SurveysJun 26, 2024
Consumer Confidence Slips in June Amid Rising PricesMajorsJul 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.
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 …
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.
Editors' Picks
Sponsored by
More on Majors
The Latest
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
