How AIMStudioCo gets each new year's calendars onto Pinterest
AIMStudioCo
AIMStudioCo has made more than 16,000 sales of calendars, diaries and planners on Etsy since 2017, with a 4.96 rating from nearly 2,800 reviews. Its calendars and diaries change every year, and Alura's Pinterest automations turn each new listing into pins and keep the shop's most-viewed listings coming round.
Designed and foiled in a Northamptonshire studio
AIMStudioCo makes stationery for people who plan on paper. The range covers big A3 family wall calendars with five columns, monthly desk calendars on refillable cards in a wooden stand, week-to-view diaries in sage green and pink, tear-off meal planners with a perforated shopping list, and time-blocking pads for the working day. Gift sets bundle a diary with a planner pad and a slim gold pen, packed ready to give.
The 2027 range is designed and foiled in-house at the Northamptonshire studio, and every paper product is printed in the UK on FSC-certified paper. Personalised diaries are finished individually by hand with traditional gold hot foil. The shop's work has been featured in Good Housekeeping, Prima, The Sunday Times' S Magazine and on Etsy's own homepage, and it has run pop-up shops in John Lewis and Boots.
A catalog that starts over every year
A calendar has a short shelf life by design. Every year AIM Studio Co. launches a new collection, and this year's is its biggest yet: 2027 wall calendars, desk calendars, weekly diaries and gift bundles, many of them new listings that have to be found while people are still choosing next year's planner.
Pinterest is a natural home for a planner. People save them while they picture a new desk or a family kitchen wall, often long before they buy. Keeping a steady flow of pins going by hand, though, means choosing photos, writing a description for each one and posting every day, all while the same months bring the personalised diaries to foil and the gift sets to pack.
“A calendar becomes a considered part of home decor, so whilst functionality always comes first in our designs, it has to look good too.”
New listings get their own pins and their own board
AIM Studio Co. connected its Pinterest account to Alura and switched on both automations. They run side by side and post to separate boards.
Pin New Listings handles the launches. It's a daily job that picks up listings that went live in the past day and turns them into pins on a board of their own. When the gift set with a planner pad, desk calendar, gold pen and mini candle went up, it went out as five pins, each with a different photo and its own wording, from "Aesthetic Stationery Gift Set with Planner, Calendar & Candle" to "Elegant Stationery Gift Set with Calendar, Notepad & Candle".
Smart Pins handles everything else. Once a day it fills the queue about ten days ahead with pins made from the shop's active listings. It ranks listings mostly by their Etsy views, so the listings shoppers already look at most come round again. It never repeats a photo pinned in the last seven days, so a popular diary set can come back with a different photo.
The pin titles and descriptions are written by AI from each listing, in a style made for Pinterest. AIM Studio Co. can open the Queue tab at any point to reorder, edit or delete a pin before it posts, and AI Instructions presets let it change the tone of the writing. There's no approval step, so pins post unless AIM Studio Co. changes them first. Exclusions can keep a shop section or a single listing out of the rotation.
“The product photos do the selling. On a visual platform like Pinterest, I'd rather focus on the visuals and let the automations handle everything else for me.”
The 2027 range goes out next to the most-viewed pieces
The new collection went to Pinterest piece by piece as it was listed. The colourful wall calendar went out as "2027 Colourful Wall Calendar with Retro-Inspired Design", described with its colourful monthly pages, UK holidays and a choice of A3 or A4. The pink and burgundy gift set and the green bundle with a desk calendar followed on the new listings board, each as a handful of pins with different photos.
Smart Pins keeps the shop's most-viewed listings in front of people at the same time. The A3 family calendar, the daily affirmation cards with their wooden holder and the sage green diary set all come round in the rotation, each pin linking back to its Etsy listing. The diary set went out as "2027 Spiral Diary & Notepad Gift Set in Sage Green", with a description that opens "Organise 2027 in style" and mentions the gold foiled diary. Behind them, the queue is already filled for the days ahead.
Advice for other sellers
If your products are seasonal, launch the new range early and get every piece listed before the rush. A listing that goes live early has time to be pinned, saved and found before buyers make up their minds.
And photograph your products in use. A calendar on a wall, a diary next to a coffee, a hand tearing off a shopping list: that's the photo people save on Pinterest, and it tells a buyer what the product is for.
“Get next year's calendars listed while it still feels too early. By the time it feels like the right moment, people have already bought one.”
AIMStudioCo received Alura credits as a thank-you for sharing this story.