Seller Handbook

The Etsy Design Awards are an opportunity to showcase your fantastic items worldwide! Sellers at any stage are encouraged to apply, whether you’re a seasoned pro or just starting.

We spoke to three finalists from previous cycles of the program about how they optimized their listings and shops, what they learned from their experience as finalists, and how they’re continuing to grow their creative businesses.

Anna Shipulina of Anna Made A Pot | Los Angeles | 2023 Finalist

When did you start your Etsy shops and why?

I'm a ceramic artist making sculptural vessels and objects. I stumbled upon ceramics quite unexpectedly in the beginning of 2021, a surprising twist in my otherwise art-free life. A few months into my new passion I realized that ceramics is what I want to do, but faced the question of turning a hobby into a business.

I wanted to get my work in front of the eyes of potential customers so I started selling in local shops, but there wasn't enough exposure—that’s when Etsy came to mind. It took me some time to get the shop ready, and I started to list my work and sell on Etsy in the spring of 2022.

How did you decide which listing to submit for the Etsy Design Awards?

I picked the Mushroom Vase as my submission choice intuitively. I liked the photos of it and the shape was quite unusual.

Before submitting my listing, I rewrote my about section to make it more personal and added more photos and a video of me working on my pieces. I also switched from domestic to offering international shipping so more people would be able to see and enjoy my work.

What was your experience like as a finalist?

It was an amazing experience. I remember waking up and reading the email that I was one of 150 finalists—I couldn't believe it since I was still so new to ceramics and only started selling on Etsy a year earlier.

Being selected as a finalist was a turning point in my career. I started getting orders from all over the world. I shipped my Mushroom Vase to the UK, Puerto Rico, Ireland, Italy, the Arab Emirates, Canada. Plus, I started to work with interior designers which was my dream.

Any advice for sellers nervous about shipping globally?

I encourage shop owners to offer international shipping. Shipping globally has given me great exposure and the opportunity to work with individuals and designers from different countries. It's an amazing feeling knowing your work can be found on the other side of the world!

Packaging and shipping ceramics is very tricky, but interestingly enough so far pieces have never gotten broken when shipping overseas. I use much bigger boxes and make sure to wrap my work really well to ensure safe delivery. Make sure there is no empty space in the box and the piece is not wiggling around. And if you’re shipping multiple medium to large size pieces, I would recommend using different boxes.

Are there any additional personal touches you incorporate in your approach to running a business that help set your shop apart from big-box competitors?

A few things that help me set myself apart from big-box competitors:

• I always address my customers by name, whether it’s in messages or thank-you notes.
• I reply to messages the same day.
• I print my own thank-you cards featuring photos of my vases, and add a handwritten message. I’ve gotten feedback from customers that collect them and use them as bookmarks!

My advice to other sellers is to think about the value that you give to your customers, instead of focusing on the amount of sales you make. The sales will follow.

Do you have any memorable gifting stories from your customers?

Hearing feedback and stories directly from my customers is what feeds my creative juices and gives me motivation. I especially appreciate it when customers submit reviews or send me photos of my work in their homes.

Here’s an excerpt of a recent review that really stood out to me, “Anna took such care in every aspect from making the vase, interacting with me, and in packaging it so carefully to ensure it arrived quickly and in pristine condition. It is clear why she was named among Etsy’s best. I will be watching this artist’s future creations and I am sure I will be making additional purchases.”

Erica Mandel of Found Yesterday Thrift | New York | 2022 Finalist

When did you start your Etsy shops and why?

I first opened my Etsy shop in 2011, I sold unique art creations. Over time, my interests shifted towards thrifting and creating collages. Thrifting became an expensive hobby, so I decided to turn it into a business to share my vintage finds with others while still enjoying the thrill.

Since my shop wasn't very active with my art, I transitioned it to focus on my thrifting passion. After years of collecting vintage decor and furniture for my own home, I wanted to help others find the perfect pieces to add character and style to their spaces. That's how my Etsy shop evolved into a business centered around my love for vintage.

How did you decide which listing to submit for the Etsy Design Awards?

I selected something unique yet versatile, a dish that could be used as a baking dish, catch-all, or fruit basket. To prepare for a potential increase in traffic, I added more listings to my shop, ensuring it was well-stocked and ready to impress potential buyers.

What was your experience like as a finalist?

My experience as a finalist was incredibly positive—it was so exciting to be a part of the Etsy Design Awards! I was ecstatic when I found out my listing had been selected. Being part of the Etsy community and seeing all the hard work I put into my shop pay off was immensely rewarding. Additionally, my sales doubled during the month of the Etsy Design Awards finalists announcement.

Can you tell us a bit about your approach to providing excellent customer service, especially in relation to shipping fragile items?

Providing excellent customer service is crucial, especially when dealing with fragile vintage items. A few elements that have helped me:

• I provide accurate descriptions and multiple photos of each item so customers know exactly what they're purchasing.
• I keep communication open with my customers, giving updates on their orders and responding quickly to any questions or concerns. I also like to include a note or small collage, adding a personal touch that customers love.
• My approach is to wrap something just as I would like to receive it. I use high-quality packing materials such as bubble wrap, sturdy boxes, packing paper and fragile stickers to ensure each item is well-protected during transit.

By focusing on these aspects, my goal is to create a positive and seamless experience for my customers, even when shipping delicate vintage items.

How do you approach photographing your items to reflect details that are important to buyers while also keeping a clear brand story?

When I photograph my vintage items, I use consistent lighting and two colored backgrounds to create a unique look for my shop while keeping it cohesive. Wanting to stand out from the crowd, I chose to avoid the usual white backgrounds and go for something different.

I photograph each item from multiple angles to showcase its unique features, including any charming imperfections that add to its character. This way, I not only highlight the beauty and details of each piece but also reinforce the aesthetic and brand.

Can you tell us about a recent memorable customer interaction?

I'm truly honored whenever someone makes a purchase from my shop, but what really touches me are my repeat buyers. For example, a returning customer recently wrote in a review, “I've ordered from this shop three times now, and I've been so happy with every purchase. These champagne flutes are exactly as described but even more stunning in person, and they were packed with such care.” I think what sets me apart from big-box competitors is my customer service, personalized gift notes, and the unique items you may never come across again.

Monika Danowska of Pan Cukierek | Toruń, Poland | 2023 Finalist

When did you start your Etsy shops and why?

In late 2020 I decided to risk it all and leave my 9-5 to pursue my dream of building a little yarn empire. Little did I know how much learning was ahead of me!

I set up my Etsy shop in November 2020, focusing mostly on domestic sales. About a year and half ago I started putting significantly more of my focus and time into growing my shop, and have never looked back. I’m so grateful to my younger 26-year-old self for giving it a go back in 2020—best decision ever.

How did you decide which listing to submit for the Etsy Design Awards?

I remember not being sure which listing to choose, so I went with a design, Tundra, that was already receiving the most engagement in my shop—that was a great indicator of people seeing something particularly appealing in the design. It’s also a piece that’s very close to my heart, which felt like a good choice.

Before submitting, I did a proper spring cleaning in my shop, including things like reviewing my processing and shipping times, making sure my shop policies were up to date, and updating my shop profile and about section with current information.

What was your experience like as a finalist?

Being recognized as an Etsy Design Awards finalist was a massive confidence boost. It happened at a time when I was having quite a few doubts about my art career and whether I'd be able to make it sustainable.

I wasn't sure what to expect as a finalist, but it definitely shed light on my store, including an increase in orders and custom commissions, which I love to work on. Overall, the experience helped me stay consistent in my work and lifted my spirit as an artist.

Can you tell us about your approach to customer service and shipping large items internationally?

I know that some buyers are a little apprehensive about purchasing big items from overseas, so I work hard to reduce those concerns by putting a lot of effort into the customer’s experience as a whole.

I pack my artwork securely, constructing custom plywood chests for each piece. And I always purchase insurance covering the whole price of an item and shipping itself. With those basics covered, I can assist customers throughout the whole process, providing any information they may need, along with tracking information and detailed pictures of the package when it’s being sent out. Plus, I always include a hand-signed thank-you note—I think of it as our small business ID card!

Any advice for sellers nervous about shipping globally?

I found preparation and research to be really helpful before I started selling internationally. I talked to an accountant and tax advisor, read about the guidelines from various shipping companies, and talked to other sellers about their experiences. By taking things one step at a time, I’ve gotten to the point where I feel (at least somewhat!) prepared.

What advice would you share with other sellers looking to grow their businesses?

Something I'm constantly reminding myself is that growth on Etsy, and growth as a small business, is not always linear. Sometimes you take a step back, some seasons are less busy than others, and sometimes there are hiccups along the way that may be discouraging. But in the grand scheme of things, those are all necessary parts of growth—the best you can do is work consistently, build on momentum when you can, and allow for moments to just sit back and recognize your own efforts and achievements that have gotten you to where you are.

Explore more tips for optimizing your submission in our 2026 Etsy Design Awards Seller Guide. Then, submit your listing.