Etsy Seller Interview with Marge of MargeIilane

How MargeIilane 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?

I started my Etsy shop in 2008. That time I had heard a little bit about Etsy, and I thought that I would just try to sell some of my hand-made items there. Then I had just recently learned new wet-felting techniques from pre-felt, and I had created some items that I was thinking I`d love to sell to others. I did some sales and got some selling experience, but I was too busy with my daily job and life to have enough time to focus on my Etsy shop. I closed my shop temporarily, and it was in silent mode for almost 9 years. In these years, I was digging into millinery secrets and taking some classes in London. The millinery world became so interesting for me, and I just learned and learned new techniques and materials. Finally, I opened my first atelier in the Estonian capital, Tallinn, and was at that time the only UK-trained woman who had some experience with making formal fascinators and hats. I did cooperate with the UK Embassy and had local customers who also went to Royal Ascot and other formal events outside Estonia. But as in Estonian culture, people mostly do not wear hats or fascinators at weddings, and we also do not have races, so for me, it was a question of how to go further with my small millinery business. Then I remembered Etsy and thought, Let`s give it a try for my millinery creations; if others sell, then why can't I try?"So my strategy was that if I create a piece for the customer, I also make pictures from it, which I listed on Etsy and which I could re-produce if someone wants to order it.

This way I started to get more and more listings, which is very important in Etsy because you need to have a decent number of products so customers can order their favourites. And surprise, surprise, sales started to come!

The funniest thing I still remember is one fascinator style that became really popular. Its story was that I was really in a rush with a few custom orders, and then from these orders I had small fabric pieces that were left. So I thought I would quickly make some small fascinators, which I will also list on Etsy. I really did not think about this design deeply; I just let myself carry on with these small fabric scraps, and at the end, the design was, in my eyes, more or less beautiful, playful, and flurty. But it just became such a popular model for many, many years. Later, I reproduced it in many other colours, mixed colours, etc., and it increased my sales quite rapidly. In Etsy, it is important that you have a sales history with positive feedback from the buyers, and this is what this item helped me to do a lot when I still did not have that many sales.

Favorite items

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

Today, when I create an item, I really focus on the following things: time—how long it takes me to make this item, who are going to be the buyers, what level and from what materials this item will be made from, as millinery materials prices (especially high-quality felt) have also tremendously increased in these years. It is difficult to point out my favourite styles, as when I have created them, I have loved them all. My problem is that in rush time, when I receive too many orders at the same time, I just get tired and bored of making similar designs again and again.

But I think few designs are really where I just add more colours to the design, as people just order it all the time. I also understand why, because it is such a thoughtful design and it really does fit most women.

Or these two bridal pieces- people just order them all the time and now I am worried that either I have to increase their prices almost 50%, as felt price has increased triple due to Ukranian war or I have to stop making these and develop some new alternatives from more affordable materials.

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 really cannot remember anymore how long it took in 2008 to get the first sale, but I remember that I was so happy and nervous at the same time and so excited that I sold it to someone abroad. Today, I attract customers with new designs. I LOVE to make new designs, but my problem is that as I work all alone (making the product, making the photos, doing the packaging work, consulting the customers, sending them sometimes several pictures of my fabrics available), these things take a lot of time, and as sales happen almost every day, quite often many sales at a time, then I am lacking time to create new products as much as I would wish. I still try to develop new items twice per year, as some styles become popular and others less popular. I also follow a bit of trend and new techniques in millinery, which I try to practise all the time.

Managing MargeIilane

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 run my shop alone. I do have a Facebook account and Instagram. My son, who lives in Dubai, sometimes makes Instagram reels for me, as he is very good at this. Also, my customers promote my items and send me links with their pictures on social media. I know I would need to do much better on social media, but I am so busy with production, packaging, and other routine tasks.

My goal is not to become an extremely big company or business, but my main target is that anyone who buys from my shop should receive a product that is of high quality. If she needs help about the fitting, colours, etc., I do my best to give them my best consultation and tips and ideas about the item they have ordered.

I can tell that really many people ask for consultation about how to wear the fascinator, what the best fitting options are, how to make the hat stay on the head, which side of the head they should wear the headpiece on, etc. When I ship my fascinator, I always add some kind of "manual" or "instructions" about the fitting of the item, care, and some tips and ideas on how to wear a particular piece.

The future of MargeIilane

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

I would love to have more items listed. I love to make really high-quality designer pieces, which take a long time to make, so I try to always have a certain amount of these one-of-a-kind products, but at the same time also have a wider range of items that can be made faster and that a wider audience can afford to buy. Of course both ranges are and should be top quality—this is most important for me!

Advice for new sellers

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

You should really love what you do, and then success will come after your hard work. Be patient, set yourself goals on the number of listings, find out who the best shops are, follow them, see what they do and what they sell, and then find your way. Do not copy others.

Some sellers really get inspired by hearing numbers. Feel free to share these if you like.

Question: How much is your monthly revenue?
Answer: This year, my sales so far are a bit over 20 000 euros. It could be much more, but my biggest problem is that I do not have much more time and power to make my hand-made items.

Question: What is your average profit margin?
Answer: 70% +