Quit Your Day Job: Freshline

Quit Your Day Job: Freshline

Story by Freshline

Published on Jan 24, 2012 in Seller Handbook

Photo by Freshline

Tell us about your shop and the idea behind it.
I own an art shop on Etsy called Freshline where my art prints, ring-bearer pillows and everything else can all be customized! I enjoy creating unique one-of-a-kind art prints, stationery sets, recipe books, and custom ring-bearer pillows for my amazing customers. I envisioned a shop where I could work on my illustration designs and turn them into personalized art and home decor for clients.

The name Freshline was created during my senior year in college. I wanted a business that would reflect my illustration style of being fresh and fun and at the same time filling a desire to offer my clients something custom made that they could not find in department stores.

Tell us about your previous working situations and how you discovered Etsy.
In 2004 I graduated from Auburn University with a BFA in graphic design and with the hopes of one day starting my own illustration business. Upon graduation I worked as a graphic designer for several years at a magazine in Orlando. During my time at this publication, I felt like I wasn’t living up to my own artistic potential. I soon met another graphic designer who felt the same way about working for someone else, and who eventually inspired me to work on my own business in my free time (thank you, Laura!). I will be forever grateful for her creative push and confidence in my artistic abilities. In my free time after work, I started up Freshline Illustration based upon designs I had started in college.

In early 2008 a friend introduced me to Etsy and I knew I had to sign up. I worked hard in my spare time to build up my shop with art prints, stationery and wedding ring-bearer pillows. Shortly after starting up my Etsy shop, my husband and I relocated to Huntsville, Alabama. Once in our new city, I worked as an art teacher for a few years. Still determined to work for myself one day, I poured all of my creative energy into my Etsy shop. All of this hard work allowed me to quit my day job last summer! I feel so fortunate to have found Etsy. It’s been such an amazing experience.

What steps did you take to prepare for transitioning into full time Etsy selling?
I stocked up on art supplies, stationery supplies, and shipping supplies. I also started marketing my business through postcard mailers showcasing my work to freelance customers and magazine companies. It’s important to be set up and ready to make the transition once your business takes off.

What is your favorite part of the process in illustration/design?
My favorite part of the process is working on custom illustrations for clients! I enjoy the challenge of creating something new. I love seeing photos of my art in customers’ homes! I also enjoy seeing photos of the ring-bearer pillows in action from a bride’s wedding! It’s exciting to be able to create something for someone that will be a lasting keepsake.

What are your best marketing tips?

Have outstanding customer service and be friendly! I reply to my customers quickly and have a fast turn around time on all of my products. I also include a thank you note and bookmark (I change the design often) inside each package. Sometimes I throw in something extra like a postcard or greeting card.
Have a cohesive line of unique products that best represent your shop!
Photograph your products well and show photos of your products in action! I have photos of ring bearers (that wonderful brides have emailed me) holding their Freshline pillows.
For my custom art prints, I like to show them in a few different color schemes to give customers an idea of what is possible. I also try to list products in different sizes.
Keep up with a blog, Facebook fan page or other social media outlet. I often have sales or fun freebies on my blog.
Be your own best advocate and be willing to market your shop whenever you go out in public or see a business where your products might do well. I always carry business cards with me. You never know who you will meet!
Sign up for Etsy search ads!

What’s been your most popular item or line to date?
It’s a tie between my bird art prints and kitchen prints. These kitchen mixer monogram art prints go fast. You can customize them to match your kitchen color scheme and add your own monogram. My love bird ring bearer pillow has also been very popular! I love birds and you can probably tell that by just browsing through my shop!

Made any business mistakes you regret?
I have tried several venues for online advertising and I don’t think any of them have been mistakes. I look at them as an opportunity to reach new customers. The best promotion I have tried so far are the Etsy search ads — they helped me reach new customers!

What is the biggest challenge you face during your daily schedule?
The biggest challenge I face is not having enough time in the day! I try to do a little of everything throughout — either sketching new ideas, customer service, or packing up orders. I think the newest challenge I face is coming up with a weekly schedule and actually following it!

What’s the hardest part about running your own business?
Honestly I enjoy everything about running my own business, but the hardest part for me is turning off the computer at the end of the day. When you have your own business you are constantly working on it. My husband Chris and my dog Emmy remind me to balance my life between family and business.

What do you enjoy most about not having a day job?
I enjoy the freedom and fulfillment that working for yourself provides! I enjoy working on my illustrations throughout the day, and it’s wonderful to meet people from all over the world through Etsy.

What is the most exciting thing that has come out of selling your designs through Etsy?
My custom wedding ring bearer pillows were featured in last year’s Weddings Unveiled Magazine and that was very exciting! The art director had found Freshline doing a search on Etsy!

What advice would you give someone considering a similar path?
I would tell someone who has the same aspirations to become a full-time artist to be patient, determined, and follow your heart. Believe in yourself and be confident. Always do your research. Do others have something similar? Is your line different? Will it stand out? The sky’s the limit with Etsy!

Anything else you would like to share?
I’d like to thank all of my wonderful customers who have supported my shop! I wouldn’t be where I am today without you all!

As a special thank you for reading this article, I’d like to pass along a 15% off coupon for any purchase in my shop. Use coupon code FRESHLINE15 during checkout. I will also be forever grateful to my parents (and siblings Kyle and Heather) who have been so supportive of my artistic ambitions throughout my life. I’d also like to thank my husband who believed in me (when he saw my early illustrations!) when we first met at Auburn University! Thank you Etsy for this opportunity!