Markets vs. Shopfronts: What Every New Business Should Know – With Amelia Hooper

Why I Chose a Market Stall at OEM and How It Changed My Business

When I moved to the Sunshine Coast, my life was in flux, I needed a fresh start—one that felt meaningful and true to me. That’s when I decided to go all in on Hooper Ruff, my dog business that had been quietly growing since 2019.

But just as I was ready to take the leap, life threw me a curveball. The warehouse I planned to move into fell through last minute, thanks to a developer activating a sunset clause. I was devastated. Months of preparation vanished overnight. With no space, no backup plan, and no energy left to fight a legal battle, I hit rock bottom.

And yet—something in me refused to give up.

Markets: The Unexpected Lifeline

Desperate for a way forward, I thought: What if I just tested the waters? If people actually liked my products, surely I’d know pretty quickly. That’s when I discovered OEM (Original Eumundi Markets)—Australia’s most iconic market, buzzing with energy and thousands of visitors every week.

I submitted my application, crossed my fingers… and just like that, I was in.

That single “yes” marked the beginning of something huge—not just for Hooper Ruff, but for me.

Why Markets Beat Shopfronts (Especially at the Start)

Let’s be honest—market stalls often get a bad rap. Some see them as less “legit” than a storefront or online store. But for me, markets were everything.

Here’s why:

• Real customer feedback – Markets let you watch how people interact with your product in real time. Do they stop? Do they smile? Do they buy? You learn so much just by observing.
• Low risk, high reward – Compared to a shopfront, the cost of running a market stall is minimal. No massive rent. No major renovations. Just your stock, your setup, and your hustle.
• Fast validation – In just a few months, you’ll know if your idea has legs. And that clarity is priceless.

Opening a store too early can be a financial disaster if you haven’t tested your concept. Markets give you a proving ground—with lower stakes and immediate insight.

But here’s the kicker: markets aren’t enough on their own. They’re unpredictable (hello, rainy days!), and you can’t rely on them for stable income.

That’s why I always recommend combining a market presence with:

• A great website
• Active social media (at least 2–3 platforms)
• A clear plan for scaling

Why OEM Was the Perfect Fit

OEM stands out in two big ways:

1. Massive Foot Traffic – Thousands of people visit OEM every week. That’s instant exposure you can’t buy online.
2. Unique Vibe – This isn’t your average shopping center. OEM is full of handmade, one-of-a-kind treasures. It’s where customers go to discover you.

Choosing OEM as my launchpad was a no-brainer. It was the perfect place to connect with the kind of customers I was building Hooper Ruff for—and I haven’t looked back.

From Market Stall to Full-Scale Brand

When I look at Hooper Ruff now, it’s barely recognizable from where it started.

We’ve updated everything—from branding and packaging to product offerings. And every change was fueled by feedback from OEM customers.

That growth helped us expand into consignment in 2023 and wholesale by 2025. Now we serve both B2B and B2C markets. OEM was our springboard, plain and simple.

And on a personal level? It gave me more than business growth. I met incredible women on similar journeys—some of whom are now my closest friends. We lift each other up, share wisdom, and sometimes just unwind over wine. It’s the community I didn’t know I needed.

Thinking of Starting at OEM? Here’s My Best Advice

1. Know your numbers – Revenue goals, expenses, margins. Get clear before you commit.
2. Do your homework – Visit other markets. Pay attention to stalls that are busy and ask yourself why.
3. Presentation matters – A clean, on-brand, welcoming setup makes a huge difference. Think:
   • Polished tablecloths
   • Clear, visible pricing
   • Stock that makes your stall look full
   • Samples (people love to try before they buy)
4. Have a solid online presence – People might discover you at OEM, but many will choose to buy later online. Be ready.

Make the Most of Your Time at the Market

✅ Stand out visually – Your stall should reflect your brand and grab attention
✅ Build relationships – Talk to other stallholders. They’re your community and your inspiration
✅ Leverage social media – Post photos, behind-the-scenes clips, and customer moments to bring your market vibe online

Final Thoughts

OEM gave me a space to test, grow, and evolve my business—but more importantly, it gave me confidence. Confidence in my product, in my brand, and in myself.

If you’re thinking about launching your dream business at the markets, I say: go for it. Start small, stay smart, and surround yourself with a community that believes in what you’re building.

OEM might just be the beginning of everything.

Find Amelia at the Hooper Ruff stall every Saturday 7.30-2 Rain, hail or shine! @hooperruff @eumundimarkets