New Etsy Campaign Prioritizes Creators Amid Backlash
Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.
![A rendering of a billboard from Etsy’s new campaign. The campaign is designed to highlight the platform’s creators and how their products are made. Etsy billboard rendering in NYC](https://uploads.nationaljeweler.com/uploads/a5bee9cae4ef4ad4f761e5f1b944e028.jpg)
The campaign, which launched July 9, will feature several creators, showcasing how each makes their products.
It will include TV commercials, billboards in New York City and London, and posts on Etsy’s social media accounts.
In an article on the Etsy website authored by new Chief Brand Officer Brad Minor, he said the campaign aims to highlight the sellers’ names, showcase the creativity and love that goes into their work, and reinforce the “importance of our mission to ‘Keep Commerce Human’ in a world of increasingly commoditized, soulless manufacturing.”
The campaign is likely a response to complaints by Etsy’s customers and creators, who were noticing more and more items on the site were not made by the person listing them.
Some sellers were said to be outsourcing production—a practice Etsy has allowed since 2013—while others were allegedly reselling items they’d bought elsewhere, like on fast-fashion site Shein, for a profit.
Etsy sellers voiced their concerns about this issue previously as part of a strike in April 2022.
The main catalyst for the strike was a rise in transaction fees, but it opened the door for other grievances to be heard, including concerns about the uptick in mass-produced items on Etsy. Sellers asked at that time that the reseller problem be addressed.
Resellers also were the drivers of a previous seller strike, in 2012.
In a petition related to the 2022 strike on Coworker.org, creator Kristi Cassidy shared her frustration, garnering more than 87,000 signatures from creators and shoppers.
“AI-powered bots shut down legitimate seller accounts seemingly at random, while Etsy looks the other way on resellers who undercut authentic makers by peddling sweatshop-produced junk in clear violation of the spirit of the Etsy community,” said Cassidy.
“Rather than rewarding the sellers whose hard work has enabled Etsy to become one of the most profitable tech companies in the world, Etsy gouges us, ignores us, and patronizes us.”
On the same day earlier this month that it announced the launch of the new campaign, Etsy introduced “Creativity Standards” to outline and clarify what is allowed to be sold on the platform.
Notably, however, no changes have been made to its policy on what goods can be sold on the platform.
In a post on its website written by Etsy CEO Josh Silverman, he noted artists use various tools in their work, including traditional ones like paint brushes, and newer tools like generative AI.
“The common thread that weaves through all of the creative goods allowed on Etsy is human imagination and involvement. We are, and will remain, the marketplace for original items from real people,” said Silverman.
Its Creativity Standards are meant to clarify the role the seller has played in relation to the item being listed.
As of July 9, an item being listed can be categorized as: made by a seller, designed by a seller, sourced by a seller, or handpicked by a seller.
Some sellers make an item from scratch while others source vintage clothing, offer craft supplies, or put an original design on a standard T-shirt. All are allowed on the platform.
Those shopping on Etsy can see these new labels as well.
Etsy said this is just the start of its work to elevate creators. It is exploring how to highlight them in search, discovery, and marketing as well, it said.
The company also addressed complaints from sellers about its search function, referred to as a “black box” where listings get lost, and said it is working to improve the visibility of listings.
“We believe this will better meet buyer expectations and help them find the exact type of item they’re looking for—from artisanal pieces crafted by your two hands to production-assisted items personalized to perfection,” said Silverman.
Minor, the company’s chief brand officer, added, “Our sellers are the heart of our marketplace, and their unique human touch is what makes Etsy, Etsy.”
“We encourage you to explore their stories and join us as we celebrate the individuality, creativity, and the meaningful connections that make every purchase on Etsy special.”
Founded in Brooklyn, New York, in 2005, Etsy has 9.1 million active sellers and 96.4 million active buyers, with more than 100 million listings on its website, according to its website.
The Latest
![The “Fabergé x Beetlejuice Beetlejuice” collection features 22 jewels inspired by the new film. Fabergé Beetlejuice Beetlejuice jewelry collection](https://uploads.nationaljeweler.com/uploads/78361e751f2e3238b13e547c8e85c65d.jpg)
It’s showtime for these jewels, inspired by the motifs and color palette of the new Tim Burton film.
![A set of Movado Connect 2.0 watches. The company reported declining sales in its recent second quarter results. Movado Connect 2.0 watches](https://uploads.nationaljeweler.com/uploads/5d1cc61baba5bd86849eb79a0df1fd7c.jpg)
CEO Efraim Grinberg pointed to a challenging consumer spending environment, particularly in the watch category.
![Lizzie Mandler’s Liquid Gold Hoops](https://uploads.nationaljeweler.com/uploads/746314458eb97f28efb151c2315cddd7.jpg)
Inspired by a 19th century sculpture, Mandler transformed gold into liquid for these earrings.
![How to Increase Instagram Followers Naturally in 2024 2.0 (1).jpg](https://uploads.nationaljeweler.com/uploads/ce0b2d506437b6b5b6e9ea7de9150001.jpg)
Growing your Instagram following organically is more important than ever in today's technological environment.
![On the right, Hadid models for her first campaign as Chopard’s brand ambassador, while, on the left, she appears in the jeweler’s “Sculpted by Light” campaign. Bella Hadid in Chopard Campaigns](https://uploads.nationaljeweler.com/uploads/b4287ac9cd48a80ee5996d4de691c321.jpg)
The model and entrepreneur stars in two new Chopard campaigns.
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![Ralph Simons, a veteran luxury executive whose resume includes stints at Frederique Constant, Chopard North America, and Tane Mexico 1942, has been named CEO of jewelry brand Cadar. New Cadar CEO Ralph Simons](https://uploads.nationaljeweler.com/uploads/701ba9af82dedc21b73702ac33d75523.jpg)
Ralph Simons is now CEO of the jewelry brand started by fashion designer Michal Kadar and her husband, Avraham Kadar, in 2015.
![Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com. National Jeweler columnists Duvall O’Steen and Jen Cullen Williams](https://uploads.nationaljeweler.com/uploads/f7ee249ac6084ae5aecc52b78bb4718f.jpg)
Jen Cullen Williams and Duvall O’Steen say it’s all about giving your social media feeds a human touch.
![Supplier Spotlight -Recorded-Webinar.png](https://uploads.nationaljeweler.com/uploads/00d2546ac557992f0d02a3f1336eb094.png)
Supplier Spotlight Sponsored by GIA.
![Model Taylor Hill (pictured left) wore Messika’s “So Move” pieces, while model and singer Soo Joo Park showcased the brand’s “Move Noa” pieces. Models Taylor Hill and Soo Joo Park wearing Messika jewelry](https://uploads.nationaljeweler.com/uploads/f3b02e2a7a2e84c27e40230b2352bc23.jpg)
The models and friends of founder and artistic designer Valérie Messika showcase the brand’s jewelry in the “Back to Icons” campaign.
![Bloomingdale’s new “From Italy, With Love” campaign highlights Italian brands in jewelry, fashion, home, and more. It includes exclusive products and the introduction of more than 30 new Italian brands. Bloomingdale’s From Italy, With Love campaign](https://uploads.nationaljeweler.com/uploads/4721140018357aa15f6c853c69c3aef2.jpg)
“From Italy, With Love” will showcase Roberto Coin, Marco Bicego, and other Italian brands.
![Zales teamed up with sporting goods brand Prince on a tennis-inspired capsule collection in time for the U.S. Open. Zales tennis necklace over Prince tennis racket](https://uploads.nationaljeweler.com/uploads/c5c7098b9ddeaf0e63349d0672c4c237.jpg)
The jewelry retailer will also have a diamond-set tennis racket on display at the tournament.
![Ylang 23’s new store in The Shops of Highland Park, an upscale shopping center in Dallas, features a fresh color palette and brand direction led by Alysa Teichman, co-owner of Ylang 23 and owner of its sister company, Wildlike. (Photo credit: Aiden Novalis) Ylang 23 Flagship](https://uploads.nationaljeweler.com/uploads/c03ca9bb25737b512c5bf5a830a58b3e.jpg)
The retailer has moved into a 3,200-square-foot space at The Shops of Highland Park.
![This rainbow sapphire tennis bracelet by Suzanne Kalan ($16,000) is one of 20 pieces in this Amanda’s Style File celebrating the September birthstone. Suzanne Kalan](https://uploads.nationaljeweler.com/uploads/ff66d3814adcd6425ba3f6e663156075.jpg)
The month’s birthstone is vibrant in every color.
![Swiss watchmaker Breitling is commemorating a milestone anniversary with the release of (from left) the Premier B19 Datora 42 140th Anniversary, the Navitimer B19 Chronograph 43 Perpetual Calendar 140th Anniversary, and the Super Chronomat B19 44 Perpetual Calendar 140th Anniversary. Breitling watches](https://uploads.nationaljeweler.com/uploads/9fbb8788ced16c6c9cff60eea51f3ace.jpg)
The special editions of the Premier, Navitimer, and Chronomat are equipped with a new perpetual calendar movement from the brand.
![K. Brunini Jewel’s Butterfly Ring](https://uploads.nationaljeweler.com/uploads/5ed707aef2a2b7a99417d2f15844f649.jpg)
Fly away with designer Katey Brunini’s butterfly ring, as its spring-loaded wings flutter above your fingers.
![Brilliant Earth’s showroom in Roosevelt Field mall in New York. The jewelry retailer has promoted Pamela Catlett to chief brand officer and Sharon Dziesietnik to chief operations officer. Brilliant Earth showroom Roosevelt Field mall](https://uploads.nationaljeweler.com/uploads/3e3176d4e721a73c59442cffd37b7942.jpg)
The jewelry retailer has a new chief brand officer and chief operations officer.
![Jewelers of America’s Multifaceted Learning Workshop is a one-day educational event featuring roundtable discussions on industry issues and expert-led sessions on topics like trends, artificial intelligence, and using social media to increase sales. JA Multifaceted Learning Workshop](https://uploads.nationaljeweler.com/uploads/7de06f346540e284dd87d3b7c8955de0.jpg)
Its next event will take place in D.C. on Sept. 17 and in New York City on Oct. 29.
![Lotus Gemology’s new book, “Broken Bangle: The Blunder-Besmirched History of Jade Nomenclature” is available now. Broken Bangle jade nomenclature book Lotus Gemology](https://uploads.nationaljeweler.com/uploads/5c518ff89158c1ebdbb69508d4a6251e.jpg)
“Broken Bangle: The Blunder-Besmirched History of Jade Nomenclature” is an in-depth look at the evolution of jade terminology.
![Ajoy Chawla, CEO of Titan Company Ltd.’s jewelry division, (left) and De Beers Brands CEO Sandrine Conseiller pose with diamonds at a joint press conference held Wednesday in Mumbai, India. De Beers and retailer Tanishq, which is owned by Titan, are teaming up in an effort to boost demand for natural diamonds in India. Titan Company Ltd. executive Ajoy Chawla and De Beers Group executive Sandrine Conseiller](https://uploads.nationaljeweler.com/uploads/fd30364ef0e70030bcb48b761c468cfc.jpg)
It is partnering with retailer Tanishq on educating salespeople, shaping the in-store experience, and a “360-degree” marketing campaign.
![The Conference Board’s consumer confidence index rose to 103.3 in August from an upwardly revised 101.9 in July. Woman shopping](https://uploads.nationaljeweler.com/uploads/c81493410771141d0031101194ab30ef.jpg)
Inflation remained a top concern among survey-takers who included write-in responses.
![A shot from the digital campaign for the Ultrahuman Ring Air, a smart ring that’s now being sold by Verizon in the United States. Retailing for about $350, the ring can tell the wearer about their movements and sleep patterns. A person wearing the Ultrahuman Ring Air smart ring while holding a cell phone](https://uploads.nationaljeweler.com/uploads/64f5e289a86c2c2507eadd2fb2af1d6c.jpg)
The wireless carrier is now stocking the Ultrahuman Ring Air in select U.S. stores.
![The “Jardin” collection centers around emeralds from Muzo’s mine in the Boyacá region of Colombia set in 18-karat yellow gold. Rings and a necklace from Pamela Love Jardin collection](https://uploads.nationaljeweler.com/uploads/9cc78ab92ee5f826fde815a77f93ead7.jpg)
In a collaboration with Muzo, Pamela Love hand-selected each Colombian emerald for eight one-of-a-kind pieces.
![Stuller has received a “Great Place to Work” certification, which Stuller President Danny Clark called a “tremendous honor.” Stuller headquarters](https://uploads.nationaljeweler.com/uploads/3b952c8a2a9c3950760b5cf83143e1a5.jpg)
The certification is based on employee responses about their experience working at a company.
![The Office of Foreign Assets Control issued two general licenses on Friday that address the issue of Russian diamonds that left the country before March 1, 2024, when the G-7’s ban on Russian diamonds took effect. One license applies to diamond-set jewelry and the other to loose diamonds. Stock image of loose polished diamonds](https://uploads.nationaljeweler.com/uploads/5f0d17d2cd4e635aa66f2c2c9e8316b0.jpg)
OFAC has issued two licenses addressing the issue, one for diamond-set jewelry and one for loose diamonds.
![The International Gemological Institute has filed for an initial public offering in India. Man at International Gemological Institute microscope](https://uploads.nationaljeweler.com/uploads/ee1651236884bf90fab723ceda1ec91f.jpg)
The gemological lab is looking to raise up to $477 million.
![Designer Olga Shatrova’s tourmaline earrings stole the show, winning both the “Best in Show” and “Supplier Members: Jewelry $5,001 to $10,000 retail value” categories in Jewelers of America’s 2024 CASE Awards design competition. Earrings by Olga Shatrova](https://uploads.nationaljeweler.com/uploads/166846d54b53779369e8742df9972131.jpg)
The annual jewelry design competition celebrates creativity, artistry, style, and excellence.
![The new David Yurman boutique in Columbus, Ohio, was designed to reflect the brand’s artistic vision and fundamental philosophy of design, said the company. David Yurman Columbus Ohio store](https://uploads.nationaljeweler.com/uploads/d0ac0f9f1351feb5fb5fa3728454f9dd.jpg)
The boutique is in Easton Town Center’s newly renovated fashion district.