Etsy Seller Interview with Dafna of PaperJewelryDesign

How PaperJewelryDesign 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 am Dafna Yarom, a passionate paper artist based in Israel. My love for paper began during my studies at the Bezalel Academy of Arts and Design in Jerusalem, where I attended papermaking classes as an elective course. I fell in love with the material and its unlimited potential. With years of experience as a freelance graphic designer, I have honed my skills in packaging and corporate identity design. However, my true passion has always been papermaking. I have exhibited my paper drawings both locally and internationally. I also wrote a book on creative paper jewelry in 2010: Creative Paper Jewelry, published by Sixth and Spring Books, USA.

The same year, I joined Etsy and began to sell my paper jewelry as a hobby. In early 2015, I decided to pursue my passion for paper full-time. I've uploaded my first product line, Paper Anniversary Gifts. I looked for a place that would reflect my love for paper and expose me to the right audience. This concept allowed me to merge my love for handmade paper with the symbol of young love. Over the years, I have expanded my product offerings to reach a broader customer base. As a result, my shop now offers sentimental and significant gifts for those who have everything suitable for various private events and memorable occasions.

Favorite items

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

The various products in my store are a reflection of constant evolution and renewal. The best-selling products are the oldest, and Etsy prioritizes them because they are selling well. I am always seeking to innovate and come up with fresh ideas. It excites me to invent a new product and experiment with a new technique I haven't tried before. to create interest. Here are some of my personal favorites that I like the most.

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?
As previously mentioned, my store initially offered paper jewelry. I didn't invest in their promotion. Everything changed when I noticed that my primary customer base was composed of men from countries that aren't typically recognized as fashion leaders. I became intrigued. I asked one of my buyers why he chose a piece of paper jewelry as a gift for his wife. He informed me that he was purchasing it on their first wedding anniversary, traditionally referred to as the "paper anniversary." This realization sparked my interest and led me to research the symbols associated with each year of marriage. I discovered a whole new world and began creating series for other wedding anniversaries. Next came birthday gift ideas, eventually expanding to Valentine's Day and Christmas gifts.

My primary strategy for increasing sales is constantly refining my SEO and expanding my niche offerings to reach new target audiences. I keep researching the keywords and phrases my buyers might use in their searches. Each time I come across a new phrase, I am exposed to a new audience and new opportunities for growth.

Managing PaperJewelryDesign

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?

As a one-person business, I wear many hats. I handle every aspect of my shop, from generating ideas to designing, refining, and producing products. I am also behind the branding, managing social media accounts, researching keywords, handling advertising, and the routine of processing my buyers' orders, including shipping. all while keeping customers updated on the latest status of their orders. This helps me build personal relationships and establish my store for future purchases. While running an Etsy shop can be challenging, the trick is balancing logistics and production with moments of inspiration and creativity. It is the key to success. Of course, there are moments when you are overwhelmed. It's not always easy. The ability to work in my passion, which is creating and constantly evolving, is the reward. Despite the long hours and demanding responsibilities, the satisfaction of doing what I love outweighs the difficulties.

The future of PaperJewelryDesign 

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

I believe in constantly improving and not resting on your laurels. You have to keep refining the existing products and inventing new ones. I aim to create more profitable, high-end gift sets by incorporating innovative materials and techniques that meet my eco-conscious shop's concept. By streamlining processes, I hope to free up time for exploring new opportunities and pursuing my passion for painting and other art forms. My goal is to keep pushing the boundaries and fulfilling my artistic dreams.

Advice for new sellers

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

Find a product that aligns with your passions and values. Look for an idea you connect with, a unique concept that suits you, and a product you love and can honestly recommend to your customers.

Conduct market research to determine the demand and competition for similar products, focusing on niche areas where you can differentiate and effectively promote your brand. Prioritize quality and exceptional customer service. Invest in professional, attractive photos. And most importantly, don't rush success, as building a strong brand takes time, patience, and persistence.