Etsy Seller Interview with Jack and Matt of WoodsburyRingCases

How WoodsburyRingCases 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 Jack Graham, the owner and co-founder of Woodsbury on Etsy. My business partner Matthew and I are two woodworkers from Sydney who design and craft sustainable timber engagement and wedding ring boxes. Our journey started while Matthew, the co-founder, planned his proposal. After purchasing the ring and preparing for the day, he realised all the work would be undone by using the large jeweller's ring box. So Matthew made and proposed with a thinner wooden engagement box.

Together, we noticed that traditional engagement ring boxes were bulky, made from cheap materials, and lacked personalization. We wanted to create a better option that was memorable, stylish, and functional. It became apparent that these boxes would be perfect for selling on Etsy, as they are small, highly customised, and easily sent in the mail globally. We made our first sale in 2017 on the Etsy platform before we established a website, which provided validation that our product would sell.

Favorite items

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

Our walnut rotating engagement box and leather rotating engagement box are our two best-selling items. These two are the most unique products we offer; each product is made in our Sydney workshop and is of the highest quality. Buyers find these items attractive because we use only the best materials available, and the rotating mechanism creates an element of surprise for their proposal. Each product can be personalised, which transforms the box into a timeless keepsake that can be cherished for generations.

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?

Our first sale occurred after approximately one week. From the start, we really wanted to create the best experience for our customers, who were ordering a time-critical product. We would often work at night and early mornings to ensure the engagement ring boxes were finished quickly and posted within our stipulated 1–2 day turn-around time. Since then, we have optimised our processes and can make the boxes much quicker and with higher accuracy.

In terms of attracting customers, we currently rely on two main factors. Etsy marketing and customer referrals We use the Etsy Advertising platform to run ads on our best-selling products. We also use Etsy emails to attract customers with small discounts to help with conversions. In addition to this, we often run sales during slow periods to ensure that our sales volume is maintained.

In addition to this, we include signed letters with every sale, and we kindly request that if the buyer really likes our product, they share it with friends and family. Because the item is so unique, we often have customers tell their friends about us, and in return, we often gain additional followers who are interested in our brand and products.

Managing WoodsburyRingCases

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?

Our business employs four people, including the co-founders. We do all manufacturing and fulfilment in-house. The two primary apps and websites we use alongside Etsy are Shipstation and Google Analytics. Shipstation is great for managing orders, order notes, and shipping profiles. Google Analytics is a great tool to gain insights into traffic, audiences, and regions.

The future of WoodsburyRingCases

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

We will continue to craft walnut boxes in our workshop in Sydney. Our plan is to discover more customers within the Etsy community who are looking for our products and to expand our product range within the next 12 months. Matthew and I are industrial designers and have a passion for designing and creating. We have creative ideas that we are excited to turn into physical products.

Advice for new sellers

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

Firstly, we think creating something unique is a great way to elevate your shop on Etsy. Create a product around a problem and ensure you get early feedback from unbiased customers before investing in marketing. Once you have a great product, we recommend getting professional photos and videos once you have validated the product through sales on Etsy. Ensure you use all the keywords on the Etsy listing to capture the correct search terms of your customers. Etsy ads are an easy way to scale your conversions and build awareness around your product.

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

Question: How much is your monthly revenue?
Answer: $6000 - $7000 AUD

Question: What is your average profit margin?
Answer: 30%

Question: What is your shop’s conversion rate?
Answer: Our Etsy conversion rate is usually between 1.4% - 2.5%