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
TrendsJul 31, 2026
These Pieces of the Week Are Sweet Edina Kiss’ “Popsicle” pendant and Karina Choudhrie’s “Ice Cream” charm satisfy that summer craving for a sweet piece of jewelry.
SourcingJul 31, 2026
Gemfields’ H1 Revenue Jumps 72%The miner’s ruby and emerald auctions brought in a combined $102.9 million.
SourcingJul 30, 2026
De Beers Sale in ‘Final, Most Challenging’ Phase, Anglo CEO SaysThe goal is for the De Beers sale to be finished by the second half of 2026, with the subsequent approvals process expected to take a year.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Policies & IssuesJul 30, 2026
JA Heads Back to Washington as New Wave of Tariffs Takes Effect David Bonaparte, along with Tim Haake and Ronnie VanderLinden, continue to lobby for tariff exemptions for diamonds, gemstones, and pearls.
Weekly QuizJul 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJul 30, 2026
Consumer Confidence Slips in JulySurvey respondents were concerned about the rising prices of food and groceries as well as unemployment.
Events & AwardsJul 30, 2026
Vicenzaoro Releases 2026 Education LineupThe trade show, slated for Sept. 4-8 in Vicenza, Italy, will feature sessions on trends, AI, gemology, and manufacturing.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 30, 2026
Hillsborough Show Moves to New Location for 2026The public shopping event featuring art, jewelry, watches, and rare collectibles, will take place in Santa Clara, California, this fall.
EditorsJul 29, 2026
Q&A: The Past and Future of Angola’s Diamond Industry Endiama Commercial Director Elton Escrivão knows people have a lot of misperceptions about Angola. He wants to change that.
FinancialsJul 29, 2026
Kering’s H1 Jewelry Sales Up 14%Boucheron reached record sales while Pomellato found success in its signature collections.
Events & AwardsJul 29, 2026
Lauren Harwell Godfrey Designs a Flag for ArkansasShe was one of more than 120 American designers who created flags for the “United Flags of Fashion” project led by CFDA and Vogue.
ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
