June 15, 2024


Yo Quiero Techno

He’s Moving From Wholesale to Direct Sales | William Reardon | Episode 897

4 min read

William Reardon | Episode 897

Born and bred in NYC, William Reardon attended The University of The Art Institute of Chicago and researched Ceramics and Architecture. Soon after graduating Will labored in the audio market but returned to start off New York Stoneware In 2013 – an city output pottery centered on everyday objects and tableware.


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How did you occur up with the title New York Stoneware?

Very well I realized that I didn’t want to title the enterprise soon after myself. I did not want it to be so much about the maker and the craftsperson, I appreciated manufacturing pottery and that utilitarian a little significantly less own connotation. So I was born and bred in New York and it just came to me. It is a quite straightforward plan but it sounded proper and it checked all the packing containers.

Do you assume that in conditions of branding, do you imagine that possessing the “right name” , do you feel that makes a variation in how your corporation is perceived ?

That is a entertaining query. I’d like to speak about this. It will make me assume about Goop and Google and all these other companies. I believe with promoting and defining your message and your imagery is far more essential than the “right name”.  I assume it’s about interaction. Consider about the Rolling Stones, they just stole a lyric from a blues tune. It is practically variety of dull, but you really don’t even imagine about it. You hear the Rolling Stones you imagine dazzling crimson tongue, Mick Jagger, Keith Richards, which is what comes to head. Not the rolling stones, which is a people bluesy lyric.

When you created the transition from musician to entire-time potter how did you obtain your new viewers?

I sort of resolved nearly overnight that I would try and make a enterprise out of pottery. And a good friend of my wife and me proposed I do the New York Now trade display, which was in six months. So I had six months to make my selection following getting eight several years of not throwing pottery. And so I experienced internalized all these matters that I liked and I had six months to make something of my individual that I liked, what I preferred and what I thought seemed excellent for myself.

Had been you equipped to make enough for that trade show?

Well, it was a wholesale trade exhibit. So I just experienced to make samples. But due to the fact I was doing output pottery I experienced ten or 20 or thirty of all the things and the booth festooned with pots. So yeah, I was ready to do it.

Has the coronary heart of your enterprise been wholesale function?

That is what received the business enterprise likely. I did this trade exhibit and immediately walked away with 10 or twenty buy types. I had no idea how I was heading to fill them. I constantly appreciated output pottery and I experienced generally practiced it but I had never actually produced it. But that has been my design right up until quite a short while ago and now I am switching around to direct to client. And concentrating far more on the promoting, the advertising, and all that and transferring absent from wholesale. But I do have a several wholesale accounts that I take pleasure in working with.

Have you labored as a solo make the full time?

In the beginning but I incredibly early on required extra assist. So as I have developed, my group has grown. But I am nonetheless the only 1 that throws. So I throw every working day and I have a group of 3 people today in the studio every working day glazing, trimming, packing, everything else in a ceramic studio. And my wife allows with revenue and a great deal of the administrative aspect.

Why did you transition from wholesale to direct profits?

In substantial aspect since of that e-book Passion Financial state. Trying to make your enterprise sustainably profitable essentially successful.  Functioning in the black, you know. And then accessing what my goals are, what I want to be doing.  Do I want to be throwing? Do I not want to be throwing? And just executing all that sort of  soul-browsing stuff and attempting to figure out how to make that operate. And simply because I want to be throwing, producing things smaller in phrases of models can make additional perception.  But it also makes me be more in touch with the conclude shopper. And that’s seriously what I am undertaking. It’s a extra intimate partnership with me as the maker and what people want.


Elevated in Clay by Nancy Sweezy 


The Enthusiasm Overall economy by Adam Davidson 

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Instagram: @newyorkstoneware

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