Etsy Seller Interview with Scott of DustyNewt

How DustyNewt 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?

My shop is DustyNewt, named for the myriad of little lizards that abound in our slice of Florida heaven. They are quite sociable and curious about my activities in the workshop.

In 2008, I was working a full-time job that was literally killing me at a local papermill. Surfing online one day, I ran across Etsy.com and was inspired. I saw an opportunity to revive a craft that I had toured the U.S. with my wife Julie (a candle carver) back in the 1980s. We did mall shows, fairs, and theme park kiosks, creating what we loved. We settled down as life on the road was getting to be quite wearing. While Julie’s candles were no longer a viable option, I could resurrect my wooden names and keychains for a meager investment, to sell online for extra money. So started my relationship with Etsy.

I bought some "garage sale" tools and a supply of wood and was off to the races. I received an encouraging response from Etsy buyers and started thinking that this could eventually become a full-time gig again. To set an income goal, I determined what we needed to survive and came up with a figure of $60.00 per day (average). Since this is a fickle way of earning money, I needed to average this consistently over a six-month period before I could quit my day job. In 2011, this goal came close, so I left the paper mill, got a part-time job selling tools at Sears, and doubled down on my craft. In 2013, Sears looked like a sinking ship, and I was averaging more with my Etsy shop. So, I left the store and went full-time with Etsy (and a few other venues that I eventually gave up on). After nine years, I now regularly double my initial goal.

My woodstuffs are all made by hand, using a freehand letter style (no patterns) that I developed for strength and readability. I use band saws, scroll saws, sanders, chisels, files, and a lot of elbow grease to make each unique piece. They are NOT computer generated.

Favorite items

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

While I love carving all of my wooden wares, and I still get a thrill applying the final finish on each piece, my focus changed in 2014 when I became aware of the sushi and noodle craze. I invented my own version of personalized chopsticks. They quickly became my most popular item and now account for about 80% of my sales. I sell them in fourteen different woods.

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?

I got my first Etsy sale within a week of opening my store in 2008. I tried dozens of online venues and a few of my own websites and fell for just as many "popularity" making promises. In 2017, I abandoned all of these and focused exclusively on Etsy. Their platform allows me the most creative time in my workshop and less left-brain computer work. 

I currently spend $2.50 per day on Etsy advertising (not counting the fees for their off-site ads), but 50–60% of my sales are from word-of-mouth and repeat customers. I maintain a Facebook page at https://www.facebook.com/DustyNewt. where I post daily "Sneak Peeks" of people's orders. These "Sneak Peeks" are also sent to each customer via Etsy’s message system when ready. I feel this improves client confidence, especially when they are gifts being mailed directly to their recipients. I have just begun exploring Instagram, but am feeling a bit tech-challenged at times: https://www.instagram.com/dustynewt/

Managing DustyNewt

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 work every day. Some days, only an hour or two, some twelve to fourteen hours. Julie handles most household tasks, allowing me to focus on business (and yard work). I answer every convo within a few hours, addressing any problems immediately. I try to carve and ship within two or three days via Etsy’s shipping platform and USPS, but because most of my works are made-to-order, it is easy to become buried in custom orders, especially during peak holiday times, so I watch closely and adjust my production times accordingly. Last year, I had to put my Etsy shop in "Vacation Mode" on November 28 in order to guarantee arrival by Christmas. The USPS mailing cut-off date allows us a week or so of quality family holiday time (and some healing for my shopworn digits). I created some spreadsheets for bookkeeping on Google Drive and use them on a daily basis to keep from getting behind in the numbers and sales department.

The future of DustyNewt

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

I am happy with what I am doing now and have no plans to get rich. As long as bills are paid and food is in the pantry, we are good. There are no major physical demands, so I plan on taking it day-to-day until I am no longer trusted with sharp implements.

Advice for new sellers

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

For new sellers, believe in your product (don’t sell crap!!!). Make your own designs. Using others' work without permission is theft and will catch you up eventually. I recommend focusing on good photos, accurate descriptions, policies, and pricing that are fair to you as well as your customers. Choose appropriate key words and follow SEO guidelines. Learn to "copy-and-paste" to save a lot of time. Promote yourself with links (when appropriate) and choose social media that you understand and can keep up with on a daily basis. Address problems and answer questions immediately.

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

Question: How much is your monthly revenue?
Answer: $1800.00 - $9000.00 depending on the month.

Question: What is your average profit margin?
Answer: 60-65% after all fees and product/shop costs.

Question: What is your shop’s conversion rate?
Answer: 4.0 so far this year, 5.6 for 2021