By WOMEN & MINORITY SMALL BUSINESS MARKET (WMSBM)
“Sometimes, the table you start at is covered in jars of shea butter — but for many of us, it’s also covered in dreams.”
When our family started Jael LLC back in 2013, we knew we had a winning idea. What began as a kitchen experiment mixing shea butter with essential oils, turned into late nights labeling jars, creating scents and testing formulas until we found what worked.
We didn’t have investors or a big marketing plan. We had folding tables, handmade signs, recipes and a dream. So, we packed up our products and started vending at local markets around Indianapolis. That’s where we learned everything: How to talk to and listen to our customers, what products sold best, how to price items and how to build relationships that lasted beyond a single event.
Vending gave us more than income — it gave us insight. It was our classroom, our focus group, our test market and our introduction to business ownership. Through vending, we learned that a side hustle can become a source of financial stability and even generational wealth when paired with consistency, creativity, community and old-fashioned stick-to-itiveness.
That journey inspired the creation of our nonprofit organization, the Women & Minority Small Business Market (WMSBM). Over the years, we’ve met hundreds of other makers and small business owners with similar stories — talented people with great products who just need guidance, exposure and a place to grow.
Contact us for details about our next Vendor Education Series during the upcoming National Small Business Week in early May 2026. The event will cover the essentials such as: Vending 101, Selling in Crowds, Product Placement, Marketing, AI and Taxes. It’s designed to help both new and experienced vendors take their business to the next level in the same way vending helped us build Jael.
If there’s one thing we’ve learned over the last decade, it’s that the table you start at can lead to something far bigger than you imagined. Sometimes, that table is covered in jars of shea butter, handmade crafts or candles. But for many of us, it’s also covered in dreams, and vending is how we turn those dreams into something real.

Leveling Up Your Vendor Game
Thinking about turning your hobby into a business? Start small, start local, and start vending.
Vending offers a low-cost, community-based way to test your products and learn the basics of entrepreneurship. Whether you sell art, beauty products, or baked goods, the key is to treat each market as both an opportunity and a classroom.
Here are a few lessons we’ll expand on during the WMSBM Vendor Education Conference during National Small Business Week 2026:
Vending 101: Understanding booth setup, pricing, and customer engagement.
Selling in Crowds: How to stand out and build connections.
Product Placement & Display: Visual strategies that drive sales.
Marketing that Moves: Turning social media followers into loyal customers.
Taxes & Business Basics : Managing income, expenses, and growth the right way.
AI for Market Vendors: Work Smarter, Sell More

To learn more or get involved with the 2026 conference, follow Women & Minority Small Business Market (WMSBM) on Facebook, LinkedIn or email wmsbm@jaelproducts.com.

About the Author:
The Women & Minority Small Business Market (WMSBM) is a nonprofit organization based in Indianapolis dedicated to supporting nontraditional entrepreneurs and creating equitable opportunities for small business success. WMSBM provides education, advocacy, and networking for women- and minority-owned businesses through markets, vendor conferences, and community partnerships.