I discover a lot of small independent stores through Wanelo. These are relatively small operations, larger than your average Etsy shop or eBay business, but much smaller than your average corporation or retail operation with more than one address. You might call them boutiques, but they’re quite different from what that word conjures up on sites like FarFetch. They have a ton of personality, sell a wide variety of things, often have a physical address but primarily exist on their own domain online, and write copy about their products in a way that happens to be highly entertaining to read. Sometimes they make their products and sometimes they source them, and they always tell you the details of how they sourced them and from whom. They’re curators, to use a word I can barely stomach now.
Best Made Company is probably the canonical example of this type of store in my head. I discovered them before I started working on Wanelo, and now regularly open their emails and get excited about new offerings they come up with, like the Less Is Muir patch and the Shawl Neck Sweater Coat they created in collaboration with Dehen. They have a really strong brand with strong values, and as a consequence people pay attention to the things they choose to sell and why. I was pretty excited about the books they chose to sell when I first discovered them, as it seemed like a sort of cross-section of old DIY wilderness faves last featured in the Whole Earth Catalog.
Occulter is a new Wanelo discovery and the inspiration for this post. They’re based in New York and sell a lot of fascinating things.
Their Binchotan Toothbrush is blended with Binchotan charcoal powder, which is apparently “known to radiate negative ions, has a powerful deodorizing effect, removes plaque and attacks the causes of bad breath.” Occult dental products pretty much have my attention right away.
They also sell a sharp-looking Smith & Wesson pen, which is something I’m surprised I’ve never heard referenced before in rap lyrics.
And they sell these Woolly Mammoth ivory razors with quartz lenses featuring vintage micro-photography.
And, the perfect gift for any former philosophy major: Platonic solids!
And these are just the things I’ve saved to my Wanelo.
You could even consider making your own. How? It’s very simple! You just find yourself a nice chunk of some Misch metal from the Earth’s substrate, then carefully extract any Neodymium, purify it, mold it, coat it in a small amount of nickel, and then wrap some plastic around it in the shape of a thumbtack.
They have ~118K followers at the moment on Wanelo.
Opulent Items is another store of this type. Operated out of Miami, I would probably never have come into contact with the astounding products they sell if it weren’t for Wanelo, where they have over 100K followers.
And there’s many more, like Fred Flare, straight out of Greenpoint, Brooklyn, with ~118K followers on Wanelo. And MoMAStore, RISDworks, Selekkt, Photojojo, Buy Olympia, House 8810, Moon Marble, Hammacher, Uncommon Goods, Poketo, Present and Correct, Street Market, FriendsWithYou, MollaSpace, Little Paper Planes, The Future Perfect, Totokaelo, Solitary Arts, Matter and others.
The point is that there’s a fast-growing audience for products worth sharing, and a rapidly expanding definition of what that entails.