Behind the scenes of running a small business at local markets
Curious about what it takes to sell handmade fashion at local markets, or thinking of jumping into the market scene as a creator? Keep reading to discover the highs, lows, and everything in between.
We’ve said it before—the local market scene has shaped Al Elé into what it is today. We love our local markets and the sense of community they bring, which is why we’re in the midst of our biggest local market year to date.
Behind our curated stalls, however, is a lot more than meets the eye. From early mornings to last-minute chaos and mountains of nitty-gritty logistics, local market events are far more than just selling clothes. After nearly a decade of market madness, we’re sharing a glimpse behind the scenes and the realities of being a local creator and selling handmade fashion in Australia’s local market scene.
On the day
There's a rhythm to the local market dance—and Alice Kavanagh Federici, Al Elé founder and designer, has it down to a T.
“I'm always prepped,” says Alice. “If someone called me right now and said, ‘in three hours, you have to set up for a market and it's going to open in four hours’. I'd say, ‘yep, I'm good to go, we'll be there’. I'm always ready to go, which means that I also have all my products on hand.”
After nine years of local markets, Alice’s process runs like clockwork. It starts with dismantling equipment and garments at the Al Elé Ivanhoe store, loading the van, and hitting the road to the market location.
“The setup is nice and quick nowadays,” says Alice. “It's just—bam, bam, bam. Everything's on the hanger, everything's sorted. And then on the day, I've got my order book, eftpos system—I'm go, go, go.”
The routine wasn’t always so smooth for the handmade fashion designer. It’s the result of a decade’s worth of trial, error, and learning—and handy techniques to make it all a little easier.
“Because we work on a made-to-order basis, I no longer have to make stock. It saves so much time, money, effort, energy, stress,” she says.
“Then we pack up. On the Monday following, I write down all of our orders that we've received, and make a little spreadsheet.”
The challenges of local markets
The logistics of local market events are just the tip of the iceberg, however.
Most people browsing a local market don’t realise how much happens long before the tents go up. Markets are often planned months—or even years—in advance, and the preparation is huge for local creators.
Getting a stall spot isn’t guaranteed, either. Local creators generally go through a competitive application process, and Al Elé is no exception. Beyond the creative side of designing, Alice spends a lot of time on applications and admin just to secure a place at each market.
When asked what the biggest challenge is, Alice doesn’t hesitate: “Money. It is money, and I'm not gonna be shy about it. Some of these markets are so expensive.”
Alice explains the cost of markets, reflecting on one market which charges nearly eight dollars per centimetre of stall space—in other words, just a small section of a four-metre stall can cost hundreds. It’s a steep expense that small businesses have to absorb just to show up.
Everything comes at a cost. Between secure van parking, accommodation for interstate events, food, petrol, and materials, attending a market can quickly add up to thousands—before a single item is sold. In Sydney, Alice has spent over $4,500 just to be there for the week.
On top of financial pressures, there’s the normal, day-to-day challenges of everyday life that can be challenging to manage as a small business owner. Alice shows up no matter what—even when unwell—because missing a market can mean a significant financial hit. The only one she’s ever cancelled in nine years cost nearly $4,000 in lost fees.
The part that make the pressure worth it
For Alice, the challenges of local market events are far outweighed by the sense of community they bring—a community of local creators that has been a constant source of support and encouragement for Al Elé over the years.
Alice’s community of handmade fashion designers and local creators has also been a huge source of shared learning and growth for the Al Elé brand.
“Local creators all have the same experiences”, she explains. “We’ll ask each other, ‘how do you deal with this when this comes up?’ It's the stuff that people don't talk about, and the stuff that people don't see.”
Another thing that makes it all worth it? The customers.
“At a Melbourne market earlier in the year, I was selling my embroidered jackets, and a lady came up wearing hers. She had bought it previously and was raving about it and saying, ‘I just want to let you know that I love it. Look, I'm wearing it.’ “
“And at that time, three other people were actually trying on the jackets - and they all ended up purchasing one because of an actual customer real-time endorsement.”
It’s not always easy, but local markets are where the magic happens—for us, and for the people who keep showing up.
