Etsy Seller Interview with Emily of TheFertileGlow

How TheFertileGlow 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’m Emily Chambers, owner of The Fertile Glow here on Etsy. I began selling on Etsy in early 2020 with just two products, and it has blossomed into a successful business more than I could have imagined. I started my brand a year prior as a health coach and herbalist, wanting to support other people on their health journey. I had been making herbal creations to help myself and thought, why not see if others would be interested in what I make? Since I centred my work as an herbalist and coach on hormonal health and acne, I created my first products around those topics, which I was most passionate about. I spent the time formulating, testing, and sourcing organic ingredients to feel confident in the products I was selling. This is a slow process, which makes it even more special as it begins with the formula, putting it to the test, and waiting six weeks for it to be created. It was truly a whim when I decided to sell my herbal products, and I am so glad I followed my instinct.

Favorite items

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

Cycle Balance tincture is by far my favourite item in the shop, along with my Lymphatic tincture and Comfrey salve. Cycle Balance was the first formula I created and listed on Etsy to support hormonal health, and it's one I’m most proud of. Over the past few years, there have been hundreds of people who have left the most heartfelt reviews about how this tincture has supported their health. The Lymph and Comfrey salve are items I use in my daily life that have helped my personal journey so much. These items are a few of my top sellers, especially the Cycle Balance, which is a bestseller on Etsy. The time I spent on these formulations, along with the care I give to my customers (and wonderful reviews), is why I believe they sell so well in my shop.

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 a sale on my first day of listing! I know this isn’t the usual case for many sellers, but I had been creating this brand outside of selling products for quite a while before listing. My following on social media wasn’t large by any means, but I had created great relationships with customers. My first month, I made around $500, which was honestly a huge shock for me as I did this without thinking I would sell many items.

The biggest tool that has brought people to my shop is utilising Etsy SEO along with social media (Instagram, TikTok, and Pinterest). I believe my growth was faster than I thought because I spent so many hours researching SEO optimisation and continually making updates to it. Of course, you can’t deny the power of creating a community on social media; even a small one can support you greatly by purchasing and spreading the word.

Managing TheFertileGlow

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 solo operation at the moment, with my husband helping out when I hit a jam with numbers or need someone to bounce ideas off of. Running a business is truly all about time management and streamlining the process. I have systems for the "manufacturing" side of my business, which is making the products all the way down to the intake of ordered supplies. All of these systems are written down not only for ease and for when I hire people in the future, but also for regulatory purposes. For finances, I utilise Quickbooks for easy accounting. This platform makes taxes and keeping up with expenses so easy. It connects to your credit cards and bank accounts, transferring all purchase data into your online accounting spreadsheets. GQuite is used for keeping track of my calendar, my written systems, online meetings and consultations, etc. I have a loose weekly plan for which days I execute certain shop needs. For instance, Mondays are one of my shipping days; Tuesday is backend work (accounting, emails, paperwork, etc.).

All of my shipping takes place on Mondays and Thursdays, unless my schedule says otherwise. I used to ship at random, but creating set days for shipping has made it not seem so daunting. For shipping labels, I use Etsy’s labels, which save so much money compared to going into any store. I will either drop off at the post office in person or, on large shipment days, use the USPS pick-up feature, which is amazing. I lay out the labels, pair the correct order with each box, and then work through stuffing and taping them up. I also include handwritten notes to my new and long-time customers, with whom I’ve built a relationship, and a botanical postcard. It can be a tedious process, which is why I split my shipping into two days so I don’t get too frustrated.

The future of TheFertileGlow

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

My goals are to expand sales on my standalone website in conjunction with Etsy. This will bring in people from Google SEO and Etsy Search. I want to continue with my growth process and soon hire help, along with a marketing team. Major goals for this year are expansion and brand awareness.

Advice for new sellers

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

SEO is the most important, along with distinct, eye-catching photos and patience. Keywords are how you get discovered by Etsy customers, so this is essential, especially if you don’t have a platform on any social accounts. Your photography is crucial, as customers are scrolling through potentially hundreds of products. There needs to be good lighting, a clear image, and maybe a pop of colour to pull people in.

Look at yourself as a consumer. What are your buying habits? What are the things that draw you to a product? Remember that making a purchase can be a long game for people. I’ve had customers reach out to me with questions and not make a purchase for over a month. People need to feel comfortable with your brand, which is where reviews, social presence, great customer service, and positive branding come in.

Another element that helped my business was caring for my customers and wanting them to feel heard. I have countless people reaching out to me for help on their health journey or just because they don’t understand herbal products. I take my time responding to questions because I care and want to help them. When I send off my packages, I always include a little handwritten note to new customers and a botanical postcard that fits my brand. Yes, these things take me extra time, but I have customers who have been buying from me for 3 years because of the real relationship I built with them.

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

Question: What is your average profit margin?
Answer: 55% profit margin

Question: What is your shop’s conversion rate?
Answer: 4.2%