SJ Made Holiday Fair: a Creative Masterclass

By Staff Writers Gaura Amarnani & Kayla Li

The annual SJMade Holiday Fair returned to the Santa Clara Convention Center on November 28, transforming the venue into one of the largest creative markets in the Bay Area. The two-day event featured more than 300 local small businesses, drawing thousands of shoppers from around the Bay. 

This year’s fair brought one of the biggest crowds SJMade has seen in its 14-year history, with shoppers filling the aisles from the moment doors opened. Alongside ceramics, prints, clothing, and food stalls, vendors showcased products in a wide range of styles and mediums. Ceramic booths featured hand-glazed mugs, trinket dishes, and sculpted decor in both earthy glazes and glossy bright finishes. Print artists varied in style from soft watercolor botanicals to bold graphic illustrations, with many vendors highlighting recurring themes like winter landscapes, cute animals, or vibrant color palettes. Clothing racks offered print t-shirts and handmade accessories, while many booths introduced limited-release products exclusive to the fair. “When people come here and experience this, it gives us more motivation. Customers give us ideas. Sometimes they’ll say, ‘Can you make a San Francisco design?’ or ‘Can you make a bicycle design?’ and that inspires new creations,” vendor Natalie Kessler said.

SJMade also fostered a festive environment that encouraged residents to shop local and engage with small vendors. Many booths featured holiday decorations or themed setups to complement the style of their products. Visitors could pause to paint ornaments, fold cards, or assemble miniature Christmas trees, often chatting with the artists as they worked. Nearby, the smell of pastries and warm drinks cut through the cold, drawing families and students even when the lines grew long. People drifted from booth to booth with cocoa in hand, stopping to try a craft or watch demonstrations up close. Younger kids gravitated toward craft stations while older attendees spent longer browsing items like illustrations and jewelry. The range of work on display meant no section felt repetitive, and most visitors left with a keepsake. By the end of the weekend, it was clear why the event had built so much anticipation. It delivered not only variety, but a sense of community that kept people feeling warm and content long after they finished browsing. “Our mission as a company is to be a platform that helps creative small businesses in the Bay Area — with specific emphasis in the South Bay — grow their visibility, grow their brand, and grow their sales,” organizer Kevin Biggers said.