439 Lessons Learned from 25 Trade Shows in 4 Years with Andrew Fegler, That's So Andrew

This week I'm chatting with Paper Camp alum Andrew Fegler, the founder of That's So Andrew . Andrew has a really interesting pathway into the stationery world. He started selling cupcakes in high school. He later built a home decor business and eventually pivoted into stationery during COVID when he realized that he wanted his work to feel more meaningful and aligned with who he is. We dive deep into what it really means to build a brand around personal values, navigating both the pull of loyal customers and the pushback from those that don't align. Andrew opens up about his experiences in a largely female-dominated stationery industry as a queer man. He discusses everything from the nuances of authentic allyship to making intentional decisions about suppliers and partnerships. Plus, with over 25 trade shows under his belt, Andrew gives us an insider look at the regional vibes, buyer dynamics at these major wholesale events, talking through lessons he's learned, financial strategies, and the impact of human connection in business. If you are building brand, navigating wholesale, or thinking about how your values show up in your business, I think you'll really enjoy this conversation Today's episode is brought to you by our Is Wholesale Right for You private podcast ! This free 12-part audio series will help you decide whether wholesale is a good next step for your specific business. After listening to this audio series (in less than an hour), two things will be true. You'll know whether you want to pursue wholesale for your product business, and you'll have the confidence and action steps to get started with wholesale. Sign up for the private podcast today! SIGN UP You can view full show notes and more at Quick Links: Free Wholesale Audio Series Free Resources Library Free Email Marketing for Product Makers PTP LABS Paper Camp

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439 Lessons Learned from 25 Trade Shows in 4 Years with Andrew Fegler, That's So Andrew is an episode from Proof to Product by Katie Hunt.

This episode is 37:48 long.

This episode was published on Apr 21, 2026.

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