It’s a pivotal moment for shopping. Consumers increasingly want their purchases to mean something by reflecting their values, their taste and the people they want to support. And yet, convenience has become the loudest voice in the room, making it hard to hear much else over it.

Now, ahead of one of the biggest shopping weeks of the year, when the conversation is dominated by speed and price, we’re reminding shoppers that there is an alternative.

Launching today, we’re turning the spotlight on the other Jeffs of commerce: real sellers named Jeff who do what they love on Etsy alongside our global community of makers, designers and entrepreneurs. It turns out there are more than 5,000 sellers named Jeff on Etsy. They aren’t billionaires or retail giants. They’re woodworkers, ceramicists, lighting designers, and other sellers who make things by hand and know your name when you place an order.

Our new campaign, “Shop Other Jeffs”, puts those Jeffs front and center, along with the millions of other sellers who make Etsy what it is. We're asking shoppers to consider not just what they're buying, but who they're buying from.

The message is simple: there’s more than one Jeff worth shopping from.

Take Jeff Brown of Jeff Brown Pottery, who has been making pottery by hand since 1977. Or Jeff Zabriskie of LUXGEN, who learned woodworking from his father and now creates furniture from sustainably sourced hardwoods and reclaimed trees. Or Jeff Risinger of BootsNGus, who turned a lamp-making hobby into a business that ships handcrafted lighting fixtures around the world.

These three are a small sample. Etsy is home to nearly 6 million independent sellers – makers, designers, curators and craftspeople from every background and corner of the world, building real businesses on their own terms. The kind of people who answer your messages, tuck handwritten notes inside your orders, and genuinely care whether you love what you receive. That’s not something you can manufacture at scale, and that’s exactly why it’s worth protecting.

To further bring the campaign to life, a limited-edition collection of “Shop Other Jeffs” merchandise from select Etsy sellers will also be available, featuring hats, t-shirts, keychains and other original pieces designed to celebrate non-billionaire sellers and spark conversation.

"Shop Other Jeffs" is rolling out now and in the coming weeks across broadcast TV, paid social on Youtube and Tiktok, out-of-home activations in NYC, Seattle and DC, a full site and app takeover and more, bringing the campaign to shoppers wherever they discover, browse and buy.

This campaign is the next chapter in our “Celebrate Being Human” brand platform, built on the belief that a world increasingly shaped by automation and sameness, our most human moments deserve celebrating. Where that campaign introduced the idea, “Shop Other Jeffs” makes it tangible, by asking not just how we celebrate, but who we choose to support when we do.

Head to etsy.com/ShopOtherJeffs to meet more Jeffs, discover sellers worth supporting, and pick up some Shop Other Jeffs merchandise while you're there. Because one Jeff should not rule commerce.