This week's installment of our Etsy Success Story series features Juliana Swaney of OhMyCavalier. Dwelling in Michigan with a BFA in Printmaking from Maine College of Art, Juliana Swaney is a one woman show running the success that is OhMyCavalier.  In just under two years of selling on Etsy, Juiana has steadily worked her way to the top with an impressive 1,200 sales!  She is inspired by fairy tales, animals with sharp claws, Victorian hair weaving, antique ephemera and postcards, bird song, nursery rhymes, lace, cabinets of curiosities, and anthropomorphism of all kinds.  Keep reading to get inside this mythical and magical head that Juliana has shared with us.

How did you first hear about Etsy, and what made you decide to open a shop on the site?
I think I started hearing the name in various blogs, so eventually I investigated. It was fortunate timing because I was trying to find a way of selling my work online that was doable for me with my limited computer skills!

What do you think your key to success for selling on Etsy has been?
It’s probably a combination of different things, but I think a big key to any success I’ve had is that I am always thinking about my artwork and my shop and trying to improve it. The work itself is the most important thing of course, but when you’re selling art over the internet clear presentation plays a big roll in how your work comes across.

I make an effort to have a cohesive look in the shop, with interesting, thoughtfully made things. Even if I’m selling several sorts of things like prints, cards, buttons, etc. I am constantly reevaluating all the pieces and thinking about how the shop looks as a whole. Before I list anything new I spend a minute looking at it and thinking about how it will effect other things in the shop, like curating a tiny show! My work has changed a lot over the last year, and I think I’m getting a little better with presentation and descriptions the more I work at it.

I also try to practice good customer service and to always, always be friendly. I try to answer convos and emails right away and accommodate all special requests that I can. I don’t know if that’s a key to success, but it’s good business!

How do you promote your shop?
Mostly I rely on word of mouth. I’ve gotten some lucky mentions in blogs such as Design*Sponge and Modish, and that kind of exposure tends to snowball a bit.

How do you handle such a large volume of sales in your shop? What systems have you created to manage the orders?
It’s a pretty simple system really: I print orders the day I get them and put them in a folder to keep them orderly until I’m ready to pack them. If the buyer has any change of address or special request I mark that down on the form in red pen. If the buyer hasn’t paid I mark that on the order and put those into a different folder (and I usually send a friendly reminder after a few days). I address the envelopes and put the corresponding envelopes with the order forms. I have all my prints and cards arranged, bagged in their cello bags, and marked by title so I can easily look at the order, find the prints and put it in the envelope (I also usually include a little extra thank you gift). When they’re packed I put all the order forms into a binder arranged by month so if there is ever a problem with an order or I need to double check something I can easily find the original.  I get steady but not overwhelming sales, so I handle them all myself, really it’s just a matter of not falling behind. I still take all my orders to the Post Office myself, so I’m on a first name basis with everyone there!

Are your orders mostly from repeat buyers or new buyers? What do you do to gain repeat buyers?
Mostly new I think, but I have a few really loyal repeat customers. I add new pieces to the shop fairly often, and they are all in limited editions, so I have some buyers who look out for the new pieces and buy them as soon as they are listed.

How do you stay motivated? Does it come naturally?
The art side is always pretty easy to stay motivated about since I’m happiest when I’m working, and I can’t imagine wanting any other job. Even if I feel like my art isn’t going well, I always feel better when I’m at least working on something, even just jotting down ideas. I hate being idle.  It’s with the business side that can sometimes be a little tough to stay motivated with. Staying on schedule, book keeping, answering emails, can all sometimes get overwhelming. Getting positive feedback about my work is always a good motivation though. It always gives me a bit of a lift when people say something nice in the ‘note to seller’ or take the time to convo me. When I buy something I always try to tell the seller how much I like their work, or at least “thank you” because I know how much that can mean sometimes.

Do you "Etsy" full time or do you have another job too?
I Etsy full time, and I also have my work in a few online shops such as Little Paper Planes and The Shiny Squirrel, and I show in galleries when I can.

If you "Etsy" full time, were you able to quit your day job due to your success selling on Etsy?
I was lucky enough to find Etsy right after graduating from college, and I honestly started my shop to make ends meet while I looked for a “real job."  After not too long though I realized that the only way I was going to be happy was if I actually tried to make a living selling my artwork. That always seemed like a vague mystic unachievable goal, until I found Etsy and saw how well other people were doing on it. So I make a go of trying to make my living on my own terms, and it’s gone better than I could have hoped!

What is your favorite current Etsy Feature?
One of my favorites is looking at other seller’s favorite items and sellers. I always think its so interesting to see what the people whose work I like are looking at and interested in. I’ve found some wonderful sellers that way that I wouldn’t have found on my own.

What goals do you have for your Etsy shop one year from now?
I’d really love to buy a tabletop letterpress this year and experiment with that.

What piece of advice would you give to a new seller on Etsy who might be feeling discouraged? Do you have a quick tip or trick that you have learned over time you would be willing to share?
I feel strange giving advice because I definitely don’t feel like an expert! What I am always telling myself is; don’t expect overnight success, love what you do, and work constantly.

Anything else you want to add?
I’d just like to say how honored and humbled I feel by all the interest and support that I’ve gotten though the Etsy community, and thank you for supporting me and my art!

To see what Juliana hearts on Etsy the most, check out the gallery of Etsy finds below: