The Behind-the-Scenes of Vendor Applications

I have a love/hate relationship with reviewing vendor applications. I love learning about artists, seeing how you describe your work, reviewing the photos you submitted... but I hate having to turn people down. I have to look at that part as a teaching moment and try to do my best to let artists know why they didn't make the cut.

Side note: Whenever you see that I say that "we" are reviewing applications... it's actually the colloquial we.

It’s mostly me, sitting at my desk surrounded by stacks of paper, reading applications one by one while trying to picture how all of these artists, makers, and small businesses would fit together in the same room. Sometimes I bring in a second opinion to make sure I'm not being biased or if I'm having a really hard time narrowing a category down.

While everyone does submit their application online, I print every single one of them out because it feels easier to see them all spread out.

Maybe that has to do with my ADHD brain. I process things better when I can physically see them in front of me. I like highlighting things, scribbling notes in random places, comparing answers side by side, and literally moving applications into piles. My office may not always (or ever) look organized to anyone else, but somehow the application stacks always make sense in my brain.

There are actual piles and at the top of each one - I use my purple highlighter to note: ACCEPTED, MAYBE, or NOT RIGHT NOW.

Sometimes there is an extra pile for waitlisted, depending on the event.

And honestly, the first round of reviewing sorts itself out faster than people might expect.

I start with doing a quick scan through to see who followed directions. The applications that tend to immediately land in the 'no' pile first are usually the ones where someone didn’t really answer the questions or didn’t follow directions. If a question says “please answer in 3–5 sentences” and someone gives me three words, that is a red flag. If someone can't take the time to read instructions and follow directions, that's typically a sign that they won't be reading the important stuff leading up to the event either and that makes it harder as a host to have to manage all of the plates in the air.

These questions are designed this way for a reason. I’m not trying to make artists jump through hoops just for funsies.

The application is usually my first glimpse into how someone may show up as a vendor. Did they read the directions? Can they communicate clearly? Did they take time to help me understand what they make and who it’s for?

That stuff really does matter to me. It's not just about squeezing in as many booths as I can. I'd rather have less artists that are intentional, than too many artists who only half-care about what they do.

And no, I know it doesn’t automatically mean someone will be difficult if they rushed through an application. Life circumstances, kids, pets, or something could have been a factor. But after years of hosting markets, I’ve learned to trust patterns, and it feels like a respect thing. All of these other 100 applicants took time to thoughtfully answer the questions, so if one person just answers the bare minimum - that doesn't feel fair to people who really put time and energy into it.

I actually ignored my gut about that once and accepted a vendor I felt unsure about. Leading up to the market, they kept emailing me questions that had already been answered in the vendor information I had sent out. I kept redirecting them back to where the answers already lived, which took way more time than it should have. As a host, we are managing a lot of different things at one time, and I intentionally spend time up front to make sure vendors have everything they need.

For this instance, when market day rolled around, this vendor ended up being one of the hardest vendors to work with. Rude. Pushy. Entitled. Not enjoyable for me, and definitely not enjoyable for the vendors around them either. That experience taught me to trust myself a little more during the application process.

It happened AGAIN where I didn't trust my gut, the vendor was sending me repetitive questions when they already had access to the answers - and then they ended up cancelling last minute before the event.

Usually, the signs are already there. After the handful of times, I finally learned my lesson. Trusting your gut is important.

Now, getting to the maybe pile... That’s where things get interesting and a little trickier.

Every market has categories that get flooded with applications. Jewelry. Candles. Body products. Depending on the event, crochet or 3D printed things too. And honestly, there are usually a lot of talented people applying.

The vendors who are an obvious fit, followed directions, and have something that feels unique usually go into the yes pile pretty quickly.

The maybe pile is where I slow down. This is where I start comparing applications more carefully. I’m looking at product photos, booth photos, written answers, and trying to understand how different vendors would fit into the overall mix of the market. If I already have several jewelry artists, I’m asking myself what makes this person different. What’s their niche? Who are they creating for? What makes someone stop at their booth?

If their niche is unclear, or they are offering dozens of different kinds of products, I usually choose the vendor who has a clear niche instead.

Next, this is where I’m going to say something mildly controversial: I can tell when you use AI.

Before anyone comes at me for this, I’m not anti-AI. I use AI and I know there environmental issues with it that I truly hope get fixed soon. AND - It can be incredibly helpful for organizing your thoughts or helping articulate something you’re struggling to explain.

But please, PLEASE edit it into your own voice. Use it as a tool, but not your "final answer" for anything. If your answers sound overly polished in that generic, formal, emotionally disconnected way where it somehow says a lot without actually saying anything, it’s a huge turnoff. Em dashes are also a clear sign. Not always (because I know authors who use it regularly), but as a non-author, I don't even know how to make a real em dash using my keyboard. So to see if EVERYWHERE is a little suspicious.

I’m not trying to evaluate ChatGPT. I’m trying to understand you and your brand.

If your products are funny, I want your humor to come through.

If your business came from something deeply personal, like caring for a sick family member or solving a problem in your own life, I want to hear that story.

If your brand is playful, earthy, sarcastic, bold, heartfelt, or a little weird in any direction, let me see that.

The applications I remember most are almost never the fanciest and most polished ones. Those are honestly pretty easy to forget. The most memorable ones are the ones that feel human and sound like a real, unique personality.

The ones where someone vulnerably shares why they started creating in the first place. Those stories stick with me because passion and authenticity sticks with people.

One thing I wish more artists understood is that the what, the who, and especially the why all matter. “I make jewelry” doesn’t tell me much. What kind of jewelry? Who is it for? Why do you make it?

There’s a huge difference between someone saying: “I make jewelry.”

And someone saying: “I create bold statement earrings for women who love expressing themselves through fashion and want playful pieces that make an outfit feel more fun. I started making them because I struggled to find accessories that matched my own style and wanted something big and playful that brings me joy.”

Suddenly, I understand the business WAY more. I can visual the kind of customer that would buy this kind of jewelry and want to find this booth at a market. I can really feel the passion behind it and honestly makes me want to go look at their jewelry to see if anything matches my style and fashion.

That clarity matters so much more than a generic blanket statement.

Next up: Photos matter too. A lot.

And I say this with love: blurry, poor lit product photos are hurting your application.

You don’t need expensive equipment. Most smartphones are great now. Go stand near a window. Go outside. Look on Pinterest or Google for product photo inspiration and recreate the vibe. Borrow a friend if photography isn’t your thing just to get a second opinion.

Booth photos matter too because they help me picture the experience customers will have walking through the market.

I personally love booths that feel thoughtful and visually balanced. Tiered levels help as opposed to everything laying flat on a table. Signage helps. Branding helps, whether you have a logo or just have your business name clearly displayed. Also - Covering the storage chaos under your tables definitely helps (please don't ever let your clutter of boxes be visible to customers during market hours).

And this is just personal preference, but I tend to like booths that feel less visually chaotic. For example, uncovered grid walls aren’t my favorite because you can see through to all the neighboring booths and it can feel visually busy and overwhelming. If you love grid walls, amazing. Maybe think about ways to add a curtain or barrier so your products stand out better, or create more visual separation so your products really POP and I can't see all of your neighbors products too.

At the end of the day, the questions on applications aren’t there to make your life harder.

I’m asking them because I genuinely want to understand who you are and whether you care about connecting with customers and community.

I don't host these markets because I want to pack them with people who just want to sell things.

I host for the connection and to lift passionate artists up. They’re about sharing something you care about with real humans.

My favorite parts are the connection, conversations, and the weird little stories that happen when people stop at your booth and find something they didn’t even know they were looking for.

So if you’re applying to markets (not just mine, but any of them), here’s my two cents:

Take your time.

Answer the questions. Or even draft your answers first then revisit them before you submit them.

Tell your story - the WHY matters.

Use AI as a guide if you want, but make it sound like you. But don't use it as your final answer.

And please don’t make me try to figure out what you do with just a 3-word answer. Even if you know the host, create your answers as if a stranger is reading them.

I’m rooting for you and all artists trying to make it in today's world. I really am. The power in all of this is finding out who you are, what you offer, and WHY you do what you do.

Once you can articulate that (not just on paper, but verbally too), you will see a huge shift in your business and that is a beautiful thing.

Photo from my very first market in November 2019. I didn't take many photos, but I have come a long way from engraving tiles!

Photo from a later market in 2022 (after getting a handful under my belt). Still in the process of figuring out what I wanted to sell, but loved making earrings and coasters!