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Making It Work
Taking the First Steps to Selling Your Handcrafted Items
by Shannon Riffe

Have you ever walked into a store, taken a look at an item, and said to yourself: I could make that? If you’re like me, a trip to the mall results in more ideas for new craft projects than actual purchases. Well, now is the time for people like us to put our money where our mouths are. There’s a craft revolution underway and if you’ve got a pair of knitting needles, crochet hooks or a sewing machine, it’s time for you to join.

This revolution is a shift in the way consumers are choosing to shop. Large numbers of them are shopping online, bypassing larger chain stores and visiting independently-owned e-commerce boutiques in search of something new. It’s a rejection of sweatshop-made goods and an acceptance of all things hand-crafted. With numerous blogs and shops popping up online, this trend shows no signs of slowing down; it’s fueled by the growing numbers of crafters logging on to share and sell their creations -- crafters like you!

I encourage anyone interested in selling crafts to take advantage of the many resources available online. The Switchboards (www.theswitchboards.com) has active forums on topics ranging from writing a business plan to the best places to purchase supplies. Etsy (www.etsy.com) is the number one resource for small craft businesses; it allows you to quickly and inexpensively set up an online shop and interact with other Etsy sellers in the forums. Etsy is also a great place to do market research: take a look at what is selling and for how much. Also make sure to check out the many blogs showcasing handmade products and the crafters behind them. Blogs are a great source of information and inspiration; Modish (www.modish.typepad.com) and CraftySynergy (http://craftysynergy.blogspot.com) are two of the best. When you find a blog you like, take a look at their Links pages to find other blogs that may appeal to you. You will be astonished by the overwhelming amount of information available online.

Selling crafts is very rewarding. What’s better than a total stranger from the other side of the world purchasing something you made in your living room? But selling crafts also comes with a unique set of challenges; needlecrafts are especially hard to sell at a profit. Due to the time consuming nature of knitting and crochet, it’s difficult for handmade items to compete with machine knits. My suggestion: don’t compete.

Machine made items are cheaper and faster to produce than anything you can create so take care to distinguish your product through your branding and marketing efforts. Through your website, packaging and customer service efforts, demonstrate your personality and the value of your hand-crafted work. That’s what distinguishes you from the competition and that’s what will bring back repeat customers. A personal blog is one way to connect with customers, but it can even be as simple as including a hand-written thank you note with every purchase. Consumers want a bargain but they also want something unique and it’s up to you to demonstrate your value.

When coming up with your product line, make sure you have fun. That’s the whole point of working for yourself: to do what you love and enjoy the process. The unique part of a craft business is that you are in charge of both design and production, but the production side of things can start to resemble an assembly line as you get bogged down in the repetitive tasks that are necessary to churn out numerous versions of the same item. To avoid crafting burnout, consider doing limited edition items, or even creating one-of-a-kind pieces. This allows you to continue to be creative and come up with new designs while getting the most value for fewer items. It’s a clever way to make scarcity a perk, not a hindrance.

Also consider adjusting your product line to include a selection of smaller, simpler items such as crochet earrings, or knit headbands. These items will be faster to create, allowing you to have more variety in your line, and due to their lower price point, will probably be some of your hottest sellers.

Finally, developing your skills as a businesswoman and a crafter will open up other opportunities you may not have anticipated. Opportunities to teach workshops, write articles/tutorials, or even a book deal, allow you to cross-promote your brand and get paid at the same time! Many successful crafters have followed this path and it’s a great way to stay relevant even as consumer trends come and go. Remember to bring the same creativity to your small business that you bring to your craft and it’ll be smooth sailing. Happy crafting!

Shannon Riffe is a freelance writer in Boston. She writes about craft
business on her blog, Make It.

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