If you’re a craft artist, you already know the feeling: so many ideas, so many possibilities, and absolutely no rulebook to follow. Starting a handmade business can feel overwhelming, confusing, and downright chaotic at times. Trust me—I’ve lived it.
Ever since I can remember, I wanted to make a living through my creativity. Selling crafts online felt like the dream…even though it took me years to figure out what that dream looked like.
And throughout those early years, I heard this question constantly:
“So…when are you opening a shop?”
Cue the internal eyeroll.
A physical shop wasn’t in my plans then, and it still isn’t now—over 10 years later. The whole reason I wanted a craft business was for freedom: freedom to create how I wanted, work where I wanted, and sell my art on my own terms.
But the journey to build a business that supported that lifestyle?
Let’s just say…it was messy.
The Corporate World Wasn’t For Me
Before I knew anything about running a handmade business, I tried the traditional route. I wanted to design. Companies wanted me to do busywork in a cubicle.
Eight years of art school and somehow I was expected to “learn the ropes” by stapling spreadsheets? No thanks.
Luckily, I worked part-time for a friend’s web design company, and over time I transitioned to working remotely. Cafés, home, anywhere with Wi-Fi. That taste of freedom was all I needed. There was no going back.
Craft Fairs: The Hard Lesson I Had to Learn
When I eventually moved to San Francisco and officially started my craft business, I was making everything by hand—without the faintest idea of what customers actually wanted.
So I did what everyone suggested:
Craft shows. Craft fairs. Booths. Weekends on my feet.
And wow…was it exhausting.
Huge crowds but barely any sales.
Long hours but little return.
Tons of inventory but nowhere to store it.
I was tired, uninspired, burned out, and completely overwhelmed. My creativity was fading under the pressure of mass-producing pieces for shows that weren’t paying off.
I finally asked myself, “Why am I doing this?”
It wasn’t worth it.
It wasn’t sustainable.
And it definitely wasn’t freedom.
So I quit craft fairs. And that’s when everything began to shift.
My First Step Online: Etsy (and What I Learned)
Selling online terrified me at first. Shipping? Packaging? Building an audience? No clue.
But I forced myself to try.
I opened my Etsy shop. The first few sales gave me a confidence boost. And even though it wasn’t yet enough to support me full-time, I started to see the possibilities.
Then life took another turn: I began teaching live art classes. After a while, custom design work became my biggest income stream.
My Etsy shop remained, but it slowly became “extra money.”
Still, nothing beat waking up to that magical email:
“Etsy Order Confirmation.”
That feeling was unforgettable.
The Teaching Era (And Its Own Set of Struggles)
Live classes and corporate workshops quickly became my main gig—but soon I was teaching 2–6 times a week.
And guess what?
I was back to the same problem.
Tired. Busy. Attached to a studio schedule. Teaching the same thing over and over again.
This wasn’t the freedom I had been chasing.
My Introduction to Online Courses
An online teaching company reached out and offered to film and host my course. Exposure, passive income, zero tech stress—it felt like a perfect opportunity.
And honestly? It was a great starting point.
Every month, money appeared in my account whether I lifted a finger or not. That was the moment I realized…
“I need to learn everything about online teaching.”
But then the platform changed its payment model, and my income dropped overnight—reminding me that I didn’t actually own my content.
If I wanted real, lasting control, I’d have to build something for myself.
The Scary Leap: Building My Own Online Craft Brand
So I quit my job, saved up, and flew to Barcelona for two months to figure it all out.
I researched.
I planned.
I brainstormed from my tiny (and unbearably warm) apartment.
And finally—
I had a strategy.
My goal was simple but ambitious:
Move my entire craft business online.
Sell handmade products AND teach workshops.
Build a following from scratch.
Create consistent income.
I knew it wouldn’t be quick, but it was possible.
So I started.
Why Selling Online Without Etsy Changes Everything
You might be thinking:
“But I don’t want to teach online. I just want to sell my crafts.”
That’s fine!
It doesn’t matter whether you sell handmade products, craft services, or creative workshops—the foundation is the same.
If you want freedom…
If you want control…
If you want profits that stay in your pocket…
You need to build your own online audience.
Because when people follow you, they follow your art wherever it goes—season after season, product after product.
Platforms like Etsy are great starters.
But your own audience?
That’s your long-term future.
Fast Forward to Today
My business is now 100% online.
I have a loyal, global community of craft lovers who follow my work, respond to my emails, attend my workshops, and support every new project I launch.
I create what I love—without burnout or endless craft show weekends.
And my favorite part?
I finally feel like I’m helping people in a meaningful way.
My creativity has a purpose.
My work matters.
The Secret: My Email List Changed Everything
Social media is unpredictable. Algorithms shift. Platforms rise and fall.
But my email subscribers?
They’re my people.
They trust me.
They read what I share.
They buy my products.
They cheer me on.
They tell their friends.
An email list is like a little digital family. And it is the lifeblood of my business.
If you’re serious about building a sustainable craft business, this should be your #1 priority.
Your Journey Will Be Different—And That’s Okay
Maybe you do want a physical shop.
Maybe you love selling at craft fairs.
Maybe teaching isn’t for you.
That’s the beauty of creative business—there’s no one right way.
But no matter what direction you choose, one truth remains:
You cannot build a profitable craft business without your audience.
And the best way to reach them?
Your email list.
Ready to Build Your Own Online Craft Business?
When I started, I had no guidance. No mentors. No one who understood the online craft world.
Today, after years of trial and error, I’ve built a business that gives me freedom, impact, and income.
And now…I’m teaching everything I learned.
If you want to build an online audience that buys your work, supports your launches, and helps you grow a sustainable creative business, check out the workshop below.
It breaks down my entire system and shows you exactly how to start generating consistent online sales—without relying on Etsy or any marketplace.
Your dream craft business is absolutely possible.
And your journey can start today.
