Sarah DeMoss’ Etsy startup story is almost too simple. She created a quilt for her living room, but found that it didn’t quite fit her décor once it was sewn. Because so much work had gone into the piece, she couldn’t bear the thought of not using it, and decided to post it on Etsy.
DeMoss Designs was born.
The first quilt sold quickly, so DeMoss began creating new quilts and other items on request. Each time an item was requested, she’d add it to her store, figuring that what one customer wanted might please another, too.
Two years later, DeMoss still sells lots of quilts, but you can also find flag banners (photographers love them for birthday photo shoots with kids), pacifier clips, headbands, coasters and onesies for infants.
Quilts remain at the heart of the business, however. “Every time I make a quilt, it’s my favorite,” DeMoss says. “I have stacks of unfinished quilts. It seems like every time I list one, I sell it.
DeMoss watches changes to the Etsy site closely, tracking forum conversations to keep up with changes that might influence when and where her products show up in site searches. The site frequently changes the way products are emphasized, she says.
“Right now I’m selling a lot of quilts and pacifiers clips; six months ago I was selling a lot of baby lovies and headbands. I don’t know why it happens the way it happens. I think a lot of it has to do with Etsy and how they emphasize items … A lot of it has to do with search engine optimization and just keeping yourself relevant.”
She also reports a fair amount of direct traffic, or site searches for her shop name as her wares become more well-known. And even her husband has jumped into the Etsy shop recently, pairing with her to sell woodworking items.
By Robin Donovan
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