About I Heart Indie Markets

I Heart Indie Markets* (IHIM), founded in 2019, is more than an indie craft-fair event planning company; we are a mission-driven organization that champions makers and artists through intentional action, practical tools, and genuine community care. Best known for our signature makers market & bar hop event format, we create experiences that highlight craftsmanship while bringing neighborhoods together.

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Instead of traditional event centers, most IHIM events are hosted in partnership with small-batch breweries, distilleries, cideries, and coffee shops. This neighborhood-rooted model encourages guests to “shop with a drink in hand” as they discover new makers and explore vibrant pockets of their city.

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We work in diverse communities across the United States and operate with core values that guide every decision: shop small, support local economies, ensure equality and fairness among vendors, design events that are accessible and equitable, and prioritize a “community over competition” mindset.

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To learn more about the values that shape our vendor selection and event planning process, visit our Vendor Q&A page.

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Our Story (The Long Version) 

I Heart Indie Markets was born with a pinch of accidental concept, and a whole lot of persistence and passion.

 

The “Happy Accident” 

It all started in 2017 when Sara was trying to find a craft fair for Black Friday or Small Business Saturday, where she could sell her creative goods produced by her greeting card business, No Coast Paper Co.**

 

At the time she was living in Madison, WI and there were a few craft fairs that were amazing, (shout-out to The Crafty Fair - Sara’s first maker's market crush!), but none of them took place during that Small Business Weekend. After talking to her group of friends, fellow vendors and other Madison based market organizers, they put the thought in her head, “Why don’t you try your hand at organizing an event?” 

 

She decided to try and host a very small pop-up. Ten vendors tops, at a wonderful local meadery called Bos Meadery. The event was slated for Black Friday, 2017!

 

While gathering vendors for this small pop-up, a vendor pointed out that there was another event taking place next door at The Brink Lounge and it would be a great opportunity for collaboration. Sara reached out to The Brink immediately and asked to cross-promote, but as it turned out, the other event had been canceled due to the organizer moving. The Brink asked if Sara wanted to host an event that day instead. They would have room for 20-30 vendors. 

 

After much deliberation, Sara decided, “Sure! Why not?” With the help of her wife and brother, she could cover two locations, no problem! So, 10 vendors became 35 vendors. 

 

But then a distillery one block away heard about the event and reached out, asking if they might be able to join in! Could she actually handle running three locations at once, her first time running a makers market event? 

 

It was worth giving it a try!

 

Old Sugar Distillery was the third location, adding 12 more vendors into the mix for the inaugural Madison Makers Market & Pub-Crawl! There were 47 vendors and over 1,000 attendees, and by the end of the day everyone was asking, “When can we do this again?!” 

 

Thus, Madison Makers Market was born. It grew over the years as new bars and other alcohol establishments joined in, topping out her reign at 80 vendors and seven locations. 

 

A Change in Plans

In the spring/early summer of 2019, a series of major life events took place including the loss of Sara’s dad, shortly followed by the news that she and her wife would be moving five hours away to Michigan for her wife's career. At the time, it didn’t seem like it was in the cards to hold onto Madison Markers Market, so she put it in the capable hands of her friend and fellow vendor, David Van, while she dealt with the big changes in her life and contemplated what the next adventure in life would be. 

 

After the process of grieving and having the dust settle from the move, Sara knew she missed the vendor community. Not just as a vendor, but as someone who cherished helping vendors flourish and the intricacies of building a market and seeing it become a success for the community.

 

On the other hand, she also knew that she couldn’t build a business based on a single city again, since she and her wife would more-than-likely be moving again for her wife's career, (which has proven to be true, multiple times over the years). 

 

In the fall of 2019 Sara took her event planning knowledge, and her experiences as a vendor, and went national with the creation of I Heart Indie Markets. 

 

Being Intentional & Community Appreciation

Going national with IHIM has meant learning that every community is truly unique and deserves the time and energy to figure out what really makes that community special. From advertising methods, to popular craft mediums, to what sort of vibe works for an event to really take off - each community is different and brings its own inspiration.

 

Since 2019 IHIM has had events in 23 states, 38 cities and 59 neighborhoods!  Most events happen twice per year, if not more often. This growth couldn’t have been possible without the amazing artists and makers who helped encourage Sara and her team, and supported the endeavor! 

 

Besides the vendors, the true MVP’s are the numerous volunteers that have helped with setup, who help us with ideas, and who cheer us on! We’ve also had support staff in various form that have helped us stay on track and grow.

 

In 2025 IHIM launched brand licensing opportunities, and previous employee and frequent IHIM vendor, Sylvia Brueckert, was the first to license the brand, bringing her own flair and event planning knowledge to Milwaukee, WI as she embarked on her own IHIM branded business (For more licensing info, check out our IHIM Licensing page). 

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Throughout the years there’s definitely been a learning curve a time or two (and a bunch of huge life events, such as a pandemic) but I Heart Indie Markets has lived on, and Sara and the IHIM crew are committed to continuing to make a great experience for all involved, while maintaining the core values of shopping small, supporting local economies, always thinking about equality and equity, and pursuing community over competition. 

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*I Heart Indie Markets is not affiliated with the “iHeart Indie, Inc.” It is a small, independently owned business and is not part of a huge corporation. 

 

**No Coast Paper Co is currently in hibernation and only fulfills some wholesale orders every now and then with a few brick-and-mortar stores she already has relationships with.