Etsy Seller Interview with Judit of Morsery

How Morsery 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 specialize in unique stainless steel custom Morse code jewelry for any gender and age, and I have many different style designs. My fascination with Morse code started when I was a kid; I had no idea that one day it would lead me to where I am now, even though I made my first seed bead Morse code bracelet for my sister many years ago, way before Etsy was founded. I never thought that in the future I would have a business based on that idea. The concept of using stainless steel started with my sister; she developed a metal allergy in her late twenties, so she replaced her silver jewelry with stainless steel, and I fell in love with this metal. I love how low-maintenance it is, and I love its color too. Apart from my Morse code jewelry, I also like to make (and wear) minimalist, more ‘mainstream’ jewelry designs as well, and some pretty chainmaille too. I tend to make things to my taste; I have to love what I create regardless of the style. I started selling on Etsy because my (back then) teen daughter told me to. I managed to come up with unique design ideas for my Morse code pieces, designs that are not available anywhere else in the world. I use different-sized beads, from dainty to large; my dash beads are manufactured solely for my designs to my specifications. Although I have a large variety and range of Morse code designs to suit any taste, I’m sure I’ll come up with many more. My obsession with my designs is never-ending.

Favorite items

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

It’s hard for me to pick my favorite items because I love them all, but if I had to, I would say my Morse code chain wrap bracelets are pretty cool; I have a few myself. My rubber cord and nylon cord bracelets are very popular; the rubber designs are very unique, and men tend to like them. Most of my orders are gifts for someone else, and women like to shop for their partners, so I assume that’s one of the reasons why my rubber Morse code bracelets and necklaces are selling well. My Morse code string bracelets are cute, and they are great gifts for anybody because they are adjustable, available in many colors and bead sizes, and in two different styles. My chain designs are popular because they’re unique and low-maintenance.

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 first sale on Etsy took about two weeks, which was surprising and very cool; I remember how happy and excited I was. I’m lucky because Etsy is advertising my designs all over the Internet on various platforms (I don’t use paid ads), and I have a lot of loyal return customers as well, not to mention the free ‘word-of-mouth advertising thanks to my buyers. My customers and their loved ones tend to order a replacement straight away if something happens to the jewelry, which shows how much they like their customized pieces. Even now, when I think about all those customers all over the world who are wearing my jewelry, it is a very humbling and heartwarming feeling.

Managing Morsery

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 am a one-woman show; I do everything from A-Z. I do it all: sourcing my components, creating designs, taking and editing photos, fulfilling orders, chatting with customers about their custom pieces, packaging, and shipping. Each piece of jewelry is custom-made and made to order, whether it is in Morse code or any other style. Of course, I do have the Etsy apps; they’re great. On a daily basis, I work mainly on my phone, replying to messages, etc. I use my laptop to edit my photos, create listings, and print shipping labels.

The future of Morsery 

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

My goal in the future is to come up with even more unique jewelry designs. I have hundreds of ideas in my head and in my folder as drawings. Also, to make stainless steel jewelry more popular, lots of people don’t know that it can be worn 24/7, in the shower or in the sea, that it won’t tarnish or anything, and that stainless steel is hypoallergenic. For example, no matter what the charm is, my earrings have stainless steel ear hooks.

Advice for new sellers

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

For a new Etsy seller, I would say that come up with an idea for a good product or products, do your research to see whether it would sell, and if it’s something that already exists, make yours unique and be reasonable and realistic with the pricing. Make sure that the listing photos are great and the descriptions are thorough. Come up with an overall concept if you want to build a brand. Do something that makes you happy in the long run too; don’t aim for a quick buck. Learn about Etsy, listen to experts, and learn from their mistakes and advice. If your Etsy shop is just a hobby or part-time side hustle and you want to keep it that way, that’s OK too. Just do your best to make your customers happy, and that way, you'll make yourself happy as well. I believe in high standards and genuine care.

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

Question: How much is your monthly revenue?
Answer: £1000–4000 depending on the month and which country I’m living in. My husband and I like to live in different countries, and Etsy’s algorithm will be different accordingly.

Question: What is your average profit margin?
Answer: Gross is about 50–60%; net is about 40%.

Question: What is your shop’s conversion rate?
Answer: All time is 3.5%