FEATURE: SELLING ONLINE
Turn your crochet skills into cash with our guide to selling your favourite creations online
The UK craft industry is booming, so why not make the most of the trend – and the extra time many of us have had this year to practise our hobby – by launching a creative business? We caught up with some of our favourite crochet designers to find out how to get started.
PICK YOUR PASSION
The first step in launching any successful business is to think about what you’re most passionate about, and what you want to achieve – do you want to make items to order, or are you looking to sell things that you’ve already made? Will this business be a side-hustle, or will it be your full-time career? Working on something you truly love is a sure-fire way to stay inspired by your work – and if you can fill a gap in the market whilst you’re at it, that’s even better.
Designer Lisa Sturmey first launched her business Ellie’s Craft Boutique two years ago, after her daughter (who the business is named after) asked her to make an amigurumi unicorn – which to this day is still her most popular design. “Selling my designs started with friends and family asking if I could make something for them after seeing my crocheted toys,” she explains. “Then their friends would get in touch too, so I decided to try and branch out. I still sell my toys, but I’m now trying to focus more on the design side of things because it’s my absolute passion.”
Crochet artist Kate McCully of Make Me Roar also built her business out of a passion for making. “I began selling sock monsters at craft fairs,” she says. ”Soon after, I made kits so other people could make them – but at this point, it was just a hobby for me. When my youngest child was about to start school I decided to ramp my business up and start selling more patterns. My first design was an ogre, that evolved from my sock monsters. To this day, I mainly focus on my patterns – I just love designing. You need to create something for yourself, something you are totally in love with.”
DO YOUR RESEARCH
The next step in your plan should be to work out the finer details, such as pricing, turnaround times, and whether you’ll sell on a marketplace, such as Etsy, or a standalone website. “You need to do to a lot of research,” explains Kate. “Find out what is selling, what the prices of the things in your category are, and the trends. There’s a fine line between creating something everyone else is making and not being seen, and making something so different that you alienate your market. You need to think commercially if you are serious about turning your craft into a living.”
Designer and crochet artist Becca Parker, who sells her creations through her store
To Be Adorned, agrees. “You must research pricing, passive income and photography,” she explains. “It’s tempting to price cheaply to attract sales, but it undervalues your work and in turn, the whole industry. For a sustainable business, it’s important to value your time and skills, and make sure you allow for the listing, selling and fees of the sales platform you’re using when considering your pricing.
Handmade takes time and skill – that’s precisely what makes it so valuable. You can’t complete with mass produced high street goods, and your pricing should reflect that.
“make something you are totally in love with”
You want to be selling physical products to people who’ll appreciate the love and care that’s gone into your work. It’s creatively fulfilling, but very time intensive. This is why passive income, such as from selling patterns, is such a great option – you do all the work once, and then let it tick over.”
TACKLE SELF DOUBT
Once you’re up and running, the day-to-day of heading-up a creative business can be massively rewarding – but it can be tiring, too, with long hours and gradual results. Manage your expectations and celebrate every small victory to stay up-beat and stave off the dreaded self-doubt. “When I signed up for my first craft fair I made so many things, thinking I would sell it all,” recalls Lisa. “In the end, I only sold one or two items. It was disappointing – I second-guessed my ability, and it put me off for a while. Of course, you may well find yourself drowning in orders, but the chances are, it’ll take a little time to even make that first sale. Don’t be disheartened. Just keep making and listing! Social media is a great tool, too. Instagram is perfect for showing off, so use it!”
Crochet designer and author Laura Strutt of
Made Peachy found that social media plays an important part in building a creative business, so she wrote an ebook on the subject. “Many creative folks are drawn to Instagram as a platform to connect and grow their business,” she explains. “Working smart, sharing knowledge, supporting growth and building a community is paramount for success. I wanted to share my experiences, so that others can use the advice and how-to guides within and take part in practical exercises to build, style, grow and take control of social media for their creative business, too.” For more information on Discovery: Instagram for Creatives (£7.50), visit www.madepeachy.com.
IMAGE IS EVERYTHING
Of course, one of the best ways to grab attention online is by making sure that the photography you use is top-notch. Even the most beautiful project will be missed if it’s photographed badly, as Becca explains. “Great photography can mean the difference between making a sale and having someone scroll past. It’s important, but it doesn’t have to be complicated. Unless I’m collaborating with a photographer on a special project, I take my own photos using my smart phone.
Shoot in natural daylight, use a clean neutral background and give the lens on your camera a wipe before you get started. If there are any harsh shadows, I use a sheet of paper as a little reflector. It’s as simple as that.”
Lisa agrees that good lighting is key for great product photos, and suggests that you research how others take their shots to gather inspiration. “Have a look through magazines or other Etsy shops to get ideas, and see if you can make something similar,” she suggests. “It needn’t be expensive – I’ve made backdrops using coloured card and off-cuts of laminate flooring from carpet shops. Personally, I don’t think there’s any need for expensive camera equipment. Obviously, the better the camera the better the photo – but I’ve always just used my phone. There’s lots of great editing apps – my favourites are LightX, Tadaa SLR and Photoshop Express. Most importantly, keep at it! Find what works for you, and enjoy it.”
Lisa Sturmey: www.elliescraftboutique.etsy.com Kate McCully: www.makemeroar.co.uk Becca Parker: www.tobeadornedshop.etsy.com Laura Strutt: www.madepeachy.com