Etsy Seller Interview with Warren and Adam of SchmalbergFlowersNYC

How SchmalbergFlowersNYC 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?

M&S Schmalberg is my fourth-generation family business. All of the flowers we sell are handmade in our New York City studio. My brother Ian created the Etsy shop around 15 years ago. At first, we had very few flowers listed. Slowly, we increased the quantity of items listed and, more importantly, the quality of the listings. Our Etsy story is one of slow growth, constantly striving to deliver beautiful flowers and a delightful shopping experience to our customers.

Favorite items

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

While roses and camellias are our popular items, my personal favourites are not listed in the shop. As a small flower-making studio, we have the ability to create unique, one-of-a-kind flowers from sentimental garments and materials. These special projects allow us to craft truly exceptional pieces for our customers, reflecting their individual stories. Although these specific items are not available for direct purchase on our Etsy shop, we take pride in offering personalised creations that resonate with customers seeking something truly special.

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 am not sure how long it took to achieve our first sale. I do recall that it took some time before we gained significant traction. The turning point occurred when we made a few key changes. First, we expanded our product range, offering a wider variety of flowers. Additionally, we made significant improvements to our photography, ensuring high-quality visuals that showcased the beauty of our creations. Lastly, we paid close attention to incorporating common search terms in our listings to enhance their visibility.

Attracting customers to our Etsy shop involves a combination of organic traffic and proactive promotion. Through Etsy's platform, we receive a certain level of organic visibility, which helps generate interest and attract customers. In addition, we actively promote our shop through our website and various social media platforms. By leveraging these channels, we aim to reach a broader audience and engage with potential customers who may be interested in our floral creations.

Managing SchmalbergFlowersNYC

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?

Initially established by my brother years ago, I have assumed primary responsibility for managing our Etsy shop. Over the years, we have explored various tools and apps to support our operations, although currently we do not rely on any specific ones.

In terms of shipping and fulfilment, we handle all processes internally from our New York City studio. As the primary caretaker, I oversee these aspects alongside my dedicated team. This hands-on approach allows us to maintain a high level of quality control and ensure that each order is carefully packaged and shipped promptly to our valued customers.

The future of SchmalbergFlowersNYC 

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

Our future goal for the shop is to achieve continued growth. We aspire to expand our customer base, introduce new designs, and enhance the overall customer experience. By exploring additional marketing channels, innovating our product offerings, and prioritising excellent customer service, we aim to establish our Etsy shop as a trusted destination for elegant and high-quality floral accessories.

Advice for new sellers

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

Starting an Etsy shop requires hard work and dedication. Invest in quality product photography, understand your target audience, prioritise exceptional customer service, and continuously learn and adapt to improve your shop. These would be my suggestions.