Pitching your brand to potential stockists can feel daunting, especially if you’re a creative at heart. Whether you’re just starting out or you’ve done the trade show circuit a few times, that moment when you’re trying to get your cards or gifts on the shelves can feel a lot like… sales. And if you’re not a “salesy” person, it can be downright intimidating.
The good news? Pitching doesn’t have to be pushy. In fact, the best pitches aren’t. They’re clear, confident, and focused on value — and that’s something every creative business owner can do with the right tools.
At Beautiful British Designs, we help greeting card and gifting brands like yours navigate the wholesale world with ease. Here’s our guide to pitching your brand to new stockists – without the cringe.
🎯 1. Change Your Mindset – Know Your Value (and Own It)
Before you send that email or approach a shop in person, get clear on why your products belong there. Remember, you are not “bothering” anyone — you’re offering stockists something their customers will love whilst saving them time researching for that ideal product, so change your mindset.
- What makes your brand unique?
- Who are your products perfect for?
- What kind of shops would they thrive in?
Stockists need to know that you understand their customers, and that your brand would be the right fit for them. Confidence here is the key.
📬 2. Keep Your Intro Short and Sweet
When reaching out to a potential retailer, lead with clarity. A simple, well-written email is often your best friend.
Your intro should include:
- Who you are and what you do
- A quick overview of your product range
- Why you’re reaching out (and why their shop is a great fit)
- Include some images, as images can speak a thousand words!
Example opening line:
“Hi, I’m Sophie, founder of Little Finch Paper Goods – we create colourful, eco-conscious greeting cards inspired by British wildlife. I think your shop would be a brilliant fit, and I’d love to introduce our range.”
Friendly. Direct. Not pushy.
📸 3. Make It Easy to Say “Yes”
Retailers are busy — so give them everything they need to make a decision quickly. Include:
- A link to your wholesale catalogue or line sheet
- Your minimum order value and carriage paid amounts
- A short note on how to place an order (via email, Faire, your website, etc.) with links.
💬 4. Practice Makes Natural
If you’re new to pitching, it might feel awkward at first — and that’s okay. Write out a few email templates; the more you do it, the easier it will become. Nothing is set in stone, you can change and adapt it as the seasons and your products change.
Remember: you’re not just selling a product. You’re offering a partnership that helps both your business and theirs grow.
✅ 5. Follow Up Without Fear
If you haven’t heard back, it’s okay to check in after a week or two. A friendly follow-up shows you’re organised and enthusiastic, not annoying. Just keep it short, polite, and professional.
🌟 Bonus Tip for the Experienced Brands
Already stocked in some shops. Use that to your advantage. Mention it!
“We’re currently stocked in a handful of lovely independents, including [Name] in Brighton and [Name] in York, and we’d love to add you to our growing stockist list.”
If you have reviews, copy them and put them at the bottom of your email. It helps build credibility without bragging — and shows you’re a reliable supplier.
Let’s Take the Stress Out of Wholesale
At Beautiful British Designs, we take the guesswork out of wholesale. Whether you’re writing your first pitch or want to refresh your strategy for bigger results, we’re here to help you:
✅ Save time and avoid common mistakes
✅ Refine your message and sales materials
✅ Turn your beautiful products into profitable retail partnerships
Need a hand with your next pitch?
We offer short-term sales support and account management packages designed for creative brands just like yours.
👉 Get in touch today to discuss short-term sales support and account management packages tailored for creative businesses like yours.
👉We can act as a sounding board, help you set goals, assist with crafting introductory and follow up emails, teach easy to follow systems so that you stay in touch with your leads at the right time and never miss an order.
👉Email us for a no obligation chat
