The Black Apple is Emily Martin, a self proclaimed curiosity peddler and picture scribbler, and boy does it show. Currently dwelling in Athens, Georgia, Miss Emily may arguably be the biggest success story I can currently bring to you on Etsy, judging by her instant success and recognizable brand here on the site.  In little over two years selling on Etsy, The Black Apple has made almost 8,500 sales on Etsy, carved her path through the masses, and made a name for herself that we all know and recognize.  It is an understatement to say that Emily is an inspiration we can all look up to.

Ok, on to the questions we've been wondering about but never got the chance to ask (drum roll please)...

 
How did you first hear about Etsy, and what made you decide to open a shop on the site?
I first heard about it via Leah Kramer and Craftster.org. I was so excited at the prospect of being able to leave consignment and really handle everything on my own! When I saw how user-friendly Etsy was, I knew it was a match...but I never, EVER, expected things to go so swimmingly.

What do you think is your key to selling success on Etsy?
I think that it is [a mixture of] listing frequently, creating new pieces, prices, customer service, packaging...and luck, to be honest. I am really fortunate that my work appeals to so many different people, from children to teenage/college girls to middle aged ladies, and of course, super cool guys who buy my work as well! I didn't know that going in...it seems to be something you can't really plan for.

Another thing that I think is helpful is that I'm always trying to think up something new...a new design for a tea-towel or card set, a new sewn doll, and of course, new paintings/drawings. I think it's important to keep your customers on their toes, and curious/interested in what new stuff you're dreaming up...it makes it more fun for everyone. Packaging is important, of course, but it doesn't take a ton of money to make things look fun and thoughtfully-designed. I think the key thing is to know your aesthetic, and keep it fairly consistent, as far as packaging and design goes.

I like to have a variety of prices in my shop and at shows...I think that's a key. The prints are obviously very affordable, so it's not a huge investment for a picture that's going to make you happy.

Essentially, I believe that if you make a good product, keep trying to improve, hold yourself and your work to a high standard (ie: that of an artist/business/person you really admire), and work really, really, hard it can't go entirely unnoticed.

I really believe in that, even though, crummily, there are people who don't get the credit they deserve, and vice-versa. It's in some ways a tough philosophy (there are people who, say, work hard, but might not have an intuitive handle on what makes something appealing/well-crafted/interesting, and that is pretty essential). But I think if you're firing on all 4 cylinders, people will notice and your work will find an audience of like-minded people.

How do you promote your shop?
I've been really fortunate in the support I've received from magazines/blogs/websites who are interested in The Black Apple. Word-of-mouth is my best promotional friend (and might actually be the best advertising, as hokey as the saying sounds). Most of it began with my Etsy shop and the exposure I get here (especially true in the beginning).

Now that I have my blog, and it has a pretty big readership, that helps people to find me...but most of my connections have come from people finding me on Etsy. That's why it's important to be distinctive, in a slew of other items. Hopefully, yours will catch the eye and take the person to visit you and your shop. Etsy as an entity and larger marketplace really does a lot to bring in thousands of people that would never stumble upon your work in the massive ocean of the internet...This is a much smaller, and more manageable piece of the ocean. An inlet, let's say.

As far as bought-and-paid-for advertising, I really only have business cards that I include with orders and (try to) keep with me. I think that supporting each other is a big asset of the indie craft world, and so making friends and finding work you like and promoting them is an important part of this community. (Hopefully other folks will do the same for you!)

How do you handle such a large volume of sales in your shop? What systems have you created to manage the orders?
It is difficult, for sure, but I just try to keep everything straight in my head, make notes when I have to, and correct mistakes when I make them! I do have a few little systems to filling/packing my orders, but they are boring, and would be difficult to describe via interview.

Are your orders mostly from repeat buyers or new buyers? What do you do to gain repeat buyers?
I think it's both...pretty evenly split. I see lots of new names when I'm writing out address, and lots of familiar ones. It's always exciting when a new person is really happy about/into what you are doing, and it's extra nice when someone stays interested in you and your work. I think that the blog helps people feel connected to me and what I'm up to, and I try to be warm and open with customers/internet friends/readers.

How do you stay motivated? Does it come naturally?
That's another thing that I think has helped me a lot in being a self-employed cottage industry...I'm (usually) really self-motivated. I feel awfully guilty being too idle, and I try to maintain the delicate balance of being tough on myself without beating myself up. Sometimes I'll be in a slump, but in order to get out of it, I usually force myself to think of something I'd like to do or make...and then get to it. I get depressed if I'm too creatively idle.

Do you "Etsy" full time?
Yes, proudly!

If you "Etsy" full time, were you able to quit your day job due to your success selling on Etsy?
When I started my shop, I was working at an indie video store in Athens. The busier/steadier my shop got, the more shifts I was able to cut...I kind of phased my day-job out. Then the independence of the shop allowed me to make my little move to Brooklyn, and when the time came, to move again. It's given me a fantastic flexibility, though being self-employed has its worries/hard things too.

What is your favorite current Etsy Feature?
The Storque, of course!

What features do you use most on Etsy?
The "Buy" feature. That's the real answer...but the most helpful thing added in the last year as a seller is the readily accessible invoices and little tick-boxes for "paid" and "shipped" in sold items.

What goals do you have for your Etsy shop one year from now?
I really hope to do a cohesive show of new work in the next year...I just have to find the right match in the way of venues. Also, I'm quietly working on ideas for children's books. And thinking of new Black Apple-ish things, of course.
 
To learn more about Emily and The Black Apple, scoot on over to her blog, The Black Apple...Just be careful, because once you enter her little world, it is hard to leave.  You will find in the related items below some of Emily's top Etsy Picks, mixed in with a few of hers that we love!