As the global health crisis continues to unfold, small business owners everywhere are shifting their mindsets from focusing on sales growth to thinking of ways to sustain their businesses for the long-term, while also caring for themselves and their families.
And while this shift presents obstacles, it also presents the opportunity for learning, reflection, and sharing what we’ve learned with one another. In that spirit, we reached out to six Etsy sellers to hear how they’re getting through this unprecedented time. Read on for their tips on staying grounded, utilising creativity, and connecting with others.
Allowing for experimentation
“When the pandemic started to impact us on Prince Edward Island, I had a hard time in the studio", says Suzanne Scott of Village Pottery, a mother-daughter pottery shop based in Canada. "I stood there looking at the boxes of clay wondering what the point was of continuing to make anything when there's a good chance our tourist season will suffer and our sales will be greatly impacted.Then, I shifted my focus", says Suzanne. "I decided to use this time to experiment with new techniques, and just let my creativity flow.”
Learn more about Suzanne and the roots of her family business in her Creative Origins interview.Establishing new routines
“For us it's all about balance and routine. As we navigate changing times, we're trying to ensure structure: waking up at our usual time, taking walks with the dogs (safely of course), and trying to work within our usual business hours", says Hanna Vomhof, who founded WAAM Industries with her husband Andrew back in 2012 and has been on Etsy since 2014. Rooted in Minneapolis, Minnesota, the duo create functional designs for everyday life.
They've also found it helpful to think about how other people's schedules are changing during this time. "We're trying to be even more attentive and timely with replies", Hanna says. "Many people are home and are on their computer more, so we're doing our best to reply quickly to show them we're here and appreciate their support.”
“It’s important to ensure your mental and physical health are priority", says Ade Ogbomo, founder of the Texas-based shop Gabe Jade Accessories. "Maybe that means setting a schedule, making time for daily walks, taking a virtual trip to the zoo, or discovering new music. But if you’re feeling drained, there's also absolutely nothing wrong with taking a nap, going to bed early, or making a cup of tea and just recharging for a bit.” Ade has been on Etsy since 2015, and designs bow ties, neck ties, and hair accessories made from colourful Ankara fabric.
Communicating with care
“Online shopping doesn't mean an impersonal experience with your customers, and never has this been more important. Everyone on the planet, including your customers, understands that we are living in unprecedented times." says Leeds-based jeweller Ghazal Ghahri-Saremi, who opened her Etsy shop Soremi Jewellery back in 2007. "Your customers are also human; they feel all the things you feel, too. So, communicate! Thank them for their order, ask them how they are, and acknowledge that while there may be some delays, you're doing your absolute best to send them a little joy through the post."
Celebrating new connections
“I’m finding that a lot of my customers are ordering gifts to send to loved ones to lift their spirits, let them know they're loved, and acknowledge milestones they would otherwise be celebrating with in-person gatherings", says artist, illustrator, and children’s book author Meenal Patel. "It’s heartwarming to see people finding ways to connect with their loved ones during this difficult time and I'm honoured to help them do so.” Meenal has run her San Francisco-based Etsy shop, Meenal Patel Studio, since 2017; her books, cards, prints, and fabric have found their way into the homes of more than 1,400 customers since.
Suzanne Scott is seeing a similar trend in her shop. “I've had several customers order a gift for a friend or family member who are frontline workers, and I always include a handwritten note for them", says Suzanne. "It's given me a new sense of purpose as a potter to be able to provide a comforting lift during these dark times."
Turning to creativity for comfort
Shirley Bell, who’s been selling her watercolour designs on Etsy since 2008, finds herself turning to her favourite medium as a source of comfort.
“My new slogan is, ‘If you have an anxious heart, make art.’ Turn off the news and do something creative or helpful to others. Cooking is a good example; I’ve also been painting a lot these days. It helps me stay positive.”
Based in Jamestown, Rhode Island, Shirley has been painting for more than 35 years and has more than 1,600 five-star reviews. Learn more about Shirley's work and explore her sunny watercolour studio in her Inspiring Workspaces feature.
Keeping it real on social media
“We all draw our own lines for how much of our personal lives we choose to share while running our businesses. But chances are, if you're finding life and business difficult right now, sharing that in a way that's comfortable and appropriate for you will add another dimension to your social media, and make you even more human to your followers", says Ghazal Ghahri-Saremi.
"After all, small businesses are full of heart and soul, and sharing that is only ever a good thing."
"Sometimes sharing the difficulties helps others feel less isolated", says Ghazal. "There's strength in showing vulnerability."
Sharing positivity
“With the ongoing crisis and so much uncertainty, I've changed the tone of marketing throughout my shop to be more compassionate and gentle on the sales front", says Suzanne Scott. "I'm trying to strike a good balance between making sales and showing compassion for our customers who have possibly lost their jobs.”
Ade Ogbomo has also shifted the focus of posts shared on her shop's social accounts. “We've increased the cadence for our posts, and centred our stories around positivity and happiness", says the designer. They've seen an increase in engagement from new and existing followers on recent posts featuring uplifting poems or phrases, and people laughing and smiling. "It’s not all about getting people to buy, it’s mostly about spreading the happy", says Ade. "Keep the happy going."
Finding ways to give back
“I’m one of the luckier ones, as my sales of cards have been better than usual", says Shirley Bell. "I think people are sending cards for the obvious reason that they can't visit loved ones now." The increase in sales has empowered her to give back to her community, too.
"Customers have been supportive of me and in return, I'm donating half my sales to the food bank for those less fortunate", says Shirley. "It's the least I can do."
Suzanne Scott has adopted a similar approach, creating a limited run of new mugs. “I created a new collection of mugs that have 'Wash Your Hands', 'Stay Home', and 'Self Isolator' stamped on the side", says the maker. "I'm donating proceeds from these mugs to a local women's shelter.”
Opting for gratitude
“It’s easy to focus on challenges, but being grateful for everything I have, despite everything we are currently going through, has helped me shift my focus to what others may be lacking", says Ade Ogbomo. "My family and I make brown bag lunches to pass out to the homeless every Friday, and it brings us so much joy to be able to put smiles on the faces of others.”
Making time for self care
For Hanna Vomhof, starting or ending the day with physical activity also helps keep things on track. "My favourite resource is Yoga with Adriene on YouTube", says the seller. "It helps to ease tension, stress, and provide relief to my working body.”
Learning something new
The change to routines and change of pace in everyday life can also be an opportunity for learning something new. “There has never been a better time to learn a skill or even explore a new career", says Ade. "There are tons of free courses available online, and, of course, on YouTube.” If you're interested in learning more about ways to improve your shop or grow your business, you can also find information on a range of topics on the Seller Handbook.
Return to the Ultimate Guide to Running Your Shop During COVID-19
Now more than ever, the world needs creative small business owners like you. We’re here to help you keep selling and thriving during these times. Support the more than 2 million independent business owners on Etsy by sharing the #StandWithSmall message with your community today.
Words by Etsy Staff
Etsy staff writers and contributing editors.
