Etsy Seller Interview with Tarma of TheWishingWellStudio

How TheWishingWellStudio 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 Tarma Van Aken, an artist and owner of The Wishing Well Studio. I started my business by accident, actually. A local lady was teaching painting classes, and my mom wanted to go. So she asked all three of my sisters, and they said no. So I decided I would, and I was hooked immediately. I started painting just for friends and family. Our whole family is pretty crafty, and so began my journey. I wanted to paint things that I would use in everyday life; if you can't tell already, I’m not a knick-knack kind of girl. So my goal is to reclaim gently used items and offer unique, beautiful, and sometimes one-of-a-kind artware for everyday use. My family helps me procure my many options, and when we can’t find what we want, we make it. Needless to say, my items have sold very well, so I decided to take the leap and join the Etsy community. Since joining in 2013, I have added different machinery to my arsenal to give my clients that personalized, one-of-a-kind touch. These include sublimation and now laser options. My success depends on being able to adjust and adapt to a lower price point on many items.

Favorite items

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

My favorite things to paint are my wine glasses and reclaimed wooden lazy susans. I free-hand paint every item myself. It’s my calming therapy, if you will, and I've been blessed to have this talent for almost 25 years now. My favorite design to paint is wild iris. I think my items sell well because I use reclaimed items and offer the customization my clients want. And I believe some products are making a comeback with the younger generation. things like recipe/address boxes and the lazy susan. You can see my favorites below:

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?

It took about a year to get my items listed, and the sales started pretty quickly but were few and far between. So I spent one whole winter season adding new projects and starting to allow items to be customized. I currently participate in the marketing program offered by Etsy. I also do a ton of art and craft festivals around my area, so currently word of mouth is key. You have to remind consumers that you are still active and doing what they want. I also have a brick-and-mortar storefront at home. I pass out flyers, teach classes, and run contests on media platforms to keep people engaged.

Managing TheWishingWellStudio

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?

Since I started in 1997, it’s only been me doing all the work. On occasion, my children work with me or for me while I continue to work on new things. I use Canva for all my templates for stickers, care tags, and other paper media. I post regularly on Instagram and Facebook. I also have a newsletter I send out once a year using Mailchimp. When I’m preparing items for shipping, I have a whole big table area to use. I spend the mornings pulling orders so they can ship the next day, as some items are painted ahead and put into my storage barn. Especially when it comes closer to the Christmas season, I start painting Christmas around July. I have an awesome mail carrier who picks up packages for me daily.

The future of TheWishingWellStudio 

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

To offer the same great quality and unique items I am known for. I close my brick-and-mortar shop from January through mid-April. This allows me to prepare all the new items I list in the spring of each year. My business continues to grow every year. I’m not out to push a ton of merchandise; I try to add new elements that complement the types of artistry I do. My biggest goal is to take my painting and paper media classes and offer them online.

Advice for new sellers

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

Make sure you're making something that makes you happy. I find that when I put my heart into things, my clients respond in a positive way. I think that’s the key to having a successful shop. If you're not happy with what you're putting out into the world, you're going to struggle. And don’t be afraid to say no if it’s something you don’t or can’t do. But sometimes it’s good to branch out a little and try it; you never know. Over time, you will learn what is best for your business. But never give up if it’s something you love to do. And the more practical advice is to also make sure your items are photographed without a lot of clutter, and the video option is a must! Make sure you are clear in your product descriptions. Just have fun with it, and if something isn’t working, try a different approach. I started the business at a time in my life when I was going through lots of health problems. I am currently on disability, and so this is a way for me to help my family, but most importantly, myself. I paint every single day I feel good enough to do so. So if I can do it, you can too!

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

Question: How much is your monthly revenue?
Answer: Depends on the time of year. Roughly $800 per month on average. Christmas is better at around $4000 per month

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

Question: What is your shop’s conversion rate?
Answer: 25-40%  Over time you will get repeat customers