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In the heart of Vermont, where green peaks slope into lush valleys, Victoria and Will Hurd saw an opportunity for a better way of living. Nearly six years before, they had set off across the country in search of a community where they could live in harmony with nature. They finally found that in the town of Woodstock. It was there that Echo Market would become a reality.
As Victoria watched the world slowly emerge from the isolating grip of the pandemic, she recognized something was missing: in-person connection. She knew she wanted her store to fill that gap.
This colorful storefront focuses on holistic health and sells carefully curated, sustainable products. Many of its offerings come from small, women-owned and eco-conscious brands that promote wellness and a regenerative lifestyle.
“Echo was born out of a desire to create a place where people could rediscover their health,” says Victoria. “Health doesn’t have to feel intimidating. And I think we’ve really achieved that.”
Whether they’re a new mother curious about baby-safe skincare or a teenager navigating zero-waste menstrual products, Echo has become a place where shoppers feel seen, heard, and supported.
“What really brings everyone together in our store has nothing to do with age, gender, hobbies, or anything like that. It really is this desire to prioritize health and prioritize conscious decision-making in their purchases.”
This welcoming atmosphere isn’t accidental. Thanks to Faire Markets, sourcing unique, mission-aligned brands to fill the store’s shelves has never been easier.
Getting the most out of Faire Markets
For many independent retailers, sourcing the right products can be both exhilarating and overwhelming. Faire Markets have been a boon for Echo Market, helping streamline inventory while making the discovery process stress-free. With four Faire Markets under her belt, Victoria has refined her strategy, ensuring that each experience, each interaction, is meaningful and intentional.
For other retailers hoping to get the most out of this year’s Faire Markets, she has a few pieces of helpful advice she’s learned from past events.
- Plan ahead. Those three days go by in a blink, so have a game plan before you attend. “We use spreadsheets with all our analytics to track which brands are performing well and how much we’ve done with them,” Victoria explains. This allows her team to budget and forecast purchases with precision, ensuring every item selected aligns with Echo’s mission.
- Use filters and search tools wisely. Eco-friendly, women-owned, and organic brands are top priorities at Echo Market, and Faire’s filtering system allows Victoria to narrow down selections quickly. “I always go straight to the filters, but I also use keywords in search to find brands that may not have necessarily tagged themselves by what they offer,” she says.
- Take advantage of limited-time pricing. Faire Markets feature brands’ best deals of the season, and Faire matches all discounts up to 5%. Past events have saved retailers a total of over $104 million and created over 727,000 new relationships between brands and retailers. One of the brands Victoria bought during Faire Market last year, Beautifood, turned out to be a bestseller, and she scored them at a discount. “They checked all the boxes for us because our customers were requesting more clean beauty. We bought their whole product range as one bundle, and we saved a great deal.”
- Start small. When Echo Market first opened, it carried far fewer SKUs. “You don’t know what your community wants until you open your doors,” Victoria says. Smaller minimum order quantities (MOQs) helped her test products before committing to large purchases, allowing Echo to build an inventory that truly resonates with its customers.
- Streamline order scheduling. Spacing out orders is essential for Echo Market’s stockroom limitations. Scheduling purchases throughout the months leading up to the next Market keeps operations running smoothly without the burden of excess inventory. “Our stockroom only has so much room, and I refuse to bring inventory back to my house. So that’s been super helpful,” says Victoria.
- Prioritize must-have items. The early bird gets the worm. For clothing especially, certain sizes, styles, and colors can go fast, so it’s important to be prepared. “Things sell out quickly,” Victoria warns. “Retailers need to make a priority list of what they know they want and be first in the queue.” Faire Insiders get early access to markets, which means first dibs on must-have products.
One of the most valuable lessons Victoria has learned over the years is the importance of maintaining flexibility. While strategic planning is essential, she wants to allow for experimentation with other brands or spontaneous, joyful finds. “We’re always giving ourselves a little bit of room for new products that we want to discover.”
Getting the most out of Markets with Faire tools
Victoria is a strategic shopper and uses two game-changing Faire tools to supercharge her Markets experience.
- Faire Insider: For $19.99 per month, Insiders get early access to Markets and special access to Faire support. But the perk Victoria loves the most? Free shipping—something that can make a big impact on her customers. “Everyone is surprised that our prices are the exact same as the retailer. And that makes a big difference to me,” says Victoria. “Customers don’t have to pay a premium just because I’m a small boutique on Main Street in Vermont. I can’t even tell you how many times that factors into people’s purchase decisions and their willingness to shop with us.”
- Shopify: Faire offers seamless inventory management. Damage claims, returns, and order adjustments used to mean endless emails and back-and-forth with vendors, eating up valuable time that could be spent engaging with customers. Now, thanks to Faire’s Shopify integration, everything flows directly through the platform, cutting out unnecessary steps and making daily operations smoother than ever.
For retailers, staying financially savvy isn’t just smart—it’s survival. That’s why Victoria keeps Faire in mind year-round, making sure she’s capitalizing on every opportunity. When Markets roll around, she strategically places bulk orders, maximizing savings and ensuring that Echo Market’s shelves are stocked with the products her community loves most. It’s this kind of planning that keeps small businesses standing out and thriving.
Sticking to her values and maximizing profit
Echo Market is proof that holistic retailing can be both intentional and profitable. Through Faire Markets, Echo Market has found a way to evolve its approach while keeping its values intact.
By combining a curated shopping experience with the right technology and tools, Victoria has built something truly special—a place where conscious choices are effortless, community is at the core, and wellness feels like home.
