Crafting a career: Wisconsinites on Etsy

Business First

Crane working in her backyard office. Photo by Lukas Keapproth

But being creative is only half the work. Sellers must do far more than just post pictures with brief descriptions. Marketing products online requires an understanding of search engine optimization to attract customers, Kim says, emphasizing that it’s essential to know who your customers are and how they search for products. Successful sellers create a lasting image of their product and why it is special.

“When I write descriptions, I try to tell a story,” says Tilney Fitzpatrick, who opened the Milwaukee-based Etsy greeting card shop Man vs. George in January 2010. “[I] explain what inspired the card, what’s going on and what occasions it might be great for.” On Etsy, buyers can troll for merchandise in several ways. They can search by category, color and the “pounce” feature, which highlights new stores. Users can also shop by location, using the “shop local” feature, or use the “alchemy” search to request customized items. But even with multiple search engines, a website with over 6 million users from more than 150 countries is an easy place to get lost in the shuffle.

So stand out, Crane says. Put your face on your product and tell your story.

“It’s important to have the ‘you’ out there,” she says. “I’ve been really amazed at how people connect to an individual. They’re looking for someone to relate to.”

Personalizing your product is no guarantee of a sufficient income, however. Kelly Marks, who works at UW and lives in Fitchburg, Wis., opened her Etsy shop, KJMarks Jewelry, in August. Since then, she’s had four sales. While she’s a big fan of Etsy, Marks says she doesn’t know if selling handmade jewelry will ever be more than a stress reliever.

“I’m hoping that this will be something that I do for a long time,” she says. “Right now it’s just something that I do for myself.”

The Community – Off and Online

Essential to the Etsy ethos is a sense of community, of supporting a person rather than a company. That culture is nurtured, in part, by Etsy’s forums and blogs, which sellers use to swap advice and share tips.

“Whenever there’s a topic of interest in a forum, I’ll jump in and ask questions and provide my insight or feedback,” says Fitzpatrick, who also takes advantage of treasuries, or member-curated shopping galleries.

She once challenged herself to create a treasury titled “Read this Aloud.” It was a love note composed of Etsy items that were letters and words.

Crane's paint palette. Photo by Lukas Keapproth

A devoted Etsian? Sure sounds like it.

“As you add people’s items to your treasury, you write to them and say, ‘Hey, I included that item in my treasury,’” she says. “And you check out their shop, and they check out your shop.”

Many Etsy artisans also buy their raw materials on the website, creating a symbiotic relationship among buyers and sellers.

“Instead of going to Target, I want to support someone like me, even if it means paying $5 or $10 more,” Marks says, noting that she tries to buy most of her supplies from Wisconsin-based sellers.

Buyers and Sellers: The Junction

Etsy’s personal element extends to buyers, too. What might start as a simple purchase can develop into a lasting, personal connection.

Barbara, who creates personalized jewelry for customers, says many buyers share personal stories with her and keep in touch long after the sale is completed.

“They’re sharing part of their life with me and they’re very excited,” she says. “I can put a little part of me into the jewelry.”

Fitzpatrick, on the other hand, loves learning how people find her Etsy shop.

She recalls one customer who was getting married at Hummingbird House, a venue in California. The customer found her cards after searching Etsy for hummingbird wedding invitations.

“This is something you don’t get on Amazon.com,” she says.