring makers everywhere to think bigger.
At The Biz Foundry, we believe your journey as a maker can scale in ways you might not have imagined. Kellie’s story—from a mom crafting jewelry at her kitchen table to selling her designs in boutiques worldwide—is a testament to the power of grit, creativity, and a willingness to evolve. If you’ve ever wondered if wholesale could be the next step for your products, Kellie’s path offers inspiration and actionable takeaways.
From Kitchen Table to Global Recognition
Kellie’s entrepreneurial spark came during the chaos of motherhood. While managing life with three young children, she envisioned an interchangeable bracelet that allowed women to carry inspiring phrases with them. With no experience in jewelry design or manufacturing, she relied on research, resourcefulness, and determination to bring her idea to life.
Her small handmade operation quickly gained traction. Lenny & Eva’s meaningful designs struck a chord far beyond her hometown of Baxter, Tennessee. However, Kellie realized that to grow her business and share her work with a broader audience, she needed to embrace wholesale.
The Wholesale Leap
Moving from direct-to-consumer to wholesale is a big transition. For Kellie, it meant rethinking her production, building relationships, and understanding an entirely new side of business. Here’s what she tackled:
- Scaling Production: She moved from small-batch making to finding manufacturers that maintained the care and quality of her handmade pieces.
- Building Relationships: Attending trade shows and connecting with boutique owners helped her find retailers who believed in her vision.
- Learning the Market: Wholesale required pricing for margins, understanding retailer needs, and balancing creativity with business demands.
Today, Lenny & Eva’s collections can be found in boutiques worldwide. Kellie’s leap into wholesale didn’t just grow her business—it expanded her ability to inspire and connect with women across the globe.
Takeaways for Makers Ready to Scale
Thinking about taking your products wholesale? Here are three lessons from Kellie’s journey:
- Start Small, Think Big: Focus on your core mission and a single great product before scaling. Kellie’s simple, meaningful designs were the foundation for her big dreams.
- Invest in Relationships: Wholesale thrives on trust and connection. Boutique owners become your brand’s ambassadors, so take time to build authentic relationships.
- Be Open to Change: Scaling a business requires adapting—whether it’s finding the right manufacturers or adjusting to new markets. Treat change as an opportunity for growth.
Ready to Take the Leap?
Kellie’s story proves that stepping into wholesale is more than just a business move—it’s a way to amplify your passion and purpose. At The Biz Foundry, we’re here to help you take that leap.
Join us for our upcoming Wholesale Market Workshop. This hands-on event is designed to give makers like you the tools, connections, and confidence to scale your business. Learn from experts, connect with peers, and leave with a plan to take your products to market.
Seasons change, but with passion, resilience, and the right guidance, your business can thrive in all of them.
Ready to grow your brand? Sign up for the workshop and market today!
Workshop Registration: Sign up here
Wholesale Market Registration: Sign up here
Let’s make 2025 the year you scale your business!
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