Booth Dreams: Capturing The Heartbeat of Small Business at NY NOW

JK Adams: Heirloom-Quality Woodworking

First stop: JK Adams, a company creating heirloom-quality gifts since World War II. Sharon Rishell, a 26-year veteran of the company, greeted me with the kind of warmth you’d expect from someone who’s spent a quarter-century surrounded by finely crafted wood. “We’re totally made in the United States,” she said, her pride palpable. As she told me tales of the company’s pivot from slide rules to cutting boards, I couldn’t help but think that JK Adams was the Forrest Gump of the woodworking world, humbly witnessing and adapting to decades of American history.

Jeff Wan: Fashion Innovation in Takeout Style

A few aisles over, I stumbled upon what looked like a leather Chinese takeout container. Intrigued, I approached. I met Jeff Wan, a designer who had transformed the iconic New York takeout box into a high-fashion handbag. Wan, who hails from Mauritius (an island nation that, as he patiently explained to this geographically challenged reporter, is “near Madagascar”), embodies the New York dream: from fashion intern to creator of award-winning designs. His advice to aspiring entrepreneurs? “Don’t burn bridges, even if you hate your job.” It was sage advice that spoke to the importance of professionalism and networking in the competitive world of fashion and design.

Bridgette Zou: Spreading Kindness Through Art

As I continued my journey through this labyrinth of creativity, I encountered Bridgette Zou, whose booth proclaimed “This Feels Nice” in a font that could only be described as aggressively cheerful but in a good way, you know what I mean. Zou was on a mission to spread kindness through one hand-painted art piece at a time. In a world where cynicism is often worn as a badge of honor, Zou’s earnest belief that “being nice feels nice” was refreshingly… well, nice.

Beards & Beyond: Natural Grooming Revolution

Then, I stumbled upon Malcolm Crockett‘s Beards & Beyond. Dissatisfied with the chemical-laden grooming products on the market, Crockett decided to create his own line of all-natural beard care products. As he walked me through his year-long research process, I couldn’t help but marvel at the dedication. Here was a man who had looked at his beard and seen not just hair but a business opportunity. It was entrepreneurship at its most personal, quite literally growing from the face of its founder.

The hits kept coming; each booth was a new world of innovation and passion.

Salam Forever: Cross-Cultural Greeting Cards

I was drawn to the vibrant displays of Salam Forever, where Hedi Yousefi‘s greeting cards served as colorful ambassadors between East and West. Yousefi, an Iranian-born artist who has called New York home for over a decade, has created a line of cards to make any refrigerator door feel like a United Nations summit. Her designs, a mesmerizing blend of Persian patterns and New York cityscapes, spoke to the beautiful complexity of a melting pot of experiences.

As Yousefi handed me a card featuring the very convention center we stood in, I couldn’t help but feel I was holding a little piece of cross-cultural magic.

DeAndra Craigman: Multi-Sensory Candle Experience

Just when I thought my senses had been sufficiently dazzled, I stumbled upon DeAndra Craigman’s booth. Craigman, it turns out, is not content with merely scenting your home – she wants to provide a whole sensory experience. Her candles come paired with curated playlists, turning the simple act of lighting a wick into a multi-sensory journey. As I closed my eyes and inhaled the scent of her “Dark Rose Patchouli” candle while the sultry tones of an R&B playlist wafted from a nearby speaker, I began to wonder if I had accidentally wandered into a hip Brooklyn speakeasy rather than a trade show (HONEYCOMB HiFi Audio Lounge to be exact).

Be Rooted: Diverse Representation in Stationery

A few steps away, Jasmin Foster’s Be Rooted booth stood as a testament to the power of representation. In an industry that has long been a veritable sea of beige, Foster’s stationery celebrates diversity with bold colors and designs featuring a range of skin tones and hair types. As Foster shared her journey from corporate retail strategist to entrepreneur, I was struck by her commitment to accessibility – all Be Rooted products are priced under $40, with most under $20.

misomomo: Celebrating Queer Cheer

When I thought the show couldn’t get any more colorful, I encountered Bo of misomomo. To say Bo stood out would be an understatement – from her citrus-themed outfit to her earrings (miniature mesh bags filled with tiny sculpted oranges, because why not?), she was a walking, talking celebration of creativity. Bo’s brand, which started with a simple desire for a specific pronoun pin, has blossomed into a vibrant spread of “queer cheer.” As we chatted and laughed, Bo’s infectious energy and passion for human connection reminded me that sometimes, the most valuable product an entrepreneur can offer is joy itself.

Biggest Little: Minimalist Approach to Playtime

Finally, I found myself at the Biggest Little booth, where Stephanie Fu was reimagining playtime with a minimalist approach that would make Marie Kondo weep with joy. Fu, a former financial services professional and mother of two, created her line of multifunctional silicone toys in response to the chaos of a toy-strewn Brooklyn apartment. As she demonstrated how a single, food-grade silicone ball could serve as a teether, bath toy, and much more, I was struck by the elegant simplicity of her solution. In a world of flashing lights and beeping gadgets, Fu’s toys offered a quiet revolution – a return to imagination-driven play that parents and children alike could appreciate.

As the day drew to a close and I prepared to descend those gleaming escalators one last time, I reflected on the stories I had collected. Each entrepreneur I met was, in their own way, redefining a corner of American commerce. From sustainable woodworking to inclusive stationery, from aromatic candles to minimalist toys, these were not just products but manifestos—declarations of values, identities, and visions for a better world, all packaged neatly for wholesale purchase.

In the great American tradition of reinvention, these entrepreneurs looked at the mundane objects surrounding us—greeting cards, candles, toys, and even beard oil—and saw both products and possibilities.

I had spent a day among those who insist on shining brightly, on crafting beauty and meaning from the raw materials of their dreams. In doing so, they reminded me of a fundamental truth: that in the right hands, even the most ordinary objects can become extraordinary, carrying with them the power to delight, to inspire, and yes, to change the world—one artisanal, sustainably sourced, culturally inclusive product at a time.