Etsy Seller Interview with Violet of JournalArtPaperie

How JournalArtPaperie 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 there! I am Violet, the owner of Journal Art Paperie. My journey on Etsy began back in April 2011, when I saw an opportunity to share my passion for creating unique, one-of-a-kind items with a wider audience. My early days on Etsy were filled with experimentation and learning, as I endeavored to remain focused on my passion for decorative art and vintage style. My passion for decorative art and vintage-style items began when I was a child, watching my father paint. I am also a die-hard William Morris fan and have been inspired by his words: "Have nothing in your house that you do not know to be useful or believe to be beautiful". I have spent countless hours exploring antique shops and flea markets and have finally developed my own unique style, blending vintage elements with modern design.

As mentioned previously, decorative art has been a large focal point in my life. I have been a decorative artist for many years and have had my art featured and sold in exhibitions in Sydney. I have won a couple of 1st places and ‘best in show’ in Hobart. Further, I am a teacher at heart and have taught many decorative art workshops in various parts of Australia and painted murals on the walls of palliative care and aged care facilities as a part-time gig to my hefty full-time role as a nurse educator (until COVID struck and I made a bold life choice and retired).

I have always been a vintage lover, and I started creating a few handmade journals and posting them on the Etsy platform under my original shop name, Vintage Style Journal Creations. I spent countless hours refining my designs and quickly gained a following for my beautifully crafted journals, which were adorned with vintage-inspired ephemera and hand-painted elements. To my surprise, they quickly sold out, and I began to receive requests for custom orders. This is really when I saw a unique opportunity to turn my passion into an artisan business.

As my business grew a little, I expanded my product line to include a range of other handmade items, each one imbued with my signature vintage aesthetic. I also started creating vintage-style journal stickers and digitally downloadable paper, which quickly became a fan favorite with the feedback each sale received mentioning the high quality of my products. Over the years, my shop has morphed as I have tried to create a cohesive visual identity to highlight my brand and make it stand out from the competition. Despite the challenges of running a small business, I remain committed to my vision and will continue to innovate and experiment with new products and designs. While Journal Art Paperie is truthfully only a very small drop in the ocean, I have a loyal following of customers who appreciate my unique style and attention to detail.

Favorite items

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

After much thought, I think vintage-style journals are my favorite items. I enjoy the somewhat time-consuming journey involved in creating them. I enjoy the process of finding unique and aged materials, such as vintage laces (Oh, my giddy aunt! My workshop is filled with so much lace, ephemera, and book pages. It’s like I’m giving new life to forgotten treasures. I also add my own ‘vintage touch’ by making ephemera and tea-stained pages, many of which are enhanced by stitchery. I also appreciate the creativity involved in designing vintage-style journals. I enjoy experimenting with different techniques, such as distressing, aging, and staining paper, to achieve the desired look. Each journal is unique and tells a different story. Furthermore, I find creating vintage-style journals to be a therapeutic activity. As I work on each page, I feel a sense of calm and relaxation. It's a way for me to escape from the busyness of everyday life and tap into my creative side. Lastly, I love the joy that vintage-style journals bring to others. It's a meaningful and personal gift that can be treasured for years to come—an heirloom if you will.

Unfortunately, it is somewhat difficult to keep up with the demand due to the time and skill required to make each journal. Due to this, I have only one journal available in my shop at the moment: the Christmas Journal.

Stickers are my next favorite item listed in my shop.  They are a little time-consuming to create, but they are my best seller.  My vintage-style die-cut stickers are likely my best-selling item for a few reasons. First, vintage-style designs are very popular right now, as many people appreciate the nostalgia and unique aesthetic they offer. Additionally, die-cut stickers are highly customizable and can be made in a variety of genres, making them a versatile product that can appeal to a wide range of customers.  For instance, I create a huge variety of florals, Christmas, and other unique vintage style options (including some of my hand-painted designs), for use across a wide range of decorative options such as journals, cards, scrapbooking, etc.

Furthermore, stickers are a relatively low-cost item, which makes them an attractive option for customers who want to show their support for your brand without breaking the bank. They're also easy to distribute, making them a great choice for keeping postage costs low. Another reason my vintage-style die-cut stickers may be my best-selling item is that they offer a way for customers to express themselves creatively.  Whether they're decorating their own journal, cards, scrapbooks, laptops, water bottles, or notebooks, stickers allow people to personalize their creations or belongings in a unique way. Finally, it's worth noting that my marketing efforts likely played a role in the success of my vintage-style die-cut stickers. By showcasing them prominently on my other personal website, Violet Grant Soapery in the Paperie Shop, and on social media channels and Pinterest, I’m effectively building buzz and generating interest in them.

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?

It didn’t take very long to make a sale in my original Etsy shop, but since finding my unique niche and developing my brand in a more focused manner, including creating YouTube videos that help others create beautiful items, there has been a steady flow of customers over time. I feel it has been more so as people have learned to trust the quality of my beauty products. Attracting customers to one's Etsy shop can be a challenging task, but it is crucial for the success of your business. It has been a learning curve for me, but eventually, I began to focus on attracting more customers to my shop via the process outlined in the points below.

• Optimization of my product listings: making sure my product listings are detailed, accurate, and include high-quality photos that showcase my products' unique features
• Use of keywords: The use of relevant keywords in my product titles and descriptions has helped my items show up in search results.
• Offer promotions: offer discounts or free shipping to entice customers to make a purchase. This is particularly useful for items left in shopping baskets.
• Building my brand: developing the unique brand identity that resonates with my target audience and sets me apart from my competitors
• Leveraging social media: using social media platforms like Instagram and Pinterest to showcase my products and reach a wider audience YouTube videos of me creating my journals and other ephemera, as well as painting tutorial demonstrations, have increased traffic to my Etsy shop.
• Engaging with customers: Responding to customer inquiries promptly and providing excellent customer service builds a loyal customer base.
• Offering custom options: Offering customization options to allow customers to personalize their purchases and create a unique shopping experience

Although I am a minnow in the ocean of Etsy shops, I feel that by implementing these strategies, my visibility has increased, and I have attracted more customers, ultimately growing my Etsy business.

Managing JournalArtPaperie

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?

I have always managed Journal Art Paperie myself. It has really been only a part-time effort due to my previous work role. Ultimately, I try to keep it fresh and update my listings regularly. In addition to Etsy's built-in tools, there are a number of third-party apps and services that can help streamline store management and shipping processes; however, I have chosen to handle shipping myself. I like to hand paint my shabby-style watercolor roses on all the envelopes and packing boxes that go out to my customers, making it a unique experience for them as they open their goodies. In fact, I truly enjoy purchasing the right shipping boxes and packing each personally for my customers; it brings a great sense of personal satisfaction. I also feel it is so important to get my products out to my customers within a day of purchase; this can sometimes be a challenge, but I have earned ‘speedy response’ and ‘rave reviews’ badges for my shop and aim to gain all the top earned badges available.

The future of JournalArtPaperie

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

I would like to see the future of Journal Art Paperie increase sales and revenue by at least 20% in the next year. I also like to think that this will occur as I am continuously improving and innovating, staying up-to-date with industry trends and customer demands. I also hope to expand my product range through the addition of unique products such as my designer washi tape and other hand-painted items. Watch this space!

Advice for new sellers

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

Starting a shop on Etsy can be a great way to turn your creative passion into a business. Here are some tips that I wish someone had given me prior to beginning my journey with my Etsy shop.

• Choose a niche: Decide on the type of products you want to sell and stick to it. This will help you build a strong brand and attract the right customers.
• Create a unique brand: Develop a strong brand identity that sets your shop apart from others. This includes your shop name, logo, product packaging, and website design.
• Take high-quality photos. Use good lighting and a clean background to create beautiful product photos that showcase your items in the best possible way.
• Write compelling descriptions: Your product descriptions should be clear, concise, and informative. Highlight the unique features of your products and use keywords that your target audience is searching for.
• Price your products appropriately. Research your competition and set your prices accordingly. Be sure to factor in the cost of materials, labor, and shipping. Don’t be tempted to under-price your products, thereby diminishing their true value.
• Provide excellent customer service: Respond promptly to customer inquiries and be willing to go the extra mile to ensure customer satisfaction.
• Utilize social media: Use social media platforms like Instagram and Pinterest to showcase your products and drive traffic to your Etsy shop.
• Stay organized: Keep track of your inventory, orders, and expenses to ensure that your business runs smoothly. I have at times had to make things that I had sold elsewhere but still remained on my Etsy inventory—this is not what you need!
• Be patient. Building a successful Etsy shop takes time and effort. Stay committed to your vision and keep working hard to achieve your goals.