So Jeff, what does Faire do? Who are your customers, and how do you typically explain Faire to someone encountering the business for the first time? We've spoken, and I do think it's a secret weapon in the industry.

Um, I love that phrase, and it's something we hear from our customers as well.

Um, so Faire is a wholesale technology platforms where retailers can come to discover the best products their customers will love, find those products at the best value, and then manage their kind of entire purchasing and related workflows in one place.

So maybe to give, like, a little bit more context on wholesale, you're, you're in New York, um, so when you walk into whatever your favorite local shop might be, uh, in New York, you might be familiar with Strand's Bookstore.

They're, they're a great Faire customer.

Um, I live in Noe Valley in San Francisco, so kind of this, this strip on 24th Street right next to me has, you know, a local gift shop called Wink SF.

There's a, um, plant nursery called Urban Scout.

On your statements, what's your secret sauce? Like, what, what do you, what would you say are your strongest core competencies? And who are your competitors in this paradigm, besides maybe Me and my dad [both laughing] like selling.