Creating a standout shop isn’t just about offering great products—it’s about crafting an experience that resonates with your customers at every touchpoint. Maria Struk, the creative force behind Vancouver-based shop Maria Ida Designs, has mastered this art. Since launching her business in 2015, Maria has not only accumulated over 2,000 sales and earned a Star Seller badge, but she’s also carefully honed the visual and emotional elements that set her apart.
From her distinct aesthetic and cohesive graphic design to her thoughtful packaging that adds a personal touch, Maria’s approach to branding demonstrates how paying attention to the finer details can turn a shop into a memorable, trusted name. Here’s a breakdown of how she’s done it—and how you can apply similar strategies to make your own shop shine.
How would you describe your brand, and what inspired its overall aesthetic?
The Maria Ida Designs brand is colorful, bold, playful, and niche. I draw inspiration from nostalgia, design, maximalism and my childhood. I really love playing with molten glass and creating everyday objects with joy and character.
Pro tip: Read Branding 101 to understand the four questions you should ask yourself when you set out to define your brand.
How do you use product photography, packaging, or your shop’s design to reflect your brand’s personality?
My branding reflects my glass objects with its playful, artistic and joyful personality. I use high contrast backgrounds, whimsical and unexpected styling with playful props, and close up shots of texture. I try to use a consistent aesthetic yet remaining light hearted and polished. Everything I make reflects my love of colour and handcrafted nostalgic charm.
How do you balance consistency in your branding with evolving creatively or offering new products?
I try to keep my core identity as my brand evolves and new products emerge. I maintain a very recognizable aesthetic by keeping the same joyful and colorful tone across all products and keep that in mind when I'm creating something new!
What advice would you give to new Etsy sellers looking to make their shop more memorable to customers?
Define your brand personality and stick with it! I want my shop to feel quirky and fun, evoking emotions with my customers when they see my glass blown objects, so my photography and branding also reflect that. I think it's important for Etsy sellers to develop a thoughtful presentation while creating a personal connection with their customers.
Any other tips you’d like to share?
My top tip to other Etsy sellers would be to keep going when times are slow! Don't get discouraged—just keep on creating and doing what you’re doing.
Brand identity essentials on Etsy
Maria’s Etsy shop home—the virtual storefront of her business—is thoughtfully designed to make a strong first impression, capturing attention with a cohesive visual story. A quick look at her shop reveals a well-coordinated banner, icon, and featured items that work together to reflect her brand’s personality and highlight what makes her products unique. These elements not only create a visually appealing experience but also help build trust and connect with potential customers.
Branding elements to consider for your business:
Shop icon: Your shop icon is a logo for your business on Etsy. This small but powerful graphic will represent your shop across the site, so choose an identifiable image that reflects your brand. A great shop icon communicates something meaningful about your brand using simple graphics and minimal text. Add a shop icon.
Shop banner: Spanning the top of your homepage, your banner is the most prominent graphic that buyers see when visiting your shop. Edit your banner.
About section: Your about section is the place to tell buyers what inspires you, how your products are made, and the reason you started a small business. To give your story some color, supplement it with images that show your workspace, your creative process, or your favorite products. Add an about section.
Etsy profile: Your shop owner photo and the name that appears underneath are linked to your Etsy public profile. If you haven’t updated this page in a while, now is a good time to make sure the information there is up-to-date and a good representation of your brand and business. Update your profile.
Packaging: Physical elements of branding like labels, packaging and order fulfillment all play a role in creating a shopping experience your customers will just have to tell their friends about. To learn more, read Branded Packaging Basics.
Product photography: Your product photography should echo the established design palette of your brand and cater to your target market. The more cohesive and attractive your shop appears, the more likely buyers are to share your products and come back to make repeat purchases.
Shop Maria Ida Designs
Studio and portrait photography by Shannon Elmitt. Additional product photography courtesy of Maria Ida Designs.
Marking 20 years of Etsy with a spotlight on you!
We’re marking 20 years of being the go-to marketplace for special and spotlighting some of the talented creative entrepreneurs who helped make it possible! Hear from our sellers as they reflect back on their Etsy journey in this video:
Words by Katy Svehaug
Katy Svehaug is a Senior Content Strategist at Etsy.
