This is the seventh in a series of interviews with Etsy entrepreneurs.
Jackie Kaufman was looking for a venue to sell her handmade jewelry when she ran across Etsy. Jackie creates her jewelry using a unique method of jewelry casting for her Etsy shop – Rock My World Inc. In this interview, learn how Jackie built a successful Etsy shop that includes her most popular line of Fingerprint Jewelry.
What brought you to become an Etsy shop owner?
I was looking for a venue that I could sell my handmade jewelry. Ebay was the only one I was familiar with, and that was not really an option. So I just fell upon Etsy in my searches..noticed that it was only 20cents to list and that was for 4 months, and you did not have to pay anything else until it sold..and everything else was free..so I thought I would give it a try. Within 1 week I had my first order which was over $200.00 to 1 customer..and I said this was for me!
How do you market your business?
I twitter only about my business, but not to often, I have a Facebook Fanpage with over 340 fans where I post about once a week. I try to get a little involved with the Etsy Community, answering questions in the forums and giving advice. I use Haro quite a bit, and have found different ways to market through this. I contact local newspapers and magazines, and let them know when I have a new product, or something that might be of interest to them. I try to let them know what I do, and why it is different. I also always wear all of my own jewelry all the time..a great marketing tool!
How has social networking helped your business? What have you found works best for your store?
When I want views for my products, I twitter, but I am not sure if I have gotten any sales. I use Facebook, but I also am not sure how much that has helped. The best social networking is with Etsy itself. If you make your products interesting, and your store unusual, you have to try to get noticed. The “Best” is being highlighted by Etsy itself. That has gotten me the most exposure and sales. But it is not easy.
What is your favorite part of being an Etsy store owner?
The sales!! I am in this for my art, but also for business and to make money. I love being able to add things all the time. Also the fact that you have customers from all over the world, and they have purchased and are wearing your product. When you wake up and you have 2-3 sales overnight from Australia, England, France…it is great! It has also opened up wholesale accounts..across the country which would not have happened if I was not on Etsy.
What are some of the ways that you find Etsy helps in your success as a store owner?
Luckily I have been highlighted a few times..have been on the front page..and had an article written about 1 of my products. There is nothing like this type of exposure to insure sales on Etsy. I know I am lucky..because it does not happen to everyone. Also Etsy is getting larger and more of a reputation, which is helping all of us on the site.
What advice would you give new Etsians just starting out?
To be realistic about what you are selling..really look at your product and think what makes it unusual, unique, why would someone buy it from you? Is this a business to you, or a hobby? Just because you list it, does not mean it will sell. Do not copy other people.. you will only be a follower..not a leader. I am a professional, and I always brought this to Etsy.
How did you come up with your shop name?
It is what I named our retail store about 5 years ago. And I just used it to brand my jewelry line. I think it reflects the look and feel of my jewelry. It is a little edgy,, and that is my core customer. This was before Brett Michaels had his show!!
How do you brand yourself to make your shop unique?
What makes my shop unique is my method of creating my jewelry. I am a jewelry caster, and that means I carve my pieces from wax, melt my own silver, cast and finish. This takes many years of learning, expensive equipment, and my expertise. Not very many people on Etsy do this type of work..so I am confident in my shop, that it is unique. My look is organic..and one of a kind..not for everyone..but it is my signature. I also am able to do custom work for other stores and businesses.
I have also created my own line of Fingerprint Jewelry..which is the number 1 item in my shop..and I really do not have any competition for this product.
Do you feel a sense of community among the Etsy shop owners?
Yes, I do, especially for the ones who are professional, take it seriously, and have shops that take whatever product they have created, and made it a success. Some people that do it on a whim…I am not that thrilled with.
How do you connect with your buyers?
Mostly with convo’s and emails back and forth. Also with the feedback that is left at the end of the sale. My fingerprint Jewelry is very personal..and I hear very personal stories as to why the customer is buying it. It is very emotional for me.
For more information on Jackie visit http://www.rockmyworldinc.etsy.com/
Visit Jackie’s main website at http://rockmyworldinc.com/
Follow Jackie on Twitter at http://twitter.com/rockmyworldinc
Become a Facebook Fan at http://www.facebook.com/RockMyWorldInc?v=wall
Julie Barnes is the author is this post. Julie is excited to be living in Generation E – the age of the Entrepreneur. As a writer, she enjoys writing about all aspects of the entrepreneur journey. She enjoys interviewing entrepreneurs whose experience and wisdom can inspire others to follow their entrepreneurial dreams. Julie lives and works in the Kansas City suburb of Overland Park, KS with her husband Ron and lovable dog Hank. You can visit her site at www.julieabarnes.com. Follow Julie on Twitter at @JulieBarnesKS. Become a Facebook friend at Julie Barnes.
