Seller Handbook

When ceramicist Yumiko Goto was house-hunting with her husband in Cleveland, Ohio, all it took was a single tree to seal the deal for her. “When I saw the cherry tree in the front yard, I knew I had to have that house”, she says. “It’s special for the Japanese people.” Looking at the textured vases and vessels in her Etsy shop Echo of Nature, it’s not surprising that Yumiko feels at home in a botanical environment. As a child, she tagged along for her mother’s classes in ikebana, or traditional Japanese flower arranging, and her father is an avid gardener. Now Yumiko grows her own blooms and sculpts homes for them too, whether it’s a stout stoneware piece emblazoned with petals or a glossy bud vase glazed in shades of pastel.

Yumiko has come a long way since she opened Echo of Nature. By 2013, she had mastered her craft and excelled at teaching it to her students at the local community college. But she faced a learning curve when it came to running an online business. “I'm a technologically challenged person”, Yumiko says. “I didn’t even know what a ‘tag’ was. Everything was new to me and I had to learn.” It turns out she was as dedicated to learning as she was to pottery. With lots of research and a little help from her fellow ceramicists on Etsy, Yumiko has built a business that has allowed her to adapt throughout the seasons.

Read on to get Yumiko’s tips for running an Etsy shop while self-isolating, and for taking care of yourself while juggling both business and personal responsibilities.

You’ve been on Etsy for awhile now. Has anything surprised you over the years?

Being able to connect and socialise with anybody from all over the world. That was a big surprise to me, that anybody could send a message and say, “Hey, your piece looks great!”. It’s such an encouraging thing to me. I’ve met sellers who give me advice and I’ve made some friends. I met a fellow potter through Etsy who has a similar aesthetic so we’ve exchanged techniques and glaze recipes. It’s very cool to be able to communicate with so many people - customers and sellers - around the world.

What aspects of your business have you been focusing on recently?

I’ve been trying to shift my work to ensure I can support myself financially, in case things continue this way for a long time. I’m looking into offering ceramic tutorials and kits for beginners. Since many people are sitting at home with not much to do, and because I already teach ceramics, I could provide a quick tutorial on how to do ceramics with the materials all ready to go. I also think people have been doing a lot of cooking lately, so I’ve been thinking about making a new line of dishware. I noticed how, on Instagram, people like to take these beautiful photos of their meals on handmade plates to go with what they made. So I’m thinking of branching out into that world.

Generally speaking, I always try to have a variety of products no matter what. I offer different sizes and price ranges. I don’t want my shop to look empty so I set a goal for myself to keep at least 50 items in my shop.

How have you approached dispatching during COVID-19?

When somebody buys something, I dispatch it as soon as I can. My thinking is that they want it as soon as they buy it, and I don’t want to ruin that mood they’re in. So I check my email very regularly and I’m all set up to dispatch fast. It might take one to three days, but usually, as soon as they click it, I try to dispatch it within an hour. I used to go to the post office, but now that I have my kids at home I schedule pick-ups through UPS.

I also use Etsy postage labels, so they’ll get the notification that I dispatched it when I print out the label for their address. I think buyers like to get notified and see the transition the package is going through. And I see that they appreciate it because when people leave reviews, they comment on my fast dispatch.

Have you changed the way you communicate with your customers?

Since I know the post office is dealing with heavy traffic right now, I’ve been reaching out to customers after they make a purchase to let them know that there’s a possibility of a delay. And then if I can see that the package isn’t arriving on time due to issues related to coronavirus, I email them and apologise.

I also changed my note to my customers to say, “Stay safe and healthy”, and I’ve been including that in my handwritten thank-you notes as well. My first concern is everybody’s safety and health. They’re purchasing a handmade item from me, and I think they appreciate that person-to-person communication. I really enjoy that aspect, that there’s this small connection we share.

What have you found helpful in navigating this challenging time as a small business owner?

I’ve been trying to keep the same routine. I wake up at the same time, even though my kids don’t have school and I don’t have a job to go to. I exercise at a similar time. Then I put my makeup on, even though I don’t see anybody. By putting makeup on, I feel like I’m “on”, and then I can work quickly. If I don’t put it on, I’m in lazy mode. It depends on who you are though, so be true to yourself. If you want to be relaxed and wear pyjamas because that’s more comfortable for you, then you should do it. I’m more comfortable sticking with my regular routine. It’s healthier for me, so that’s what I do.

How have you been taking care of yourself lately?

I’m trying to be kind to myself. I’m trying not to give myself too much homework or put unnecessary pressure on myself. I know that I have to play things by ear right now, so I’m just going with the flow and doing what I need to do in the moment.

I make sure to do all the things I normally enjoy doing, but then also I try to do something new and exciting for me. I love cooking, and I’m really enjoying cooking with my kids right now. They’re at that age where they want to help now. So I’m trying to encourage myself to try new recipes and that’s been fun. I always think it’s important to add a little excitement. Not stressing yourself out, but just a little excitement can be a really good thing.