In a world of mass production and endless options, shoppers come to handmade markets looking for more than just a product — they’re looking for connection. And one of the most powerful tools you have as a small business owner is your story.

Why you started.
What you believe in.
How you make what you make.

Telling your story doesn’t have to be long or dramatic. When done well, it builds trust, sparks conversation, and leads to more sales. Here’s how to do it — simply, authentically, and effectively — right at your booth.

1. Start With Your Why (Keep It Short and Real)

You don’t need a perfectly worded mission statement. Just a short, clear sentence that captures the heart of your business.

Ask yourself:

• Why did I start this?

• What inspires me?

• What problem does this solve or beauty does it bring?

Examples:

• “I started making candles after losing my sense of peace during a stressful season.”

• “I couldn’t find skincare that was simple and natural, so I created my own.”

• “My grandma taught me to quilt and I turned that love into modern fiber art.”

Write it down, then say it out loud. If it feels honest, it's right.

2. Put Your Story on Display (Literally)

People might not ask, so show them your story. Use a small framed sign, hanging board, or printed card that says:

• “Why I Started”

• “About the Maker”

• “The Heart Behind This Booth”

Keep it under 100 words and easy to read at a glance.

Real Life Example:
@wildlyfreeco uses a framed 5x7 print at markets that shares how her small batch apothecary line was born out of her struggle with hormone imbalances. The result? Customers connect deeper with her “why” and often open up about their own health journeys — which leads to meaningful purchases.

3. Practice a Spoken Version for In-Person Conversations

Have a go-to sentence you can say naturally when someone lingers at your table. No need to recite — just speak from the heart.

Try a version like:

“I started making these during the pandemic as a creative outlet… and now it’s turned into a full-time dream.”
“Everything here is inspired by the forest where I live — it’s how I stay grounded and creative.”

You’ll be surprised how often that opens up real conversations.

4. Use Your Packaging to Reinforce Your Story

You can include your story beyond the booth — through:

• Hang tags with a 1-sentence maker bio

• Thank you cards with your “why” and a QR code to follow you

• Small postcards with a quote or photo that shares your journey

Example:
@wovenandwild includes a tag that says, “Hand-dyed in small batches using foraged plant pigments – made to reflect the seasons.” It instantly conveys intention and connects the buyer to the process.

5. Let Customers Be Part of the Story Too

Create a booth experience that allows shoppers to engage. For example:

• Ask them to vote on next month’s colorway

• Let them pick the name of a new scent

• Share a board where they can write what creativity means to them

This makes the experience interactive and memorable, and gives them a story to take home with the product.

Final Thought

When customers feel your passion, they don’t just buy a product — they invest in a person, a process, and a purpose. Storytelling doesn’t need to be dramatic or overly curated. In fact, the more real it feels, the more people will connect.

Your “why” is one of your greatest selling tools. Use it.