I tend to avoid Facebook groups for many reasons, but one of the biggest is witnessing firsthand just how unprofessional and unregulated our industry has become. It breaks my heart that the hard work of so many pioneers has been forgotten, and instead of progressing, we seem to be going backwards. At GO International, we refuse to be one of those companies that lurks in every comment thread shouting, “Pick me! Pick me!”—after over 35 years as a “proper” balloon and party specialist, we have more pride than that. We believe, and time has proven, that when a business realises they need professional expertise to help them grow, they will find us.
A Proper Wholesaler Stands Tall – And Gets Criticised?
This week, I found myself on social media, addressing confusion around Deco Bubbles. GO International is the sole UK distributor for this incredible, best-selling balloon, and we are both so very proud and fiercely protective of it. It’s why I’ve said the Deco’s will not be given to anyone claiming to be a balloon wholesaler. I’ve witnessed firsthand the damage this “sell to all”, nonchalant attitude of many manufacturers has done to our industry, and I have no intention of following suit!
During my time online this week, I came across a discussion that made me stop in my tracks. A “proper” balloon and party wholesaler had increased their prices, and instead of appreciation for their commitment to running a sustainable business, knowing their positioning, and knowing their value, they were called out as if they’d done something wrong.
Even worse? The same discussion celebrated a non-specialist wholesaler selling at rock-bottom prices—a wholesaler that treats balloons as just another commodity on their shelves, with no real care for the industry or its future. A commodity that they would drop in a heartbeat if something shinier came along!
A Harsh Reality: Cheap Buyers Attract Cheap Buyers
I completely understand the need to watch costs, but I applaud this “proper” wholesaler for standing by their worth and refusing to race to the bottom.
Meanwhile, I offer a word of caution to those who think cheaper is always better. The universe gives you what you put out. If you focus only on price, you will attract customers who focus only on price. And those customers? They’ll leave you the second they find it cheaper elsewhere.
I can say with certainty—after more than three and a half decades in this industry—that our most successful clients are those that understand this simple truth:
- Know your value.
- Price for profit, not just survival.
- Treat our industry with the love and respect it deserves.
- Choose suppliers who actually understand your business—not just those who happen to sell balloons.
The Courage to Protect Our Industry
I congratulate the “proper” wholesaler for having the courage to stand by their worth. This is what professionalism looks like. This is what the balloon industry needs to enable it to invest and thrive.
At the same time, I am deeply saddened and concerned that general wholesalers continue to devalue our products and our market. By prioritising cheapness over quality, they chip away at the foundations of our industry, making it harder for “proper” balloon businesses, including wholesalers, retailers, and decorators, to charge their worth and run profitable businesses.
At GO International and The Balloon Academy, we will always stand with those who value this industry for what it should be—a skilled, creative profession that deserves to be taken seriously.
To those who know their worth and refuse to compromise—keep going. You’re the future of this industry. And to those who still think cheap is the way forward—be careful what you wish for.
To your success,
George
GO International & The Balloon Academy
Turning Your Passion Into Profit.
