Welcome to Initially AmyFay!
I'm AmyFay Chandler. I am an experienced sales representative with a passion for connecting thoughtful, purposeful brands with local retailers who want their shelves to tell stories that resonate.
My journey began in the classroom as an elementary school teacher, where I honed my communication skills and developed a deep appreciation for meaningful connections. In 2002, I followed my creative instincts and launched Initially AmyFay as a retail business inside The Southern Market in Knoxville.
The name has always carried a dual meaning: → "Initially" because I became known for personalized gift items—especially beautifully engraved acrylic pieces featuring monograms and initials. → And "Initially AmyFay" as in: think of me first when it comes to exceptional products and meaningful gift-giving.
Over time, my path evolved from local retailer to experienced sales rep and buyer, giving me valuable perspective from both sides of the wholesale relationship. This unique experience allows me to truly understand what makes a product resonate with customers and what retailers need to succeed in today's competitive marketplace.
Today, Initially AmyFay is my independent rep business, where I proudly represent small-batch, story-rich brands like Sweet Tree Jewelry and author Caroline B. Cook. I also represent 18 manufacturers across Tennessee and Kentucky through Tango Showroom at AmericasMart in Atlanta—a boutique-style showroom with hardwood floors that creak, a helpful team, and a welcoming atmosphere that makes retailers feel at home.
What sets me apart is my relationship-focused approach. I believe that wholesale partnerships should feel personal, not transactional. My goal is to help retailers discover products that not only sell well but also bring joy to their customers and strengthen their store's unique identity.
When I'm not on the road visiting stores across Tennessee and Kentucky, you might find me writing my Weekly Retail Tidbits newsletter, spending time with my family in Knoxville, or unwinding on one of my favorite places—the Tennessee River.
If you're a store owner looking for products with purpose and stories that stick, or a brand seeking meaningful retail partnerships, I'd love to connect. I'm just a message away!
📬 Weekly Retail Tidbits from AmyFay
One email a week. Always useful. Designed to help local retailers stock smarter, sell better, and stay inspired.
© Initially AmyFay 2024