How Brands Work With Retailers to Make a Win-Win Situation with Suzanne Fulford | Episode 51

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Episode Summary:

Today we are starting a new series to bring in brand owners to chat. Today’s guest Suzanne Fulford, founder and the CEO of Dixie Belle Paint Company, started her journey as an enthusiastic DIYer with a passion for cultivating and creating beautiful timeless pieces that brought new life to old, tired, and forgotten furniture. In this week’s episode, Suzanne and I talk about the future of the paint industry, its trends, and how brands work with retailers to make a win-win situation. I also talk about why we do and offer a particular product or service. Suzanne shares how she ended up founding and being the CEO of Dixie Belle Paint Company.  Sometimes we are afraid of what could possibly happen with the decisions we make for our businesses. Suzzane was terrified to jeopardize her business and the profits it was bringing to her family. Her perseverance, dedication, and determination led her to have a beautiful paint company. She shares how she did her own website, she took pictures of her product, and how her marketing team helps her give back to retailers.  You’re going to love meeting Suzanne and all the tips she shares with us today.  Do you like meeting other retailers and like-minded people? Do you need more control and less overwhelm in your retail business? Let me invite you to join my monthly coaching group Retailer’s Inner Circle. Want to learn what’s working for OTHER creative shop owners so you are constantly seeing fresh ideas instead of being stuck? We understand creatives, paint sales, and workshops. We get that you may have been a creative first and now are running this crazy business. The Inner Circle monthly group is a first of its kind experience combining coaching, training, and community support led by retailer and retailer coach strategist, Wendy Batten, who has years of relevant experience as an industry expert. Click here to learn more.

How Brands Work With Retailers
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 This week’s talking points on the Creative Shop Talk Podcast:

  • Starting a paint-related business
  • Branding
  • How do brands work with retailers
  • Hiring the right people
  • Giving back to retailers
  • Industry trends
  • What is my why
  • What do we have to get ready for
  • Product education
  • Spring season
  • Having confidence in your own business
  • Stepping out of our comfort zones


The Big Takeaway:

Values have changed and like customers wanting to connect with shops they value, we need to work with brands that share our values. Working together for a win/win for all.

Our Favorite Quotes:

  • “I wanted to know what people were buying.” – Suzanne Fulford
  • “People are still going to buy things if they like it.” – Suzanne Fulford
  • “You have to build excitement.” – Suzanne Sulford
  • “I was just going to jump in the river and see where it took me.” – Suzanne Fulford
  • “You don’t have to have it all figured out to make big progress and have big things happen.” – Wendy Batten


Our guest:

Dixie Belle Paint Company – Offers non-toxic, no VOC’s, easy cleanup paint, and can be used on virtually any surface! High-quality chalk mineral paint is perfect for painting furniture/material/cabinets and much more. No waxing required. Dixie Belle Paint is owned/operated in the USA! For more information, please visit our website at

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Thanks for tuning into this week’s episode of the Creative Shop Talk Podcast. If you enjoyed this episode, please head over to Apple Podcasts or Google Podcast to subscribe to the show and leave your honest review. For more great content and helpful tips to grow your creative retail shop, visit our website. Follow us on Facebook and Instagram, subscribe on YouTube, and don’t forget to share your favorite episodes with other creative retailers.


Hi there! I'm Wendy Batten, and I'm obsessed with helping independent shop owners like you achieve success.

With over 20 years of experience as a small business owner, I've owned several retail businesses along the way including a cafe, two retail shops, and a studio (and even a tae kwon do studio), learning first-hand the art of juggling all the balls.

I now dedicate my time to coaching hundred of retailers all around the world, sharing my expertise to help them organize their businesses and maximize profits, paychecks, and JOY in their day-to-day lives.

I created the support, programs, and community that I wish I'd had.

Whether you've been in business for years or are just starting out with your brick-and-mortar venture, you've come to the right place.

If you're serious about your business and ready to stop winging it, I'm here to inspire and guide you toward success.

I'm so happy you're here, and I can't wait to support you on your journey to thriving in the world of retail!



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