Etsy Success & Personalisation With Little Homebird Jewellery

Running a handmade jewellery business can be tough! It can be a challenge to get your jewellery noticed in this saturated market and gain sales through platforms such as Etsy. Today, we speak to the talented jeweller that is Jessica from Little Homebird Jewellery. With over 6,500 sales on Etsy, Jess shares her top tips for success, including how she uses SEO, product descriptions, packaging and photography to get keep those sales coming in. Jess specialises in personalised jewellery with hand stamped designs and beautiful gemstones. Find out all about how her business started, how it has evolved over time and fall in love with her elegant and meaningful designs.

"It’s kind of mind blowing to think that over 6,500 people have trusted me to make something special for them, and I’m incredibly humbled that they have..."

Hi Jessica, how did you first discover jewellery making?

I really fell into jewellery making! I’d finished university (studying printed textile design) and had a stream of minimum wage part time jobs. I was pretty broke one Christmas and decided making a few gifts would be cheaper…I got my my hands on a metal block and letter punches and haven’t looked back since!

When did you decide to turn your hobby into a business and what gave you the push to go for it?

Unfortunately during the early months of 2014 I found myself out of work, and back on the hunt for yet another boring job. During my down time from job hunting I found myself creating more and more, posting about my hand stamping journey on Instagram and I just decided to go for it. I’m an “all or nothing” kind of person, so making the decision to focus on setting up a business was the first step. It could have all gone so wrong, but I think it was the fear of the job hunt that spurred me on and motivated me to make my business work.

Congratulations on your huge success! You have over 6,500 sales on Etsy – how does this feel?

Thanks so much - I can’t quite believe it myself! It’s kind of mind blowing to think that over 6,500 people have trusted me to make something special for them, and I’m incredibly humbled that they have...

What is your best-selling design, and why do you think this is?

Oooo that’s a tough one. I’d probably say the Personalised Silver Cuffs have been the most popular overall - they’ve been part of my collection since the very beginning (all be it, made in aluminium back then) and are just a classic and easy to wear piece. Completely customisable, they’re the perfect way to add a special message in your favourite font style for a unique piece of jewellery that's meaningful to you.

What advice would you give to those struggling to get sales through Etsy?

I love Etsy. It has been THE biggest thing for my business, and the platform I get most of my sales through… but it certainly wasn’t plain sailing at the beginning. There are so many products on Etsy, it’s important to make sure you get seen at every opportunity.

For me it was being clever with tags and titles. Using every single tag and every character wisely to bag those top spots in searches and help your future customers find you. It takes time to find the right tags that work for you, but keep at it it’ll be worth it!

What’s the secret to a good product description?

I often joke with my partner that I am not a good sales women, as I don’t like to be too pushy, so I tend to keep them short and sweet.

A lot of the pieces I create are gifted, thats the nature of personalised jewellery, so the product description is incredibly important for my customer to know exactly what they’re buying (materials, dimensions etc) but also why they might buy it and what occasion this gift would be perfect for. I try to keep upbeat but still stay informative.

"There’s a lot of resources out there with heavy stats about SEO and it can be quite overwhelming, but really I like to keep it simple and think; what would you be searching for as a customer?"

Personalisation is so popular right now, do you think this makes a difference to your sales and if so, why?

Definitely! Personalisation is what my business was built on, and its a super saturated market compared to when I first opened in 2014…

There’s a lot of similar businesses out there, but thankfully I started up in the first wave of personalised hand stamped jewellery in the UK, so I think it helped having a strong customer base as I have a good mix of new and returning customers.

What’s your favourite design right now?

I’m loving the Skinny Bangles at the moment. It’s no secret I love a good quote, and these bangles allow lots of room for long quotes and messages but still look elegant and dainty - and even better stacked up!

Favourite gemstone?

Oooo that’s so difficult!! Currently I’m lusting over moonstone - especially the rainbow moonstone!

What are your top tips for SEO?

SEO is hard and one of those admin jobs you have to be completely in the zone for!

I usually start by mind mapping words relevant to my product, like materials, processes, occasions etc. Then from there I start to input these into Etsy’s search bar - this is were the magic happens! Once you begin to type say; 'silver necklace', the search bar will suggest other search terms based on the most popular searches at the time. I use these key terms in my tags and titles to make sure that I get as close as I can to the top of those searches. It's also important to try and be specific in your SEO, as lots of generic terms like; silver necklace will produce thousands of results.

I also like to mix it up around holiday times (Christmas, Mother’s Day, Valentines etc.) and add more occasion specific terms, as that’s what your customers will be searching for at these times. There’s a lot of resources out there with heavy stats about SEO and it can be quite overwhelming, but really I like to keep it simple and think; what would you be searching for as a customer?

"Cohesive images help to not just sell your products but distinguish your brand from all the others out there..."

What’s the best and most challenging part of working from home?

For me working from home was invaluable when I was starting up. I was working in a loft space, which was also my bedroom, so I could really immerse myself in business and whenever an order came in I could rush it out as soon as possible! Now this was great in the beginning stages of creating and running a business, as money not spent on rent can be invested, but it does get incredibly lonely when the only other face I might see for days is my Postman!

Now I’m in my 5th year of Little Homebird Jewellery, I’ve found a bit more of a work life balance and have moved to a lovely bright studio space close to home. I still do a lot of my admin in my home office, but having a designated space for creating orders is the best thing for me right now. I can be as messy as I like (and we all know making jewellery is a messy business!) and walk away at the end of the day. I have regular breaks with other businesses in the building and there’s always someone there to have a little chart and bounce ideas off.

Your packaging is gorgeous! How important do you think it is to have customised packaging?

Thank you so much! I’ve experimented with lots of different packaging over the years - I’m still cringing at the cards I used to package necklaces onto, stamped with a store bought Handmade ink stamp! But I just LOVE the foil pressed linen boxes I have now from Westpack. I think it’s important to work within your budget, and wherever possible link to your branding - whether thats simply using ribbon in a corresponding branding colour, including a business card with your logo, or like Little Homebird Jewellery, having a signature emblem pressed onto your gift boxes.

Tell us about your branding!

This has evolved over time - with quite a few face lifts over the years! It’s been important to me to keep the branding light and delicate - like our jewellery. Pastel tones are great for this, and our little blue bird has always been the starting point for a colour palette.

Why do you think photography makes such a difference to the sale of a product?

You are too kind! You can thank the amazing team over at Copper Boom for the amazing product photographs. For any business that is selling a product, your photos are the first impression you give to your customer…so it’s important to get it right! It’s not just giving my customers an idea of scale and dimensions but the feel and style of my business. Cohesive images help to not just sell your products but distinguish your brand from all the others out there.

Tell us about your photography set up!

As I mentioned, the Copper Boom team do an amazing job with our product photography, but for social media shots, I try to photograph behind the scenes at my bench while working on new and old designs. I’m a “lazy” photographer and snap a quick photo with my iPhone and use a couple of editing apps to brighten and sharpen the image.

Thankfully working in a light studio space with hundreds of tools around makes for interesting shots - but my secret weapon for gorgeous backgrounds is Photoboards as it breaks up the images taken at my bench! Sometimes I do use a couple of light boxes as East Yorkshire is not known for it’s sunshine!

What are your main goals when it comes to providing good customer service?

I just want my customers to be happy with their purchase! Every piece of jewellery is unique, so receiving your order should be special too. Taking time to carefully package each piece with a personalised thank you card is one of my favourite parts of the whole process - it’s like unwrapping a present when it arrives!

I never forget that people are investing their hard earned money into my business, and that without these sales I wouldn’t be able to do what I love to do. I want my customers to feel valued, but also know the story of their jewellery, how I’ve made it and how much love goes into each piece. This is so important to handmade businesses like mine and helps to distinguish us from impersonal, mass manufactured companies.

What is your favourite ways to promote your shop and jewellery?

You can’t beat good old word of mouth, and I get a lot of recommendations - but in today’s digital age, Instagram is probably my most used platform for sharing images of my products.

Where can we find your stunning jewellery?

You can find pieces in our Etsy Shop - www.littlehomebirdjewellery.com

Also in this section:

What Our Customers Say...

Catriona

Thank you for my recent order as I'm blown away by all the lovely pieces. I don't really know what to start work on first. Thank you for supplying top quality items on a easy to use website.

Frank Wilson

I have grown as a jewellery maker over the last year or so due to the encouragement the team have given me - they are all experienced jewellery makers or keen crafters. They have helped to guide me through my inventory, offered helpful tips and advice on all manner of silver working.

Helen Bowles

I felt compelled to write to you, as I'm so impressed with your quick service! I've been a Kernowcraft customer for years and have never had anything but reliable, efficient service from you.

Christine Wood

Just want to say a very big thank you for your quick delivery and excellent service. The stones I ordered arrived this morning, the quality and price are second to none. I was delighted with my purchase. Thank you so much.

Joel Martin

Great, easy to navigate website with wonderful clear photographs. I look forward to receiving my order... it's going to be like Christmas!

Daniel Coe

The customer service I have received from you and the help has been second to none. If only all companies were so helpful and understanding that i am a complete newbie. The retail world would be a better place.

Lenna

Hi, just a quick email to thank you for my cross and chain - I love it. What a speedy service - ordered it yesterday and wearing it tonight. Thank you very much.

Rhiannon Piper

The opal I received is absolutely amazing and just perfect. Its such a beautiful stone and I tried it with my wedding dress yesterday and its just set it off so well.

Denise Mountain Pike

I recently ordered a couple of replacement stones from you and I'd just like to say how happy I am with my purchase and very impressed with the friendly helpful service you gave. Thank you very much.

Jill Hammersely

I just wanted to say a massive thank you to the team, particularly the ladies that helped me yesterday. Delivery took less than 24hrs, that's amazing. The quality of both cabochons and settings are stunning.

Eve

The stones are excellent quality, and the special request I put in for dark citrines and paired malachites has been met perfectly. I am delighted with Kernowcraft, and will be back!

Dorota Todd

I just wanted to say how impressed I am with the quality of pearls in my recent order! Thank you so much for taking time and matching them into pairs, it's very appreciated. Thank you and I am definitely going to buy at your store in the future.

Maggi Henman

I’ve just had my first order from you and I am so pleased with the fast delivery and the quality of the products. The satin cords and the findings really finished off my ceramic jewellery.

Marshal

Thank you to the lady who went to a great deal of trouble to find a very small opal that fitted a bezel cup. The work is now complete and looks very nice - my wife is delighted with the result.

Lydia Farrow

Just to say that I have always had the best possible results for every order - however small and all your products are of excellent quality.

Jaquie

It can be difficult to order gemstones online - no such worries with Kernowcraft - you really do care about your products & clients and it shows.

Jenny Kirkwood

Love the service you get and appreciate the range of products on offer. I just used the alligator tape for the first time and found myself asking - where have you been all my life?

Janice Scragg

Your website is easy to use, your products excellent, nice friendly service on the phone and delivery quick, excellent. Thank you and well done Kernowcraft. Gold star!

Claire Hall

Kernowcraft is my go to for all my gemstones! Their stones are the first ones I show when offering my clients stone choices and I can't recommend their customer service enough! This is a company that cares!

Frank Wilson

It is always a joy to deal with your Company and your hints and tips always help me to improve my skills and encourage my interests. Thank you for caring about us small enthusiastic silversmiths!

April Luescher

Beautiful quality and colours - I rarely buy semi-precious stones anywhere else these days. Very helpful, superb service, speedy delivery. What more could anyone want?

Vivienne Sadler

Always too many temptations, but a joy to look through. Thank you for such good service. I have to be very strict with myself when I visit your website!

Hayley Meredith

I just wanted to say thank you for the amazing service from Kernowcraft. I find your website easy to navigate, products good quality and the delivery is second to none!

Lauren Jodie Piercy

Beautiful gemstones and a lot of choice. Running competitions and being interactive as well really sets them apart. Keep up the interesting content.

I added a special request for moonstones with strong blue/green flashes and received 3 briolettes which were exactly that - some of the prettiest moonstones I’ve seen. Thank you!

Mihaela Ciubotaru

I am very happy with my products... it is wonderful to have a reliable source of materials and gems with a fast delivery and a lot of tips on how to use the tools we buy.

George Inglis

Great looking website, one of the best I've seen and used. Good search function, good range of products, good prices and great advice for jewellery makers of all abilities. All-in-all a great site and one I'll use again and again.

Deborah Roberts-Barter

I have sent a couple of email enquiries today, which have been really quickly answered. This customer service is what made me order with you straight away!

Catherine Warwick

Just received my order that I placed only yesterday. I wanted to say thank you! I am delighted with the choice of cabochon, setting and books. Now I have to read up on how to set it! FABULOUS SERVICE - Thank you!

Julia Schofield

I’ve used Kernowcraft as a supplier for findings and pearls since beginning my business 8 years ago, because I know I can absolutely rely on the quality I get. The service is pretty impeccable too.

Gloria Williams

I just came across your online shop and my first reaction was wow! It has everything i need to carry on with my jewellery making. I've seen things that i have been looking for and couldn't find in so many other shops!

Kim Thomson

I have been using Kernowcraft since 1997 and still regularly recommend them to all my students.

Lynn Carson

I bought the sand dollar charm to make a holiday bracelet. It’s really lovely, subtle and pretty detail. Perfect piece and exactly as described.

Claire

I just wanted to say a big thank you for the beautiful sapphires that arrived today. Hannah picked out just what I wanted and I’m over the moon with them.

Sarah Tiley

Whenever I feel unsure as to where to purchase any stones or jewellery requirements I always go back to what is familiar. Thank you Kernowcraft for being true to your customers.

Helen

Just wanted to say thank you for picking such beautiful stones for my order. I'm halfway through making a ring for my daughter and the rose cut rainbow moonstones are particularly yummy. Thank you!