Soothi + FAIRE
Prefer to shop on Faire? Great! Use this link to find out Faire Shop!
Everything you need
to know about carrying
Soothi.
Soothi is a design-led artisan stationery brand based in California, making premium leather journals rooted in Indian craft tradition. We've been in wholesale for over 10 years, shipping to independent retailers, museum stores, bookstores, and gift boutiques across the United States and internationally. If your question isn't answered here, email us at hello@soothi.com — we respond within 1 business day.
New buyers
01. Getting started
What is Soothi, and where is it based?
Soothi is an artisan stationery brand based in California, designing and fulfilling premium leather journals and stationery rooted in Indian craft heritage. We are a US-based brand, all orders are fulfilled and shipped from California. Our artisan production partners are in India, where techniques like leather debossing, block-printing, marbling, and khadi paper-making have been practiced for generations. We have been in wholesale for over 10 years and have shipped to independent retailers across the United States and internationally, including gift boutiques, museum and gallery stores, bookstores, home decor shops, and boutique hotels.
How do I open a wholesale account?
You can open an account directly on this site by clicking "Create Account" in the navigation. Upload your resale certificate and once your account is approved, you'll have full access to wholesale pricing (30%+ off retail MSRP), product pages, and ordering. You can also find us on Faire at faire.com/brand/soothi, where you can place your first order with Faire's net-60 payment terms and free returns on opening orders. If you'd prefer to talk first, email us at hello@soothi.com — we're happy to walk you through the catalog and recommend a starting assortment for your store. Also available on Faire using link: https://soothicontainersofcreativity.faire.com
Soothi is available on Faire?
Yes. Soothi is available on Faire, the wholesale marketplace used by thousands of independent retailers across the US. You can browse our full product catalog, place orders, and take advantage of Faire's net-60 payment terms and free returns on opening orders. Search "Soothi" on Faire or use the direct link from this site. We also maintain this wholesale website — soothiwholesale.com — for buyers who prefer to order directly.
What types of stores carry Soothi?
Our wholesale customers include gift and lifestyle boutiques, museum and gallery stores, independent bookstores and literary shops, home decor and lifestyle retailers, boutique hotels, spa and wellness retail, and stationery-forward concept stores. We also supply corporate and event gifting programs. Our journals have a broad gifting appeal; they are bought as gifts for writers, travelers, creatives, and anyone who values a genuinely beautiful, handcrafted object. We have curated product collections specifically for each store type. See our "Curated for Your Store" section in the navigation.
Do you attend trade shows?
Yes — we have participated in trade shows, local markets, and retail events over our 10+ years in wholesale. If you'd like to know about upcoming shows where Soothi will be present, email hello@soothi.com and we'll let you know. We're always open to connecting with new buyers in person. If you carry Soothi and would like us to support a local event or pop-up, reach out — we love to build those kinds of partnerships.
Pricing & terms
02. Ordering & minimums
What is the minimum order?
The minimum order on soothiwholesale.com is $150 before shipping. There is no per-SKU unit minimum on most items. You can mix products across the catalog to reach the order minimum. On Faire, Faire's standard terms apply. We intentionally set the minimum low: we'd rather you start with a small, confident assortment and reorder than commit to inventory you're not sure about. If you'd like a recommendation on a starting assortment for your store type and budget, email us.
What is the wholesale pricing structure?
All wholesale pricing is 50% or more off the retail MSRP. Pricing is visible once your wholesale account is approved. We maintain consistent pricing across all accounts. The same pricing whether you order $150 or $15,000. We believe in transparent, stable pricing that you can build your margin around with confidence. MSRP is set to give retailers a healthy markup.
What are your payment terms?
Orders on soothiwholesale.com are paid at the time of order. On Faire, Faire's standard net-60 payment terms apply, giving you 60 days to pay after your order ships. If you have specific payment requirements for established accounts, email us at hello@soothi.com to discuss.
Can I place a reorder at any quantity?
Yes — reorders are welcome at any quantity above the $150 order minimum. Many of our retail partners reorder individual bestselling titles or refill specific SKUs. There is no pressure to hit a higher threshold on reorders. Quick-turn reorders are one of the advantages of working with a US-based brand. Most in-stock orders ship within 3–5 business days from our California fulfillment location.
Do you offer consignment or sale-or-return?
We do not offer consignment for standard wholesale orders. On Faire, Faire's standard free-return policy on opening orders applies; you can return unsold opening-order inventory within Faire's terms at no cost. This is one of the reasons we recommend Faire for first-time buyers: it removes the risk from trying a new brand. For established wholesale accounts, reach out to discuss any specific needs.
What we make
03. Products & materials
What products does Soothi make?
Our hero product is the premium leather journal, which is available in multiple sizes, cover styles, and paper types. Beyond journals, we make plantable seed paper greeting cards, leather bookmarks, artisan pens, wax seals, handmade paper sheets, and desk accessories. All products are designed around the same aesthetic — artisan-made, culturally rooted, and genuinely worth keeping. Our full catalog is available on this site and on Faire. We regularly introduce new styles and seasonal collections.
What is the paper inside the journals?
Most of the paper in Soothi journals is tree-free khadi paper, hand-pressed from cotton waste, 120 gsm, slightly textured, and gel-pen-friendly. This is a genuinely artisan material, not standard printer paper. It is acid-free, sustainable, and produces a writing experience that customers consistently remark on. The paper is available in ruled, blank, and dotted formats depending on the journal style. This is one of the most important quality signals to communicate to your customers; the paper is a major reason for repeat purchases.
What leather is used and is it ethically sourced?
Our journal mostly uses upcycled leather, imperfect materials with blemishes, and sometimes offcuts that would otherwise go to waste, giving them a second life as a premium product. Repurposed leather carries the natural grain and character, which is part of what makes each journal slightly unique. No two covers are identical. The leather is sourced from our artisan production partners in India, who have worked with us for years to uphold consistent quality and ethical standards.
Are Soothi products sustainable?
Yes — sustainability is built into the materials. The leather is upcycled. The paper is tree-free, made from cotton waste. The dyes used in marbled and block-print covers are natural. Our plantable greeting cards are embedded with wildflower seeds. For retailers and buyers with eco-conscious customers, these are genuine sustainability credentials that your team can speak to with confidence.
What cover styles and sizes are available?
ournals are available in four primary cover styles: leather (multiple colors), marbled leather (each cover unique), block-print fabric (heritage Indian block-printing technique), and embossed leather (decorative designs pressed into the cover). Sizes include 7×5 (most popular), 8×6, 7×7 square, and A5, A4, 14×11 XL, and more. Paper options are ruled, blank, and dotted. Our curated collections for each store segment highlight the specific cover styles and sizes that have performed best for that buyer type — see "Curated for Your Store" in the navigation.
What is the retail price range of your journals?
Retail (MSRP) pricing for our leather journals ranges from approximately $24 to $68, depending on size and cover style. This positions them as a premium but accessible gift item that is above mass-market stationery, but below luxury price points. The 7×5 is the bestselling size and retails around $28–$34. The 14×11 XL retails at the higher end of the range. Wholesale pricing is 50%+ off these MSRP figures.
Logistics
04. Shipping & fulfillment
Where do you ship from and how long does it take?
All wholesale orders are fulfilled and shipped from California. In-stock orders typically ship within 3–5 business days. Domestic shipping to most US locations takes 3–7 business days, depending on the carrier and destination. We ship worldwide, and international transit times vary by destination. Tracking is provided for all orders. As a US-based brand shipping from California, we are well-positioned to serve retailers across the continental US quickly and have established international shipping routes for buyers in Canada, the UK, Australia, and beyond.
Do you ship internationally?
Yes — Soothi ships worldwide from our California and India fulfillment locations. We have shipped wholesale orders to retailers in Canada, the United Kingdom, Australia, the European Union, and beyond. International orders may be subject to import duties and taxes in the destination country, which are the buyer's responsibility. If you are placing your first international wholesale order, email us at hello@soothi.com to confirm current shipping rates and estimated transit times for your location.
Can you ship directly to my customers or the event venue?
Yes — for custom and corporate gifting orders, we offer direct-to-recipient fulfillment. You provide a recipient list, and we ship to each individual address — employees, customers, event venues, or any destination. This is available for personalized and custom journal orders. For standard wholesale orders, we ship to your retail location. If you need dropship or direct fulfillment for a specific program, contact us to discuss the logistics.
Can you meet national retailer vendor compliance requirements?
Yes. We have successfully fulfilled orders for major national retailers in accordance with their specific vendor compliance guidelines — including labeling, ticketing, packaging, and delivery requirements. If you are a national account or a buyer with specific vendor requirements, share your compliance documentation with us at hello@soothi.com and we will confirm what is feasible before you place an order. We do not commit to requirements we cannot meet — we will always be upfront if something is outside our current capability.
What is your return and exchange policy?
If your order arrives damaged or incorrect, we will replace or credit the affected items. Please contact us within 14 days of delivery with photos, and we will resolve it promptly. We do not accept returns on orders placed in good condition. On Faire, Faire's standard free-return policy on opening orders applies; you can return unsold inventory from your opening order at no cost within Faire's terms. We stand behind our product quality. In 10+ years of wholesale, product quality complaints are rare, and when they occur, we resolve them without friction.
Programs
05. Custom & private label
Do you offer custom journals with a logo or brand?
Yes — custom journals are one of our most-requested programs. We offer two paths depending on your timeline and quantity. Our laser-engraved pathuses in-stock leather covers engraved in our California studio — available from 10–20 units with a 10-day turnaround. Our made-to-order artisan pathis full bespoke production — your cover material, finish, and interior — starting from 40 units with a 30–40 day production window. Both include digital proofing at no design fee. Full details are atsoothi.com/pages/custom-journals.No design fee on all custom orders
Can you engrave individual recipient names on journals?
Yes — individual name personalization is available for both the laser-engraved and made-to-order custom paths. You provide a recipient list, and each journal is engraved individually. This is popular for corporate gifting programs, employee recognition, conference welcome kits, and retail programs where a personal touch is part of the product proposition. This capability makes Soothi a strong fit for corporate buyers, event planners, and retailers who sell personalized gifts.
Do you offer private-label journals?
Yes — Soothi offers a private-label program for retailers and brands that want to sell journals under their own name. This is full custom production: your branding, your cover design, your interior, your packaging, and sold as your product. The private label program requires a minimum of 100 units and a 45–60-day production window. It is well-suited for established retailers, brands building a stationery line, boutique hotels, museum stores, and subscription box companies. Full program details are on our Private Label page.
Can you handle corporate gifting programs, including kitting, assembly, and shipping to multiple recipients?
Yes — we manage end-to-end corporate gifting programs, including product selection and branding, multi-vendor gift box kitting and assembly, and direct-to-recipient shipping to any number of domestic or international addresses. We have managed programs for major corporations and large nonprofits — designing, producing, kitting, and shipping everything from scratch, on deadline. If you are a retailer who wants to offer this as a service to your own clients, or a corporate buyer sourcing directly, contact us at hello@soothi.com with your brief.
Curated For you
06. Your store type
Is Soothi a good fit for museum and gallery stores?
Yes — museum and gallery stores are among Soothi's strongest-performing segments. Our journals carry a genuine cultural narrative (Indian craft heritage, artisan techniques, sustainable materials) that aligns naturally with the educational and curatorial mission of museum retail. They gift well at the $28–$68 price point, photograph beautifully, and have visual distinctiveness that sets them apart from generic stationery. We have supplied museum and gallery stores across the United States, including major cultural institutions. Our curated collection for museum and gallery stores is available under "Curated for Your Store" in the navigation.
Is Soothi a good fit for independent bookstores?
Yes — our journals are a natural fit for independent bookstores and literary shops. The Soothi customer shares significant overlap with the independent bookstore customer: they value craft, story, and meaningful objects. Our journals are used by writers, journalers, readers, and anyone who has a personal relationship with the written word. They are strong gift items — frequently given to readers, writers, and book lovers. We have a curated bookstore collection in our "Curated for Your Store" section, and we're happy to suggest a starting assortment if you reach out.
Is Soothi a good fit for gift and lifestyle boutiques?
Gift and lifestyle boutiques are our largest wholesale segment by volume. Soothi journals make strong gifts year-round — for birthdays, graduations, holidays, and milestone events. They sit at a premium yet accessible price point that encourages impulse and gift purchases. The breadth of our cover styles (plain, marbled, block-print, embossed) means you can offer variety and rotation. Our journals sell well as standalone gifts and pair naturally with pens, bookmarks, and cards for gift sets. We've curated a specific collection for gift boutiques available in the navigation.
Is Soothi a good fit for home decor and lifestyle stores?
Yes — our journals sit comfortably at the intersection of stationery and home object. The cover materials (leather, marbled, block-print fabric), natural color palette, and artisan construction make them a strong desk and shelf object — not just a functional notebook. Home decor buyers are increasingly looking for objects with provenance and story, which is exactly what Soothi offers. Our curated home decor collection emphasizes the cover styles and sizes that merchandise best in a lifestyle retail context. See "Curated for Your Store" in the navigation.
Who We Are
07. About Soothi
Who founded Soothi and what is the brand's story?
Soothi was founded by Krit Khandelwal, an entrepreneur with a deep personal connection to Indian craft and a clear-eyed view of what was missing from the premium stationery market. The founding insight was specific: Indian craft has extraordinary depth from marbling, block-printing, hand-stitching, khadi paper-making, but Indian stationery had never been positioned as a design-led, premium product for the global market. Soothi was built to change that. Not as a niche import or heritage project, but as a modern artisan stationery brand that draws from India as a source of perspective, not just production. Soothi is based in California and has been in wholesale for over 10 years.
What makes Soothi different from other wholesale leather journal suppliers?
Several things that are genuinely uncommon in this category. First, location: Soothi is a US-based brand fulfilling from California — not an overseas import operation. Reorders are fast, communication is in your timezone, and vendor compliance requirements are understood and manageable. Second, the craft story: Our journals are made using Indian artisan techniques with centuries of heritage — debossing, block-printing, marbling, and khadi paper-making. This gives retailers a genuine story to tell, not a generic product. Third, the breadth of what we handle: standard wholesale, custom-branded journals, private label, and full corporate gifting programs, all from one partner. Fourth, the track record: 10+ years, 45,000+ customers across retail and wholesale, major institutional accounts, and a 4.8-star rating across 985+ reviews.
How does Soothi approach the wholesale relationship?
Our operating principle is simple: every customer matters, every order gets the same care, and transparency is non-negotiable. Whether you order $150 or $15,000, you will receive the same quality product, the same communication, and the same commitment to getting it right. We will always tell you honestly what we can and cannot do. We will not overpromise on timelines, minimums, or capabilities. If something goes wrong — and occasionally, in any supply chain, something does — we will tell you immediately and fix it. We have built our wholesale reputation on repeat business, which happens only when buyers trust us. We take that seriously.
Does Soothi sell direct to consumers as well?
Yes — Soothi sells direct to consumers through soothi.com. We maintain a clear separation between DTC and wholesale. Wholesale pricing is 50%+ off MSRP — the retail margin is yours to hold. I
I still have a question that isn't answered here. What should I do?
Email us at hello@soothi.com. We respond within 1 business day — and usually much faster. We are a small team, and we personally read and reply to every wholesale inquiry. There is no ticket system, no chatbot, and no runaround. You will hear from a real person who knows the product and can give you a straight answer.
About Soothi —
Soothi is an artisan stationery brand based in Oakland, California. We design and wholesale premium leather journals and stationery rooted in Indian craft heritage, made using techniques such as leather debossing, block printing, marbling, and tree-free khadi paper-making.
We have been in wholesale for over 10 years, shipping to independent retailers, museum stores, bookstores, gift boutiques, and home decor shops across the United States and internationally. We are available directly on this site and on Faire.
We offer standard wholesale, custom-branded journals (from 10 units, 10 days), full custom programs (from 40 units), private label (from 100 units), and end-to-end corporate gifting fulfillment.
Contact: hello@soothi.com · soothiwholesale.com · Also on Faire