016 | Shayna Norwood, Steel Petal Press on balancing a wholesale business and retail storefront and how to pitch your products to retailers.


Manage episode 184589047 series 1423440
By Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio streamed directly from their servers.

TSBC Alumni, Shayna Norwood of Steel Petal Press owns letterpress studio and retail store front in Chicago. Shayna started Steel Petal Press in 2008 as a side hustle and it became her full time gig in 2010. In 2016, she opened her flagship retail shop selling her own products as well as stationery and office goods from other independent brands.

On today’s episode, Shayna shares how she manages both a wholesale busienss and a retail storefront, the challenges she’s faced while growing her business and her advice to designers who are pitching their products to wholesale buyers.


  • The start of Steel Petal Press as a side hustle.
  • Feature in Daily Candy & faking it til you make it.
  • Her first year at the National Stationery Show & exhibiting with Ladies of Letterpress.
  • How opening up the retail shop was a happy accident.
  • Managing both sides of her business & the challenges that causes.
  • Shayna’s team and the roles they fill.
  • Merchandising the store & learning to buy for the store
  • Advice for people pitching retail stores
  • How much follow up is too much?


“When you’re at the National Stationery Show, you really need to stand out in certain ways.” - Shayna Norwood

“I have to be really intentional about setting aside time to work on the wholesale side of the business.” - Shayna Norwood

“I have learned to trust my instincts.” - Shayna Norwood

“Do your research. Be as prepared as possible for any situation before you go into it” - Shayna Norwood


Steel Petal Press is a Chicago based letterpress studio owned and operated by Shayna Norwood. What began as a part-time endeavor in 2008 has grown to include three presses, a paper cutter, and a small + awesome team. Together we print, package and ship each item by hand. Shayna Norwood is a professionally trained visual artist with a BFA from San Francisco Art Institute. She's been letterpress printing since 2004, and Steel Petal Press has been her full time gig since 2010. In 2016 she opened her flagship retail shop. Our shop carries Steel Petal Press greeting cards printed by hand in house and other gift items from independent designers around the country.


Website: http://www.steelpetalpress.com

Facebook: @steelpetalpress

Instagram: @steelpetalpress

Pinterest: @steelpetalpress

Twitter: @steelpetalpress



Interested in learning more about launching or refining a wholesale line or exhibiting at trade shows? Join us for our next Paper Camp conference in Los Angeles. Get more details and register at www.tradeshowcamp.com/papercamp


Proof to Product is brought to you by Tradeshow Bootcamp and hosted by Katie Hunt. Since 2011, TSBC has worked with hundreds of product based businesses to help them up level, scale, and build profitable sustainable companies. You can find our show notes and additional resources at ProofToProduct.com. If you like what you heard today, please head over to Apple Podcast to leave a five star review and subscribe. Thanks so much for listening. We'll be back next week with a new episode.

115 episodes available. A new episode about every 4 days averaging 30 mins duration .