Seller Handbook

Tell us about your shop and the idea behind it.

Midwest Crochet started organically. As far back as I can remember, I've kept my hands busy with crochet. Originally, my shop was called "Crochet Concepts" because I love alliteration, but when things started to take off, a friend suggested the name "Midwest Crochet" as a play on my initials — MC. I like it — I feel like it represents both me and the cozy warmth of the items I create.

Tell us about your previous working situations and how you discovered Etsy.

For many years, I worked in live event and television production. When we moved to Illinois, I decided to slow down and took a customer service position at a utility call center. It was near the house, a good paycheck and all the things one could hope for in a job, but I was not fulfilled. I worked the late shift  and passed the time on or between calls crocheting hats and scarves and other creations. I began selling my work to coworkers, then word spread in town and through my husband’s work. All of a sudden, I was in business! I decided to make it official and got myself registered with the state, and there it was: Midwest Crochet was born.

When my husband suggested that I start selling online, I  wasn’t sure where to start. Then I remembered — I had purchased things on Etsy. I opened a shop and had a sale within two days. I could not believe people far away were buying my creations. It is still such a rush.

I always knew I wanted to sell my patterns, too, but I did not really understand how to make my designs into patterns. One day, I bravely stepped out of my comfort zone and contacted The Crochet Dude, a very successful crochet artisan. I was thrilled (and a bit surprised) when he generously taught me how to develop my ideas and free hand creations into tutorial patterns. As a result, my second shop, Crochet By Michele, was born. I am turning years of notes, design ideas and freehand work into actual patterns and it is so awesome.

What steps did you take to prepare for transitioning into full time Etsy selling?

I think it is really important to have a business plan. That way you are making a solid investment but also have a plan of action to grow. I found that this also prevents a lot of financial mishaps or pitfalls by planning for the expenses that may come up and it helps when certain decisions need to be made.

So I took notes. I made lists. Lots of lists. Lists of what I would need inventory-wise. A budget of what it would cost to keep me running and what I would need to sell. I called it a business plan, but really it was a lot of lists. I talked to other Etsy sellers about how they became successful and what advice could they offer. I read the Etsy blogs and attended Online Labs to soak in all the information I possibly could. I read a lot of articles about running an online based business. I even considered opening a local storefront since my business started locally and has a good local base. But the more lists I made, and the more I thought about it, the more I knew Etsy and online growth was the way to go for me. So I just got to it and got busy!

Having a business mindset helped prepare me to go full time. It happened much faster than I thought, to be honest. I had hoped in my mind that in about five years I could make this my full time career, even if seasonally. This November will be the two-year anniversary of my Etsy shop. I am ahead of my schedule and loving it.

What is your favorite part of the crocheting process?

I am without a doubt a yarn junkie. I love the feel of different fibers and discovering new textures. For me, the best part of the process is discovering all the things I can do with various textures. We moved to a bigger house two years ago and I have a full yarn room/workshop now. My stash had outgrown our old house.

What are your best marketing tips?

• I think you have to be willing to put yourself out there. Call it the importance of being foolish. You need a willingness to get out there on the ledge with your work.

• There are so many avenues for free promotion: Facebook, Pinterest, Wanelo, Tumblr, Stumbleupon... it is endless.?? I find them to be most effective when I get involved. Follow blogs that interest and engage you. Whenever you leave a comment, include a link to your shop if that is an option. Always be personable and get to know others in the community of your art/craft.

• It’s a business, and even though it is a web based business, don’t be afraid to make it personal. When I was a kid, we always went to the same pizzeria down the street and the same news-stand on the corner and the same coffee shop in NYC. People knew me and I knew them. While the web opens up the world as a marketplace, it also takes away that neighborhood feel. I want those close relationships with my customers and vendors. While it is important to grow and get new customers, you need to build longstanding return business.

What's been your most popular item or line to date?

My Slouchy Hats, which is funny because they started out as a total mistake. I was trying to make a purse but kept losing count. (Counting stitches is my least favorite thing to do.) I still haven't made that purse, but I have made a lot of slouchy hats!

Made any business mistakes you regret?

Yes. I got ripped off by someone who portrayed herself as a writer and publicity expert — she wasn't. Had I done my homework and listened to my gut I would have come out ahead, but I let my excitement get the best of me and was swindled out of several hundred dollars.

A long time ago, I read a book called Failing Forward that changed how I look at mistakes and failures. They are opportunities for me to learn and do things differently. This particular instance was a painful and costly lesson, but it forced me to regroup, rethink and I gained from it in other ways.

What is the biggest challenge you face during your daily schedule?

At times, it is a challenge to put the hobby side to the side and focus on the business side. There are never enough hours in a day for all the things I want to accomplish.

Also, I have Rheumatoid Arthritis and Fibromyalgia. There are times when I am in great pain and it become harder to manage my daily schedule. These are the times when I need to be smart about my shop and realistic about my expectations for myself. This is a challenge when I just want to make hats and scarves all day long but physically can’t.

What's the hardest part about running your own business?

For me, the hardest part of running my own business is that,at times, I forget it is a business. I love to crochet and love creating new things. Sometimes, I just want to get lost in my room of yarn and make things. Also, now instead of working a 40-hour week for someone else, I often end up working a 60-80 hour week for myself. But the payoff is so much greater that every minute is worth it.

What is the most exciting thing that has come out of selling your designs through Etsy?

So much! I have developed wonderful relationships in the Etsy community. My business has thrived and grown. My work has been worn by television stars. I think it is all right up there as the most exciting. It is kind of cool to see my work recognized so publicly and notably. But it is just as amazing as the first time a customer sent me an appreciation photo.

Being in a small town and selling handcrafted items, resources are limited for support as I grow my business. Something really exciting for me is that Etsy allows for interactions with others running a small handmade business. I started a small team on Etsy for business discussion and I get such enjoyment from having that support.

What advice would you give someone considering a similar path?

Follow your heart, think it through, take risks, and trust your gut. I think that sums up everything that has gotten me here so far. Also, I think the biggest thing I learned that has helped me is to look at everything as an opportunity.

I have learned that the key about relaying information in marketing efforts is to do so in doses. As a buyer, when you feel overwhelmed, you move on, don't you? I know I do, and most market studies show that in today’s world of instant gratification and electronic quickness, people go fast and information overload can mean the loss of a sale. But still, we want customers to be informed and engaged.

By using each and every one of the tools Etsy provides, you can engage your customers and share snip-its while giving them opportunities to visit your shop. The ultimate goal is getting people into the shop to buy your work.

Anything else you would like to share?

I have been very blessed since starting my business. It takes a lot of hard work but it can be done — I am living proof. I would like to thank Etsy not only for the platform of selling my work, but also for the support of the small business and handmade environment which are definitely a huge part of my success so far!