I recently returned from exhibiting at Top Drawer London for the first time since starting my business four years ago. People have asked me, "Sarah, why didn’t you do this sooner?"
The truth? Life happened.
I started this business just before my youngest was born. For four years, I’ve been building Sarah Epsom Ltd in the "in-between" of parenthood. Working out how to create and digitise each and every product produced. With a young family and personal circumstances, the sheer commitment of a trade show felt impossible. And honestly? The idea of the logistics specifically the shelving... terrified me. It sounds crazy now, but finding the right card racks alone made me worry.
But this year, the timing finally felt right. I needed to know: Does my brand have a place in this industry?
The Leap of Faith
Booking the stand was daunting. I knew I couldn't show up with a half-hearted range, so I set to work. I painted more, designed more, and pushed myself to create collections that didn’t just fill shelves, but met the high standards of national buyers.
Looking back, I almost wish I’d done it sooner. The event forced me to organise my vision and see exactly where my brand sits in a room full of incredible talent. To have those wonderful conversations - to understand which buyers are drawn to the work.
What I Learned on the Floor
If you’re a creative thinking about taking this step, here are my "honest" takeaways:
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Connections are Everything: In this industry, a bond is created when people understand who you are. Buyers want the person, the "why," and the story behind the art.
Connections in the industry: This was a big one - I met truly wonderful people behind remarkable and successful brands. There were no ego only encouragement, words of advise and support which is crazy given we are all there to compete. But it is true.
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Don’t Overcomplicate the Build: My husband was a genius with the shelving (turns out my fears were unfounded!), but my unit was complex and involved a lot of drilling. My lesson? Keep it simple.
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Give Them Something to Hold: By the second day, I realised how much of a difference it makes to give people something to take away. A tactile sample is a physical reminder of the connection you made.
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Be Open About the Struggle: Creating a business from nothing is the hardest thing I’ve ever done. I’m still finding my way and working out the best direction. The industry is filled with so much talent and choice, what I learnt was to stay true to who you are. True to what you do - no matter what, because there is a reason why the space created exists and that's what has be remembered.
The Final Verdict
Trade shows are a significant investment, both financially and emotionally. But I’ve realised it costs a lot more to sit behind a computer for years, hoping that cold-calling shops will be enough.
Retail is a sensory business. People want to see the product, feel the paper, and meet the person. If you are waiting for the "perfect" time, it might never come. But if you have the chance to show the world what you’ve built, take it.
I’m so glad I finally did.