Selling Quality Crafts the Pretty Way: Beginner's Guide

When starting your own business selling crafts, whether in person or online, there aren’t always clear-cut guidelines to follow as you put down roots and figure out who you are as a vendor. Let’s assume (for the purpose of the article) that you already have the basics down: products are priced right (materials + time = cost, cost x 2 = wholesale price, wholesale price x 2 = price to consumer), you have a consistent, well-strategized social media presence, a website, business cards, a loyal cheering section, etc. But you want to make money and not waste your time--aren’t there standards to be set for your products themselves that will help ensure you’re off with a bang right from the beginning?

I’m glad you asked! :P With that question in mind, I set off on a mission to find out what those standards are, eventually focusing on a secondary question: what gives a product “quality”, making it sellable?

Well, I’m back with the fruits of my labor! Furthermore, I cross-referenced the insight I received from others with what I knew personally from the perspective of a consumer (being the seasoned daughter I am of a perfectionist shopper with impeccable taste), and assembled what has to be the holy grail of wisdom ( hehe! :D ) for beginner craft vendors who are searching for answers about quality standards.

So here we go: the tips that will set you apart from the biddy next door with a needle and thread--the pretty way. Ready?

• Most people aren't willing to pay much for a product they could make themselves, or at least pick up off a shelf at Target for cheaper. This is understandable, because it doesn't make sense. This does, however, invoke a bit more work on your end, as the creator. The products will need to be more intricate, full of detailed workmanship that not everyone can duplicate. This may present you with some challenges, but I believe they're the kind that are worth rising to, as the results will speak for themselves.

• Everything you sell has to be professional-grade. An item must hold up over time, wash well (if it’s something that can be washed), the colors shouldn't bleed or fade, it doesn't chip or warp or bubble or shrink or come unglued or break off, lines must be straight, stitches immaculate, fabric thick and lush, sizes true, etc. etc. Use packaging that shows personality and attention to detail, include a business card with a wrapped purchase, and maybe even attach a sweet, small “made by” tag on your items themselves (when warranted). Bottom line, each and every item you put your brand on should rightfully earn the label of "handmade". Real-life human beings should make better quality products than machines in an assembly line in a factory in Asia, so that's part of what the consumer knows they're paying for when they buy your stuff, and they expect nothing less (nor should they)!

• If in doubt about the quality/attraction factor of a product you're making/want to make, ask for opinions from people you trust. Sometimes things we make don't appeal to anyone but us, and sometimes things that don't appeal to us appeal to everyone else! And if people DON'T like whatever it is you're asking about, don't be offended--it's not personal, they're just giving you honest feedback on a product, nothing more. And wouldn't you rather they tell you the truth rather than let you waste your time and materials on something that no one wants? Besides, you'll sell more and be a much happier seller to know your items are truly sending your customers over the moon!

• Don't be afraid to make some new investments in yourself. You're trying to have a BUSINESS, right? Business requires investment if you want it to go anywhere, so occasionally you'll need to make some large purchases that seem like a colossal up-front charge. However, if you're wise with those investment purchases, say a Cricet and some accompanying accessories that you’ll actually use, they'll pay for themselves a hundred times over in the long run, which is the goal.

• On the flip side, don't invest poorly. Maybe THAT yarn is a third of the cost of THIS yarn...but imagine it as a scarf. Which one would you like better if you saw it hanging from a vendor's stall at a market? Probably the one that cost more, because there's a reason why certain materials cost more than others: they look better, feel better, last better, and therefore SELL better. So instead of always going the cheap route, find ways to make your budget go further without sacrificing quality for quantity. Easy ways to do this could be price comparisons between multiple stores, only shopping sales, buying bulk when seasonal stuff goes on clearance, and using coupons every chance you get.

• Starting small isn’t a bad thing. Ask anyone who has been down this road--starting your business with only 20 high-quality items for your customers to choose from is preferable to offering 100 poor-quality items. You build up as you grow! It happens organically as you make more sales. Don’t feel inferior to other shops you see that are offering four and five times as many items, because they’ve probably been around a lot longer and have a bigger budget.

• Most creative types have “stashes” of little odds and ends that they hoard for future projects, and it’s okay to use any of your old stuff you have on hand. The rule of thumb, though, is that you should always consider the project you’re working on--don’t try to cut corners by forcing a square peg into a round hole, so to speak. If something can be used without sacrificing quality, go for it. If not, skip it and go the quality route.

• Just because you CAN make something, doesn’t always mean you SHOULD. This is one of the most recurring thoughts that goes through my mind when shopping crafts (water bottle sling, anyone??). Always consider your target demographic of customer before starting a project. It’s not right for you to waste your time, resources, and energy on a project that won’t make you money, so every single thing you make should be carefully thought through beforehand. Make your brand look GOOD with every item you offer. For example, you have several half skeins of different red yarns you’ve accumulated from past projects. You decide to crochet Christmas pillow covers. You know you have enough yarn to make four small pillow covers, one with each color yarn. HOWEVER, because of the texture of the yarn, the pillow covers would look outdated and uninteresting no matter what pattern you choose. Don’t continue through with the project of making four ugly pillow covers just because you want to use that yarn. Instead, see how you could make the yarn look better. Say you consider your options, and in the end, you make two large pillow covers by combining all the red yarns together to create a chunkier strand, and the pattern is complemented by the dynamic of texture and subtle color changes in the different yarns being used together. You may now only have two pillow covers instead of four, but they’re bigger, and they’re BETTER, which makes them more sellable.

• Stay organized, and always think in aesthetics. When presenting your crafts in any way, be it in an Etsy shop or at a craft fair, everything on display needs to look its best. That means the whole shop is uniform (as if it belongs in the same place and is made by the same person), the presentation needs to be neat and tidy, and your items should be accessible for the customer to view or even handle, if possible. It also doesn’t hurt to have a professional-looking tag on your physical items, labeling price, dimensions, materials, color, etc. If you’re online or trying to sell things that aren’t physically in front of the customer, you need to have a catalogue or “menu” of some kind with attractive, detailed, high-quality photos and info about the items. Ultimately, look like you know what you’re doing, even if it’s your first time out with your crafts. Customer's minds are put at ease if they notice details about you and your business that show you’re no half-wit vendor just trying to make a quick buck.

• The key to selling “old” types of crafts, such as knitting or crochet, is to add a modern update to them. Here are examples of projects done wrong, and similar projects done right by making changes to detail:

• Article A is doing good with a relatively large stitch pattern, interesting yarn texture, and a nice neutral color that’s pleasing to the eye (nothing against bright colors, but they’re tricky in home decor). What is working against it, though, is that it’s adhering to some old styling rules that are no longer in use by most people, i.e. people are no longer putting a lid cover on their toilets, nor are they putting down toilet-shaped toilet rugs that match. These are dead concepts that need to be forgotten and widely have been, so most people would have no use for something like this, and therefore won’t buy it from you.
• Article B, however, is doing everything right. It adheres to modern style rules in that it’s a larger, chunkier stitching pattern, it’s interesting to look at, and has lots of textures going on that make it stand out in a good way. Also, note that the color is relatively the same as Article A, but isn’t Article B so much more attractive?? And with a rectangle shaped rug, there are more places this guy can go in a bathroom.

• Article A is trying so. hard. to be cute, but it just isn’t. Sigh! So sad when that happens. These little purses wouldn’t sell well because of two/three things they’re doing wrong: they are combining an out-of-date concept of a drawstring coin purse with a super basic, old-lady stitch pattern that doesn’t work when coupled with one solid color of flat, untextured yarn--you can either have one or the other, an old concept or an old stitch, but you can’t have both. In result, these look cheap, they look boring, and they look uncool.
• Enter Article B, who is doing everything right with minimal change. Because our pineapple friend here is still a coin purse, which is, as aforementioned, an out-of-date concept, the only ways he can manage to be cute is exactly what he did here: to 1) have a more lively, intricate stitch pattern and then a DIFFERENT stitch pattern in another section, and 2) have a modern novelty element of some kind, which he accomplishes by simply being an adorable pineapple with a sweet, sweet face! See how there’s hand-stitched black thread for the tiny eyes and smile, pink for the even tinier cheeks, then the yarn is green for the really cool leaves at the top? It’s not just one boring color, but it also doesn’t look like it’s trying too hard like the two-tone coin purse in Article A. Everything going on in Article B WORKS, and therefore, it will appeal to your customers, and it will in turn sell, which in turn makes you money. ;) Also, it helps that this type of item can appeal to a broader age range of customers, scoping from young kids all the way to quirky adults (without being awkward).

• Article A makes me cringe and shiver with embarrassment. Handmade jewelry is a complex boat to sail in because taste in jewelry is so subjective, and what’s beautiful to one is cringe-worthy to another; however, it’s very lucrative in the boutique world, so it’s a viable option. That being said, you must choose your pieces so. ridiculously. carefully. Article A is an example of what can happen when you choose poorly. First of all, crochet earrings are seldom a good idea. Secondly, they don’t just coordinate with the necklace, they completely MATCH. Verbatim. And it’s horrible. There’s no real distinction between the two pieces except where they are placed on the body. Ick! The cherry on top of this monstrosity is the awkward shape of the "tokens", which look (I'm sorry) like tiny crocheted turds. No thank you!
• But oh, Article B. That is much better. This is, of course, a major statement set of jewelry, but the statement they make is “Look at how unique and dainty I am with my sense of old-world charm and details of modern whimsy!” They aren’t something you’d see just anywhere, and they COORDINATE without matching 100%. The stitch pattern isn’t too overwhelming, and it helps even more that it’s broken up by three different sets of stitches. Also working in its favor are the cute yet simple details of additional interest and texture with more than one color yarn, and the added buttons and metal chain.

• Article A is another one of those things that’s trying really hard to be cute, but it’s missing two key ingredients: texture and dynamic. The stitches are too basic (probably a beginner project), the yarn is one-dimensional, and it’s supposed to be a summer hat yet the yarn is too thick for summer! How can your head breathe in there?! Also, is snowy white really a good choice for a wide-brimmed hat?
• Article B is much more beach-friendly, not to mention eye-friendly. The yarn is thinner and stiffer, the stitch pattern is more intricate and masterful with lots of dynamic differences between the middle section and the top and bottom, breaking up the two large sections with the tighter type of stitch. That middle section also allows for some air to circulate into the scalp, making it less hot. Phew! And isn’t that textured soft brown a prettier yarn? And your head won’t stick out on the beach like a sore thumb, either. The brim of this hat is a bit more flexible, too, which is convenient for the wearer since not everyone has the same size forehead.

BONUS tips on choosing which quality items to make & sell:

• Just because you don't like something personally doesn't mean it won't sell to your marketed demographic. While most vendors have their own style that comes out in the way their products are made (which is good!), it's equally important to keep in mind that not everyone in your target audience likes just what you like. When things get a little stale, branch out and try something new that you wouldn't normally go for, then put your own spin on it. See what happens! You may be surprised.
• While it's helpful to know the trends, don't feel obligated to follow them to a T. The thing about trends is that they come and go, and there's never a way to know how much longevity any certain one may have. You should be prepared for the worst while hoping for the best, so it's imperative to offer a nice mixture of fad in addition to other things, that way when the fad eventually ends, you aren't stuck with a ton of leftovers you can't get rid of.
• Maximize seasons and holidays, especially with wearable and decor items. Double points if it’s something that can be given as a gift! But also think of functional items that can be used year around, like mug sweaters for on-the-go coffee drinkers, jewelry, and photo props for theme parties.
• Sometimes people don't know what they want until you give it to them. That means it's up to you, the creative soul, to be innovative, to see the potential in the things that wouldn't normally stand out as they are. You’re responsible for making choices that the "average Joe" wouldn't make, then show the world how rewarding those choices can be. It's okay if something you’re trying feels out-of-the-box at first; it's always worth a test run, and then the product can be tweaked or done away with completely if it doesn't sell well.

• Last but not least, have fun trying new things. Don’t be a stick in the mud, but don’t let somebody else run the entire show for you. It’s great to have help, but if this is your baby, be sure you’re making stuff you ENJOY making and selling. Customers can tell when you’re passionate about your craft, and that can go a long way in sales of any kind, even crafts in a vendor’s stall! :)

What do you think? Are these the things you look for when you shop crafty vendors? Did I miss anything? If you’re an established vendor yourself with some success under your belt, do you have any sage advice to add for beginners? Leave a comment!