Etsy Seller Interview with Eoghan of Arnua

How Arnua 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?

Hi, I’m Eoghan, owner of Arnua. I design and make Celtic jewelry in my workshop in Ireland. I started an apprenticeship making jewelry in 1999, fell absolutely in love, and have been doing it on and off ever since. Over the years, I moved around and had quite a few jobs, but no matter what I was doing, I always had my workbench and tools set up for designing and making pieces.

I was always intrigued by Irish history and the ancient Celts, so all of my designs have a Celtic theme. With around ten Celtic pieces I designed and made, I took some (very bad) photos and opened my Etsy shop in 2014. Looking back at the photos, I honestly don’t know how I sold anything. Month after month, the sales came in. Before long, it was week by week, day by day. I think the key to my success is my unique designs within the Celtic jewelry genre. Celtic jewelry is very popular across the globe, but many of the designs are the same everywhere you look, so original designs of classic and contemporary Celtic jewelry offer something different. I also source all of my supplies within Ireland, and I mention this in all of my product descriptions. I think it helps customer confidence to know that they are buying a genuine Irish-made piece that is unique in its design too.

Favorite items

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

I love so many of my pieces, but there is one that stands out: my Celtic Shield rings. When I designed these rings, they were for my own wedding rings, never to be replicated, but my wife and I got so many compliments on them that I decided to add them to my shop listings. They have been extremely popular ever since. I have now extended my range to include cufflinks, necklaces, earrings, and bracelets.

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?

I got my very first Cha-Ching within a few weeks, despite my bad photography. It was very exciting! Over the coming weeks and months, sales slowly got more regular, but the buzz of hearing that Cha-Ching never went away; nine years later, I still get a buzz of excitement when I hear it. I don’t advertise much, just with Etsy advertising and the odd targeted ad on Google. Regular email campaigns with incentives to purchase are a good resource too; we have an email list of around 1,500 past customers who regularly come back after an email campaign, especially around special occasions.

Managing Arnua

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?

Staying organized is the most important thing for me when it comes to running my shop. In jewelry making, there are a lot of tiny parts that are very easy to lose (even when they are right under your nose). After nine years, I have learned to operate so everything runs smoothly.

The future of Arnua 

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

I set myself a modest goal of 10% growth year over year. I surpassed this goal for the most part. I have two new collections based on one of my most popular designs launching for the coming Christmas season. Next year, I will focus on trade shows to showcase my products. But I will not lose focus on the basics of what has seen Aruna grow year after year. I will keep designing new and unique pieces for my shop and continue to grow my profile.

Advice for new sellers

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

Unique, quality products are key. There’s no point in trying to sell the same thing as everyone else. If your products are unique in style and made to be the best they can be, then customers will come. Get great photos and video. Put lots of detail in the descriptions. But be patient; it may take a while for that first sale.