454 | From 75 to 125 Wholesale Accounts including Her First Key Accounts, Case Study with Charina Cabanayan, Orchid & Pine
You know that moment when your business starts asking more of you than your systems can deliver? A key account shows interest, your line is scaling, and you can feel the gap between where you are and what's coming. That's exactly where Charina Cabanayan was when she joined Paper Camp — 75 independent accounts, a sales rep group, and a growing pressed floral line at Orchid & Pine Studio. This episode shares her experiences participating in Paper Camp.
In this episode, you'll learn:
Charina grew from 75 to 125 wholesale accounts — including her first 3 key accounts — by building systems before chasing sales
How to take the emotion out of pricing, and why creatives struggle with this more than any other part of wholesale
Why she pulled her handmade collection from her wholesale catalog when the numbers showed it couldn't scale
What changed in wholesale between her first business (250 accounts, twenty years ago) and today — and why experience goes out of date
Why slowing down intentionally can be a sign of a healthy business, not a failing one
From the episode:
"The community alone is totally worth it. Knowing that you're not navigating this on your own is completely invaluable. I genuinely believe I would have saved myself a significant amount of heartache and money if I hadn't waited two years to join." — Charina Cabanayan
"I thought I had a solid understanding of wholesale, because I had run a wholesale business before. But the truth is that so much has changed over the years." — Charina Cabanayan
About Charina:
Charina Cabanayan is the founder of Orchid & Pine Studio, where she creates pressed floral preservation pieces — botanical gifts, pressed floral frames, and dried herbal herbariums. Founded in 2022, Orchid & Pine is her second wholesale business; she grew her first to 250 accounts. She's currently expanding into event experiences, teaching, and a lifestyle book collaboration on flowers and rituals.
today’s episode is brough to you by paper camp:
Today's episode is brought to you by our Paper Camp program. Paper Camp is our wholesale coaching program where we teach you everything you need to know to build strong wholesale foundations. Over the course of 4 weeks, we tackle your product line, sales tools, and marketing plan, and we even talk about how to exhibit at trade shows if that's what you want to do. We start with your product line and go into everything from how often you should be releasing new products to ensuring that your numbers are sustainable for the wholesale market and their price for profit.
Then we move into sales tools you must have for selling wholesale so you make a strong first impression with buyers like catalogs and your terms and conditions. Then, we cover marketing strategies and ways to reach various store owners.
Each week's teachings build on the previous week, and we host weekly live, engaging coaching calls to answer all of your questions. We will open enrollment for our next round of Paper Camp soon, and we sell this program out every time we run it. Join the waitlist, and you’ll get early access to enroll.
Connect with Katie Hunt
Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.
Website: prooftoproduct.com | Instagram: @prooftoproduct
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