Etsy Seller Interview with Crystal of SpecialDayDIY

How SpecialDayDIY 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?

Hi, I’m Crystal, owner and creator of SpecialDayDIY. I first opened my shop in 2015 after deciding to take my graphic design hobby to the next level. I’m a self-taught graphic designer who spent many years creating party invitations and decorations for friends and family. So it was a natural transition to then begin offering those items on the Etsy platform. Today, my business has expanded to include all kinds of printables for parties, gifts, and other special occasions. I absolutely love personalising all of my orders and pride myself on creating unique and special items that can be conversation starters. All items in the shop are 100% digital, which allows the buyer to get the product quickly and print it locally at their convenience and is perfect for the DIY party planner.

Favorite items

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

My top seller is the 60th Birthday Milestone Sign, which highlights historical facts from the birth year. This is often purchased as a party sign or birthday gift, and it can be customised to include topics that are important to the birthday person and designed to match the party theme or colours of the event.

I also sell quite a lot of matching water bottle labels, cupcake toppers, and invitations that really bring the little details all together. Probably my favourite item that I recently added to the shop is the custom heart-shaped constellation map. This is such a beautiful way to memorialise special moments in someone’s life, such as the birth of a new baby, a wedding date, or an anniversary.

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 happened about a month after I opened the shop. I’ve used a number of tools over the years to optimise my SEO and attract buyers, including Instagram and Pinterest. But the majority of my time is spent reviewing design trends and understanding what styles are popular with buyers. I have many repeat customers, and I would definitely say that many of my orders are the result of happy customers telling their friends and family.

Managing SpecialDayDIY

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 sole worker for my business. I create all of the listings and do the designs myself. Over the years, I’ve hovered just above 100 listings, which has allowed me to focus on the items that sell well and tweak my advertising methods for those items needing more of a boost. My top-selling item has sold nearly 300 times and has glowing reviews, which I believe helps with the Etsy search algorithm. It consistently appears very high in relevant searches.

The future of SpecialDayDIY 

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

I have almost reached 2000 sales and am eagerly anticipating that milestone! Because my items are 100% digital, I am able to spend the majority of my time on the creative process. However, I’m always searching for ways to improve my shop. Traffic and views have ebbed and flowed over the years, so I’m always on the hunt for ways to make my sales more consistent. I’d love for this to be a stable source of monthly income for our family, but for now I’m content doing a happy dance every time an order is placed.

Advice for new sellers

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

Don’t get discouraged in the beginning, and definitely spend time learning and understanding SEO. I felt that was the biggest factor in jump-starting my business in the early days. There is a lot of competition on Etsy and many sellers that are doing similar things, so it’s important to highlight what makes your products unique and to really lean into that. Also, don’t underestimate the power of social media and word of mouth with friends.