Etsy Seller Interview with Jill of ForStrangeWomen

How ForStrangeWomen 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?

For strange women began on Etsy. In 2008, I had been making perfume as a hobby and working as a graphic designer and video editor. I discovered Etsy and was really inspired to create my own brand and quit my job as soon as possible. Using my design capabilities to package and create imagery for my perfumes was my first thought and strongest intuition. The sourcing of materials and packaging was and continues to be one of the most difficult and tedious parts of this work. It requires research and attention to detail. We do everything in-house, whereas larger perfume brands hire design and marketing agencies. For this reason, it took at least a decade to build the collection and brand to the point that I had originally dreamed of in the beginning. The products themselves are created out of my own desires. I make what I would want to wear, and my ideal customer is anyone who vibes with my aesthetic.

Favorite items

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

My favorite perfumes are Siren, Decadence and Debauchery. My favorite non-perfume is the Botanical Oracle, which came from years of Ash’s illustrations for limited-edition new Moon perfume releases. Her artwork is beautiful, and the meanings of the cards were designed to be right on point.

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 think the sales began slowly after the first two weeks of listing my first two or three products. Currently, I have an email newsletter and Instagram to keep in touch with and reach new customers. I think Etsy has a good built-in search system as well, and I try to keep my listings optimized for this.

Managing ForStrangeWomen

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 was the only one doing everything in the very beginning, but now I have other crew ladies to help with web, design, order fulfillment, production, and customer service. We also have a Shopify store.

The future of ForStrangeWomen

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

We want to expand to alcohol-based perfumes eventually. We are in development, but it is a slow process. We are always looking to upgrade our packaging and add new perfumes to the lineup.

Advice for new sellers

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

Etsy is just a platform that is easier to use than a standalone e-commerce shop. It’s not up to Etsy to sell your products or make them visible. They do have paid ad options, but they will only work if your items and photos stand out and people are looking for your product to begin with. If you are trying to sell something people aren’t necessarily looking for, there are better ways to market off the Etsy platform, some of which are fun, collaborative, and creative.

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

Question: How much is your monthly revenue?
Answer: $5K on Etsy (current) $10K (highest year)

Question: What is your shop’s conversion rate?
Answer: 1.9% (current)3.4% (highest year)