Majors

New Etsy Campaign Prioritizes Creators Amid Backlash

MajorsJul 18, 2024

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.

Etsy billboard rendering in NYC
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.
New York—A new campaign by Etsy centers individual creators as it tries to rehabilitate its image as a platform for handmade goods amid a rise in, as one creator put it, “sweatshop-produced junk” being sold on the site.

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.”

 Related stories will be right here … 

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

Travelers on Gem Legacy Adventures Trip
SourcingNov 13, 2024
Gem Legacy Adventures Announces 2025 Trip

Eleven spots are available for travelers to visit Northern Tanzania and Southern Kenya from July 25 to Aug. 4.

Aga Khan Emerald
AuctionsNov 13, 2024
Aga Khan Emerald Sells for $8.8M, Sets Record

The emerald brooch-turned-pendant returned to auction after 55 years, setting a world record for most expensive emerald sold at auction.

17.97-carat Burmese ruby ring with pear-shaped diamonds
AuctionsNov 13, 2024
‘Exceptional’ Burmese Ruby Ring Tops $5M at Auction

Phillips also sold a 1.21-carat fancy red diamond dubbed the “Red Miracle” for more than $1 million at its jewelry auction in Geneva.

Jewelers Mutual Group Cybersecurity
Brought to you by
Navigating Cybersecurity: Essential Guidance for Jewelers

From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.

Vhernier Calla necklace
FinancialsNov 12, 2024
Cartier, Van Cleef & Arpels Continue to Shine for Richemont

Richemont’s jewelry sales ticked up 2 percent in the first half of the year, while watch sales plummeted 17 percent.

Weekly QuizNov 07, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
The Gemological Institute of America’s logo
GradingNov 12, 2024
GIA’s Next-Day Services Return for the Holidays

Offered by the lab since 2016, the holiday season special is good from now through mid-December.

Model wearing Mikimoto Chrome Hearts Exclusive Pearl Necklace
CollectionsNov 12, 2024
Mikimoto and Chrome Hearts Blend Aesthetics in New Collaboration

The “Mikimoto Chrome Hearts” jewelry brings pearls from Mikimoto together with distinctive motifs from Chrome Hearts.

Article-Top-Image.jpg
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYC

This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.

Larkspur & Hawk Lily Tapestry Earrings
CollectionsNov 08, 2024
Piece of the Week: Larkspur & Hawk’s ‘Tapestry Lily’ Earrings

These earrings use flat-backed white quartz to create a window onto an antique ribbon embroidered with a floral design.

AGTA Spectrum winners
Events & AwardsNov 08, 2024
AGTA Reveals Spectrum, Cutting Edge Award Winners for 2024

This year’s AGTA Spectrum & Cutting Edge Awards included a new category for engagement rings and a new award highlighting female designers.

Brilliant Earth Jane Goodall jewelry
FinancialsNov 08, 2024
Brilliant Earth’s Q3 Sales Fall 13%

Plus, CEO Beth Gerstein shares her insight on the holiday season and the possibility of new tariffs.

Aurelia Demark London blue topaz bow earrings
TrendsNov 07, 2024
Amanda’s Style File: Golden and Blue November Hues

The month’s birthstones, citrine and blue topaz, reflect the changing colors of the season.

Jewelry designer Sidney Garber and ceramicist Carey Lowell
CollectionsNov 07, 2024
Sidney Garber Collaborates With Carey Lowell on Capsule Collection

The “Carey Lowell x Sidney Garber” collection stems from the friendship between the jewelry designer and ceramicist.

Ritani holiday ad campaign still image
MajorsNov 07, 2024
Ritani Debuts ‘No-Fuss’ Holiday TV Campaign

The two ads highlight diamond engagement rings and diamond studs with a straightforward approach.

American India Foundation
Policies & IssuesNov 07, 2024
Diamonds Do Good To Distribute $250K+ In Grants Next Year

In 2025, the nonprofit plans to continue its support of longstanding partners while also allocating some funds to a new initiative.

Alfred ‘Al’ Giddings Rolex Submariner watches Titanic
AuctionsNov 06, 2024
Two Rolexes With Ties to Titanic Head to Auction

The Rolex watches are from the collection of “Titanic” co-producer Alfred “Al” Giddings and will go up for sale at Sotheby’s next month.

Pandora cuban link bracelet
FinancialsNov 06, 2024
Pandora Posts Double-Digit Revenue Growth in Q3

The Danish jewelry company plans to open up to 150 concept stores this fiscal year.

Gemological Institute of America logo
GradingNov 06, 2024
GIA to Close Lab in Ramat Gan, Israel

The location will close by the end of the year due to it being financially unsustainable, GIA said.

Iris Law and Hero Fiennes in Moments of Joy campaign
MajorsNov 06, 2024
David Yurman’s Holiday Campaign Celebrates ‘Moments of Joy’

The new campaign stars Sterling K. Brown, Hero Fiennes Tiffin, Winnie Harlow, Kyle Kuzma, Arizona Muse, and Iris Law.

Jacquie Aiche Lizzie Bracelet
CollectionsNov 05, 2024
Jacquie Aiche is Hosting an Online Treasure Hunt

One lucky winner will receive a “Lizzie” diamond bracelet.

Samantha Larson
IndependentsNov 05, 2024
Long's Jewelers Names New Director of Buying

Samantha Larson has joined the Boston-based retailer.

Emerging Jewelers Accelerator Program logo
Events & AwardsNov 05, 2024
JA, BIJC Now Accepting EJAP Applications for 2025

The Emerging Jewelers Accelerator Program will guide retail jewelry entrepreneurs through an eight-month educational curriculum.

Tiffany & Co. x CFDA Jewelry Designer Award
Events & AwardsNov 05, 2024
Tiffany & Co., CDFA Announce Design Award Finalists

Ten chosen designers will receive mentorship and participate in a design contest for the Tiffany & Co. x CFDA Jewelry Designer Award.

Dana J. Lorberg
MajorsNov 04, 2024
Jewelers Mutual Appoints Mastercard Exec to Its Board

Dana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.

FBI robbery surveillance photo
CrimeNov 04, 2024
FBI Offering $15K Reward for Info on Halloween Mask-Wearing Robbers

The suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.

Models wearing Black Sand Pebble ring and Surf bracelet
CollectionsNov 04, 2024
John Hardy’s New Jewels Turn the Black Sands of Bali into Diamonds

The new designs blend Creative Director Reed Krakoff’s aesthetic with the brand’s Balinese roots.

Jaeger-LeCoultre Reverso Tribute watch
IndependentsNov 04, 2024
Eiseman Jewels is Celebrating Watches All Month-Long

The Dallas-based jeweler will showcase timepieces from Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Parmigiani Fleurier, and more.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy