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Fifteen years ago, Jordan Engelhardt launched Skinny Mixes out of her garage with a mission to create the perfect guilt-free Skinny Margarita. Today, her business has grown exponentially, from a product perspective—she now offers tasty coffee syrups, colorful water flavorings, and cocktail mixers—and from an operations perspective too. She’s no longer working out of her garage, for one thing, and her Skinny Mixes brand has generated over $10 million in total order volume.
So how did she get here?
Below, we’ll dive into Skinny Mixes’ transformation—and how it earned its place as one of Faire’s top Food & Beverage brands.
Driving visibility and building strong relationships through Faire
Skinny Mixes joined Faire in 2020. While Jordan had seen some success from news articles and TV interviews, her goal was to figure out how to make this exposure stick and use it to drive real engagement. Even after Kerry Marshall joined as the associate consumer care manager, the question was “How can we grow?” “That was really the most difficult part,” says Kerry. “How can everyone learn about our brand when there are just two people behind the scenes?”
The reason they chose Faire was simple: “We were looking for a way to expand our distribution, and because we come from a small business background ourselves, we wanted to find a platform that could help us connect to other small businesses so that we could build off each other’s success,” says Kerry.
In its first year on Faire, Skinny Mixes achieved over $250,000 in order volume.
Here’s how:
- Skinny Mixes refreshed its entire catalog, updated its product designs, and introduced new SKUs and flavors to keep offerings exciting.
- To share news and updates, it created personalized marketing campaigns and outreach. It also sent out two to three monthly email campaigns, with special check-ins and spotlights.
- It integrated Faire Direct into daily operations, using QR codes at trade shows and embedding the widget into the website to increase customer engagement.
- It also strategically optimized email campaigns and trade show strategies, including uploading customers, ensuring Skinny Mixes reached the right retailers at the right time—driving consistent growth in both new and returning customers.
All of these strategies combined with Jordan and Kerry’s hard work have helped Skinny Mixes not only discover a new global audience but also capture them as customers.
“Faire gives us the ability to connect with so many different people. A lot of our outreach has just been from people learning about our brand and then emailing us and wanting to become wholesalers. And for me, I love having that ability to have this message system to build relationships. I just love the platform and connecting with our small business retailers in this way,” says Kerry.
To stay top-of-mind for retailers and to maintain these important relationships long after they meet, Kerry takes advantage of Faire campaigns. “We want retailers to know what’s coming and what’s up next,” she says. “Being able to contact everyone with campaigns through Faire is a really great feature.”
Faire also helps Skinny Mixes avoid third-party sellers, and Jordan and Kerry appreciate how the Faire team helps to enforce their terms. “We had looked at joining different wholesale platforms and not a lot of them have that in the terms and conditions that they don’t allow third parties to purchase on there. That’s a big plus for us,” Kerry says.
Looking forward, plus 3 tips from the Skinny Mixes team
While Skinny Mixes has already reached the $10 million order volume mark, its work is far from over. Its main goal for this year is to build trust and transparency with its retailers. “One thing we just launched is flat-rate shipping fees on Faire, and I already got a few messages with some good feedback, so that’s exciting,” says Kerry.
Of course, the team has learned a lot over the years too. Here are Kerry’s top five pieces of advice:
- Customers want to hear from you and want to be engaged, so take advantage of Faire campaigns.
- Proactively grow your sales with Faire Direct, especially with the new retailer offer. If a new retailer uses your link, they get 50% off and free shipping their first year, funded by Faire.
- If there’s a Faire tool available that makes sense for your business, give it a test.
- Increase your visibility through Faire Markets. For example, Kerry notes that during the last market, she got orders from people who had never ordered with them before.
- “Take advantage of everything in Faire that you can,” Kerry says.
We agree that’s a great place to start.
