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How africadirect got started
Introduce your Etsy shop and tell us your story. How did you begin and decide on what to sell on Etsy, and how do you create your products?
In 1994, just after Mandela was elected President of South Africa, Sara and I took our three still-sat-home children from our multiracial family and moved to South Africa for a year. It was life-changing. and the things we bought on that trip and the friendships we made with artists were the beginning of our business. When Etsy was born, we were delighted by its support of artists and eager to join the family.
Favorite items
What are your favorite items? What makes these so special? Why do you think these items might be selling well?
I love textiles and baskets, dolls, beads, and all kinds of carvings. Things made by hand that have been important to someone else and now are masking their journeys across continents to step into someone else’s life for a time bring me joy.
Getting sales on Etsy
How long did it take for you to earn your first sale and how do you currently attract customers to your Etsy shop?
Our first sale came quickly, and we are always looking for ways to increase sales and attract new customers. We do sales on Etsy, and every email we send includes our Etsy link. The biggest way we build sales is through a huge variety of wonderful, authentic items with great photos and detailed descriptions, as well as good packing, fast shipping, and warm customer communication.
Managing africadirect
How do you manage your shop? Are you running solo or do you have any team members? What tools or services do you use to run your shop and how do you handle fulfillment?
We have six to eight people running our business. Sara and I are partly retired and travel a great deal. Our wonderful staff runs things beautifully.
We ship either through Etsy or UPS and use Dazzle and Endicia. Orders come in, and the first thing we do is print, archive, and pack the items securely to ensure safe delivery all over the world. We answer customer questions and ship the same day. We pride ourselves on excellent customer service.
The future of africadirect
What goals do you have for your shop in the future?
Continued growth, continued ability to support African businesses and artists, and a business that continues to bring delight to staff and customers.
Advice for new sellers
What’s your advice for a new seller starting an Etsy shop?
Get organised, take great pictures, and remember that you are in the shipping business as well as whatever your business does! Etsy has educated customers who know what they want. Give them the pictures and descriptions they need to make good decisions and provide top-notch customer service.
