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How TheBeadCounter 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 name is Lily Juell, and my Etsy shop is called TheBeadCounter. The name holds a lot of personal meaning for me. For over 15 years, I worked in accounting and was often called a “bean counter”—a label that never felt aligned with who I really was. Deep down, I always knew I was meant for something more creative, more soulful. So when I finally found the courage to leave that path and follow my passion, I chose a name that reflected who I truly am now: a “bead counter,” someone who creates beauty and meaning through handmade jewelry. And funnily enough, I really do count a lot of beads—it's both literal and symbolic, which makes the name even more perfect.
After having my daughter in 2018, I felt something shift in me. She inspired me to take a closer look at how I was living and what kind of example I wanted to set. I realized I needed to make a change and finally give myself permission to do what I love.
I’ve been drawn to art and creativity since I was a child. But like many, I was guided away from the artistic path by well-meaning voices telling me it was too risky or uncertain. I followed a more traditional route in business, which I now see as part of the journey. Those years gave me the structure, discipline, and tools I would one day need to build something of my own.
I actually opened an Etsy shop back in 2011, but I never did anything with it. I didn’t have the courage at the time to really put myself out there. It wasn’t until 2019 that I finally committed to it, and it truly felt like the right time. Before that, I was selling at craft fairs and creating pieces for friends and family, but Etsy gave me the space to reach people I never could have otherwise.
Every piece I create is made by hand, with intention and love. I’m always searching for beautiful beads and materials, whether it’s online, at local shops, or at bead shows. I let inspiration guide me, and I trust that the right designs will come when I stay connected to what feels authentic.
This journey has taught me that it’s never too late to realign with your purpose. Jewelry is how I express my soul, and being able to share that with others is one of the greatest gifts of my life.
Favorite items
What are your favorite items? What makes these so special? Why do you think these items might be selling well?
I have so many favorites—it really depends on what kind of mood I’m in! But I’m especially drawn to my double-strand necklaces. There’s something about them that feels effortlessly elegant and timeless. I love how they strike the perfect balance between classy and casual; they can elevate a simple outfit or complement something more dressed up, making them ideal for all kinds of occasions.
What makes them extra special to me is how they make you feel. They have this subtle way of boosting your confidence, like putting on shifts your energy just a little. You stand taller, feel more polished, and carry yourself with a little extra sparkle. I think that’s why so many customers are drawn to them. It’s not just about how they look—it’s about how they make you feel.
Here are some of my favorites from the collection:
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?
When I first opened my shop in 2019, things started slowly. I think I only made about seven sales that entire year. It was honestly frustrating. I kept questioning myself and wondering if all the effort I was putting in was ever going to pay off. I was constantly adjusting things like titles, keywords, and photos, trying to figure out what would work.
Then in 2020, everything shifted. When the pandemic hit, more people were shopping online, and that opened up a huge opportunity for small handmade businesses like mine. Around the same time, I started using Etsy Ads, which really helped get my listings in front of more people. The combination of increased online shopping and better visibility gave me the momentum I had been working so hard for, and the orders finally started rolling in.
One of the areas I’ve always focused on is photography. I truly believe that strong product photos are what initially attract customers and make them stop scrolling. Luckily, I’ve always had an interest in photography and feel like I have a good eye for it, so I’ve put a lot of attention into capturing my pieces in a way that reflects their beauty and detail. That said, I know there’s always room to grow. In the future, I’d love to incorporate models to give customers a better sense of scale and how the jewelry looks when worn.
I also experimented with Instagram and Pinterest, but I found that managing social media was pulling me away from what I really love—creating jewelry. I hired some temporary help for a year or two, but I didn’t see much of an impact on sales. Maybe I wasn’t doing it quite right, or maybe it just wasn’t the right time. Either way, I’d love to revisit both social media and email marketing in the future. I know there's a lot of potential there for deeper connection and growth.
Managing TheBeadCounter
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?
Yes, it’s just me running the shop. I handmake all of the pieces myself and manage every part of the process—from designing and creating the jewelry to packaging and shipping each order. I really enjoy being involved in every step, and I think customers can feel the care that goes into their order when they open the package.
I keep things pretty simple when it comes to tools. I mostly rely on Etsy’s built-in systems to manage listings, process orders, and print shipping labels. I do everything from home, and over time, I’ve developed a workflow that helps me stay organized, even during busy periods.
That said, I’ve reached a point where I’m starting to explore bringing in a little extra help. I still value having creative control and a personal connection to every part of the business, but I also recognize the importance of protecting my energy and making space for new ideas. Whether it’s with packaging, customer service, or behind-the-scenes support, I’m beginning to look for ways to make the process more sustainable as I continue to grow.
The future of TheBeadCounter
What goals do you have for your shop in the future?
I’d love to continue growing my shop, but it’s been a very real challenge doing it all on my own. The part that brings me the most joy is designing—dreaming up new pieces, exploring materials, and following creative inspiration wherever it leads. But over time, a lot of my energy has gone into recreating my bestselling items, which doesn’t leave as much room for new ideas to come through.
I’d also like to welcome a bit of part-time help into the process—maybe with packaging, customer messages, or eventually social media. It’s not easy for me to hand things off. I’ve always been someone who likes to be involved in every detail, but I’m slowly learning to trust that support doesn’t take away from the heart of what I do, it allows it to flourish.
Another hope I have is to return to social media with a fresh perspective. I’d love to use it not just to promote my work, but to share more of the meaning and story behind it. I believe that when something is created with love and intention, it naturally draws the right people in.
Advice for new sellers
What’s your advice for a new seller starting an Etsy shop?
Be patient, and stay persistent. Growth takes time, and there will be moments when it feels like nothing is working—but keep showing up anyway. Even if you can only do a little each day, do it. Every small step adds up, even when you can’t see the progress right away.
I remember when I first started in 2019, I went months with barely any sales. I questioned everything—whether my photos were good enough, whether I had the right keywords, whether anyone would ever find my shop. It was discouraging, but I kept making small improvements, learning as I went, and trusting that it would all come together.
One thing I’ve learned is that photos really do make a difference. Your pictures are often the first thing someone sees, and they have the power to draw people in or turn them away. Don’t be afraid to take your time with photography—experiment with lighting, backgrounds, and angles until it feels right. You don’t need expensive equipment, just a clear and honest representation of your work. That visual connection can make all the difference.
Have faith that everything you’re doing is planting seeds. If you truly care about what you’re creating, it’s worth the effort. There’s always more to learn, so stay open and curious—but most of all, trust yourself. The work you’re putting in now is leading you exactly where you’re meant to go.
Some sellers really get inspired by hearing numbers. Feel free to share these if you like.
Question: How much is your monthly revenue?
Answer: It varies depending on the season, but I generally make between $5 and $10K per month.
Question: What is your average profit margin?
Answer: My profit margin tends to be around 20–40% after materials, fees, and shipping.
Question: What is your shop’s conversion rate?
Answer: It usually hovers around 1.2–1.6%, depending on the time of year.
