When you launch a new product or brand online, there are two usual ways to go: create a storefront on Etsy or open up your own online store using a third party provider like Shopify.
Before I launched Happy Cactus Designs in late 2011, I spent a lot of time researching my best options. Was Etsy the way to go? Did I need my own shop? From the get-go, I made the decision to have my own storefront rather than start on Etsy. A few reasons:
1. Autonomy: I wanted to have more control and creating my own storefront allowed me to have my own "space" that represented the look and feel of my brand. With Etsy, you are beholden to how Etsy formats their pages. Every shop's page looks the same and there is little room for customization. Shopify, on the other hand, let's you use various themes (some for purchase) to better customize the look of your shop.
2. Wholesaling: I also knew from the start that I wanted to wholesale my stationery, so I needed to have an online spot for retailers to visit that wasn't Etsy. This was pre-Etsy Wholesale, which I also now participate in.
3. Options: I had more options with my own storefront than what was available on Etsy. I could craft a detailed about page. I could add lots of photographs. I could have a press page and a page about my custom work. I could add multiple ways for people to find me on social media or sign up for my newsletter. You are really limited with what you can do on Etsy in terms of these actions. Yes, you can add a bio, but Etsy doesn't allow you to include linkable URLs in your profile. And it's unclear if shoppers even click on your profile to learn more about your company or your policies when they are browsing your products.
4. Preparing for future growth: I have heard countless stories of brands that exclusively launched their products in an Etsy storefront. As their brands grew and they began to do sales at a higher and higher volume, they were stuck with their Etsy shops. And stuck with paying hundreds or thousands in monthly fees (transaction fees, Etsy listing fees, etc.). Many of these brands then elected to finally open their own storefronts and have had to juggle enticing prior shoppers and loyal Etsy customers to jump over to their own storefronts. It's tough.
5. Fees: They are inevitable either way. With my Shopify storefront, I choose to pay an annual fee upfront (versus monthly payments) to host my shop on Shopify. I also pay a transaction fee each time someone makes a purchase on my site - either PayPal takes a cut or Shopify does via their payment system that I use to process credit cards. Fees are unavoidable. That said, with Etsy you also have to deal with listing fees ($0.20 per item) and obligated to pay a fee each time you want to renew that item.
So did I totally ignore Etsy? No! The same time I launched my online store I created an Etsy storefront as well to secure the shop name. I didn't really do much with it for a few years, but after a few years I took the time and effort to list my products in the shop. Some benefits to having this second storefront:
1. Discovery: It's fairly easy for Etsy shoppers to find me. For example, my "Beautiful Mother-to-Be" card is a top seller in my Etsy shop because shoppers are specifically searching for "pregnancy card" and I pop up in the results. These shoppers may have never found me otherwise.
2. Single Card Sales: I rarely fulfill orders of only a single card in my Shopify shop. I find that buyers are usually placing larger orders - a mix of singles, boxed sets, art prints, etc. On the other hand, the majority of sales in my Etsy shop are single cards! This goes back to point number one: that many times Etsy shoppers are looking for something specific.
3. Press Discovery: I have also found that I've received press coverage because editors have found my products through a simple Etsy search. It's an easy one-stop-shop for an editor to search for a specific theme or type of product. I've had various greeting cards, notepads, and more featured on blogs that I have never pitched just because an editor came across my work on Etsy.
4. Wholesale: Etsy added the Etsy Wholesale component to their business a little over a year ago. I was able to join when the program was still in beta. I've found a number of stores love being able to place their wholesale orders online via Etsy, so I am able to direct them to my linesheet there. I spend a lot of time marketing to new and existing retailers, but with Etsy Wholesale, a lot of the work is being done for me because retailers can search by location (Colorado) or by specific product type (Christmas gift tags) and come across my line in the search results. I have developed relationships with awesome retailers this way!
Managing two shops can be a little overwhelming at times, especially when it comes to adding new products or keeping an eye on inventory, but I've been very happy with both so far!
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I love working small. While a lot of the embroidery pieces in the first collection are circular in shape, I have experimented some with other types of design layouts. One of my favorite is this little floral bouquet. It measures about 2 inches tall. While small in size, it includes a number of intricate details.
The flowers in this little piece all came from my imagination. I particularly love the reddish-pink rose and yellowish stalk that kind of looks like wheat. A perfect bouquet that you never have to worry about watering! I think it would be a great gift idea for the gardener or florist in your life. Shop it here.
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The fastest way to spruce up a gift as your wrap it up? Add a cute gift tag! Bringing a bottle of wine to a dinner party? Quickly tie a tag around the bottle! Happy Cactus gift tags are sold in sets of 10 so you'll always have one on hand. Better yet, red and white bakers twine is included with each set. Shop the assortment here.
Clockwise from top left: Palm Tree Tag, Stripes Tag, Balloon Tag, Blue Flowers Tag
I'm back to highlight another new hand embroidered piece of artwork in the shop. This week, I'm sharing a look behind Red and Pink Flowers on Pink Linen.
These have been some of my favorite flowers to embroider - a delicate mix of blooms in different shades of red and pink embroidery floss. The pink linen really stands out against the bright red mat board - quite a statement for your walls. You can find this piece in the shop here!
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It's hard to believe that we are halfway through September! The air is getting a little cooler and the leaves are just starting to turn. Here are some of my favorite finds over the past month!
Watch: This is the coolest mini documentary from Refinery 29 looking at how a Dior haute couture dress is made from start to finish. It's amazing to see the care and detail from so many makers' hands that goes into the production of one dress.
Listen (Music): I am completely enthralled and charmed by Jon Batiste & The Stay Human Band. Batiste is the new bandleader for The Late Show with Stephen Colbert and such a joyous presence. Dance party for one in my office? Yes, please. Learn more about him in this article and watch this clip as a starting point.
Listen (Podcast):I love a good crime show and find crime-based podcasts even better (Serial, anyone?!). Criminal is my go-to podcast for tales of true crime. The episodes are just the right length - about 22 minutes - and completely engaging.
Read: I recently finished Bob Dylan's autobiography, Chronicle: Volume One. It is a fantastic read. Rather than following the typical chronological structure of your average autobiography, Dylan shares the details behind key moments in his life - from his arrival in Greenwich Village in the 60's to getting over creative slumps in the late 80's.
Follow: Justina Blakeney's @TheJungalow feed shares serious eye candy and gives me some major inspiration for interior decor and style.
Blog: I've been listening to a lot of older episodes of The Jealous Curator lately and have been turning to her blog more and more. It's an awesome spot for learning about more established and up-and-coming artists. I can't keep my eyes off the colorful work of Jen Stark!
Shop: I'm pretty sure I could quickly create a Christmas wishlist entirely from Leif in a matter of minutes. The shop, based out of Brooklyn, presents a colorful collection of some of the most delightful goods I've come across on the web. I'm particularly smitten by this fern print, a rainbow striped linen hand towel, and these turquoise earrings!
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The Happy Cactus Designs collection of hand embroidered artwork has been live in the shop for a few weeks and I've been so thrilled with the response from shoppers and admirers so far. I thought I'd create a little blog series highlighting some of the different designs in the shop. First up, one of my personal favorites: Rainbow Flowers on Light Blue Linen.
This is an especially colorful piece! The colors, especially the oranges and greens, really pop off of the linen. As I've mentioned before, I don't set out with a plan when i start embroidering; I just like to see where the piece takes me stitch by stitch.
A closer photo shows the intricacy of the stitching. You can shop this piece and others here!
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I'm so excited to share a brand new product to the shop: a hand-painted blue and white floral art print. I painted this piece free hand earlier this summer and find the deep blues so soothing. The print measures 8" x 10" and is printed with archival inks on 100% cotton tree-free paper. Find it in the shop here.
My mailbox has been filling up lately with September issues of my favorite fashion magazines. One noticeable trend - embroidery! It's everywhere! I couldn't think of a better time to launch my collection of hand embroidered wall art than at the same time that embroidery is seeing a resurgence in fashion.
Here are some beautiful items I've come across online...I would love to have them in my closet!
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On the hunt for a good magazine basket, I was perusing some of my favorite home sites recently and found myself oogling and bookmarking a number of desktop accessories. I'm always looking for ways to upgrade my desk space and thought I'd share a few favorite finds.
Universal Expert Notice Board from West Elm
Balance Rose Gold Letter Holder from CB2
Reclaimed Oak Wood Desk Tray from Kaufmann Mercantile
Leather File Folders from Anthropologie
Are you signed up for the Happy Cactus Designs' newsletter? I send out a newsletter to subscribers about once a month. Email subscribers are the first to hear about new product launches as well as special discounts and promotions exclusively available to subscribers. I don't want you to miss out on any awesome news and deals as we head into the holiday season. Sign up here!
When I am not in my studio working, I find myself out and about on a hiking trail here in Southwest Colorado. The wildflowers have been in peak form lately - perhaps blooming a little later this summer due to late spring rains - and I can't help but snap photos of them while I'm on a trial. Here's some beauties I've come across over the past month.
I'm thrilled to announce the launch of my collection of hand embroidered artwork. This has been a labor of love and a project that I have been working on for many months. After sharing a lot of my work on Instagram, it's great to finally have products available for sale!
Shop the entire collection here.
