Seed Folk at Top Drawer Event January 2026: 6 Things I Learnt From My First Trade Show
A first timer’s experience at the three day show at the iconic Olympia
We were delighted to be exhibiting at Top Drawer London for the very first time, marking an exciting milestone for Seed Folk. Set within the iconic Olympia London, the show’s grand Victorian architecture, soaring glass ceilings and vibrant creative energy provide a truly inspiring backdrop for the start of the retail year.
Stepping into Olympia as a first time exhibitor feels both exhilarating and significant. Known for hosting some of the most influential trade events in the industry, the venue sets the tone for discovery, connection and innovation making it the perfect home for a design led brand rooted in sustainability and thoughtful gifting.
Top Drawer London
The destination for design led retail
Top Drawer is where the retail year begins and where the season’s most influential trends take shape. As the UK’s leading curated trade event for design-led products, it brings together the most original and contemporary brands across Home, Gift, Fashion, Greetings & Stationery, Wellbeing and more.
From established household names to exciting emerging designers, Top Drawer is designed to help buyers source with purpose, discover what’s next, and connect with the brands shaping the future of retail.
6 Things I Learnt From My First Trade Show
This time last week, I was full of self-doubt, sick as anything and on the verge of pulling out of my very first trade show.
But I’m so glad I pushed through, because it turned out to be one of the most rewarding events I’ve ever done. Not just in terms of sales, but in confidence, connections, and the courage to keep going
Here are a few things I learnt the hard, hilarious and helpful way
1. Pushing Through Doubt Pays Off
I nearly pulled out. I was so ill in the lead-up to the show and full of self-doubt. I genuinely wondered if I was making a huge mistake. But I pushed through and ended up having my most successful event yet.
Sometimes the biggest rewards come just after you want to give up.
2. You Don’t Need a Fancy Stand
No power tools. No paint. Just a ladder, a staple gun, and some creativity.
While others spent days drilling and decorating, I kept it simple and let my products do the talking.
Impact doesn’t have to be expensive.
3. Honesty Wins Every Time
I didn’t pretend to know it all. I told buyers I was new to wholesale, and instead of judging, they shared insights and advice I’d never have learnt otherwise.
Being honest opened doors.
4. Talk to Everyone
The real gold? Talking to buyers and other stallholders.The value of a show isn’t just in the sales it’s in the knowledge. Ask questions. Be curious. Listen.
Knowledge is power and connection is everything.
5. Snacks Are a Survival Strategy
Solo shows are hard work-fuel accordingly. I always bring a stash of healthy(ish) and sugary treats to get me through long days.
Snacks = stamina.
6. Invest in a Trolley!
Shoutout to the unsung hero of the whole show: the heavy-duty trolley. Having something strong, sturdy and pile high able is game-changing for solo setups.
Trolley > tripod.
Top Drawer provided the perfect platform to introduce buyers to the Seed Folk Gift Boxes thoughtful, design-led products created for customers who value good food, greener living and the simple joy of growing something from seed. As retailers increasingly seek meaningful, sustainable ranges, it was exciting to see such strong interest in gifts that offer lasting value well beyond the point of purchase.
Our Seed Collection Gift Box quickly emerged as a standout. Our beautifully presented and hand-packed in the UK using sustainable materials, they feature five carefully curated seed varieties, making it equally appealing to experienced gardeners and complete beginners. Buyers were particularly drawn to its versatility as an all-year-round gifting option, ideal for lifestyle stores, garden centres and contemporary gift retailers alike.
Conversations at the stand highlighted a growing demand for eco-conscious products that feel both accessible and special. Retailers loved the simplicity of the collection, its clear storytelling and the way it encourages customers to engage with nature in a practical, joyful way, long after the gift has been opened.
Alongside the Seed Collections, we showcased three distinct Seed Starter Kit options, each designed to meet different customer needs while staying true to Seed Folk’s ethos of sustainability, education and thoughtful design.
THE HERB GARDEN: Grow a fragrant selection of basil, chives, thyme, coriander and parsley.
THE SALAD BOWL: A fresh and colourful mix of lettuce, spring onion, tomato, radish and wild rocket.
THE VEG PATCH: A vibrant collection of tomatoes, carrots, lettuce, peas and beetroot.
People loved the idea of giving not just a present, but an experience, something tactile, calming and rewarding. Whether for kids, busy adults or anyone craving a slower winter ritual, the Seed Starter Kits made visitors smile and reminisce about gardening memories of their own.
Each starter kit contains everything you need to get started on your growing journey:
- Five types of premium-quality, open-pollinated seeds
- Easy-to-follow growing guides (tailored to each plant)
- Biodegradable starter pots
- Coir compost
- Organic fertiliser
- Bamboo plant markers
Across the three days, we had the opportunity to connect with a wide range of buyers and retailers who are actively seeking greener, more meaningful product ranges and who are passionate about supporting independent, design-led brands. Time and again, conversations returned to the same core idea products that tell a story, encourage conscious living and offer customers something that truly lasts.
That ethos sits at the heart of Seed Folk: gifting that grows. A small packet of seeds can become a kitchen windowsill of fresh herbs, a summer harvest of tomatoes or a simple daily ritual that reconnects people with nature. It was inspiring to see how strongly this message resonated with retailers thinking about long-term value, seasonality and customer engagement.
As the aisles of Olympia buzzed with discovery, trend-led conversations and new connections, we felt incredibly grateful to be part of such a vibrant and forward-thinking industry event. For anyone considering visiting Top Drawer London or exhibiting for the first time we couldn’t recommend it more highly. It’s an experience that informs, inspires and opens the door to meaningful partnerships at the very start of the retail year.
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We hope to see you at the next show!
