Market Reflections 2026-07-04: It’s dark and hell is hot

Today’s market was a hot one. Temperatures sat in the low 90s, and there wasn’t much you could do without breaking a sweat. Between setting up, talking with customers, and moving inventory around, it felt like the kind of day where the heat became its own participant in the event. Luckily my neighbor had cold waters…

One thing I was excited to try was a new table configuration. It ended up working out really well. It required additional tables / cloths. The setup felt more inviting, made it easier for people to browse, and created a better flow through the booth. Every market teaches me something, and today reinforced how much presentation matters. Also, that the awning setup on my tent is only on one side. Today that was the back side.

At this particular market, I’ve also learned that being on the outside is a huge advantage. There’s a small path behind the tent that becomes invaluable storage space. Having that extra room makes setup cleaner and keeps the booth feeling organized instead of crowded.

As always, one of the best parts of the day was talking with customers who were genuinely excited about my work. That feeling never gets old. Seeing people connect with something I created is still surreal, especially when I stop and think about how far things have come in such a short amount of time.

In a little over a month or so, we’re already gearing up to run ads. I’m feeling increasingly confident in the SEO side of things and how people are finding the brand through Google and even AI-powered search tools. One advantage I have is that my day job is in IT, so I’m constantly immersed in technology. Being able to combine that knowledge with the creative side of building a brand has been incredibly rewarding. Understanding both worlds gives me a unique perspective on what it takes to stand out and get discovered.

What’s really wild is that one market ends, and my attention immediately shifts to the next. I’m already producing inventory for the East Haven Farmers Market next weekend while simultaneously planning for Oyster Fest. The pace never really slows down.

Sometimes I find myself wondering how I got here in the first place.

The answer is probably curiosity.

I try things. A majority of the time they fail. I am no stranger to the feeling. Every once in a while, they work. And those moments tend to open doors I never expected. It has given me such a different perspective.

Standing in 90 degree heat today, I caught myself asking a question that made me laugh: How am I selling sweatshirts in the middle of summer? How did I get here?

I genuinely don’t know what the f is going on. I started doing a thing and here we are. Thank you a sh ton for that.

Maybe it’s a good sign. Maybe it’s a projection of what’s possible when the seasons actually turn and sweatshirt weather arrives. If people are interested now, when it’s hot enough to make everyone rethink being outdoors, that gives me a lot of optimism for the months ahead.

At the moment, though, I’m staring down a mountain of garments. I’m in limbo waiting on paperwork. There are emails that need follow-ups, content that needs to be created, materials that need to be ordered, mats that need to be made, and a dozen other tasks that haven’t even made it onto the list yet.

It can feel overwhelming when I look at everything all at once.

But when I zoom out, I’m laser focused on the process (the vision.)

A few months ago, these were the kinds of problems I hoped I’d have.

Ps Milford Fair On The Half Shell production will begin post July 12, 2026. I’m hoping to introduce 2 new design / color-ways to release at the event. All hands are on deck for East Haven. It really isn’t a lot of time to accomplish what I’m trying to accomplish.