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Story by
rubypearl
Published on January 19, 2009 in How-To |
Photo by Holly Brunkow |
As part of our Shop Makeover Series, rubypearl will be hosting a follow up talk in the Virtual Labs at 4pm today, Monday January 19, 2009!
“I can’t sell my dresses online.” This was the answer I would give over and over again when 
asked if I had a website. My dresses sold like crazy at local boutiques and craft fairs, but when I thought about selling them on the web, my mind drew a blank. How would it work if my customers couldn’t try them on or feel the fabric? No, I thought, I’d love to, but it just won’t work.
Then I found Etsy. Everything changed, but not all at once.
I began by taking dim pictures in my backyard. Now, this may work for you if you are a good photographer. Sadly, I am not. Even our family photos look like my two year old snapped them.
One of Rubypearl's original attempts, at right, was a bit blurry.
I began to make friends with photographers and stylists who helped me out. As my photographs improved, my store took off like a rocket.
Photos below by talented Austin-based photographer Holly Brunkow.
Here are some things that I've learned.
Even very well known photographers need designers who will loan clothes for their clients to model, and they are very often willing to burn a disc of pictures for you for free or trade.
Attend local photography shows at galleries and coffee shops.
Find mid-level singers and songwriters and send them photos of your work. Target musicians who are well known enough to give your clothes some cachet and whose style fits what you’re doing. Clearly, you will probably never get a call back from Beyonce no matter how much free stuff you send her, unless you know her stylist or her best friend. If so, why are you reading this? You should be emailing me; I have some dresses that would look great on her!
Carol Young, in a rubypearl dress, with Rosanne Cash.
Carol Young in rubypearl designs.
Offer musicians clothes for free or at a discount to wear on stage. Ask who their favorite photographers are; musicians often have other clients who could give your work celebrity exposure.
Post flyers at the local colleges. A beginning photographer may have a brilliant eye but also need to build their portfolio.
Connecting with your local community of photographers is great marketing. Portrait photographers make their living by networking with people. They shoot weddings, children, musicians and professional models — all of whom could be your potential customers. By enlisting their help with your Etsy photography you are exposing your work to everyone who walks into their studios.
Start small and attend every event with a positive attitude.
You never know who you’ll meet or where little events will lead you. A few months after I started my company I set a booth up at an art fair hosted by a tiny coffee shop. It was raining. No more than ten people passed through that day. One of them was Patty Griffin’s photographer. She loved what I was doings and set up a meeting with me. I ended up designing a dress for her album cover. If I hadn’t been at that coffee shop, I never would have met her.
Musician Patti Griffin, at right, in a rubypearl dress. Photo by Tracy Goudie.
Musicians always need unique clothing to wear on stage, and there is no better advertisement than someone singing in front of hundreds of people in your creation. Make sure you snap some photos of them in your designs before they leave your studio. Give them special treatment and they will keep coming back to you.
When I met Erykah Badu she was sitting Indian style on the floor of my booth, digging through a box of squirrel-themed skirts to find her size. She had just finished her set at the Austin City Limits festival and wandered into my booth to do some shopping. Glowing and five months pregnant, she laughed at me when I suggested that I could find it for her.
“I can do it! I gotta find me a squirrel skirt. I love squirrels! Whenever I sing a song at home and it has the word girl I always substitute squirrel.”
She assembled a large heap of my best dresses and paid with cash. I was so dazzled I didn’t get her stylist's email or any pictures other than one with her standing next to me.
Learn from my mistakes — even if you have to give celebrities samples of your clothing for free — and make sure to snap that picture. Do whatever it takes. Then send it out with your press kit when you alert the local media about your amazing new design business. Celebrities will understand — they had to be marketing geniuses to get where they are now.
By working with photographers you can expand your client base, entice celebrities to model your creations and present beautiful photos to your Etsy customers. Since your customers are unable to try your clothing on, you must capture their imaginations through photography. If you are camera-challenged like me, find someone brilliant to help you.
Your pictures will tell a story that inspires them to envision wearing your creation. It won’t matter that they can’t feel the fabric: they will feel beautiful imagining themselves in what you’ve made.
Join rubpearl for her follow up talk in the Virtual Labs at 4pm today, Monday January 19, 2009!
Post in the comments below if you've had any luck collaborating with photographers or celebrities. Link us to your photos! We want to see! Check out the Etsy Shop Makeover Flickr pool here.
123 comments Login to add your own!
TillyBloom
Excellent article, Holly Brunkow's photographs are wonderful, subtle and engaging.
retrothreadz
rozzie
How inspiring... and nice eyecandy in this article to boot! Now to find me some jewelry models and local photographers...
rosetung
hey ruby pearl! lovely work! unique perspective and ideas here.
its a strange coincidence- the timing of this post.
a musician has just contacted me to wear something of mine on Conan Goddam OBrien!! i'm blown away and stoked. oooh, but its not definite yet...
ruby pearl- do you have a mailing list? i would like to attend an event and say hi sometime, since i live in your area.
poppyswickedgarden
Thank you for this article It is very helpful!It has become so much more competitive on Etsy than when I first started! I've been planning on working harder on my photos and getting some good models to work with. I'm a huge fan of your clothes too!
XoXo
Poppy
sumomosuki
Awesome advice! This article is great and another way to find great photographers is through ModelMayhem.com.....I've found so many willing photographers and models there who want to collaborate >^___^<
elizandaxel
Fabulous article rubypearl! :) So informative and inspirational, thank you!!
LiamDesign
shavingkitsuppplies
circlesareforever
4TheSparrowsNest
It's really neat to see how clothing designers market their clothes. I love to see the handcrafted clothing here on Etsy...so much of it really is unique and lovely.
lunamae
dragonhouseofyuen
what a very informative and thorough article - I didn't realise how challenging it can be for dressmakers!
thank you
and I wish all the dressmakers the best of success
RevelStudios
topsyturvydesign
Well said rubypearl!
I owe my business to the FAB photographers & models I work with.
I create the hatties, but they create the worlds in which they live...
xoxo
Kim of TTD
monamivie
I love your dresses, I'm gonna check out your store right now!
refinerydesigns
etsy is like a rad fashion magazine! The creativity and professionalism of the photography is amazing and inspiring. Thank you all.
AlloverArt
tatteredrouge
Faboo informational article. Thanks for the excellent ideas. ...and your design style ROCKS!
BluCille
annarubyking
Wonderful article! and I love your work! thanks for sharing all these ideas!
sweetshorn
GenesisJewelrybyLily
I'll need to find a jewelry model and photographer for great pictures. I'm a new seller on Etsy so I have a lot of information to take in. Thanks for the great suggestions.
PetitPlat
christinececelia
ItsBella
great ideas! I had just started a thread in the forums the other day about what is better-using a dress form or a live model.
Now if I could just get my slips/camis looking this good!
excellent post.
yaelfran
ChenilleTreasures
Wow!! What a story! I don't even sell clothing, but it inspires me to find a better way to use photography to sell. Thanks! (Love your dresses!)
tworavens
proof that with a willingness to put yourself out there, you can realize your creative dreams...
~christina
mamafamilias
These are some great ideas. I need to figure out how they can be translated into children's toys and clothes.
fernfiddlehead
Talula
A bit biased here, but WOW! Does Texas have some talent or what? I am blown away by your style, and your generosity in sharing your success story! Rock on rubypearl!!!
worksofwhimsy
undertheroot
beachhouseblues
replicca
I'm proud to be featured in "related items" - this Etsy venture has re-inspired my love of photography and although it's an ongoing challenge, thankfully there's plenty of inspiration on Etsy!
Thanks for the well-spoken advice, rubypearl!
staciemay
IcingOnTheCupcake
AnthologiE
Thanks for letting us all pick your brain, so to speak. It's great to hear where you started out vs. where you are today and a bit about that process. It's also good to know you can be human (i.e. not so great with a camera) and still have a successful product. Beautiful photos, of course. The creative simplicity is nice. :)
BlackStar
kmwatkins
Sinta
Great article, I love her dresses! I'm still trying to improve my photography. Slowly but surely, I'm getting there ^_^
missbatch
CutieDynamite
Thank you so much for the article! I'm proud to work with some talented models and photographers! I could not do it without them!
beadznthingz
Fabulous article and stunning photos! Thanks for sharing this.
raisinlike
LushPunk
Wow - great article, with a lot of practical and helpful tips - thankyou!
LacySorbet
Fab article, I can't wait to hear what you have to say in the virtual labs tonight!
faeriesfolly
Still working on the photography thing, but this gives me some great ideas of how I can get around my own inept attempts at pictures. haha. Thanks for sharing your story!
hautecountryvintage
luluanne
I have followed your work for awhile now and I love your clothing!!
Your pictures are gorgeous too. Thanks for the inspiring story and helpful tips!
theaxx
These are like something out of a fairy tale!!
Heading STRAIGHT to page immediately!
realisationcreations
My goodness - what amazing photos - what a fabulous story!
capturedimagination
Good advice! It takes a lot of time to get great photos but it really is worth the effort. Your creations will look worthy of their price and promote a proffesional appearance for your store. I'm deffinitely lacking in that department right now. Since I joined Etsy I've been working on getting better pics for my products and I've gotten some great ones that I'm really proud of. They are making me realize how much my whole store needs a makeover. Thanks for the encouragment and great tips!
budpnq
Excellent, excellent article. I love your story--thanks so much for sharing your experience :D
LaCometaLab
Sich a inspiring article. Thanks for sharing all those great tips rubypearl!!
willywaw
Thank you for such great ideas and good information - I'm inspired and ready to re-do all my photos!
Corpseknit
quiltelegance
Great ideas...now if I can just find someone who wears quilts....grin!
Waterrose
What beautiful, enticing photography.... now if I only had a great arm/wrist for my cuffs...LOL
LaireMarie
immax
Rubypearl is definitely The most creative and brilliant artist I have ever encountered! Keep the beauty flowing!
dearbirthday
i LOOOOVE rubypearl. amazing super fantastic dresses and sweet as can be to boot!
WillOaksStudio
Truly stunning photos and clothing and great collection of ideas and inspiration! Thanks for sharing and keep going, girl!
smilingbluedog
Thankyou for the wonderful info & advise.
I'm still new & I have some blurry photos similar
to yours. Getting good photos is definately #1.
Beautiful dresses!
JetWhitePonytail
Pictures truly speak a 1000 words, and how divine when they are all loudly shouting, "FABULOUS!"
SomewhatHip
Definitely a great idea, I'm already planning on shipping some of my shop out to a friend who offered to take some pics in studio. I was so stoked when he offered! I'm even more excited now that I've read this article, gorgeous photos!
rubypearl
Hey
How come everyone is so nice? I am blushing! We have rescheduled the talk to today 3:Oo my time and 4:00 other people's time. Apparently there is a "time difference" depending on what part of the country you live in? I don't know, you guys with your crazy science tricks.
So Please re-visit the Virtual Lab today at 3/4 United States time and I promise to be there today!
Thanks so much for everyone's kind comments, this has been a lot of fun,
Sunny
mydeepbluec
Hey Sunny...it's Your favorite stalker ..:) Great article..and You know I just adore Your work and think You are so cool ! Now where's those scraps You promised Me ?? Just Kidding !
Keep up the BEAUTIFUL work !!
Rachel
Weezawear
Lanne
Awesome article - and you are so right.. many photographers would be happy to participate.
I am a Brisbane based photographer creating fine art portraiture for newborns, toddlers, children and families. I would be happy to work on a project with people in my area who wanted photos of their products. I am sure there are lots of mutual benefits - not least of which is getting to know new people and see lovely new etsy products.
We book about 10 months in advance, but we do have some free time occasionally. Anyone in Brisbane interested.. let me know via contact :)
samsstuff
Some good advise! I am photographically challenged, at least when it come to digital product photography, so this is helpful. Don't know how many celebrities (even mid level ones) I might find in my area (probably many in Seattle), but there have got to be photographers about. Your dresses are gorgeous, by the way! Thanks for the article!
1AEON
JAGBAGTAG
*so lovely and inspiring*
...and so rightly directed... thanks for the insight... it's definitely needed. You're now another fabulous favorite on Etsy!
muchas gracias
KabiDesigns
fugsly
stellaandlux
FABULOUS story and photos!
if anyone is interested and located in/around atlanta, id LOVE to do some photography for you :]
/shameless plug
lullabylily
love this article, thank you! My loveys look great being held so think i may try some of these great tips - hello Glasgow School of Art!!
ginmartini
OMG!!! You guys!!!! this is EXACTLY what i needed to hear right now!!! I've been having trouble getting my stuff off my shelves, mainly my socks, so im taking the time this week to get some good pictures of them on a plain white background to bring out the color more...now im just rambling!!! Im excited for this article, thanks for the suggestions on promoting. Im excited now!!!!!
Gin Martini
msduds
Thank you so much for sharing. Like you, I'm currently shifting my focus from boutiques to the internet. I have always used dress forms, but will definitely try it your way next. xoxo
NayArts
protegezmoi
oh nice photography! i always believe that photography can bring products to life! photography is my passion i love taking fun shots! Here are some of my photography, http://flickr.com/photos/34235494@N04/ , oh by the way im located in singapore! =)
yaffa
Although not my style dresses but, hey!everybody has her own,right? But the article is great! I would never think about some tips you have mentioned! Well done!!!
bijougirldesigns
Really fantastic article! Thanks for sharing your success story with us!
laijen
Wonderful article. Your passion really comes through in it! Thank you for all the advice.
spongetta
Thank you for sharing that we don't have to do every little step ourselves. Great encouragement to work to our strengths and network to find people to fill in the cracks!
hempandmore
This is a GREAT story - WOW!! I can relate with thinking things won't sell on the internet - INSPIRING!!
windyhillfibers
What fun dresses. Although I don't think I'll find too many rock stars here in Iowa, I appreciate the photography info. (Very cool that Patti Griffin wore your dress!) Your photos capture the drape, color, and texture of the dresses very well, and that is exactly what I have to work on. Thanks for the inspiration to get moving on some new photos.
Refresh
TheBeehive
judemcconkey
Great clothes, great article... I agree about the photography of clothing on Etsy (the photography of ANYThING on Etsy, really). The photos have to draw a viewer in. Thanks for this article!
PDXfabricdeli
Fun finds and great clothes. Photos are everything, thanks for sharing.
KloseKnits
yosemitevintage
This is a great angle that I hadn't considered and am thankful for the article. Etsy rocks and I'm so darn happy to be hear.
zahidshams
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LaFemmeNatale
Baltimore, Washington DC, Eastern Shore People,
I will photograph your fashion creations for you!
convo me
elysiumdesign
LUV your dresses ruby!! So inspiring to see one of a kind takin over!!
EXELLENT PICS!!
DearBeatrice
Great photos and article! As a fellow seller, I believe that attractive photos of the items make them more attractive to buy!
spitfaced
If anyone in NYC or Long Island needs a photographer for their clothes, let me know...
StraathofDesign
Thanks for advise, I am a photographer, I can see I need some models for my hats.
RevolutionClothingCo
justjendesigns
maefairvintage
PatternRevue
BeyondUsual
All I can say is: WOW. A WHOLE NEW PERSPECTIVE AT THINGS.
THANK YOU
queenartist
jenniferdennispotter
Erykah Badu! How exciting! I love her work. And your work really shines with those great photos!
steampunkjunq
Samantha33
Your article is very inspiring...thank you. I started thinking about using a hand model for my bracelets and after reading your article I definitely will move forward with this. Thank you so much!
TheNightjar
love the dresses- you have yet another fan, and thanks for the photo tips!
SMboutique
Thank you for sharing your story, I can relate so much to the fact that my hats draw so much attention live but I have not managed to get my etsy shop to work out...you are so right with the photo quality and exposure;)Will try and implement your great advicesnow;)
banfflines
Rubypearl's edgy Diva look, is certainly well presented and photographed.
EarringVixen
I am way too in love with the gray dress with the red flower in the front. Beautiful work and excellent article. Maybe I need better pics too.. I take them myself and I try very hard, but I'm not a professional and of course you can tell. I sell so much in person, and there has even been a case where a buyer's sister TOOK the earrings and didn't want to give them back, so she gave the buyer money for the earrings and extra money for the buyer to get her a second pair. But online, just one sale for now.
Thanks again for the article, big help!
kinaloon
I love your dresses. And your right seeing them on the singers etc. helps get the full picture. Thanks for your advise.
frogsandflowers
I try to use models for my little girl clothing. I have been blessed with find a few GREAT photographers that are willing to trade what i send them for pictures...It makes your items come to life!!
silverstoned
I'm inspired by this article! I've just started creating my etsy shop so your tips are very valued. Thank you for sharing your experiences with us! x
Scallyrags
Graciewear
I'm so impressed with your get up and go and I LOVE patty griffin. Great article.
bellta
LuxuryJewelry
MooBeeTees
Great article btw!
We just need to get rid of rogue sellers...admin...mods...anyone...how do we report?
TeaAtHomeWithOlivia
eclecticbysari
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