Etsy Seller Interview with Suzanne of Midnightsundesign

How Midnightsundesign 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 am Suzanne Flumerfelt, artist, owner, and founder of MidnightSunDesign. I design and create my own hand-beaded earrings and necklaces. I started MidnightSunDesign in 2013, a couple years after my husband retired from the military and we moved to his hometown of Destruction Bay, Yukon. I knew how to bead before I moved, but I didn't learn how to make beaded earrings until I watched a YouTube video and fell in love with the creativity.

The inspiration for creating my porcupine quill earrings came from local elder Agnes Johnson, who gifted me some quills to incorporate into my work. I like to think that I honor her memory by continuing to create new designs, and I will never forget her kindness or my blessing for having had her in my life. They are now one of our best sellers and are often sold out.

I have now created over 150 designs over the years, some of which are now retired. I never know when inspiration will hit me, so I often have a book nearby to jot down notes that I reference later for color combinations and patterns. Nature is often a great inspiration in my work, and the Yukon has vast amounts of that. I received a lot of positive feedback from locals at local craft fairs and from vendors, so for me, selling online was the next step if I wanted to do more of this.

I pour a lot of myself into my work, and I like to think that I infuse my work with intention and the love of what I do. I have been rewarded over the years with stories from some of my customers. I often hear stories of healing that I feel so blessed to hear and somehow play a small role in. I appreciate having the opportunity to share my work with the world. I hope you, too, choose to follow your greatest passion.

Favorite items

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

These are some of my current favorite listings; they are also some of my best sellers. The colors are eye-catching and glamorous or earthy and natural, so there is something for every taste. In most cases, I fall in love with each pattern as I create it. The excitement I feel as I compete for one, I just want to share it with the world right away. But as I make my earrings in several sizes, I have to hold myself back until I have created them in every size for that pattern. I like to think that each piece has a little bit of me in it. I only bead when I am in a good mood, as I do believe that I create with positive intention and often talk about how a piece makes me feel in the descriptions.

I make my earrings in many sizes so everyone can wear them. I also offer a variety of ear wires so even people with sensitive skin can wear my jewelry. Above are some of my top sellers, but Spruce Forest hand-beaded earrings always surprise me with how quickly I sell out when I think I am stocked up. It's a simple pattern compared to some, but perhaps this helps it appeal to the masses.

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 had my first sale on Etsy within a couple of weeks. I drive traffic to my site through Pinterest, Instagram, Facebook, and TikTok. I just discovered Canva and am taking full advantage of the time it will save me with my posts. I use a QR code for my Etsy site in most multi-picture posts. I try to post every day on social media. I will feature what I am working on, a new design, or even just receiving a shipment of new beads! I do my best to have as many of my listings and sizes in stock as I can, and I often let my audiences know when they are back in stock. I also include my business card with QR codes in every order so my customers can share it with friends. I also keep my customers happy with new creations, which keeps them coming back over and over again.

Managing Midnightsundesign 

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 manage my shop myself for the most part. When I am on vacation or away for other reasons, I have one part-time employee who fills orders for me. I do pay close attention to only listing what I actually have in stock so that I can get orders out in a timely manner. As I live in rural Yukon, my only choice for shipping is Canada Post. I try to be as upfront as I can about the time it takes and always encourage the upgrade to track. I buy most of my shipping labels through Etsy. It is time-saving and easy for my international orders. I design and print my own cards to send my orders out in. Inside, I include instructions on how to care for their purchase, a personal handwritten message, and a QR code to my Etsy site. I am constantly trying to improve my listings, photos, titles, videos, tags, and descriptions.

The future of Midnightsundesign

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

My goals are to increase sales. I plan to make more necklaces that match the earrings and perhaps list some sets on my site. I am also considering doing some live streaming as I work to attract a wider audience. I would hope to increase sales enough that I can hire someone local to make some of my patterns. I am also looking for a good, reliable source to get solid gold and sterling silver ear wires and either offer those for a price or perhaps come up with its own line of earrings. I would love to hire someone to take over some of the listing work and social media posting. I also hope to hire a photographer this year to improve my pictures. I realize that I need to delegate more; just find someone I can delegate to!

Advice for new sellers

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

Don’t be afraid to start small. Just start. Add items as you can. If items sell quickly, there is probably room to increase your prices. Good photos are very important. Listen to your customers, and they can give you lots of ideas on what is missing in your shop. If you get invited to take an Etsy webinar, make the time to do it. I have gotten a jewel or two out of everyone that I have watched. Know your shop's policies and stand by them. Sell quality products. Share good reviews.