Etsy Seller Interview with Alison of HareloomCrafts

How HareloomCrafts 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 Hareloom Crafts. I opened my shop on Etsy with just a few items for sale and consequently didn't sell anything for ages. A combination of the COVID pandemic and leaving my full-time job in the spring of 2020 made me revisit my personal goals, which is when I started to research how Etsy could work for crafters like me.

Initially, I sold handmade, mostly sewn items, and in my first Christmas of selling on Etsy, I made fabric gift bags. These gift bags sold well, helped by lockdowns and people being unable or unwilling to shop in person. These are still some of my best sellers, and I have subsequently expanded the range to include gift bags suitable for birthdays, Valentine's Day, and Halloween.

During the same period, I was given the fascinating remnants of a large book of antique maps. Sadly, about a third of the book was missing, so it was not viable for resale; however, each map of counties and towns in the UK was A3 size and looked wonderful framed. I started selling these, and this opened my eyes to the opportunity of looking into the vintage and antique market, particularly as it could complement my interest in the craft of junk journaling. This craft uses mixed media, including vintage papers and other items, to make the most stunning journals.

My shop is now an eclectic mix of handmade items, vintage books, and all manner of paper and other ephemera, such as vintage tea cards, old postage stamps, and rusty keys. Sourcing vintage, craft, and journal supplies is fun—you can often find me poring over eBay and Facebook Marketplace in the evenings, or hunting out treasures in vintage markets and car boot/garage sales by day. I can't say I plan out exactly what I'll sell - I just make and buy what I like and find interesting. My shop is as much a hobby as it is a source of income.

Favorite items

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

Across the different types of items I sell, I have a number of favorites and best sellers:

Handmade: My latest range is book, tablet, and eReader covers to cater to those who read electronically as well as those that prefer a traditional book. Fabric patterns range from pandas to lighthouses and even include some vintage (new) fabric too. I love that these protect your book or device and brighten your reading experience too.

Journal: In addition to sourcing vintage supplies, I make some items too; my current favorites are teeny, tiny envelopes made from old books and map pages. These have a myriad of craft uses, plus they're perfect in a wish jar for date nights, weddings, and christenings. Each comes with a miniature card that fits inside.

Vintage: I'm amazed at people's fascination with old keys. I focus on vintage cabinet keys as they have the most interesting shapes. As well as craft uses, people use them for cosplay costumes, jewelry, and room decoration, and the rustier the better (though I always clean and wash them before sale). Over the last couple of years, I've sold nearly 200!

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?

My shop was open for a couple of years before my first sale, but I wasn't working on it at all during that period. Once I started to dedicate more time and effort, the sales started to trickle in. I achieved 153 sales during my first six months. I now achieve 400–450 hours per year, but this is still a hobby, and I also have two part-time jobs (totally unrelated to craft!). I am thrilled to have just achieved 1,500 Etsy sales.

Hareloom Crafts has an Instagram and Facebook page, and I use a low-level Etsy advertising campaign to boost views, visits, and some orders for my shop. I also sell overseas and have had sales from 12 different countries, including the USA, Canada, and Australia. Much of my business now comes from repeat customers, which is a lovely validation of my work.

Managing HareloomCrafts

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?

Everything shop-related is done by me. From sourcing and making items to sell to listing and photography, promotion, and communication with customers. I use the Etsy app on my phone and tablet and a simple Excel spreadsheet for my accounts. I paid to have a logo designed and use this across my Etsy shop and social media, as well as on stickers and labels for my items and packaging. This consistency of brand awareness is important to me and adds a professional touch to my business. I also pack and ship all orders, with my rescue dog, Barney, sometimes accompanying me to the post office. I love the wrapping and packing of orders and know how much customers appreciate the personal touch of a little note or message.

The future of HareloomCrafts

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

Currently, my shop is the right size for me to manage other commitments while still allowing me to offer a personal service. It is important to stay ahead of the game as people's tastes and methods of buying change. We are in challenging financial times, and customers no longer have to rely on online shopping, so being aware of that is crucial to my plans.

I attend some craft fairs in person and find them fun, especially meeting other crafters. However, often, products that sell online don't sell at physical fairs, and vice versa. I've just started making earrings from scrap leather, as I love to work with recycled materials, and I'm enjoying researching and promoting them. I will always be looking to grow my shop, especially with vintage papers, books, and other items.

Advice for new sellers

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

Read and do research before you open your shop; look at your costs and check how much Etsy will charge so you can build this into your pricing structure. Don't forget to include the costs of packaging and postage. Also decide if you are going to sell just in your home country or overseas and if the latter, remember to carefully calculate your postage costs and be realistic about dispatch times. I see so many social media posts from new sellers who become disheartened because they've miscalculated postage and costs and lost money. But most of all, have fun—make and sell what makes you happy.