Run by designer Jenna Herbut and her brother Chandler, also a designer, the fairs showcase the work of more than 140 Canadian artisans and designers at events Merge magazine has described as "the craft sale for the next generation." The laid-back emporium thrums with the energy of younger designers such as Wally & Roops, Kukubee Designs, and Nikki Babie as they enthusiastically promote their wares. Music serenades ears wandering between booths, and homemade creations from vendors such as Monkey Butter sate hunger with snacks that are as sweet and savoury as a love poem written in worcestershire sauce. In addition to vendors, there are live bands, food trucks, and a bar.
As an extension of her mission to improve designers' livelihoods, Jenna channels her background in marketing into a parallel venture Make It! University, which helps artisans hone their business models. Make It! has also partnered with Etsy, the online handicraft marketplace, to bolster their support for crafters.