6 Tips For Building Your Handmade Business

From Overwhelmed to Inspired: Building a Handmade Business Without Losing Your Sanity

Let’s be real—building and branding your handmade business can feel downright overwhelming. Maybe you’ve thought about grabbing a bottle of wine and hiding in your closet instead of tackling your to-do list. But don’t worry—you’re not alone. Instead of drowning in frustration, let’s grab a glass of water, a pencil, and some paper, and start brainstorming a strategy that will actually work for you.

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Use Social Media & Video to Tell Your Story

Social media is one of the most powerful tools for handmade businesses. It’s not just about selling—it’s about storytelling. People want to connect with the maker behind the product. Share your messy studio, the neighbor’s cat that keeps you company, or the silly mistake you made when ordering supplies. American shoppers love products with a story, and social media is the perfect place to share yours authentically. Engage with your audience, post where your ideal customers hang out, and interact with brands and magazines they follow. Ethical consumerism is on the rise, and shoppers are willing to pay more for products made with care—so showcase your craftsmanship proudly!

According to Doug Hart from Consumer Business Compass, “Ethical consumerism is on the rise.” That means that people are willing to pay a little bit more for products and services from companies that care, and are committed to positive social and environmental impact. What is cool about handmade businesses is that they are already cool…you don’t have to try and make yourself something your not."

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Be Transparent & Human

Customers connect with real people, not faceless brands. I’ve made it a point to be transparent with my clients—even if that means taking calls with my kids making noise in the background or working in a messy office. Being open about the realities of running a handmade business helps build trust. People want to support businesses that are relatable and authentic. As long as you’re operating ethically, there’s nothing to hide!

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Create an Authentic & Magnetic Brand

Authenticity is everything. No one wants to buy from a brand that feels fake or mass-produced. Demonstrate how your product improves your customers' lives and makes the world a better place. The beauty of handmade products is that they are already unique—your job is to make sure your brand reflects that uniqueness. You’re not outsourcing your work to a factory; you’re creating something with your own hands. Emphasize that in your branding and marketing.

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Experiment & Adapt

‍Just like in life, the day is more exciting when you try new things or walk home on a new route. Don’t be afraid to try new things. There is no one formula or path for success when it comes to your marketing endeavors. There are so many different options out there its just best to try one. Of course, it helps when you know exactly who your target market is and you can read more about writing user personas here. The trick is to try new strategies and when you find something that works, do it and tweak it until you get the best results and return on your investment.

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Make Design a Priority

First impressions matter. Your brand’s visual identity communicates professionalism, quality, and passion. If your branding looks DIY in a bad way, potential customers may assume your products are low-quality. Take your business seriously, invest in good design, and create a brand that stands out. Your business isn’t a hobby or a weekend garage sale—it’s a real brand, and it deserves a visual identity that reflects its value.

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Marketplace vs. E-Commerce: Finding the Right Fit

So I have a lot of friends that make a few crafts here and there, and some sell some of their goods on marketplace sites like Etsy. Now don’t get me wrong I love shopping on Etsy. It's a fun way to find new products or handmade items for my two littles. The only problem with using Etsy as your primary online store is that you can get lost in the wonderland of products. I shared a post about why I think Etsy Sucks — 4 Reasons Why Etsy Sucks.

There are so many other sellers that you get lost and it can be difficult for you to compete. When someone buys a product from Etsy and they are asked about it the convo might go like this:

“Where did you get that amazing necklace?”
“Oh. this? I got it on Etsy…”

So instead of sharing the actual maker or brand they just list Etsy as the location of purchase.

Online marketplaces are great but they are built for discovery and not a great place to build a sales funnel. Marketplace sites leave a lot of wiggle room for customers to click to another page or view what a competitor is selling.Possibly losing you the sale. Having a well-designed stand-alone site will not only increase your sales but also help earn you more referrals and build a brand following. I recommend having both…a well-designed website and listing your products on a marketplace website.

If you are just starting out and don’t have a budget established for your website there are plenty of free or do it yourself websites. Sometimes you just don’t have the money I totally get it…but It really does make a huge difference if you can find a designer you can trust to guide you through the process and give you a product you really love and want to share. Hint….I can do that for you. :)

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Ready to Build a Business You Love?

Branding your handmade business doesn’t have to be a nightmare. With a clear strategy, authenticity, and thoughtful design, you can create a brand that stands out and connects with your ideal customers. Take a deep breath, start small, and remember—you don’t have to do this alone!

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