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Story by
marymary
Published on June 15, 2009 in Spotlight |
Photo by |
Beth of DiffractionFiber has had the creative bug and an entrepreneurial spirit since day one. After getting locked into an administrative assistant job that wasn't serving her creative passion or degree in theater, Beth drew up a plan with clear steps laid out in order to quit her day job and become her own boss. Keep reading to find out where she gets her best business advice and why she thinks she can work a much longer day now that there's no alarm clock to wake her up!
How did you originally get into the business of making things?
Well, funnily enough, I’ve always tried to be in the “business of making things.” I grew up with wonderfully supportive parents — a mom who crafts and a dad who has always run his own businesses. I suppose it was inevitable for me to want to combine the two.
When I was tiny, probably around five, my mom would go to craft shows to sell her wares. She'd set me up with a tiny little table of my own, and I’d sell these itty bitty wreaths with tiny bears glued to them. Then when I was in elementary school, being the entrepreneur I am, I approached a consignment shop and worked out an arrangement to rent (free of charge, mind you) a shelf in the shop in exchange for handing out flyers around town. I made all sorts of choker necklaces and little origami-like creations. I think I sold two things in the couple of months I had a shelf there. I was a precocious little thing!
More recently my artwork became a means to escape my day job as an administrative assistant for a bank. Instead I could do something I loved that fulfilled me creatively and that I was passionate about. I have a degree in theater, which I realized wasn’t for me soon after entering the professional world (far too many conflicting personalities and far too little control over your end product).
So there I was, stuck in this day job, all the while thinking there has to be something better out there for me. I rekindled my love of knitting initially as a creative outlet, which in turn led me to return to photography and then to sewing.
When you first started selling on Etsy, did you have dreams or goals of eventually quitting your day job?
Absolutely! From day one. I was originally planning on selling knitwear, but realized I’d never be able to produce a product fast enough for it to be a sustainable business. I soon opened my first shop, Diffraction, which combined my original photography into jewelry. Diffraction was a great first step, but even with a unique jewelry line you are still competing against so many talented designers in a flooded market. DiffractionFiber was created as a sister site, almost as a diversion. I really had no idea it would take off as it has. I found myself sewing pieces and didn’t want to drown in pillows around our home, so I listed them in the second shop to keep Diffraction true to its original intent and brand.
Did you do anything to prepare ahead of time?
I am an expert list maker (sure, I usually lose most of my lists, but I am an expert at making them!), and I can be practical to a fault. So first off, I figured out how much money I’d have to make each month to eventually match what I was making at my day job. It gave me something tangible to attain: not just to increase sales, but by how much. I was able to plan how much of my business I thought would be revenue from Etsy, from craft shows and from wholesale. I decided when my revenue was equal to that of my day job for three months I’d put in my two weeks notice and make my long-held dream of entrepreneurship a reality.
I found independent health insurance, which is incredibly important to me. I squared away my business with all the proper licensing with the state and IRS. And I set up all the wholesale accounts I’d need for buying my supplies in bulk. I read up on marketing, on creating a business plan, and I talked to SCORE counselors (which is an invaluable resource for business professionals). I’m addicted to the Modish Biz Tips blog. I also watch the TED conferences, which provide practical, thought-provoking marketing advice and inspiration. I find that the more I read and learn, the more confident I am about my business, about talking about it in a professional way, and on making it a success. But like I said, I’m infinitely practical at times. 
What are the most effective ways you have promoted and marketed your Etsy business? What's your best marketing tip?
By far my greatest success has stemmed from creating a unique product, first and foremost. If you don’t have that, no amount of marketing will make you a success. If you can’t point to a reason for someone to buy your product over all the others out there, you are lost in a sea of competition. I’m not saying you need to reinvent the wheel, but there needs to be some component of your product, of you, of your packaging or service, that they can’t get elsewhere.
That said, with my unique widget in hand, I started approaching blogs. And not just “Hey, check out my shop," but an authentic correspondence about one product or series. I wrote personal emails to one blogger at a time, no copy and pasting! I certainly owe bloggers for my success!
What have you found to be an unsuccessful promotion?
Ironically enough, my own blog! Maybe more as an outlet than anything at this point. Also, Project Wonderful hasn’t been very effective for me, and that 10 cents here and there adds up. I try to think about what works on me as a consumer, what are the ads or promotions that get me to buy or to even perk up my ears at a product...and side bar advertising isn’t it. My suggestion is to turn the table and think about how you buy.
Walk us through your typical workday.
- I typically wake up around 8 a.m.: no alarm clock for this girl!
- I check my email first thing in the morning, answer any convos and check for sales.
- I spend a bit of time in the forums, reading blogs and contacting blogs while eating breakfast.
- Typically I’ll get started on sewing mid-morning.
- I try to carve out a portion of the day for working on a new product or idea that’s been floating around my head.
- After lunch I have the best light in my living room to photograph anything I want to list that day.
- And really, it’s just a lot of sewing and cutting throughout the day.
- My wonderful husband comes home around 6 p.m. I love to cook, so I make dinner for the two of us.
- In the evenings, I package up any orders that are to go out the next day and schedule the pick up through USPS.
What do you enjoy most about not having a day job? Is there anything you miss?
Working on my own schedule! It is amazing how much more energy I have during the day not having to wake up to an alarm clock! At my day job I had very little work to do throughout the day, and yet by the end of it I’d be exhausted. Now, I work 12 hours a day and yeah, I’m tired, but I feel good! I feel a sense of accomplishment. (Not to mention the very odd personalities and grumpy people I worked with.) I certainly don’t miss that! Just the human interaction is missed. I find myself babbling as soon as my husband gets home from work about who knows what.
What's the hardest part about running your own business?
The hardest part for me is keeping things in perspective: knowing that’s it's okay that I didn’t make a sale today, because for the month I’m on track for my goals. I tend to get sales in rushes, and it’s in those lag times that self-doubt can creep in.
If you could go back in time, what advice would you give yourself? What advice would you give someone else?
Just to know from the beginning that it really is possible! And sure, it’s going to be hard, but it’s also going to be rewarding. For anyone considering it, I’d say go for it! Be smart about it, especially in this economy, but it really is achievable if you have a plan and set goals for yourself. There is a wealth of information on the internet, so use it!
What goals do you wish to accomplish in the coming year for your Etsy business?
I’d like to expand my wholesale accounts, and, of course, create all of the ideas I have buzzing around in my brain! Many more pillows, personal accessories and some wearable creations will soon be appearing! I’m already looking towards my very first holiday season with DiffractionFiber, which I’m sure will be a whirlwind! 
Is there anything else you'd like to share?
Just a big ol’ kiss on the lips to Etsy. There is no way I could be where I am without it. Etsy is such a unique platform for creating your own success! So thank you thank you thank you!
Thanks to Beth for sharing her story. Have your own questions to ask? Come on by and chat with Beth tomorrow (Wednesday, June 17, 2009) at 7 p.m. ET in Etsy's Virtual Labs.
You can see some of her fiber work in the related items. Check out previous Quit Your Day Job posts here.
| Tags | Chicago, diffractionfiber, diffraction fiber, fiber, full-time, home decor, Illinois, pillows, Quit Your Day Job, sellers, selling, workflow, working |
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139 comments Login to add your own!
PeppermintDaydreams
So great to see an interview here with you!
Great article.
I scratch everything on tiny pieces of paper...fellow list-makers unite!
BluCille
Cute and cozy. I love it. My father in law would love the ctrl alt del pillows! Great job.
EJPcreations
A wonderful article!!! I just love hearing these stories! Makes me so hopeful!
missindie
beautifulbridget
delightdesignbiz
Great article! And your work is fabulous - loving that egg pillow!!
PeppermintDaydreams
...ahhh, I think I need this:
http://www.etsy.com/view_listing.php?...
TheFancyLamb
The Quit Your Day Job series is always very inspiring, but for some reason, I feel exceptionally inspired by Beth and DifractionFiber. I think I see a lot of myself in her. One of these days, I hope I can quit my day job too!
1AEON
I dare you!! For us/me it was the best decision in my life.
go girl!!! (and boy!)
WinchesterLambourne
I love those articles for the same reason as FancyLamb. They're very motivational.
Thank you. :)
BluLima
Great info, thanks for mentioning health insurance-there is no way to make it on your own without some form of coverage.
sagittariusgallery
Yay! Awesome article, hun (P.S, I spy my print on the wall behind you! How cool!)
Congrats on your success ((hugs))
mysaturnalia
knitwithit
gracenotespapers
I've seen your work before and love the personality of your pieces. I'm with Peppermint on the list-making -- I'm obsessed! Wishing you continued success.
littlepancakes
You make really cute stuff! I am always jealous of people quitting their jobs and doing what they love
VintageEyeFashion
fantastic work!! isn't food a wonderful inspiration for
the creative process?
PAINTINGSBYSAM
jewelalchemy
niiiiiice!
hooray for quitting your job!!
(I just did the same a few weeks ago too!)
MyJunkyTrunk
thestapeliacompany
variation
michon
sushibooties
Great article.. hope to be doing it full time one day myself! thanks for the inspiration! della
stitchknitsew
SleepDreamPlay
ClareBears
pinpinn
sherrytruitt
zombuki
18ontheAlley
great article...i second the smooch on the lips of etsy! i'm so glad it exists! <3
babook
i love to listening a lot of person experience it`s always inspirent me :) http://www.babook.etsy.com
kittycrossbones
Squier
CustomCoffey
worksofwhimsy
I've admired your creations for while. Very interesting to read your story.
diffractionfiber
Thank you for your kind words everyone. The back wall of my studio is definitely an eye-spy of etsy artists like Sagittarius said :)
clubviv
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Greenbriar
Defiantely adding the Ctrl, Alt, Del pillows to my list for Christmas gifts for friends. So cute!
TrulyBella
Yay for quitting your day job. This week is the last week at mine!
Love your store!
steampunkjunk
sweetsmilesbaby
I love the button pillows. You could just sew those suckers to the couch and never lose another pillow to a fort or a pillow fight!
CityChicCountryMouse
You're an inspiration! Thanks for some wonderful advice, I really enjoyed reading your interview! And I love your shop!
littleANGELboutique
baconsquarefarm
Great shop and wonderful story too, love your newborn footprint pillows, wish you continued success as well.
Morado
BlueTerracotta
TianaCHE
cthings
Great article and congratulations!! I really like your work and love those machines! I need one of them.
GeorginaKay
Congrats on quitting your day job. You have a cool shop! Very inspirational. I laughed about your list thing - I'm the same! :)
vitamini
nicolelindner
So cute! Her items would make great gifts! I like her schedule too!
HarrietsHaven
Beautiful work! There's so much valuable information and experience here.
SundraSandrusi
lissalee18
Absolutely amazing, inspiring and wonderful. Thanks for sharing your story;)
JAdamsDesigns
Awesome! Love your pillows and you also offer some good advice!
pebelle
i'm a list maker too. post its. all over my cupboard. with a small child to raise on my own, a day time job and my label, i'm more than stuffed up.
anyway this interview is very motivating that dreams come true.
lesjoujou
sandali
Wow -- I love your shop & your featured items are AWESOME -- thanx for all the helpfull advise !!
Also one of the things I love the most is you waking up without your alarm clock -- I've tried to master this for years ;)
recycledwares
Beth,
What an inspiring story. I also have been an admin assistant for several years and hope to put my alarm clock away soon. Thanks for sharing some tips, tricks and a few websites that have helped you. I saw your ctrl, alt, delete pillows a few days ago and thought it was such a great idea. Good luck with your business.
StoneDesignsbySheila
4TheSparrowsNest
Thank you Beth! Very creative home decor ideas, and great advice!!
lazulibluecreations
fastsoftpress
Wonderful interview and really inspiring! Thanks too for the links to Score and TED-will be great new resources for my growing business.
janiesmash
you should do a mac version of the alt ctrl delete.
Option-Shift-Command-esc
OPT-(shift symbol)-(command symbol)-ESC
Furryville
:') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :')
:') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :')
:') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :'):') :') :') :') :') :')
Great Work!!!
SMILE!!!
gonerustic
You've been so helpful and practical in your approach to your business. Thank you =)
thingsbuilt
groovy pillows. fellow TED freak here. thanks for sharing with us.
staceylyndesigns
Thanks for sharing your story. I love your products and your practical advice. Very inspirational.
FluteTeacher
thehotcookie
Congratulations! We just saw your work at the INDIEana Handicraft Exchange. So lovely!
thebestvintage
Good Job diffractionfiber.
I love the keyboard pillows too!
realisationcreations
jenniferdennispotter
I just love your pillows. It's great to hear your story as well.
VintageJamie
lzubal01
Thanks! Your stuff is wonderful and the article was inspiring! I am working on the "business" end of it- trying to learn.
hiddenmoon
of all the quit your day job interviews I've read, yours was the most informative
shopgoldmine
What a smart gal!! Thanks for the inspiring words, Beth! You are awesome :)
ccstar
oh, girl I hear you on the Theater degree! I also went to school for theater-costume design in particular, but once I entered the job market it was all dressing people and dealing with actors' egos and no creativity. By the time the director and the actor got through with your concept, it didn't look anything like what you wanted. Couldn't handle it! Glad you found your way!
lovelygifts
amaamo
thank you for sharing your story and your advise with us dreamers... it keeps us really motivated! :)
your work is wonderful! — congrats.
littlegraypixel
I've been coveting your Ctl+Alt+Del pillows; they're so rad!
thelonebeader
ArtDecoDame
sharlzndollz
A great ans informative story about your journey. Thanks for sharing your energy with us.
BirdWatching
Ahhh another story that gives me hope. I am currently unemployed and the tips on here make me hopeful that maybe I can do etsy full time too! Thanks for sharing!
zeropumpkin
menalove
Ohhhh I can't WAIT to write one of these articles!!! Thank you so much for sharing your story; it's truly an inspiration and I LOVE your pillows!
CutieDynamite
SimplyQuilting
Very cute and original! Loved your interview. I am really hoping my daughter and I can make our boutique our day job.
Thanks for a inspiring story!
bittybambu
Really fun pillows, I especially love the peapod. Congrats on your success.
DiosasForumBoutique
No more copying and pasting for me! Thanks for the tip! I feel your passion. I'm a stay home mom and a designer by veins... Hurray for the papers and pens!
Thanks for sharing this wonderful information with a Newbie like me!
fotogenic
sleepypillow
klacustomcreations
great interview and love your work, off to check it out more.
monkeyandsquirrel
great article. i love the quit your day job series! i'm also a fellow note taker. i have notes that are subcategories of previous notes. it can be a problem... :)
tldgrainwear
It's nice to read experiences from other fellow etsians. I want that "rainy day blues pillow"...it's perfect and has a lot to do with my product! Cheers!
sandrajevans
I love reading about other people's successes. Congratulations! Keep up the awesome work and I wish you the very best of luck.
poppyswickedgarden
THe Cutest stuff you make! And your worksapce is much neater than mine LOL! I love the fortune cookies
lbapparel
Congratulations on quitting your day job!! That is super exciting!!
pluckypillow
Wow! Congratulations on kicking the day job. My fave pillows of yours are the PB & J. Have a great day!
CustomDogBandanas
FoodForHands
glorygifts
Clever creations from this seller! Fun items! Best wishes for much success!
Blessings,
Amy:)
jjceramics
Cool pillows, especially the Peas Please bolster! What a great interview. Thank you so much for the links on business advice and marketing. It shows that you've done your homework. Best wishes!!
hollymoose
I always LOVE reading these QYDJ articles- always inspiring to me, and this one is no exception.
Thank you, Beth, for sharing! I, too, am a crazy listmaker and always have been (even before I could write words, I would make squiggles list-fashion on paper!) And, I also lose mine often. ;)
Keep up the great work!
EarringVixen
How inspirational! That would be great to be so successful.. I make earrings and yes there is such a huge market that sometimes it feels I might not get the success I wish for. I keep trying, and I think that people will realize that good quality jewelry and beautiful gems is a great accessory to buy, and that they can find great things at my shop. Thanks for the great article and great advice!
gilstrapdesigns
Wow I wanna eventually be like that at home running my own sucessful business full-time.
zuppaartista
i am so in love with her pillows! the fortune cookie and pb&j are my favs!
hearthsidetreasures
AZCreativeStudio
scentbythesea
I don't understand how she could quit her day job with 43 sales? I hate to be the wet blanket but it doesn't add up!
TreeHuggerStudio
job well done. you are a inspiration.thanks for the story.
VintageRoseClothing
I can't wait for the virtual lab tomorrow, your story along with all the other's are truly inspiring & something to work towards! :)
virsaq
flutter
Thank you for a great article! So much info and inspiration! More power to you!
RetroHouse
Love the egg pillow - Congratulations on following your dream. What an inspiration!
BlueShoeStudio
Whenever I read these wonderful interviews - (and let me stress wonderful re "QUIT your stinkin' day job"!) I see that I am not unlike the collective 'you' in my thinking, however, I am in my time management. Thank you for the lesson and perspective, and I hope to be 'there' someday... to attain the freedom financially and more importantly CREATIVELY! Happy Summer!
PurpleBears
I like your perspective on creating a unique product. It almost sounds like you stumbled on selling the pillows, but it's really hard work and determination. Along with an openess to try new things. Thanks for sharing.
RomanceCatsAndWhimsy
Love your shop and unique items! Great article - I enjoyed it -- lots of really good advice.
kerrybeary
OUTSTANDING!!! Brilliant work! Thank you for being so inspiring!
VIKukA
sarahsquiltsncrafts
Love it!!! Wonderful how it works for you, and thanks for sharing your journey!
MattiOnline
Thanks so much for the helpful tips! Being new to Etsy your info and experience is invaluable!
JoDyer
Furiousdreams
Congrats Beth, and thanks for a very informative story about your business development. I rely on blogs as well, and also watch the TED clips online as well as other market and design industry podcasts.
I also like your note about 'authentic correspondence'. Too often I see folks promoting without thought of true interaction. Building real online community is our best means of becoming visible....
ValariePanei
MyKreation
alittledream
Great interview. My work day is something like yours and yet I still feel guilty and unproductive. (I think it all has to do with the whole "Punching the actual time clock" brainwash crap you're fed your whole life. I do love what I make though. Even if no one else likes it, I am HAPPY!!!!
ArtByAstrid
I felt very inspired again reading your interview. I have cut my work down to 3 days a week to be able to paint more and I am selling on other sites but haven't managed a Sale on Etsy yet, LOL. Good Luck! Your shop is awesome. I will visit more in few of buying Gifts.
SuaVoce
sarahemilydesign
AngelasAtelier
CGDesigns
Awesome article, I am at some crossroads and I have a lot of thinking and planning to do. You're article is inspirational and it's funny how much we have in common, I'm an Administrative assistant, my Dad is entrepreneurial, I make all kinds of lists, I even got a scratch pad for ideas, I'm an Administrative A., and my degree(s) are not being used at the moment. I guess I just need to find that creative niche. I'll still search, but in the meantime, I need my hobbies to keep sane!
creations1000
Loved this article. I also saw many characteristics of me in you. I have just started my shop 4 months ago, I realized one important thing you did, setting goals of not just increasing the sales, but also about how much the sale should be!!! All tips are great for sure!!! Best of luck and efforts.
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