Business Opportunities Weblog

May 4, 2009 by Angela Shupe | 0 Comments

Because of Etsy, many talented crafters have been able to turn their hobby into a successful business.

That is no different for Nichole Jeske. The moment someone asked about purchasing her jewelry, the entrepreneurial seed was planted and the idea for Paw & Claw Designs was born.

What is the inspiration behind Paw & Claw Designs?

Paw & Claw started when I began tinkering with beads and wire that were given to me by a friend. I’m almost completely self-taught, though both books and trial and error. My Passion for jewelry making started out as a way to create with some beautiful materials that were given to me, and now, my vast array of supplies has taken over a good portion of our home, and my life.

When was your business launched?

Paw & Claw Designs incorporated in 2005. I sold some on eBay for a few years before that, but I decided to take the business to the next level and work to make it a profitable endeavor in 2005.

Why did you choose to use etsy as the platform to sell your jewelry?

Because it was there! I joined Etsy in 2006, and at the time, it was nearly the only marketplace of it’s kind. I was used to eBay, and Etsy was very similar, so I found the transition to be very easy. For much of 2005 and 2006, I tried a stand alone website, but that took too much time away from actually MAKING things, which is what I really wanted to do.

How has your business grown since it launched?

I had already purchased and made tons of marketing materials with my URL, so I simply changed my plan with my web host and forwarded my direct traffic to my etsy shop. I learned a lot about effective marketing by trial and error, and through the advice of successful etsy community members. Through etsy only accounts for a small portion of my businesses sales, it plays a key roll in international availability. While selling directly through show and local retail shops have slumped a bit to the the global recession, both my online shops pawandclawdesigns.etsy.com and pawandclawdesigns.artfire.com have thrived.

Different venues require different products, which make my day much more exciting. At shows and at local retail locations, I sell simple fun earrings hand over fist, while online, the d20 pendants are my most popular item.

How many products, on average, can be found on your website?

I try to keep a well-rounded selection on both my shops. My artfire shop I hope to offer about 200 items in 6 categories, many OOAK, and my etsy shop about 100 “core” items that are staple items in about 6 categories.

Have you always had an interest in jewelry making?

I did! I made the macaroni necklaces at camp, and in school I took lots and lots of art classes, focusing on jewelry, photography and pottery.

Did you think it would ever lead to starting a business?

The moment someone offered me MONEY for a pair of earrings, the light bulb clicked on. I was honestly, at the time, quite content to just play with the beads that had been handed down to me and give them away to my friends I know would like them. When a pair of OOAK earrings was up for grabs and 2 of my friends wanted them , the idea of actually CHARGING for things came into my head.

What lessons has it taught you?

Always listen to yourself. Sometimes, another artist will say to me “you should make this, that would sell like hotcakes!” and instead of trusting my intuition, I buy all the materials to make 20 or 30 of that style of piece, and invest the time in learning the new technique and the product just sits for months and months like I was afraid it would. Now, if my gut tells me “No.” I listen.

I have had some bad business relationships, and so major letdowns, but even in a negative event you can learn what NOT to do. I know what red flags to look for, and what risks are worth taking, and which have too much chance for disaster.

I’ve learned to stick to a budget, how to plan ahead more than though the end of the week, and how to trust my intuitions. I’ve learned that if I have confidence in my abilities, so will others, and everything else will just fall into place if I just believe in my ability to accomplish what I need to.

What goals do you hope to accomplish in the next year or so?

My goals are private. When I made them public, I have been told my goals are too “hard” to accomplish, and that I’ll only be disappointed when I don’t achieve them. I’ve also been told I wasn’t “taking thing seriously” and my goals were too easy. Now, I decide what success is. It probably won’t be the same as the next persons definition, but that’s okay.

Sure, I’ve fallen short, and had to redefine my objectives and my definition of a victory. If one month I fall short, then the next month I’ll just have to do that much more to make up for it.

If someone was thinking about using etsy to sell their own handmade products, what advice would you give them?

Never forget that’s it’s not about Etsy, it’s about your products. Etsy has it’s own set of trends and it’s so tempting to look at what’s featured and go against what’s in your heart in an attempt to be successful overnight. That’s is not the secret to success, at least not any kind of success I would want.

In Interviews | 0 Comments
Tags: Creativity, Ecommerce