Seller Handbook

The following is a transcript of a podcast episode released in April 2019. The transcript has been edited slightly for this format. You can listen to the episode on Apple Podcasts, SoundCloud, Spotify, or wherever you get your podcasts.

Dahlia: Hi, everyone. My name is Dahlia, and I work here at Etsy’s Brooklyn headquarters. Today I’ll be talking with Dayna Isom Johnson about spring and summer trends. Welcome back to the show, Dayna!

Dayna: Thanks for having me! Always a pleasure.

Dahlia: First, for our newer listeners, can you give us a quick explanation of what you do here at Etsy?

Dayna: I’m Etsy’s Trend Expert. It’s my responsibility to comb through the site each and every day to find the newest, the freshest, the latest designs. And then, of course, share them with all of my media friendlies.

Dahlia: What’s the most fun part about being a trend expert?

Dayna: It’s connecting with the sellers. It’s because of you guys that I’m able to find the cool items, and to hear your stories is an inspiration to me every day.

Dahlia: Let’s dive into some of the coming trends for spring and summer in the vintage world.

Dayna: Vintage is having such a good moment right now. Here’s why: The early ‘90s, late ‘90s, and the ‘70s, are booming. So if this is your decade that you love curating, this is a great moment. Heavy logos are happening, heavy prints, and heavily texturised items. And for you vintage sellers who really specialise in designer pieces, because of the loss of the late great Karl Lagerfeld, people are coveting and really wanting all of those vintage Chanel pieces. So if you are into the designer finds, go ahead and curate that shop. Let’s honor the great Karl Lagerfeld.

Dahlia: Because I work at Etsy, I was able to attend Etsy’s wedding press preview. I was truly blown away by all the new ideas and innovations. Can you share what a press preview is, and some of your favourite wedding trends?

Dayna: Like I said before, it’s my job to feed the press and the media the things that I’m finding and the things that you guys are creating within your shops. So a press preview is something that I create every couple of months and it’s dedicated to categories. This particular one was dedicated to the weddings category with wedding season truly ramping up right now.

One of my favourite trends that completely stands out is statement sleeves. I think we can all agree when it comes to wedding dresses, we’ve seen sweetheart necklines for quite some time. The statement sleeves are a whimsical touch. It’s nice. It’s fresh. Another one that I’m loving is that nod to the ‘90s. Think about how that can be transformed into weddings. Think iridescent colour vibes. Think flowers like calla lilies, things that really speak to that ‘90s moment, that can be translated into weddings. Also think about belt bags, AKA fanny packs, that can also be used during bridal rehearsal moments, the rehearsal dinner. All these things that a bride can wear throughout the entire engagement season.

Then the last one that I love is veil alternatives. Lots of brides are opting for velvet headbands, which is also a nod to the ‘90s. And really those options for the bride who’s not that traditional bride, who wants a headpiece but doesn’t want the full-on veil. That bride can still have her bridal moment.

Dahlia: I love to talk about colour palettes since those trends can often apply across categories, no matter what you sell. What colours and patterns are you seeing a lot for spring and summer?

Dayna: I don’t know if you guys saw my 2019 trend roundup but I tagged 2019’s colour of the year burnt orange. It goes very nicely along with the colour that Pantone tagged, which is living coral. These things all go back to one common thread, and that is keeping it real and being more grounded. These are colours that bring us back down to earth. Last year was all about neons and whimsical, unicorn colours. Those are wonderful and great, but to refresh for the new year, think about those more grounded colours. And then pare them back with beige, with sorbet pastels, with animal print and even tie-dye. Again, it’s another ‘90s reference.

Dahlia: I’ve noticed a lot of people are looking for DIY ways to update their homes. Can you tell me a little bit about what you’re seeing in that space?

Dayna: More and more people are spending more time in their home and they want to spend quality time with friends and family. So they want to “wow” their space. Think about things that are very easily changeable, like printables. These are easy changes that can be printed out and added into a home, whether it’s an illustration or a wall decal. Any of those things make a huge impact and don’t really require that much of an installation.

Next there are backsplash moments. I’ve been seeing a lot of people in the design space that are adding either some type of decal to a tile or behind stairways. That way, as a person looks up your stairway, they see this beautiful piece that’s almost like an art installation. It’s not that big of a change but makes a huge visual impact. You can do the same thing for floor decals.

Another update that I really love are to drawer pulls. This would actually even be great for vintage sellers as well. If you can find those really special crystals or brass moments or anything that can be interestingly changed into a cabinet pull, that gives a room a fresh update.

Dahlia: April is Earth month, so sustainability is top of mind for a lot of folks right now. What eco-friendly trends do you think will be big this year?

Dayna: Sustainability is big, big, big, big right now. Everyone wants to make an impact. And the good thing for you guys is: No matter if you’re a seller or a buyer on Etsy, you’re making an impact on the environment because of our carbon neutral commitments. Think about items that have materials like organic cotton, unexpected biodegradable items — I’m seeing a lot of biodegradable glitter and seed wrapping paper — reclaimed wood, repurposed glass, anything that can make a person feel better about their purchase.

Now here’s the very exciting news for vintage. There are so many good opportunities for you guys this season. Vintage sellers, you guys are actually one of my greatest selling points when it comes to sustainable shopping. People don’t think about this, but when you’re buying from a vintage seller, you’re already reducing your carbon footprint, because you’re simply giving back to an item from decades past. You’re not purchasing something new. You’re simply breathing new life. So vintage sellers, I think this is a wonderful selling point for you guys to get on this sustainability movement.

Dahlia: Can you talk us through some trends from previous seasons that have carried over to this season?

Dayna: Yes, there are a lot of things that are definitely not going away. I think there’s one overarching message, and that’s nostalgia. Think back to the things that brought you joy from your parents’ house, from your grandparents’ house. This is why those ‘70s and ‘90s moments are so strong. For me the ‘90s was my strong decade. That was the decade that I was coming up, so it brings me great joy because of those nostalgic memories. Think about overarching nostalgic memories to incorporate into your designs.

Other things that are carrying over: Female empowerment. Any type of cards or illustrations or wrapping paper or even ceramics that give off that sense of female empowerment are really great. The third thing is cut-out shapes. We saw terrazzo have a huge past two years. Cut-out shapes are very similar to terrazzo, except the patterns are a little blown up. It’s also called “Memphis style”. Terrazzo will continue on, but now those little speckled shapes will be blown up and magnified and look more like cut-out shapes.

Dahlia: Is there anything we haven’t covered? Are there any other trends that you’re seeing on the rise?

Dayna: Yes, there’s a lot. My favourite one of 2019 is maximalism. For so many years we’ve been thinking about minimalism, clean lines, and mid-century modern. Those trends aren’t gone, but maximalism is about piling on the colour and texture even more. More is more in maximalism, and I love it. It allows us to feel a little bit more comfortable in our space. And as a jewellery lover, I love how it allows you to pile on more dangles.

Speaking of accessories, hair accessories are huge right now. Again, I think we can thank the ‘90s for that. So think butterfly clips. Think nameplate necklaces. Think initial hair clips. And then also think about crochet items but modernised. So in handbags, in swimwear, anything that you can evolve. Continue to have that crochet theme, but in a fresh way.

Dahlia: Are there any new celebrations that sellers should keep in mind this season?

Dayna: Yes. Think outside the box when it comes to celebrations, because we’re having such a huge moment right now in celebrating these small, joyful occasions. Think about National Doughnut Day. Think about the first day of spring, National Brother and Sister Day. Everybody wants to capture every moment of their life and celebrate something. Really get on that fun national calendar and see which one works best for your brand and the items that you create.

Dahlia: What’s a good way to cross-pollinate trends?

Dayna: First and foremost, before you take on any of these trends, I really want you to think about what does well for your brand. Trends happen every day, thanks to you guys. But they happen all the time. That doesn’t necessarily mean that you have to follow every single one. Be very mindful of what works best for the things that you create and your consumer. You guys have these incredible shoppers that are loyal to you. Always consider that before chasing any trend.

What’s wonderful about this cross-pollinating of trends right now is the major trend of maximalism, because that’s essentially what maximalism is all about. Mix prints. Mix colours. Mix patterns. Mix textures. One of my favourite things that I just purchased a couple of weeks ago is this pair of earrings from Philly Cowdrey Designs. If you’re listening, I love my earrings. They’re animal print, they have shots of turquoise and red over top of the earrings. It’s just the definition of maximalism, and I love them.

Dahlia: What tips do you have for Etsy sellers to make sure that they’re on trend and also remaining true to their brand?

Dayna: Don’t follow every trend. It’s as simple as that. You have to remain true to your design aesthetic. If you want to try something new, my suggestion is to offer one item and see how that does in your shop. If it does well, then you can build on that. But don’t be so into following every trend. See what works best for you.

Dahlia: Besides our blog, where should sellers look for trend inspiration?

Dayna: One is good old Instagram, y’all. I use it myself. I look at hashtags. I follow new designers. Even right now I’m looking at hashtags like “maximalism” or “fresh designer”, because that is where people are putting so much of their content. That’s a huge source for me. I also use paid-for services like WGSN and Trend Bible, which are also on Instagram (at @wgsn and @trendbible). These are services that most people pay for, but you can get their Instagram content for free, so look to them to see what trend reports they’re putting out there. It’s a great resource.

The next thing is street style and home blogs, because they are looking to us — us meaning the Etsy seller community — to see what you guys are putting out there. Check around in the blog world and see what’s happening. And then, of course: Our Etsy community. Go to each other. You guys are incredible creatives. You are pulling things out of your wild imaginations. It’s why people come to Etsy, because they want to find that thing that can’t be found anywhere else and that’s what we offer our shoppers.

Last but certainly not least, definitely check out our Spring and Summer Marketplace Insights report. It’s a really great resource and tool. A lot of the trends are ones that I talk about in my trend guide. There are other resources that are cited in there as well.

Dahlia: Now it’s time for our lighting round where we’ve collected questions from the community. Are you ready?

Dayna: I was born ready. Let’s do it.

Dahlia: Janine Hamilton makes wedding party favors and has a great question about popular colours. She says blush and champagne have been the most requested colours for the last few years. Do you see any change in those trendy colours?

Dayna: So first off, thanks to everyone who asked a question. I really appreciate it. There were so many great ones. Janine, for you specifically, let’s break it all the way down. Blush, in all of history, has been one of the most popular wedding colours for forever. I don’t foresee blush going away anytime soon, because there’s always going to be that person who’s always wanted that pale pink wedding.

I think what you can do is — especially, Janine, if blush is continuing to do well for you — don’t abandon it just because new ideas are coming up. You always want to serve your shoppers with what they’re coming to you for. But what you can do is add another option. So remember how I was talking about these rich, earth tone colours and all these textures that are coming out with maximalism? What about if you chose to do a blush ribbon, but combine it with a velvet maroon colour, so that you have two different ribbons on there? You’re testing out some of these new colours that are forecasted to do well for the wedding season. See how it does. And if it doesn’t do well you can always remove it, but continue to have your well-performing blush tone.

Dahlia: Gin Peck asks, “Metallics: Still in or heading out in fabrics?”

Dayna: In. Metallics are in, guys, and it’s great. The fun thing about metallics right now is that what’s really happening is mixing of the metal tones. So mix the silvers, the golds, the rose tone. Mix them all together and have fun with it.

Dahlia: Photog84 asks, “What are the jewelry trends for 2019?”

Dayna: This is my favourite here, guys. Again, it’s all about maximalism, but not in just one category of jewellery. Think statement necklaces, statement earrings. Think about what jewellery looked like in the ‘80s and ‘90s. It was completely over-the-top. There were pearls. There were shells. Those puka shells are having such a moment right now. Charm bracelets, charm necklaces.

One thing I've talked about before on the show that’s remaining in 2019 is mismatched earrings and name necklaces. But now it’s been revamped where you can have multiple names on the necklaces, which I think is a nice, updated version. So just think about how you can do “bigger is better”.

Dahlia: Anna FS says, “What colour variations and animals in the jewellery category will be trending?”

Dayna: Jungle themes. Jungle themes are huge, but I think that goes back to those earth tones. Think about how you can combine the two. Combining those pastel tones, those sorbet colours, along with those earth tones; almost like a monochromatic type of feel but several tones, really offering depth.

Dahlia: Vintagerous says, “What trends are you seeing in vintage?”

Dayna: So many vintage moments right now. The ‘70s, the ‘90s. I’m talking early ‘90s and late ‘90s, a really strong return. So think about heavy greenery if you’re into illustrations. Think about bold prints, mixing those textures, rattan. Anything that will allow you to revamp those '70s moments.

Dahlia: We got a ton of questions about nursery and kids’ decor trends. What have you been seeing there?

Dayna: Kids’ is such a fun space. Sometimes we don’t really see a lot of new things in this category, but through my research I’ve found some really interesting things. I’m really loving these gender neutral motifs. Gone are the days of the completely girly-girl, all-pink room or trucks and only blue for a boy’s room. Lots of different colours, just really being gender neutral.

The other thing that I’m loving, which also ties with the gender neutral motif, are underwater themes. Think octopus. Think jellyfish. Think whales. Sustainability is continuing to reign through to each and every category.

And now that I think about it, remember when I was talking about nostalgia earlier? It’s the same situation for kids. When we were kids we had the wooden toys, the wooden teethers, all these things that are very retro-inspired. Kitchen sets—oh, that was my favourite. I had a kitchen set that just brings me back to my childhood. Anything that brings you back and is retro-inspired. And then, of course, leading back to all the other things that I’ve been talking about: maximalism. Pile on the prints. Pile on the colourways.

Dahlia: Rebecca Fisher Studio says, “What is on-trend for art and art prints?”.

Dayna: Those girl power messages are still very strong. Minimalist typography. And I think that’s because we have so many other prints happening with this maximalism movement. The minimalist typing pairs very nicely back to that. And then rainbows. Rainbows are still very strong right now.

Dahlia: Suspend It asks, “What do you think inspires trends?”

Dayna: I think there’s a few different things that really serve as the inspiration. The first is the state of the world. If you think back to last year, there was a lot of turmoil in the world which is why we have this mystical state of mind. We were thinking about unicorns and the stars and the universe, whereas now we’re becoming a little bit more grounded. That’s what’s shaping the reasons behind the colours that are being forecasted.

The second is pop culture, and we talked about that before. Anything can happen in pop culture that will guide a trend. I don’t know if you guys remember “Yanny versus Laurel”, but you guys were on it. I remember seeing pencils with “Yanny versus Laurel” on them within 48 hours, and it was incredible. Continue to keep your ear to the ground. Listen out to what’s happening in pop culture.

Then the third thing, which is actually the most important in my mind, is you guys: the Etsy community and your imagination. I can’t stress this enough, because I really look to you for creating those designs that are not out there, that are not in those traditional big-box retailers, because this is why people love coming to Etsy. They love it because of the incredible products that you guys create every day. They’re standout, they’re personalised, and they make people shed that one little tear out of their right eye, because they love their gift so much.

Dahlia: Hope and Joy Home says, “What’s the trend in floral decor?”

Dayna: Here’s the thing again: I want you guys to always consider first what works best for your brand. Always think about that. Go outside and be inspired, if that works for your brand.

Greenery is still very huge right now, any type of greenery. Maximalism again, mixed metals again. Herbariums are a huge, huge, new thing that have recently popped back up. I put this in my 2019 overview as well. To me, it’s like the new terrarium. They’re floating florals in glasses, or they’re pressed flowers. It’s really a great solution for people who don’t have a green thumb but who want that sense of greenery in their home. Then finally, pampas grass has been huge and will continue to be throughout 2019.

Dahlia: Scout Supply asks, “What trends do you foresee for Christmas? I know it’s early, but shop owners are already planning out for Christmas production.”

Dayna: Scout, I know. I know you want it. Here’s the deal: I can’t give away too much just yet, but what I will say — and this continues to go with the ‘90s trend — is that iridescent themes are going to be huge. Think about polar bears, think of a starry ski motif with those greens and blues that almost look like the night sky has hit them, and they’re glowing. Think about how that iridescent theme can be translated in different ways within Christmas decor.

Dahlia: Dayna, thanks so much for being here today. Is there anything you want to promote before you go?

Dayna: First of all, always, thanks so much for having me again. And I’d love for you guys to check out that Spring and Summer Marketplace Insights report, because I think you can get a lot of meat from there. The second thing that’s very exciting: Making It season two is coming back, folks. I don’t know if you guys watched season one. If you didn’t, it is on demand on your NBC app and your cable provider. I’m about to leave to shoot season two and I can’t wait for you guys to watch it.