Retailer Spotlight: MADWOMAN Desert Provisions

Retailer Spotlight: MADWOMAN Desert Provisions

Charlene Pulsonetti - San Diego, CA.

After visiting the Southwest, a number of years ago, artist and founder Charlene Pulsonetti fell in love with the landscape, the history and the people. She wanted to create a place that would serve as a resource for others who shared this passion. Though in its early stages, MADWOMAN Desert Provisions will showcase a number of individual artisans as well as stories and videos highlighting this fascinating region of the United States.

Describe your gallery.

MADWOMAN Desert Provisions focuses on decor, apparel and other goods inspired by the Southwest. Sourcing high quality, handmade items is most important as well as sharing stories of the artisans who make them.

Year Founded:
Why did you decide to open a gallery?
I am passionate about the beauty of the American Southwest, and I realize many others are as well but they have either never been or are too far to visit. By sourcing goods from this region, I can help support local artists and give my customers a truly unique treasure.
How many artists do you represent?


How do you promote your artists/gallery?
I primarily use Facebook and Instagram to share product images as well as quotes and pictures relating to the southwest. I believe this is crucial to developing the brand and reaching a target audience.
What percentage of merchandise is made in the U.S.? Canada? Imported?
100% Made in the USA.
What attracts you to new merchandise?

A high quality, well-made product with a great story behind it. As an artist myself, I am fascinated with the creative process. In the future, seeking out artisans preserving traditional crafts (pottery, rug weaving, etc.) will be a top priority.

Do you consign?
Do you sell online?

Yes! MADWOMAN Desert Provisions is 100% online at this time. Along with showcasing products, I also write stories on southwestern attractions and lifestyle.

What is your shopping routine on IndieMe?

I enjoy reading the newsletter because it exposes me to products I may not normally seek out. I primarily use keywords to search on the website.

How is business? Any thoughts for the future of craft galleries?
I’ve just started, so I’m focused on building an audience through “brand building”. I believe today’s consumers are more conscious of what they buy, especially online. They want something unique, something with a story. This is what I aim to do with MADWOMAN Desert Provisions.
What advice do you have for new craft galleries?

Being passionate about your products is critical, you need to be able to tell customers why something is special and how it can best fit their needs. Staying consistent on social media and having a positive message is important for attracting and retaining followers as well!

What advice do you have for new craft artists?
Find something you love to do and perfect the process! Talking to others in the industry who are where you want to be will help guide you and could save you from any missteps along the way. Sharing your passion for your products is a great way to open doors and can help buyers learn why they may want your designs!


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