Etsy.com

Adam Brown – Press Manager at Etsy.com

“Our mission is to reconnect producer and consumer, enabling people to start their own businesses, and try their hand at doing something they love.”

Etsy is a hub of creativity. Everything from reclaimed items, to art prints, even books, ceramics, as well as a category titled “geekery.” It’s gone from a small start-up site in 2005, to an aspect of pop culture referenced on television within 5 quick years.  I have many friends who either have stores on Etsy, or who are addicted to searching every page on the site for unique and handmade crafts.  The broad selection and quality of work is both terrific and awe-inspiring.  Etsy is a perfect example of how the web can open up niche markets for a wide-variety of products.  These “products,”are part of a person’s aesthetic experience, and go way beyond function.  These are things that give color and contour to our lives, while serving as more than an in-home billboard. Each item has at least a few stories to tell – that of the artist, the buyer, and its various components.  Once amalgamated, these tangible creations become someones expression; all of which is given life via Etsy.com.

Not only is Etsy a hub for creative projects, but it’s a meeting spot for creative people. It’s both practical and sustainable, while ultimately creating a space that both agrees with commerce and markets, while not feeling like an outright transaction. If you buy something on Etsy, you can bet your ass it’s not mass produced.  We’re not talking about a series of intertwined sprockets here, we’re talking about a creatively democratic forum, in which business and art are not oppositional. I mean shit, if artists can sell their work, they can survive making their art, which means more enjoyment for all of us, and less waiting tables for them. Etsy’s Press Manager, Adam Brown, gave me some behind the scenes on arguably, the Internet’s most creative website, Etsy.com.

by Evan La Ruffa

EL: So how did Etsy start? Seems like something that would need to pick up some steam before being completely viable as an online marketplace….
AB: Etsy was conceived by Rob Kalin in early 2005. A painter, carpenter, and photographer, Rob found there was no viable marketplace to exhibit and sell his creations online, so he found Chris Maguire and Haim Schoppik to help with the software and hardware, and launched Etsy on June 18th, 2005. At that point, it was just an idea. But it turned out to be a good one. As the marketplace has grown, the network effect has taken hold, and today Etsy is a vibrant community of over 5 million members, including over 400,000 active sellers.

EL: You guys leave it wide open as far as what people sell on Etsy – everything from art, to jewelry, to clothes, and toys – did you start out more specified, or has the reach always been so broad?
AB: Anything that is handmade by you can be sold on Etsy. We like to leave it open so as not to stifle creativity. You can also sell vintage (20+ years old) goods, and craft supplies.

Corella Design - http://bit.ly/dCIB9u

EL: What I love most about the site is that I get to check out the arts and crafts of people I would otherwise know nothing about. It’s definitely not a mainstream source for either art, or practical goods…..that seems like the “mission.”
AB: I would say that our mission is to reconnect producer and consumer, enabling people to start their own businesses, and try their hand at doing something they love. That may fall in or out of the mainstream. If you’re on the hunt for undiscovered artists, I would recommend our “Pounce” shopping tool.

EL: Etsy is a very empowering space. I’ve read about a few different sellers on your accompanying blog (The Storque) who have quit their days jobs to work full time on their Etsy store…..are you finding this to be a common ocurrance, or are people mostly doing this in their spare time?
AB: The majority of Etsy sellers have day jobs. That said, we receive submissions every day for the “Quit Your Day Job” series. For me, that is one of the most amazing and fulfilling things about working here – helping other people achieve their dreams.

Scotatto - http://bit.ly/91eq0p

EL: There are tons of ways to specify your product searches on Etsy, by location, by color, and items suggested by other users. What is the most popular search? Additionally, what products sell the most?
AB: I’m not sure which one is the most popular, but the ones that get rave reviews are Search by Color, and Treasury (our member curated lists). Search by Color is novel and fun, and Treasury lets you check out other peoples’ taste. That, and they do some of the work for you! I’m personally also a big fan of Pounce.

The Custom section of the site is really cool too. Hooking up buyers with willing creators based on the specific project the buyer wants done…..The Alchemy (custom) section of the site existed from the beginning. It went away for a while for technical reasons, and then returned. It continues to be a crowd favorite. Many Etsy sellers also accept custom requests directly from their shops as well. This works well if you have a seller that you like, but don’t see exactly what you want in their shop.

EL: What about creative control and rights? Do you guys have rights when people create Etsy stores, or do you yield all ownership and creative control to the artists?
AB: The artists are always in control of what they are making, pricing, shipping, etc. They must follow all trademark, copyright, and whatever local laws may apply to them.

The Tree Hugger's Coloring Book - http://bit.ly/9u0XfA

EL: How do people create their own Etsy store?
AB: You’ll need a credit card and a valid email address. Then just click “Sell” at the top of any page on Etsy. You’ll be walked through the process, which is pretty simple. If you already have photos, it only takes about 20 minutes. Setting up shop is free. To list an item costs 20 cents, and when it sells, we charge a 3.5% transaction fee.

EL: Is there any type of content that is not allowed on Etsy? Any medium or product left to the side for some reason?
AB: You can’t sell real estate, things that are illegal, and a few other things. For a complete list, please see our help section.

I Listen - http://bit.ly/bYtMhc

EL: Haha, right on…ya know, it appears from the outside, that Etsy has grown steadily……how have you achieved such consistent expansion? It seems like a word of mouth thing….
AB: Word of mouth is definitely a big driver of growth for us. Since Etsy is composed of many small businesses, when those folks bring new people to the site, that benefits the whole community. Of course, we also are very active marketers, but we don’t do much advertising. Our goals are more about “earned media” (like this interview) which is more valuable than advertising. And of course, we provide all kinds of support and education to our community (via our blog and Etsy Success email), so that they can be successful Etsy advocates.

EL: Anything upcoming on Etsy we should look for?
AB: Social commerce. You’ll know it when you see it. We’re also trying to support our international community, so there will be several developments in that area soon.

Find anything under the sun, on Etsy.com

A Long Day 1 - http://bit.ly/93Nz65