About IndiMade Brands | Our Mission and Values

1999

Wholesale Supplies Plus was founded as an online distributor of high-quality ingredients to produce small batches of handmade soap and cosmetics. Hobbyists and small businesses welcome!

2001

Crafter’s Choice Brands was founded as a “brand” company. As the handmade industry grew many retailers were seeking quality supplies to offer to their regional customers. The quality of products offered by Crafter’s Choice Brands fills the market void. Crafter’s Choice does not sell direct but instead only through distributors.

2007

The handmade soap and cosmetic industry continue to grow. Hired our 50th employee and moved to a new facility in Broadview Heights, Ohio.

2012

Naturally Smart Labs was founded after Dave & Debbie May purchased the bulk soap division of Van der Hagen Enterprises. This acquisition allowed them to produce high-quality, private label melt and pour soap base in Cleveland, Ohio. They are the producer for Crafter’s Choice Melt and Pour Soap Bases.

2015

Moved to a new facility in Independence, Ohio that allowed all companies to be under one roof. This created staffing efficiencies and positioned us for new projects on our five-year time line.

2016

Milky Way Molds was acquired by Crafter’s Choice Brands from founder Catherine Failor who was seeking to semi-retire. Catherine continues to produce new handcrafted artistic mold designs.

2019

Wholesale Supplies Plus consolidates Crafter’s Choice Brands, Handmade Studio, Handmade Stores, and Naturally Smart Labs. This initiative will assist in streamlining operations as well as improving service and the overall customer experience.

Incline Equity Partners makes a significant investment for growth in Wholesale Supplies Plus.

“I am absolutely thrilled to partner with Incline. This investment will help to accelerate our growth and increase our ability to bring our customers the very best products. The handmade industry continues to grow and gaining access to new resources enables us to fulfill our mission of helping our small business customers succeed.”

Debbie May, Founder Wholesale Supplies Plus

2020

Acquisition

Rustic Escentuals was acquired by Wholesale Supplies Plus from founder Amy Cooker Pascoe who was seeking to retire and focus on community service and non-profit work for animals.

Acquisition

Elements Bath & Body was acquired by Wholesale Supplies Plus.

Acquisition

Just Scent was acquired by Wholesale Supplies Plus.

Acquisition

Chemistry Connection and Make Your Own Buzz are acquired by Wholesale Supplies Plus.

2021

Acquisition

The Flaming Candle is acquired by Wholesale Supplies Plus.

Acquisition

Nature's Garden is acquired by Wholesale Supplies Plus.

Wholesale Supplies Plus was purchased from Incline Equity Partners by Two Sigma Investment, LP and Avance Investment Management.

2022

IndiMade Brands, LLC is formed to include the family of brands: Wholesale Supplies Plus, Nature’s Garden and The Flaming Candle Company.

These guiding principles inform everything we do, from curating the highest quality supplies to fostering a supportive and inclusive community for makers of all backgrounds and skill levels.

Go Beyond

We're constantly seeking out new ways to improve our offerings, anticipate the needs of makers, and contribute to the growth of the craft industry.

Stay Curious

We foster a culture of curiosity and innovation, always exploring new ideas, experimenting with new techniques, and seeking better solutions to serve the evolving needs of makers. We are as creative as the people we serve.

Work Together

We believe that collaboration is key to success. We foster teamwork within our company and with our customers. We believe that by working together, we can achieve greater outcomes than we ever could alone.

Embrace Uniquiness

We celebrate the diversity of the maker community and are committed to providing resources and support that empower every individual to express their unique creative vision.

Sam leads IndiMade Brands with a strategic vision, ensuring we provide the highest quality products and services to empower our customers' creativity.

Sam Wolf

CEO

Hardik connects our customers with the right products through innovative marketing strategies, making it easier for them to discover and create.

Hardik Patel

VP Marketing

Katie ensures our product selection remains top-tier, curating the best materials and supplies to meet the evolving needs of our customers.

Katie Madigan

VP Merchandising

Jane provides financial leadership to keep IndiMade Brands strong and growing, ensuring we continue to serve our customers with excellence.

Jane Hamrle

Interim CFO

Paul oversees our operations and supply chain, ensuring timely and efficient delivery of products to our customers.

Paul Quinn

VP Operations & Supply Chain

Sarah enhances the customer journey by optimizing our digital platforms, delivering a seamless and intuitive online experience.

Sarah Merlin

Sr. Director, Digital Product + Experience

Karen fosters a strong, people-first culture, ensuring our team is supported and equipped to provide the best service to our customers.

Karen Cusimano

Director, Human Resources

Matt drives technical innovation, ensuring our digital infrastructure supports a seamless and reliable customer experience.

Matt Kauffman

VP IT

Indi Made Brands is proud to be supported by strategic investment partners who share our vision for empowering the maker community and driving growth in the craft industry. Their expertise and resources play a vital role in our ability to expand our offerings, enhance our services, and deliver exceptional value to makers worldwide.

Avance Investments

Advance Investments is a private investment firm that seeks to partner with management teams to build great businesses. Their focus on long-term value creation makes them an ideal partner for Indi Made Brands. Advance's strategic guidance and financial resources support our mission to empower makers and fuel innovation within the craft industry.

avanceinv.com

FOW Partners

FOW Partners is a private investment firm focused on partnering with family-owned and founder-led businesses. They bring a wealth of experience in operational excellence and strategic growth, helping companies like Indi Made Brands reach their full potential. FOW Partners' collaborative approach and long-term perspective align perfectly with our commitment to building a sustainable and thriving future for the maker community.

fowpartners.com

Want to help create a more sustainable and equitable future for the maker community and beyond. Here are a few ways you can get involved:

Choose Sustainable Products

Support our commitment to eco-friendly practices by choosing products made with sustainably sourced ingredients and packaged in environmentally responsible materials.

Shop Sustainably

Get Involved with Our Partners

Learn more about the organizations we support and find out how you can contribute to their efforts.

Get Involved

Share Your Ideas

We welcome your suggestions and feedback on how we can further enhance our impact. Contact us at [email address] to share your thoughts.

Join our team

Help us champion sustainability in the craft industry.

Join Us

Empowering makers to create and thrive.

These guiding principles inform everything we do, from curating the highest quality supplies to fostering a supportive and inclusive community for makers of all backgrounds and skill levels.

Join us

in our journey