Student Gemma shares her advice and top tips

For many, lockdown has brought out an innate creativity and desire to try new things. As Covid-19 has postponed my industry placements, this new found time provided me with the unexpected opportunity to explore my entrepreneurial side. Combining ceramic skills learnt through my textiles degree with a love of accessories, I decided to launch ‘Gemma Fay Design’, creating statement polymer clay accessories. The excitement of having a new focus during these uncertain times threw me into creating bold and colourful collections to sell on Etsy.

In the past few weeks I have learnt so much about not only the processes and techniques involved in making the accessories; but also useful tips and tricks relating to marketing and specifically running a business on Etsy. Although in its infancy, I am optimistic about the future of ‘Gemma Fay Design.’ If, like me you have considered starting an Etsy, here are some things to consider, and tips and tricks I hope you might find helpful:

1) Product
It sounds obvious, but creating something you are passionate about will ultimately determine the effort and time you put into your business. Make sure your products are something you yourself would wear/use. Create prototypes that you/your friends and family can test to assess the results. I’d recommend focusing on a small product range to begin with, paying special attention to the materials you use, as this really impacts the quality and finish of your product.

2) Back to basics
For me, drawing jewellery prototypes, exploring colour variations and different textures before I began making each collection was crucial in promoting an outcome I was happy with. Even if it’s just a quick sketch, this is really useful to help form a cohesive collection. A bonus of this is that sharing the creative process with your social media following gathers more recognition, as followers feel they are part of the process!

3) Research
One thing I hadn’t really considered was the amount of products already on
Etsy! It’s a wonderful platform to use for handmade products; however you need to find a niche in order to make your product stand out from the crowd. What makes it unique – is it the colour? Is it the shape? Is it your materials? I’d also suggest identifying a target group, and looking at what products appeal to this market. You can do this by looking at the products people are favouriting on Etsy, are they similar to your products? Asking questions regarding your products using polls on Instagram is a great way to gather immediate feedback to help you create a product that will sell well.

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4) Branding
Your logo and banner are one of the first things people see when they visit
your Etsy page. They will build their impression of your brand based on this; as well as using it to identify you on other social media platforms e.g. Instagram, where you might wish to share your products. If you have access to Adobe, Photoshop and Illustrator are such useful and quick applications to create a logo and banner on. If not, I’d recommend hand drawing and scanning in a design to upload. The most important point is to ensure your brand name, logo and graphics are clear and uniform across all your platforms!

5) Photographs
A picture really does speak a thousand words. The lighting and background of your photos are really important in determining what catches a potential buyers eye. I’d recommend using a background with relevance to your product e.g. similar colours, as well as natural lighting if possible. Etsy favour products that have as many images as possible (up to 10!), so focus on including, individual shots, close ups, collections, as well as photos of the product in use.

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6) Marketing
I’d suggest releasing collections of products together e.g. perhaps they’re
of a similar style/colour. This will allow you to produce visually cohesive graphics to support your products. I found Adobe Illustrator enabled me to create graphic drawings on my products that I could then use to promote them on social media. This also helps distinguish between product collections.

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7) The Etsy algorithm
Something I initially didn’t understand was how Etsy orders product listings; and what factors are super important in getting your product out there. Key word tags and categories are crucial in deciding where your product will appear on the site. To put you in the best possible position, provide Etsy with as much information about your product as you can. Size, style, function, care etc. The more information provided the higher your listing will rank. Following on from this; Etsy allows you 13 key word tags which will indicate under which searches your product will appear. Fill all 13 of these and you maximise your reach; however do not duplicate words already used in your title as this wastes valuable words and does not increase your listing order. An easy way to determine how successful your listing is is to use E-rank: https://erank.com a website that will grade your listings and make useful suggestions for improvements, an Etsy life saver!

8) Invest
Before starting my business, I massively underestimated how important it is to invest before expecting to make a profit! Etsy do take a % of your profits, and also charge a listing/selling fee, so take this in to account when pricing your products! I’d recommend setting aside some funds for use on packaging as this is crucial in making a good impression, as well as ensuring your products arrive safely! Providing free UK delivery encourages sellers to purchase as there are not extra fees at the checkout. Etsy also favour sellers offering free delivery. Something that definitely helps, and is likely more feasible after you have made a profit, is paying a small promotion fee to Etsy. This makes sure your listings appear much higher when potential buyers are searching.

9) Networking/Social Media
I’ve found so many likeminded creatives on social media. Whatever product you’re making, there’s likely people in the same position as you, promoting their own designs. Reach out, follow, like and ask questions! Most people are happy to help and are open to collaborations. Bear in mind, any one of your followers are a potential sale. How you represent yourself on social media could really entice the consumer. Once you’ve made your first few sales, encourage customers to leave reviews/post pictures of them wearing/using the product on social media. Positive ratings on Etsy are a key indicator of a successful business, and will also help gain site traffic too.

10) Patience
Everyone hopes to make an instant profit, however realistically these things
take time, and persistence pays off. Etsy actually take a while to notice new products, so don’t be disheartened if you don’t get any product views for a few days! The more listings you add/changes to your page you make, the more it indicates to Etsy you are an active user. Consistency is key; keep track of your views/sales on the Etsy dashboard, so you can assess what your best sellers are!

I currently have 3 collections available, the ‘Terra’ (Earth) collection, ‘Candi; collection and ‘Bride Tribe’ collection. Take a look here: https://www.etsy.com/uk/shop/GemmaFayDesign
My future plans for ‘Gemma Fay Design’ include an upcoming summer collection featuring peachy tones and unique shapes. I look forward to diversifying into more accessories, other than just earrings and hair clips. Given the current circumstances, I am partaking in my first virtual market shortly, and hopefully (when lockdown is over!) a real craft fair in the future. I hope to continue to grow my business alongside my placement year, and be able to apply the hand making skills I have learnt to my final year degree project in 2021.

I wish you every success in opening your Etsy shop! Please feel free to DM any questions or queries on Instagram: @gemmafaydesign I’d be happy to help!

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By Gemma Luteijn

I am a second year multi media textiles student, due to commence my placement year shortly. Particularly interested in interior textiles, I hope to pursue a career in this industry following completion of my degree. Starting an accessories business, ‘Gemma Fay Design’ in lockdown has been such a creative focus that has helped me to cope with these uncertain times. You can find my work on Instagram @gemmafaydesign!

I am a coffee enthusiast and avid yogi. I often find my greatest inspiration comes to me drinking a blonde roast latte or in a downward facing dog!