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Company
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.
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.
Distinct Founder was founded by Joshua Kelvin.
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.
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.
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.
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
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.
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.
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.
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
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.
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.
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.
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.