Today we’d like to introduce you to Michelle Mireles
Hi Michelle, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I first discovered I Heart Indie Markets as a maker looking to grow my skincare business. That’s when I met Sara—the founder, and now my business partner—while participating in one of her markets. I kept signing up for more events, and as we got to know each other, I learned she was looking for some extra help. With my background in social media, I offered to lend a hand and sent over my portfolio.
I started by managing the I Heart Indie Markets Instagram account (which I still run today), and that small role quickly opened the door to new opportunities. At the time, Sara was running IHIM with a very small team, and as the months went by, I realized how much I loved being involved. Eventually, I took on a bigger role in helping to manage the San Diego pop-up markets. It was an incredible learning experience—not only was I running social media, but I also had the chance to curate makers and take on more of the behind-the-scenes operations.
Then, in April 2023, Sara approached me with an opportunity I never expected—the chance to become her partner in running I Heart Indie Markets. Up until then, my focus had been on social media and the San Diego events, but this new role would expand my involvement in a big way. I was both shocked and incredibly grateful for the trust she placed in me. IHIM is Sara’s passion, something she built from the ground up with the support of her family and friends, and it was an honor to be invited into that journey.
By July 2023, I had started working behind the scenes in my own territory—covering everything west of the Mississippi River, except for two states with Sara’s family ties. Then, on November 1st, we officially announced our partnership to the world.
2024 marked my first full year as Sara’s business partner, and what a year it’s been. I ran 32 markets, traveled more than ever—visiting Colorado, Washington, and Oregon—and built some amazing connections along the way. The best part? Getting to meet so many incredible makers, many of whom I now consider friends. It’s been a whirlwind, a learning experience, and an adventure I wouldn’t trade for anything.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it hasn’t been a completely smooth road—but not in the way you might expect with a new company. I’ve always taken things as they come and truly appreciated having Sara to turn to whenever I faced something beyond my experience.
One of my biggest challenges was finding new locations to bring I Heart Indie Markets to within my territory. I wanted to be mindful of existing event coordinators and not step on any toes while also ensuring that the venues I chose would provide meaningful exposure for the makers who signed up. It was a lot to take on, but discovering those hidden gem locations has been so rewarding!
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
When I first started doing pop-up markets, I was making soap—and I loved it. Before the pandemic, business was great. People enjoyed my fragrance choices, appreciated the ingredients, and loved how the products made their skin feel. The in-person experience was a huge part of it—customers could smell the scents, ask questions about the ingredients, and learn why I chose them. But when the pandemic hit, my skincare business took a major dip.
Selling online was a completely different challenge. On social media (Instagram and TikTok), all I could really do was show people how I made my products. The interactive, sensory experience was gone. And when things started opening up again, pop-up markets were among the last to come back. By then, so many people had picked up new hobbies—including soap-making—and the market became more saturated.
During the pandemic, one of the things I taught myself was how to make stickers. I started creating them as freebies to include with my skincare orders, just for fun. My son, who has always been involved in my business, suggested that I try selling stickers on their own. I gave it a shot, and people loved them! That’s when I made the transition to 8.25 Magnet & Sticker Shop.
What started as a fun side project selling stickers at pop-up markets (including IHIM events) has turned into something much bigger. I now purchase commercial rights to designs from artists to support them, and over time, I began manufacturing stickers for friends I met through the pop-up market community. Seeing how many small makers wanted custom stickers but couldn’t afford the high minimums required by large manufacturers, I knew I could help. My goal is to provide creators with high-quality stickers and magnets in smaller, more accessible quantities, so they can expand their product lines without breaking the bank.
Looking ahead to 2025, I’m shifting my focus. While I’ll still participate in a few select pop-up markets at my favorite locations, I’m stepping back from vending to concentrate on the manufacturing side of my business. I’m also excited to take on a new challenge—my first convention! I’ll be at RocketCon at the Del Mar Fairgrounds on March 15-16, 2025, which is a big milestone for 8.25 Magnet & Sticker Shop.
This journey has taken unexpected turns, but I wouldn’t have it any other way. I’m grateful for the opportunities, the makers I’ve met, and the chance to support other small creators in bringing their ideas to life.
Do you have recommendations for books, apps, blogs, etc?
Great question! I spend a lot of time on YouTube, and there are quite a few creators who have really inspired me in my business journey. One of the biggest influences has been Katnipp Studios (@KatnippStudios). I’ve been following Catherine since she first started her business, and I love how she gives such a realistic view of what it’s like to be a small business owner—sharing the highs, the struggles, and everything in between. Her advice is amazing, and she’s incredibly relatable.
Another channel I’ve followed for years is Baddie In Business (@Baddieinbiz). She shares great free resources on starting a business, keeping up with social media trends, and so much more. She’s been such a helpful resource, especially when it comes to navigating the constantly changing online space.
When it comes to convention-focused creators, I regularly check in on @JulianneDoodles, @bionyo, @shooley, and @LeSpiritDesigns. They all bring something unique to the table, and it’s been really inspiring to see their experiences and insights into the convention world.
As for podcasts—those are my downtime, and I love true crime. Right now, I’m deep in the rabbit hole with “People Are The Worst”, and some of my weekly must-listens include “10 to Life” with Annie Elise and “That Chapter.”
Contact Info:
- Website: https://www.iheartindiemarkets.com
- Instagram: www.instagram.com/ihimpopups & www.instagram.com/825stickershop
- Facebook: https://www.facebook.com/ihimpopups/
- Youtube: just for the sticker shop – @825stickershop
