Mark talks about the energy, planning, and hard work that has gone into starting a new family business, Lutume, a retail mobile and web boutique selling handmade, one-of-a-kind ceramic art. He discusses the importance of marketing, using writing, visuals, name selection, a website, networking, and well-made promotional items to build and promote the brand. Adele asks him about the value of online or print advertising. They talk about Mark and his wife's experience selling as artisans at a large farmer's market, and why they do not offer "sale" prices. Adele asks what some of the adjustments were they had to make in response to feedback gained from their experience of selling at various events. Mark explains how he has helped one of his clients, Diaz Gates, grow that business substantially by applying some of the same principles used to build Lutume. Mark plans to invite Diaz Gates on the show for an interview in an upcoming episode.