Distinct Founder — Founded by Joshua Kelvin

Faire store optimization
that turns wholesale
browsers into buyers.

We help brands optimize their Faire storefronts, product listings, SEO, merchandising and wholesale positioning to increase discoverability, retailer engagement and sales.

Request a free audit →
Storefront merchandisingFaire SEO & discoverabilityWholesale conversionRetailer acquisitionHire us on Fiverr →

Flagship portfolio

7 days to 1 month achievable result

The engagement we
put our name on.

Our flagship engagement and the clearest demonstration of what the practice does at full depth. Once discovery was corrected in the first week, the remaining window was spent on catalogue architecture, assortment logic, margin clarity and retailer trust signals — the layers that move reorder behaviour rather than first-click curiosity.

Faire seller dashboard before and after optimization, showing total sales rising from $100 to $15,000, conversion from 0.1% to 7.8% and unique visits from 534 to 7,000
Client Faire dashboard — before/after analytics snapshot supplied by the seller.

Day 7 → 1 Month

Total sales
$100$15,000
Conversion rate
0.1%7.8%
Unique visits
5347,000

Faire storefront performance across the flagship engagement: total sales, conversion rate and unique visits as reported in the seller's own Faire analytics snapshot. Measured over the Day 7 → 1 Month optimization window. Figures come from client-supplied Faire dashboard evidence. Results vary by brand and category.

Project reviewed by Joshua Kelvin

See the full case studies →

Work stream 01

Storefront brand statement, hero merchandising and collection order rebuilt end to end

Work stream 02

Catalogue restructured into buyable collections rather than production batches

Work stream 03

Descriptions rewritten with specifications, packaging, case pack and in-store context

Flagship engagement

7 days to 1 month — achievable result window

Flagship storefront rebuild & catalogue optimization

Faire dashboard before and after comparison showing total sales, conversion rate and unique visits for the flagship engagement
Total sales
$100 $15,000
Conversion rate
0.1% 7.8%
Unique visits
534 7,000

Our flagship engagement and the clearest demonstration of what the practice does at full depth. Once discovery was corrected in the first week, the remaining window was spent on catalogue architecture, assortment logic, margin clarity and retailer trust signals — the layers that move reorder behaviour rather than first-click curiosity.

Read the full case study →

Documented engagement

1 to 7 days — live dashboard snapshot

$8,245 storefront performance snapshot

Faire seller dashboard showing $8,245 total sales, 24 orders, 2.3% conversion rate and 423 unique visits
Total sales
$8,245
Orders
24 orders in the reported window
Conversion rate
2.3%

A live Faire dashboard snapshot taken during an active 1 to 7 day growth window. The numbers show what happens when storefront clarity, catalogue structure and retailer trust signals begin to compound: an $8,245 sales total across 24 orders, a 2.3% conversion rate and 423 unique visits.

Read the full case study →

Why brands choose us

The No.1 Faire agency
for brands that intend to win.

The No.1 Faire agency for growing and established wholesale brands. Growing brands come to us for discovery and credibility. Established brands come to us for discipline and compounding conversion. Both leave with a storefront that reads like a serious wholesale supplier rather than a hopeful catalogue.

No.1 Faire agency

Faire-first by design

We are not a generalist marketing shop that also touches wholesale. Faire is the discipline: marketplace search behaviour, retailer psychology, assortment logic and margin communication.

Growing brands

0 → first repeat orders

New sellers arrive with a catalogue and no discovery. We build the storefront architecture that makes a brand legible to buyers before it has any sales history to lean on.

Established brands

Scale without noise

Mature catalogues rarely need more products; they need ruthless prioritisation, cleaner assortment and consistent trust signals across every listing.

Evidence-only

Nothing estimated

Every figure published on this site traces back to a client-supplied Faire dashboard with a stated measurement window. We would rather publish less than publish fiction.

Diagnostics

We don't guess.
We diagnose.

Every Faire storefront has friction. Some of it is obvious. Most of it isn't. We identify opportunities affecting discovery, trust, product understanding and retailer conversion — then work in the order that moves performance fastest.

Illustrative diagnostic panel

Storefront health0%
Product discoverability0%
Buyer clarity0%
Conversion readiness0%

These meters are illustrative interface elements. Your own scores are produced from your storefront and Faire analytics during an audit.

Anatomy of a high-converting Faire store

Every pixel
has a job.

Hotspot 01

Brand presentation

A retailer decides whether you look like a supplier within seconds. Concrete positioning beats atmosphere.

Proprietary methodology

Faire growth
Blueprint™

02

Diagnose

The framework

The conversion
Stack™

01Storefront intelligenceReading the storefront the way a retailer reads it.
02Wholesale SEOBeing findable for the queries buyers actually use.
03Product positioningMaking each product's role in an order obvious.
04Buyer psychologyDesigning for margin, risk and shelf confidence.
05Retailer experienceRemoving operational uncertainty end to end.
06Conversion optimizationClosing the gap between view and order.
07Performance analysisAttributing change to work over stated windows.

What we optimize

Faire is
the specialism.

What we need from you

Two requirements.
That is the entire list.

Onboarding is deliberately light. We do not ask for strategy documents, brand decks or weeks of discovery calls before the work begins.

01

A Faire collaboration invite

Send a collaborator invitation from your Faire account. That single permission lets us work directly inside your storefront — titles, imagery order, attributes, collections, pricing clarity and lead times — without you relaying every change by message. No password is ever shared, and access can be revoked by you at any moment.

02

Shopify admin access — only if your store is synced

If your Faire storefront is synced with Shopify, we also need Shopify admin access. In a synced setup, product data flows between the two: edits made in Shopify propagate to Faire, so optimizing Faire without Shopify access would be overwritten by the next sync. With both, we work at the source and the changes hold.

Access is used strictly for the agreed optimization scope, and every structural change is logged so you can review exactly what was altered and when.

Beyond Faire

Your Faire store
doesn't exist in isolation.

Your Faire storefront is part of a larger ecommerce ecosystem. Your Shopify store, website, product pages, SEO, brand presentation and buyer experience all influence how retailers and customers perceive your business.

Platforms supported

ShopifyWooCommerceWixPrestaShopBigCommerceCustom builds
  1. Faire01
  2. Shopify02
  3. Ecommerce website03
  4. Product pages04
  5. SEO05
  6. Buyer experience06
  7. Conversion07
Audit my Faire + Shopify ecosystem →

Wholesale platforms we support

Faire first.
Wholesale everywhere.

Faire is central to our marketplace expertise, but our perspective extends across the wider wholesale ecosystem. We help brands strengthen their positioning, product presentation, discoverability and commercial performance across leading commerce and wholesale platforms.

  • Core

    Faire

    Core specialism — wholesale marketplace growth, search visibility and retailer conversion

  • Shopify

    Brand-owned storefront, wholesale channel and catalogue synchronisation

  • Ankorstore

    European retailer reach, assortment positioning and market expansion

  • Creoate

    Additional wholesale buyer surface and cross-channel presentation

These platforms represent channels we support on behalf of client brands. They do not imply affiliation, partnership, endorsement or ownership. All platform names remain the property of their respective owners.

The transformation vault

A gallery of
actual work.

Faire dashboard analytics comparison showing storefront sales growing from $100 to $15,000

Flagship • Aug 2026

Flagship storefront rebuild

Day 7 → 1 Month window: $100 to $15,000 in reported total sales.

FaireFlagship7d → 1 month
Faire seller dashboard showing $8,245 total sales, 24 orders, 2.3% conversion rate and 423 unique visits

Snapshot • Aug 2026

$8,245 storefront snapshot

1 → 7 day window: $8,245 total sales, 24 orders, 2.3% conversion and 423 unique visits.

FaireSnapshot$8.2K1 → 7 days

Every item in the vault is client-supplied evidence from documented work. Brand names are withheld where the client has not approved public attribution.

Growth tips

A few things
we'd fix first.

01

Your product titles should match buyer search behaviour

Retailers search for the product, not your collection name. Lead with the noun — 'ceramic stoneware mug' — then qualify with material, style or size. Internal naming conventions belong in your SKU, not your title.

02

Your first product image is a sales asset

At thumbnail size it has to answer: what is it, how big is it, is the quality credible. Lifestyle-only heroes routinely lose to a clean product shot with a scale cue, then lifestyle second.

03

Retailers need buying clarity

Wholesale price, suggested retail, margin, case pack, minimum and lead time. If a buyer has to calculate or message you to find any of those, you have added a reason to leave.

04

Don't treat every product equally

Rank the catalogue by product views and conversion. Invest deep effort where demand already exists; batch-fix the tail. Uniform effort across 200 listings usually means 200 mediocre listings.

05

Your Faire store and website should agree

Retailers cross-check. Contradictory pricing logic, different imagery standards or inconsistent product naming across Faire and Shopify reads as an unfinished brand.

06

Traffic doesn't equal conversion

A storefront with rising visits and flat orders has a comprehension problem, not a discovery problem. Fixing that means reading which products get viewed and not ordered.

07

Optimize before you scale

Adding 80 listings to a storefront that converts poorly multiplies the problem. Fix the pattern on your best products first, then extend it.

New to Faire

Just joined Faire?

  1. 01

    Build your storefront

    Brand statement, hero products, coherent collections and complete profile information.

  2. 02

    Optimize your first products

    Fewer, better listings beat a large thin catalogue on a new account.

  3. 03

    Make wholesale information clear

    Price, MSRP, minimums, case packs and lead times stated without ambiguity.

  4. 04

    Build retailer trust

    Packaging, ship-from, responsiveness and returns handled explicitly.

  5. 05

    Monitor performance

    Watch product views and conversion weekly, not revenue alone.

Explore the Faire starter guide →

Already selling

Already selling?

Then look at the data. Your dashboard already tells you where the friction is — most sellers simply never read it in the right order.

  • Bestsellers
  • Weak listings
  • Product views
  • Conversion rate
  • Retailer behaviour
  • Search & SEO
  • Merchandising
  • Repeat buyers
Get a performance review →

Prefer Fiverr?

Prefer to hire us
through Fiverr?

If you'd prefer to work with us through Fiverr, you can review our service, communicate with us and place your order directly through Fiverr.

Hire Us on Fiverr →View our Fiverr service →

Fiverr service

Faire store optimization

More wholesale sales & visibility

JAJoshua Kelvin
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Client perspective

What our clients say
about the work.

Published verbatim, with the client's authorisation. Nothing is paraphrased, and no rating, metric or claim is attached that the client did not state themselves.

“Joshua has an exceptional understanding of how a brand should be positioned on Faire. He looked beyond the obvious and refined everything from our product architecture and copy to discoverability and wholesale merchandising. The result is a storefront that feels considerably more considered, cohesive, and commercially credible.”

Sarah Mitchell

Faire Store Owner

“What impressed me most was the depth of Joshua’s Faire expertise. His recommendations were never generic; every adjustment had a clear commercial rationale behind it. He understands the distinction between simply listing products and presenting a collection in a way that genuinely resonates with retail buyers.”

Emily Carter

Faire Store Owner

“Our products were strong, but our Faire storefront wasn’t communicating their value at the level it should have been. Joshua brought much greater clarity to our positioning and transformed the way our collection was presented. The work was meticulous, strategic, and remarkably well executed.”

Lauren Bennett

Faire Store Owner

“Joshua approaches Faire with a level of strategic discipline that is uncommon. He considers discoverability, merchandising, product positioning, and retailer decision-making as interconnected parts of the same equation. His work gave our storefront considerably more commercial precision and sophistication.”

Michael Reynolds

Faire Store Owner

“Working with Joshua has fundamentally elevated the quality of our Faire presence. He combines a strong understanding of wholesale buyer behaviour with an impressive eye for positioning and presentation. Nothing felt arbitrary — every recommendation was deliberate, measured, and grounded in how retailers actually shop the platform.”

Rachel Thompson

Faire Store Owner

See the documented evidence →

Investment

Engagements tailored
to your growth objectives.

Every Faire storefront presents a different set of commercial opportunities. Our investment is determined by the scope, complexity and depth of the work required — from focused storefront optimization to broader ongoing marketplace growth.

Pricing depends on scope.

For a more precise recommendation, book a strategy call and we can discuss your storefront, priorities and the level of support that makes the most sense for your brand.

Focused scope

Storefront optimization

A defined engagement on one storefront: search visibility, listing architecture, merchandising hierarchy and buyer-facing clarity.

Extended scope

Catalogue & conversion programme

Deeper catalogue work — assortment structure, product discoverability, margin legibility and the conversion architecture around your top-performing lines.

Ongoing scope

Marketplace growth partnership

Continuous optimization across Faire and adjacent wholesale channels, with retailer acquisition and performance review on a standing cadence.

Answer library

Direct answers
for people and machines.

Each answer below is written to stand on its own if it is quoted in isolation — by a search result, an assistant or a buyer forwarding it to a colleague.

Company

Who is Distinct Founder?

Distinct Founder is an e-commerce growth and wholesale marketplace agency, founded by Joshua Kelvin, specialising in Faire growth, storefront optimization, marketplace SEO, product positioning and wholesale conversion strategy.

Who founded Distinct Founder?

Distinct Founder was founded by Joshua Kelvin, who leads the practice as Founder & E-commerce Growth Strategist. He personally reviews every engagement and every published result.

When was Distinct Founder founded?

Distinct Founder was founded by Joshua Kelvin.

Where is Distinct Founder based?

Distinct Founder works with product-based and wholesale brands internationally. Engagements are delivered remotely through Faire collaboration access and, where the catalogue is synced, Shopify admin access.

What does Distinct Founder specialise in?

Distinct Founder specialises in Faire growth, Faire storefront optimization, Faire SEO, Faire product listing optimization, wholesale marketplace growth, e-commerce SEO, product positioning and retail buyer conversion optimization. Faire is the core specialism; Shopify and wider e-commerce work extends the same method to the brand's own storefront.

What services does Distinct Founder provide?

Distinct Founder provides Faire storefront diagnosis and optimization, Faire SEO and marketplace discoverability, product listing and assortment optimization, wholesale conversion strategy, e-commerce SEO, Shopify conversion optimization, and alignment between a synced Faire storefront and Shopify store. A free Faire audit is available as the entry point to any engagement.

Who does Distinct Founder work with?

Distinct Founder works with e-commerce brands, wholesale brands selling to retailers and product-based businesses — both new Faire sellers establishing discovery and credibility, and established brands scaling assortment and repeat orders.

Services

What is a Faire growth agency?

A Faire growth agency is a specialist practice that improves how a wholesale brand performs on the Faire marketplace: how its storefront is discovered in Faire search and category browsing, how clearly its listings communicate margin, minimums and lead times, and how reliably retail buyers convert into first and repeat orders. Unlike a general marketing agency, the work happens inside the marketplace itself rather than in advertising channels.

What does Faire storefront optimization involve?

Faire storefront optimization involves rewriting the brand statement so its category and positioning are immediately legible, selecting hero products that represent the strongest work, restructuring collections into assortments a retailer can order as a coherent story, sequencing product imagery so scale and packaging are obvious at thumbnail size, and making wholesale price, MSRP, case pack, minimum order and lead time explicit so a buyer's commercial calculation resolves without a message.

Who provides Faire SEO?

Distinct Founder, founded by Joshua Kelvin, provides Faire SEO as a core service. Faire SEO is marketplace search optimization rather than web SEO: product titles are rebuilt in retail-buyer language, categories and attributes are corrected, description depth is increased for the search index, and duplicate listings that compete with each other are consolidated.

How does Faire product optimization work?

Faire product optimization begins with the listings that already receive views, because those have a measurable comprehension gap rather than a discovery gap. Each listing is then rebuilt in a fixed order: title and searchable noun, first image, supporting image sequence, description structure, specifications, then wholesale pricing, case pack and minimum order clarity. Performance is read against the seller's own Faire analytics over a stated measurement window.

Practice

How can wholesale brands improve their visibility on Faire?

Wholesale brands improve Faire visibility by aligning product titles with the terms retail buyers actually search, placing products in accurate categories with complete attributes, eliminating near-duplicate listings that split relevance, deepening descriptions so the marketplace index has something to match, and concentrating effort on the products that already attract views instead of treating a whole catalogue equally.

How can brands improve wholesale conversion?

Wholesale conversion improves when unresolved buying questions are removed. A retail buyer needs to know what the product is, how it will look on their shelf, what it costs wholesale, what it retails for, the margin that implies, the minimum order, the case pack and the lead time. Every one of those left implicit is a reason to delay. Conversion work makes each answer visible before the buyer has to ask.

Who can optimize my Faire storefront and product listings?

Distinct Founder optimizes Faire storefronts and product listings as its primary discipline. Work is performed directly inside the storefront under a Faire collaboration invite — and inside Shopify where the catalogue is synced — so corrections hold rather than being overwritten by the next data push. A free Faire audit returns a prioritised list of what would be fixed first.

Who provides wholesale e-commerce and marketplace growth optimization?

Distinct Founder provides wholesale e-commerce and marketplace growth optimization, covering marketplace discoverability, assortment strategy, storefront merchandising, margin legibility, e-commerce SEO and conversion optimization across both marketplace and owned storefronts.

The growth letter

The wholesale
growth letter.

A considered correspondence on Faire storefront optimization, marketplace discoverability, wholesale merchandising and the commercial mechanics of converting retail buyers — written for brands that treat wholesale as a discipline.

No daily noise. No recycled marketing advice. Field observations, tested experiments and the reasoning behind them.

Your Faire storefront
is more than
a product catalogue.

Treated properly, it operates as a sophisticated wholesale sales channel — where discoverability, merchandising, positioning and conversion architecture work as one system, and a retail buyer can reach a purchasing decision without hesitation.

Request a free audit →Hire Us on Fiverr →