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When I started this podcast, I knew I wanted to have real conversations about what it actually looks like to build a small business - not just the shiny parts, but the decisions, relationships, pivots, lessons, and little behind-the-scenes details that make a business work.
And this conversation with Rhiannon Troutman, owner of Fringe Boutique in Bellingham, felt like such an important one.
Most of my chats so far have been with makers - women creating products, showing up at markets, building their brands, and figuring things out as they go. But this episode gave us a different perspective: the retailer’s side.
Because if you’re a maker who has ever dreamed of getting your products into a boutique, there’s a lot more to it than simply having something beautiful.
There’s pricing.
There’s packaging.
There’s fit.
There’s timing.
There’s customer alignment.
And maybe most importantly, there’s relationship.
Rhiannon has been building Fringe Boutique since 2015, and she has always been intentional about creating a space that supports local makers. Fringe is where I sell my leather Moss Bags earrings, so this conversation was extra special because we’ve experienced this maker-retailer relationship firsthand.
And honestly? There was so much goodness in this one.
Connect with Rhiannon and Fringe Boutique:
Website: https://wearfringe.com
Instagram: https://www.instagram.com/wearfringe/
Visit Fringe in downtown Bellingham on the corner of Holly and Commercial Street.
How Fringe Boutique Began
Rhiannon’s story starts long before she opened the doors to Fringe.
As a kid, she loved styling, arranging, curating, and creating little worlds with outfits and details. While other kids were ready to jump into playing, she was still carefully setting the scene - deciding where everyone was going, what they were wearing, and how it all looked.
And now? That same instinct shows up in the way she curates Fringe.
She shared how her love for fashion evolved over time. At one point, she thought she might become a fashion designer, then realized pattern-making was not for her. Later, she considered editorial work or fashion magazines, but eventually the dream became clear: she wanted to open her own shop.
In high school, college, and after college, she intentionally sought out jobs in small business retail. She paid attention. She learned from mentors. She took notes. She watched what worked, what didn’t, and what kind of business owner she wanted to become.
I loved this part of the conversation because it was such a reminder that nothing is wasted.
The jobs you’ve had.
The people you’ve learned from.
The things you noticed along the way.
The relationships you built years ago.
It all becomes part of the foundation.
Why Fringe Has Always Made Space for Local Makers
One of my favorite things about Fringe is that local makers have always been part of the shop.
And for Rhiannon, that was intentional from the very beginning.
Before she opened Fringe, she had her own small jewelry business. She sold her pieces on consignment in local shops, so when it was her turn to create a boutique of her own, she wanted to offer that same opportunity to other makers.
She described it almost like a thank-you note to the shops that had given her a chance.
How cool is that?!
Because when business is done well, it has this beautiful ripple effect. Someone opens a door for you, and later, you get to open a door for someone else.
Fringe has grown and changed over the years - from its original location to a much larger downtown space with room for events, pop-ups, workshops, and classes - but that focus on community has stayed the same.
What Makes a Product a Good Fit for a Boutique?
This is the question so many makers want answered:
How does a boutique owner decide what to carry?
For Rhiannon, one of the first filters is price point.
Fringe is a mid-range boutique, so she knows what her customers are willing to pay. A product might be beautiful and well-made, but if the price point does not fit her customer, it may not be the right fit for her store.
And that was such an important distinction.
A “no” from a shop does not mean your product is bad.
It does not mean your work isn’t valuable.
It does not mean you should stop trying.
It might simply mean that your product is not the right fit for that store, that customer, or that specific retail environment.
Rhiannon also talked about how much she values honesty and transparency. She doesn’t want to say yes to a maker just because she can. She wants the product to actually sell.
Because saying yes to something that sits on a shelf does not help the maker or the retailer.
Wholesale vs. Consignment
We also talked through the difference between wholesale and consignment, which is something that can feel confusing when you’re newer to selling products.
Wholesale is when a shop buys your products upfront at a wholesale price. The retailer then owns that inventory and can sell it, mark it down, or merchandise it however they choose.
Consignment is different. With consignment, the maker brings products into the shop, but does not get paid until those products sell. Typically, the maker receives a percentage of the sale, and the retailer keeps the rest.
Rhiannon shared that consignment can be a helpful way to test a product because it is lower risk for the retailer. She often uses it as a starting point before potentially moving into wholesale later.
But she also brought up something really important: even though consignment can feel accessible, makers still need to make sure the numbers work.
If you are selling earrings for $20 and then only receiving a percentage of that sale, are you covering your materials? Your time? Your packaging? Your effort?
This is where pricing matters so much.
The Pricing Conversation Makers Need to Have
One of the biggest takeaways from this episode was pricing.
Rhiannon shared that she often sees makers underpricing their work, especially when they’re newer or when they’re testing a product at markets.
Sometimes makers are afraid to charge too much. Sometimes they want the product to move quickly. Sometimes they simply haven’t factored in what happens when a retailer takes a percentage or buys at wholesale.
But here’s what I loved about Rhiannon’s perspective: a few dollars may not feel like a huge difference to the customer, but it can make a meaningful difference to the maker.
That margin matters.
And in a boutique setting, customers may actually expect a different price than they would at a market. The environment, the merchandising, the shopping experience, and the perceived value all play a role.
Rhiannon and I even talked about how we tested pricing with my earrings at Fringe. We played with the numbers, found the sweet spot, and learned what worked.
That’s such a real part of business.
You try.
You test.
You adjust.
You learn.
What Helps Products Sell Once They’re in a Shop
Getting into a boutique is one thing. Selling well once you’re there is another.
Rhiannon shared a few things that help products move in a retail setting.
First, branded packaging matters.
For example, my earrings are on Moss Bags cards, so when someone picks them up, they can immediately see that they are local and made in Bellingham. That adds meaning and makes the purchase feel more special, whether someone is buying for themselves or choosing a gift.
Second, the display needs to feel full.
This was such a good behind-the-scenes detail. Rhiannon explained that if there are only a few pairs of earrings left, they may stop selling simply because the display no longer catches someone’s eye. A fuller display invites people to browse, compare, and choose.
Third, the store still needs to feel cohesive.
Rhiannon prefers makers to have their own packaging, but she handles the display herself so everything fits visually within the boutique.
That’s such a helpful reminder: when your products go into a shop, they become part of a larger customer experience.
Don’t Be Afraid of the No
One of my favorite reminders from Rhiannon was simple:
Don’t be afraid of nos.
As makers, it can be easy to take rejection personally. You put so much of yourself into what you create, so when a shop says no, it can feel like they’re rejecting you.
But that’s not always what’s happening.
A boutique owner is thinking about their customer, their floor space, their current inventory, their season, their price points, and what they know will move.
Sometimes your product is amazing - just not for that shop.
And sometimes the best thing a retailer can do is tell you the truth instead of giving you a yes that does not actually serve you.
Not Every Creative Hobby Has to Become a Business
Toward the end of the conversation, Rhiannon shared something I think every creative person needs to hear:
Not every creative hobby should become a business.
And that is okay.
Sometimes we make something, people love it, and the immediate response is, “You should sell these!”
But turning something creative into a business changes the relationship you have with it. Suddenly, there is inventory. Pricing. Taxes. Deadlines. Reorders. Expectations. Emails. Packaging. Margins. Customer service.
For some people, that is exciting.
For others, it drains the joy right out of the thing they once loved.
And I think that’s such an important permission slip.
You can create for joy.
You can create for fun.
You can create gifts for your friends.
You can make something beautiful without needing to monetize it.
And if you do want to turn it into a business? Wonderful. Just know what you’re saying yes to.
Building Relationships That Last
What I loved most about this episode is that it wasn’t just about how to get your products into shops.
It was about building real relationships.
The best maker-retailer partnerships are not one-sided. They work when both people are honest, thoughtful, and clear about what makes sense.
Rhiannon wants products to sell.
Makers want their work to be seen and purchased.
Customers want to find something special.
And when all of those things line up, it can be really beautiful.
This conversation was such a good reminder that small business is never just about the product.
It’s about people.
It’s about trust.
It’s about knowing your customer.
It’s about being willing to learn, adjust, and keep showing up.
And whether you’re a maker hoping to get into your first boutique or a shop owner trying to curate something meaningful for your community, I think you’ll find so much wisdom in this one.
Connect with Rhiannon and Fringe Boutique:
Website: https://wearfringe.com
Instagram: https://www.instagram.com/wearfringe/
Visit Fringe in downtown Bellingham on the corner of Holly and Commercial Street.
Photography by Kelsey Kurtis: https://www.kelseykurtis.com
