Etsy Seller Interview with Ann of AnnBrauer

How AnnBrauer 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?

My Etsy shop is integral to my story and the essence of the art quilts that I make. I have been supporting myself by making and selling my art quilts since 1981—amazing, isn’t it?—through a number of fine craft shows and galleries while working out of my cabin in the woods. My quilts were selected for numerous prestigious fellowships and awards, but I also realized I enjoyed working with individual customers and creating work that would make them happy. Therefore, not only do I make original art quilts, but I also have a select number of smaller accessories and gifts that can be more easily purchased. In 1997, after moving in with my husband, I bought an old garage in the local tourist town of Shelburne Falls and began selling out of my studio as well. This studio was located just off Main Street with a beautiful view of the Deerfield River and mountains. Although I did not get a lot of foot traffic, I loved being in town, never knowing what conversations I might have with my visitors or who might walk through my door. Unfortunately, in 2011, my beloved studio floated down that same river as a result of Tropical Storm Irene.

Although I was able to rent space on Main Street, I missed my views and committed to rebuilding my former site. I knew that I needed an online presence to pay for this venture, and after many discussions with my art friends, I realized that Etsy was my best choice—the listing fees were not outrageous, and I would get access to millions of potential customers that I could not otherwise reach. I opened my Etsy shop in 2013 and began listing my assortment of items, from potholders and eyeglass cases to high-end quilts. I loved how, just like at the craft shows, customers would purchase the smaller items and then, when they became confident in my work, return for that special quilt.

Favorite items

What are your favorite items? What makes these so special? Why do you think these items might be selling well?

I never list any item unless I like it. Usually, my favorite item is the one I have just listed.  Of course, my primary delight is to make beautiful wall hangings that are landscapes of the imagination. Recently I have been making a series of horizontal landscapes that are studies of the colors of the seasons. For instance, I love my new quilt “the hope of March” which conveys the tension between the warmer days as spring approaches and the hold that winter maintains. Of course, have many more planned in this series–although often my imagination runs ahead of my ability to make them.

I am also known for my larger wall quilts including one of my most recent “modern spring”. At 40 by 40 inches, it will make a statement in many homes and offices.

I also make a series of table accessories including placemats and table runners that are studied in color. These allow me to play with color and the new fabrics that continually challenge me. I often work with customers to create just the right assortment of mats or table runners for their homes.

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?

When my studio floated down the river, I received a lot of publicity. My first sale came quickly—I don’t actually remember when—although it did take a while to build a following. I am constantly working on promoting my shop. I try to list on Etsy several times a week and then showcase the work on my Instagram account. Frequently, I have sales immediately after I showcase it, although sometimes I have to wait until it finds the right buyer. I have my Etsy shop linked to my website. I post regularly on Instagram and Facebook. I advertise either as part of group advertising through the Village of Shelburne Falls or at the different fine craft shows I continue to do. My shop is linked to my website and referenced in my Etsy shop. When I speak to viewers about my work, I hand my customers a postcard that includes a link to my Etsy shop in case they want to purchase later.

Managing AnnBrauer

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?

Whether it is making the quilts or listing my work on Etsy, I do all the work myself. I try to post several times a week to keep getting a "buzz." When my stock is low or I am short of certain colors, I work hard to give my customers a choice. The more items I have on Etsy, the more I sell, although sometimes, as one person, I cannot keep up with demand. Because I am known for my unique colors and the quality of my quilts, I have no plans to expand. Managing a staff would be a different skill that I do not need to learn.

I take my photographs on my iPhone and then process them using Adobe Photoshop Elements. I usually ship using USPS Priority Mail as I visit my local post office daily on my way to my studio, although with the rate increases I am considering changing some of my shipping.

The future of AnnBrauer

What goals do you have for your shop in the future?

There are so many quilts I want to make, and I know that after I make one, I will think of even more to create. Indeed, my current goal is to create a series that illustrates the changing seasons in the mountains of western Massachusetts, where I live and work.

I found that during the pandemic, my sales on Etsy sustained me. I would like to reduce the number of craft shows I attend and rely more on Etsy to market my work. I want to learn how to make more creative videos and manipulate the images better to create better installation shots. Needless to say, I could also create process shots, but often I would rather be making the work itself.

Advice for new sellers

What’s your advice for a new seller starting an Etsy shop?

The essence of Etsy is to be yourself and be proud of what you are listing. I try to give my customers at least a glimpse of myself in each listing. Last year, the economy was great; right now, it is slowing down, which means it is time to work harder. I have been through recessions before, but there is always a need to have beauty and grace in your life.

Obviously, it takes time to build a market on Etsy. I suggest posting several times a week to keep your stock fresh. It is important to listen to your customers. Their wants are going to change constantly, so keep a pulse on what interests them.

I also suggest having an overall purpose for the decisions you make and the products you list. I do list smaller items to allow people to purchase a gift and see the quality of the work while also thinking about that place in their home or office that needs a new wall hanging. And never force a sale. If they don’t really want an item, it may come back to haunt you.