Eight things I’ve learned about starting an artisan business
Yes, you can!
If you’re feeling a little overwhelmed by the thought of taking a leap of faith and launching that business you’ve been thinking about for ages, then I hope these reflections from my own experience will help you take the plunge…
I set up my Etsy shop just 15 months ago, having always worked in education. My business is a classic side-hustle – first jewellery-making as a hobby, then a decision to go public. Here is what I’ve learned.
1. You don’t need a fancy camera to take product photos that have the ‘wow’ factor.
One of the things that I have really loved about this journey, is the wonderful feedback I get about some of the product photos I have taken. I started out using our bridge DSLR but soon realised that my phone (a reasonably cheap android) actually works much better for me. Consider getting a specialised app and a cheap zoom lens that you can clip over the camera lens. A tripod is essential, and I also have a small phone stand that is super quick to use. I’m learning that daylight is essential, and I have progressed from a small lightbox to a large softbox which is so much better.
2. accept that you will need to use the basics of adobe photoshop and illustrator
I can thoroughly recommend Canva, as a very easy-to-use graphics tool. I invested in the paid version pretty early on, and would say that this is well worth the initial expense: you’ll need to embrace social media and if you’re posting every day and want a consistent looking grid, the ability to organise images and designs, and coordinate your brand hallmark saves oodles of time.
However, once you step up to the dizzy heights of building your own website – then you will need more powerful tools - I know, terrifying if you’ve ever opened an adobe application. However, stay calm, search for some YouTube wonders, and it will all be ok.
3. Instagram provides a wonderful community of supportive small business entrepreneurs. But they are not necessarily your customers.
Are you a lover or loather of social media?
I was a self-defining loather, but it’s clear one can’t run a predominantly online business without a social media presence. So, I did it. Well, I did Instagram. And would you believe it, it’s a lovely space! The community I have found is inspiring, enticing, and feels like a warm hug at the end of the day. Some of these new-found friends have been my first purchasers, commissioners and groupies. I am, however, learning that I actually need to find a way of moving outside this comfort zone, and reaching other potential customers. I don’t quite know how I’m going to do this yet. But hey, it was only a year ago when I didn’t know how to ‘like’ and ‘follow’.
4. Imposter syndrome gets stronger every day, some days this will be overwhelming, other days you’ll feel you might just be making progress. (maybe).
But don’t you also feel that in your day-job too? I think you just have to keep going and not dwell too much. And don’t be proud. You are at the start of your journey and shouldn’t be afraid of asking for help interpreting the map.
5. Community over Competition is the mantra you need to keep saying to yourself. Find a way of not comparing yourself with others.
Running my own business teaches me something new every day. Some things I crack reasonably quickly (apart from Facebook, see below), others I wrestle with for much longer. I think it would be dishonest to suggest that I find it completely easy to ignore the nagging feelings of doubt in my own ability when I see another jeweller’s beautiful work. But I know that this is not the way to grow and getting sucked into these kinds of comparisons only serves to stifle rather than kindle creativity. So, this one is work in progress. If you get there before me, do let me know.
6. Facebook for business is intractable. Have your swear jar ready.
Just don’t get me going. Once I’ve worked out what’s happening, maybe I’ll write a blog about it (don’t hold your breath).
7. You will continue to need to be at a desk for hours and hours
Don’t fool yourself that setting up a business to earn money from doing the making that you love will take you away from the desk that has been your workplace up until now. I definitely spend less than 40% of my available time on actual designing and creating. The majority is spent on photography, photo editing and organising, writing, social media posting, emails, website updates… the list goes on. And I am still staggered about quite how long it takes to do them. But, crucially, I find that I also ABSOLUTELY love doing these too! Set yourself up well – make sure you stand, move, build in breaks, get your eyes tested. Blocking stretches of time for doing the creating works best for me. This is the way that I can ensure that I hold onto the sanctuary that is my workshop.
8. Don’t hand in your (day job) notice quite yet
When I started to sell my jewellery, I wasn’t thinking it had the potential to be a serious income. But as I keyed into the handmade community, I began to realise that people actually do this for a living. Of course, I knew that really…. But having grown up in a family of teachers, and worked in education for 30 years, I had never questioned whether it was possible to really be my own boss. But then the seed was sown. I could feel it germinating. Could I? Really? Start again? Run things completely my own way? Not have to report to anyone but myself? AND spend working days doing something I really love? Before I knew it, the seedling was established, and I knew I had to try.
That little seedling has quite a few leaves now, however, there’s no way I can give up the day job. (Well, not without selling the house at least). Apparently, few small businesses turn a profit within the first three years. So, I’m hanging on in here, and giving it everything I can whilst the tree matures. When it can stand without its stake, I’ll chose to shelter under this one, please.
Photo by Eduardo Buscariolli on Unsplash