Etsy Seller Interview with Joanna of JKW Jewellery

How JKW Jewellery 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 Etsy journey started around 2010 - I opened a shop to sell felt jewelry that I made as a hobby. Fast forward over 12 years, and I now have a business, selling sterling silver and gold-plated jewelry!

Jewelry felt right, after years of crafting in mediums such as ceramics and felt, I wanted to dive into precious metals. Once the idea for a new piece is clear, I contact my trusted artisans and producers so that a charm cast could be crafted for me. Then, it’s all about refining the little parts so that everything is of the highest quality possible!

I love seeing the progress I’ve made over the years - in growing my shop and evolving my jewelry. Currently, I’m preparing to introduce a new collection and concept for JKW Jewellery.

Favorite items

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

I have a lot of favorites! One is this BESTSELLING Birthstone Necklace:

It's a classic and an ideal casual piece that can be worn daily, or dressed up for going out! It’s possible to personalize it too, adding an initial charm:

The one jewelry piece that I have a lot of fond memories of is this Celtic-inspired Infinity Heart. I have it crafted in genuine sterling silver, and it’s a cute little souvenir from Ireland (my shop is located on the Emerald Isle).

And lastly, certainly not least though, I LOVE making this Set of Butterfly Wings. It is just the cutest and often purchased as a BFF Gift.

The most gorgeous jewelry I’ve made so far, though, is what is currently on my table - planned to launch later this month! It’s all crafted by hand, using genuine stones and crystal.  Each piece is one-of-a-kind - I’ve debuted this new jewelry locally, and the first drop SOLD OUT!

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?  

Not long at all - although I can imagine it’s tougher to get that first sale now that there is a lot of competition around.

My felt jewelry was crafted to perfection, and that was pictured in each listing. The colors stood out too! Now that I’m selling sterling silver and gold-plated jewelry, it’s all about presenting the quality and staying on brand.

Customer Service is also important - the language you use can create lasting relationships. I find that a lot of my customers purchase again and again, after having a fantastic first experience. If possible, it’s good to go above and beyond!

Managing JKW Jewellery

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 used to manage my shop on my own for years, and in the last couple of years, I’ve had the help of my husband and daughter.

This allows me to craft the jewelry and prep all orders, while my husband does all the logistics. And whenever our daughter is with us, she helps with photography and Instagram!

The future of JKW Jewellery

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

I’d love to craft more stone and crystal jewelry - that’s the plan for the near future. And, of course, dedicating more time to our standalone online shop. It’s important to have diverse outlets!

Advice for new sellers

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

Concentrate on your own concept - don’t copy or chase trends. People are interested in personal and unique ideas, and you can attract customers by being your authentic self!