Etsy Seller Interview with Juha of Bottlenist

How Bottlenist got started

Introduce your Etsy shop and tell us your story. How did you begin and decide on what to sell on Etsy, and how do you create your products?

I used to be a Finnish pharmacist working in some local pharmacies until I coincidentally became an Etsy seller. During my long career as a pharmacist, I got or bought a lot of old apothecary bottles and jars. Finally, I told my wife, there were too many of them.I had to start thinking about how to get rid of them. I had seen them for sale on websites. So I studied the web by using Google search. First I tried Ebay, but it was too complicated for me. I had never heard of Etsy in 2016, but some matches were from Etsy too. Those first experiences with Etsy were positive: explicit page structures, beautiful pictures, and concise descriptions.

I had never thought to be a private entrepreneur or a shop owner, but now I was building one. There was quite a lot to learn, but it was not too difficult. In Finland, they say "Tekemällä oppii," meaning you learn by doing. As I first tried to sell only apothecary bottles and jars, I invented the shop name "Bottlenist." Nowadays, it does not work well for the items I sell, but I think it is easy to remember. The items I sell now are vintage Finnish ceramics and glass, especially collectible Iittala candle holders with numerous different colors.

I started in February 2016 and published a lot of pharmacy bottles. Nothing happened. There was no interest in my articles. Until May 2016, I had not received my first order from the USA. Three large bottles! Although it was not a success, after two weeks I got a message that two bottles were broken. This client was so kind that he gave me links to safe packing. After this catastrophe, I have learned to pack safely.

Next month I sold some more bottles, but I felt that I needed more diverse items to sell. The answer to this problem was found quite easily: I searched Etsy shops. There were shops situated in the USA but selling Finnish articles. I lived in the middle of nowhere, but was surrounded by Finnish treasures! After selling some of my wife´s cups and glasses, I started to search for the items at local flea markets. Usually the dishes at the flea market are cheap enough to make a living on them. Sometimes I order items from Finnish websites too, but there are risks: is the seller trusted; what is the condition of the item; can this seller pack safely?

Favorite items

What are your favorite items? What makes these so special? Why do you think these items might be selling well?

I love all the items I have published in my shop because I have chosen them myself with a little help from my wife and her good taste. But there are some special items I like to sell.

Finnish Iittala glass work Kivi tealights are the best-selling articles in my shop; there are numerous clients from the USA, Canada, Europe, and Japan collecting these colorful votives. Iittala has published 47 official colors, but there are hundreds of variants and unofficial colors to collect. I have become an expert on the Kivi subject, and the clients appreciate it. One more aspect: they are easy to pack. Iittala has published some more tealight series with the same colors as Tris, Nappi, and Kastehelmi.

Personally, I love most of the HLS-designed ceramic pictures, which were published by Arabia Finland. Heljä Liukko-Sundström (simply HLS) was one of the most esteemed artists in Arabia. Her naive and colorful style is personal; she really creates catchy atmospheres. When I find a new work from her, I have to get it—even if it does not sell as well as some other items. In my opinion, those beautiful pictures add some beauty to my shop too.

Getting sales on Etsy

How long did it take for you to earn your first sale and how do you currently attract customers to your Etsy shop?

It took three months before I earned my first sale. It was not as frustrating as you could imagine because I am, in some ways, a patient personimagine because I am, in some ways, a patient person. And in the beginning, I was not planning to leave my job and start as a shopkeeper and earn my living with it. During these years, I have gotten many regular customers, especially from Japan, China, and South Korea.

I also have hundreds of followers. After publishing items, I can see how the statistics react with increasing visits. So I try to publish new items every week.

At this time I have clients just as much as I can serve them. For me, extra advertisements are not needed, but I fully understand that for most of the shops they are important. One of my client-acquisition strategies is to charge reasonable prices. I cannot promise free shipping because Finnish shipping taxes vary so much depending on where you are shipping. To help customers, I have published a "Shipping Cost Chart" on my main page.

Managing Bottlenist

How do you manage your shop? Are you running solo or do you have any team members? What tools or services do you use to run your shop and how do you handle fulfillment?

I run the shop by myself, with some help and advice from my wife. We go to the local flea market once a week and occasionally drive to nearby towns to look for items.

I do not have any special tools or apps; just a normal table computer with a trusted security program, a good camera, and enough space for all the packing materials. I use an Excel program for making different lists. I have one main list, where I mark all the purchased items and all the sold items, plus the places where they are stored. From this list, I compile lists to pay VAT and taxes at the end of the year.

I have a deal with Finland's Post with slightly lower costs. I try to ship the packages within 1-2 days. For good luck, the post office is only half a mile from my office/home. Finland´s Post is a trusted company; all the clients have received their packages. They have only been lost twice in several months. As I said, I have learned to pack safely. Despite the fact that very few of the items have been broken, In those cases, I issue refunds.

I also refund if Etsy´s automatic shipping cost system takes too much money from the shipping. This is one way to satisfy clients. Maybe they will someday come back to a trusted shop.

The future of Bottlenist

What goals do you have for your shop in the future?

I have planned to run the shop for a few more years before my final retirement. I stopped working in pharmacy two years ago, before my official retirement age. I earned enough with my shop. At this time, I am happy to get extra income from the shop. I enjoy this work, and it also serves as a fun hobby for me. I have not yet studied how to close the shop—or is it possible to sell it to some young, industrious person?

Advice for new sellers

What’s your advice for a new seller starting an Etsy shop?

If you have daily work, do not resign at once.
Check the other shops that are close to your business to get new ideas. Study and learn about the subjects and items you are planning to sell.
Be patient; it can take time before you get your first client.
Be trusted. 
Describe the items in detail and honestly.
Take good pictures so your shop looks attractive.
One thing leads to another. Be curious and brave.

Some sellers really get inspired by hearing numbers. Feel free to share these if you like.

Question: How much is your monthly revenue?
Answer: My net sales are about 7000 euros a month. After all the fees and taxes I earn about 2000 euros a month.

Question: What is your average profit margin?
Answer: About 25 %

Question: What is your shop’s conversion rate?
Answer: About 1%