Meet Polina Williams of SPS Productions

Today we’d like to introduce you to Polina Williams.

Hi Polina, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey into event production actually started long before SPS Productions. In 2010, I founded a nonprofit organization focused on bullying awareness and creating support groups for those who had experienced bullying. We organized free monthly outings that brought together people of all ages, creating a sense of community and connection.

As the organization grew, we needed a way to fund these events, so we decided to host an art show fundraiser at a local gallery. What started as a simple fundraising idea quickly turned into something much bigger. Local artists generously donated their work, the gallery filled with art, and the event was a tremendous success. It also introduced me to the power of bringing people together through community events.

The nonprofit continued for many years until 2022, when I welcomed my first child and made the decision to step away so I could focus on my family.

In 2023, while driving to a family reunion, I found myself thinking about those art shows and how much I enjoyed creating events that connected people. Almost on a whim, I decided to organize another art show. With just a month of planning, SPS Productions was born.

Over the next year, we hosted numerous art shows, partnered with local charities, showcased talented artists, and were featured on local news outlets multiple times. While the events were successful, I began to realize that I wanted to create something even more community-focused, something that families could enjoy together on a regular basis.

That realization led me to farmers markets. As someone who regularly attended local markets, I saw an opportunity to create something unique by blending elements of a traditional farmers market with a makers market, artisan market, and art market. Today, SPS Productions hosts markets that feature everything from local produce and baked goods to handmade crafts, artwork, and specialty products, with a focus on supporting small businesses and creating memorable community experiences.

Looking back, the common thread through everything I’ve done, from the nonprofit to art shows to farmers markets, has been bringing people together. The format has changed over the years, but the mission has remained the same: building community and creating spaces where people can connect and support one another.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It has definitely not been a smooth road. When I decided to transition from art shows into farmers markets, I quickly realized I was starting from scratch. I had very few connections in the farmers market world, so I spent countless evenings researching and reaching out to vendors. In total, I contacted more than 2,000 vendors in an effort to build our first market. Out of those thousands of emails and messages, I was able to secure just 25 vendors for our opening market.

Building a market is about much more than simply finding vendors. You have to establish relationships, earn trust, create an enjoyable experience for both vendors and customers, and continually adapt as the market grows. There were many moments where it would have been easier to give up, but I believed in the vision and kept pushing forward.

Today, we regularly host 40 to 50 vendors each week, and seeing our markets filled with local businesses and community members makes all of that hard work worthwhile. Our biggest challenge now is awareness. We know that once people visit the market, they love it, we just need more people to know we’re here.

Currently, The Shops of Dunwoody Farmers Market operates year-round every Sunday from 9:00 AM to 1:00 PM. In addition, we host pop-up markets at corporate office parks and are actively looking for new locations to bring our markets to throughout the Atlanta area. We are continuing to grow, which is exciting, but growth comes with its own challenges and a tremendous amount of work behind the scenes.

We’ve been impressed with SPS Productions, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
SPS Productions is the umbrella company behind a growing collection of farmers markets, artisan markets, and community events throughout the Atlanta area. While our largest market is The Shops of Dunwoody Farmers Market, we currently operate approximately 15 markets and continue to expand into new locations.

One of the questions I get asked most often is, “What does SPS stand for?” The answer is actually very simple—family. The “S” stands for my son, Silas, the “P” stands for me, Polina, and the second “S” stands for my husband, Spencer. When I started this business, I wanted my family to be part of it because everything I do is ultimately for them. Since then, we’ve welcomed another child, Lily, into the family. It’s a little too late to change the company name, so I like to joke that she’s the “L” in LLC.

What truly sets us apart is our focus on community, culture, and creating an experience rather than simply hosting a market. We work hard to cultivate a positive environment where vendors support one another, customers feel welcome, and everyone leaves having discovered something new.

We are especially passionate about helping small businesses grow. Some of our vendors are first-time market vendors, and one of the most rewarding parts of what we do is watching them build confidence, gain customers, and grow successful businesses from the ground up. Being able to play a small role in their journey is something I’m incredibly proud of.

Another thing that makes our markets unique is our commitment to vendor diversity. We carefully curate our events to minimize direct competition between vendors, which means visitors can enjoy a truly unique experience at every booth. Whether you’re shopping for fresh produce, sourdough bread, handmade jewelry, artwork, specialty foods, or handcrafted goods, each vendor brings something different to the market.

At the end of the day, SPS Productions isn’t just about hosting events. It’s about creating places where small businesses can thrive, families can spend time together, and communities can connect. That’s what we’re most proud of, and it’s what drives everything we do.

What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned is that this business isn’t really about me—it’s about the vendors and the customers who make it possible.

At the end of the day, these are the vendors’ businesses, dreams, and livelihoods. I’m simply providing an avenue for them to showcase their products, connect with customers, and grow. Whether it’s a farmer selling produce, a baker sharing their sourdough, or an artist displaying their work, they’re the ones taking the leap and putting themselves out there every week.

I’ve also learned that none of it works without the community. The customers who choose to shop local, support small businesses, and spend part of their weekend at our markets are just as important as the vendors themselves. Without them, there is no market.

Because of that, I try to never lose sight of the fact that my role is to serve both groups. If the vendors are successful and the customers have a great experience, then we’ve done our job.

This journey has been one of the most rewarding experiences of my life. I’ve had the opportunity to watch small businesses grow from their very first market into thriving companies, and I’ve seen complete strangers become friends through the community we’ve built. Being a small part of those stories is something I’ll never take for granted, and it’s what motivates me to keep growing and improving every day.

Contact Info:

• Instagram: https://www.instagram.com/shopsofdunwoodyfarmersmarket/
• Facebook: https://www.facebook.com/profile.php?id=61576325264333
• LinkedIn: https://www.linkedin.com/in/polina-williams-272150130/
• Other: https://www.instagram.com/s.p.s.productions/