How NviriArmenianGifts 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 began my Etsy shop back in 2018, when I was looking for a means to get Made in Armenia products out into the world. I am Canadian but currently reside in Armenia with my husband and two children. It wasn’t until 2020 that I realised I could make a living from selling online. My niche is culturally oriented; my pieces are all handmade by me and my closest friends. We wanted to bring to our international diaspora a means of receiving what is truly Armenian. We use Made-in-Armenia clothing, locally produced yarns (where we can), locally produced fabrics (where we can), and add our own touch. We sew, embroider (both digital and hand embroidery, particularly traditional styles that are rarely known and passed down today), crochet, knit, print, paint, and even have a laser cutting machine for wooden items. During the worst days of war, Etsy has been a source of income for many of our team members, putting food on multiple tables.

Favorite items

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

I don’t know if I have a favourite, but we make the loveliest little dolls, and they sell like hotcakes for Armenian traditional first-tooth parties! They even have the best scent to them, but that is a surprise. They are our occupation dolls and are available in both male and female versions. 

Occupation Dolls - Female | Armenian First Tooth Tradition Dolls | School Teaching Dolls | Interior Design Personalized Community Helpers

We also sell gorgeous Armenian traditional clothing pieces, from full dresses to overcoats, both for adults and children. One of the only stores online selling Armenian traditional clothing.

Armenian Traditional Clothing Collection

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 don’t remember how long my first sale took, but I only had 5–6 items listed in 2018, another 10 or so in 2019, and when COVID hit, I really began to work on my store. I had personalised baby toys and bedding at the time, and I began working on a whole slew of Christmas items. During Halloween, I was asked to make traditional-style clothing as costumes for two children by an Etsy buyer, and that birthed a whole new line and business plan. Christmas of 2020, when my people had lost so much to war and COVID, from lives to land to security and resources, Etsy saved my sanity and my financial status. I gave almost as much as I made to all those who had lost their homes in Artsakh (Nagorno-Karabakh), to the families who had lost their fathers, brothers, and sons. A wave to "Buy Armenian" rose in 2020 to help the country find its footing, and that wave gave me strength to continue my work. My best friend would weave protective covers for the soldiers during the day and crochet personalised bears at night. And so, my customer base became all those who wanted to help Armenia, buy Armenian, and share their heritage with their loved ones.

Managing NviriArmenianGifts

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 the CEO and main businesswoman of my shop. My team consists of my crocheters, my tailors, my knitters, my painters, and my artists of all types. We are a close-knit family and work together to create each and every piece. I use a few different tools, from eRank to Allura, with both paid and free options. I’ve used Vella, Everbee, and ConvertKit. I like exploring my options and am happy to pay for tools that help. Not every app or tool is good for every business, however.

The future of NviriArmenianGifts 

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

I hope to open a boutique for baptism and wedding items, as well as one catering specifically to children and newborns, in the future. Perhaps when I’m done having my own babies and have the time to run the stores? 😀 As for Etsy, I’m always introducing new lines of product, and wish to be known as the go-to shop for everything Armenia.

Advice for new sellers

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

My advice for a new seller is to find their niche. You can’t do everything for everyone, though I certainly try to. I put up products and remove them often. I try to add a product a day, or at least a few a week. Engage with your target audience. Be kind to your customers. You don’t need to go overboard with your reviews and 5-star ratings, either. I find that when I message my customers the moment they order with a thank you, they are more likely to enjoy their experience. Make sure you provide quality and excellent customer service, and the rest will happen. It takes a bit of time to get the ball rolling, but once it does, enjoy the ride. Just don’t let your store stagnate. Enjoy what you do. Enjoy the people you do it for. Your Etsy shop isn’t just a job or a hobby; it’s a passion! Know what you’re doing and why you’re doing it, and show it to those who wish to find someone exactly like you. Those repeat customers will make your shop boom!

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

Question: How much is your monthly revenue?
Answer: 1000-3000 USD

Question: What is your average profit margin?
Answer: 10-50%

Question: What is your shop’s conversion rate?
Answer: 0.4-1%

Alura Team
Alura Team

Alura is your all-in-one platform for selling on Etsy. With more $500.000+ gross sales over four years selling on Etsy, Alura is built by experienced sellers for sellers. Start with a free account and explore all the features you need to start, run, and grow your Etsy shop.