Let’s Talk Shop1 Sep 2025

How Sarah Scaled Little Black Cat Illustrated to 300 Stockists with Faire, SEO and Systems

In this episode of Let’s Talk Shop, I’m joined by Sarah Wilson, founder of Little Black Cat Illustrated, a Manchester-based paper goods brand creating quirky, folksy prints, greeting cards and stationery.

Sarah shares how she grew from her very first wholesale order in 2023 to now being stocked in over 300 shops worldwide.

We dive into the funding, systems, and platforms that supported her growth — and the lessons she’s learned along the way.

Timestamps:

00:00 Introduction and Guest Welcome
00:26 Sarah’s Business Journey
01:42 Wholesale Growth and Challenges
04:40 Securing a Business Loan
06:59 Success on Faire
10:34 Diversifying Income Streams
18:10 Balancing Business and Wholesale
23:45 Proud Wholesale Wins
26:50 Conclusion and Contact Information

What you’ll hear in this episode:

The moment Sarah decided to take wholesale seriously.
How she funded her growth with a £6k small business loan.
The systems that helped her manage scale without burning out.
The strategies that made Faire a powerful sales channel for her brand.
Why SEO, product photography, and stockist relationships have been key to her success.
Her future goals: licensing, trade shows, and breaking into larger retailers like Selfridges, Liberty, and Oliver Bonas.

Connect with Sarah:

🌐 Website: littleblackcatillustrated.com

📸 Instagram: @littleblackcatillustrated

🛒 Faire: Little Black Cat on Faire

Links & Resources:

✨ Website: Small Business Collaborative

📸 Instagram: @small_business_collaborative

🚀 Sales Growth Lab: Learn more here

📊 Free Freedom Sales Calculator: Download here

Do you know how many stockists you need to make the income you want?

If not, grab the Freedom Sales Calculator — it will show you exactly how many stockists you need, how many to pitch to, and how much traffic to drive to your website.

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