How CelebrationsRus puts the occasion first, on Etsy and on Pinterest
CelebrationsRus
CelebrationsRus has made more than 17,000 sales of personalised candles, favour tags and keepsakes on Etsy since 2015, with a 4.97 rating. With Alura, the shop rewrote many of its titles to lead with the christening, wedding or birthday a buyer is planning, and sends new listings to Pinterest boards sorted the same way.
Small keepsakes for every date on the family calendar
Celebrations R Us Gift Co. personalises the small things that get handed out, set out or kept at family occasions. Christening favour candles come in packs of ten, each in an organza bag. Thank-you tags printed on linen-textured card go on wedding favours, baby shower sweets and hen party bags. There are place cards for the table, ceramic money boxes for a baptism, slate plaques with a photo, memorial tags for a funeral and mugs for birthdays. Almost everything carries a name, a date or a message the buyer chooses.
The shop has been on Etsy since 2015 and has more than 3,600 reviews with a 4.97 rating. For the festive season the range adds personalised Christmas candles, rustic place cards for the family table and festive mugs, alongside the christening and wedding pieces that stay in the shop all year.
The same tag, made for a dozen different days
Much of the catalog is one object made for different days. A linen tag works as a wedding favour, a christening thank-you or an engagement party label. A small candle in an organza bag can be a baby shower favour or a communion keepsake. What sets one listing apart from the next is the occasion, and the occasion is usually what a buyer types into Etsy search.
The older titles were written from the maker's side of the table. They opened with "Personalised" and the design, and the occasion came later, often after a colon, with pack sizes tucked into brackets like "(Pk15)". They described the product accurately. They just didn't lead with the day the buyer was planning for.
“Our tags are the same card for a wedding or a christening. The day is what changes, and it's what people search for. So the title should say it first.”
The AI drafts, the shop decides
The rewriting happens in Alura's listing editor, one listing at a time. Each listing gets a Listing score out of 100, with separate grades for photos, title, description and tags, which shows where a listing is thin. From there the shop can run Start optimization, or use a single button like Optimize title, and the AI suggests new wording. Nothing goes to Etsy until someone clicks Publish changes.
Many of the new titles are AI suggestions the shop accepted. Others it rewrote by hand in the same editor, in the same order: occasion first, design after. The teddy bear favour candles are one of those: the shop itself moved "Baby Shower" up, ahead of the bear.
Tags get a look too, and the AI writes alt text for the photos. On a christening plaque with a balloon and hippo design, the new tags kept basics like "Christening Plaque" and "Baptism Gift" and added the design, with "hippo baptism gift" and "balloon baptism".
“I let the AI have a go first, then read it the way a gran shopping for a christening would. If she'd type it, it stays. If not, I change it.”
Shop sections that feed occasion boards
The second half of the setup is Pinterest, sorted the same way. The shop's boards are named for occasions: Christening Gifts, Baby Shower Ideas, Weddings, Birthday, Anniversary, Mother's Day, Dad/Grandad, Pet Loss, Christmas Gift Ideas, and Photo & Custom Slates. Alura's Smart Board links each Etsy shop section to one of those boards. The Christening/Baptism/Holy section feeds Christening Gifts, the Christmas section feeds Christmas Gift Ideas, and so on. The match is set once per section, so nobody has to pick a board for each new listing.
Pin New Listings does the posting. Once a day it picks up listings that went live in the past day and turns them into pins, with titles and descriptions written by AI for Pinterest. As the Christmas range goes up, the new candles and place cards go to Christmas Gift Ideas, and a new baptism money box goes to Christening Gifts. The shop still pins by hand to the same boards when it wants to.
Titles that start with the day
The before and after titles show the pattern. The occasion moves to the front, the design moves back, and shorthand like "Pk10" turns into words a shopper would use. The christening tags now open with the word a parent would type. The engagement tags open with "Engagement Tags" and spell out "Pack of 10" instead of "(Pk10)". The baby shower tags and candles now say "Baby Shower" before the elephant or the teddy bear.
On Pinterest, the same thinking carries through. New listings appear as pins like "Personalised Baptism Candle with Flower and Cross Design" and "Personalised Rustic Christmas Place Cards for Festive Tables", each on the board for its occasion.
Personalised Linen Christening Thank You Tags: Baptism, First Communion Favours (Pk15)
Christening Tags, Personalised Thank You for Baptism and Communion
Personalised Engagement Favour Tags: Linen Textured, Bridal Shower (Pk10)
Engagement Tags, Personalised Favour for Bridal Showers, Pack of 10
Personalised Baby Elephant Favor Tags | Linen Thank You Tags, Set of 15
Personalised Baby Shower Favour Tags with Adorable Elephant Design, Set of 15
Personalised Teddy Bear Favour Candle: Baby Shower Favours Thank You Gifts
Personalised Baby Shower Favour Candles Teddy Bear Thank You Gifts
Give every occasion its own listing
Work out every occasion a product suits before writing the title. A buyer planning a christening and a buyer planning a wedding search with different words, even when the tag in the photo is the same. Then put that day in the first few words of the title, the part a shopper reads first when scrolling a page of results.
“Write down every day your product could be for, then give each one its own listing. Someone planning a christening is never going to find your wedding tags.”
CelebrationsRus received Alura credits as a thank-you for sharing this story.