SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime Day
As Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Etsy debuted its “Shop Other Jeffs” campaign to promote its creators as Amazon Prime Day begins. (Image courtesy of Etsy)
Brooklyn, N.Y.—Amazon’s four-day Amazon Prime Day event kicked off today, with cash-strapped U.S. consumers flocking to the e-commerce titan in search of deals.
In its latest campaign, Etsy is reminding shoppers to also give some love to the small businesses on its platform.
The “Shop Other Jeffs” campaign, a nod to Amazon founder and billionaire Jeff Bezos, highlights creators on Etsy who are also named Jeff.
“Consumers increasingly want their purchases to mean something by reflecting their values, their taste, and the people they want to support. And yet, convenience has become the loudest voice in the room, making it hard to hear much else over it,” wrote Etsy’s Chief Marketing Officer Brad Minor in a company blog post.
“Now, ahead of one of the biggest shopping weeks of the year, when the conversation is dominated by speed and price, we’re reminding shoppers that there is an alternative.”
Its new campaign is asking shoppers to think about not just what they buy, but who they’re buying from, said Minor.
Related stories will be right here …
In its latest campaign, Etsy is reminding shoppers to also give some love to the small businesses on its platform.
The “Shop Other Jeffs” campaign, a nod to Amazon founder and billionaire Jeff Bezos, highlights creators on Etsy who are also named Jeff.
“Consumers increasingly want their purchases to mean something by reflecting their values, their taste, and the people they want to support. And yet, convenience has become the loudest voice in the room, making it hard to hear much else over it,” wrote Etsy’s Chief Marketing Officer Brad Minor in a company blog post.
“Now, ahead of one of the biggest shopping weeks of the year, when the conversation is dominated by speed and price, we’re reminding shoppers that there is an alternative.”
Its new campaign is asking shoppers to think about not just what they buy, but who they’re buying from, said Minor.
There are more than 5,000 sellers on Etsy named Jeff, said the company, making a small but mighty percentage of its nearly 6 million sellers.
Among the Jeffs highlighted is Jeff Brown of Jeff Brown Pottery, who has been making pottery by hand since 1977.
Jeff Zabriskie of Luxgen is a woodworker who learned the skill from his father. He creates furniture from sustainably sourced hardwoods and reclaimed trees, said Etsy.
Jeff Risinger of BootsNGus started making lamps as a hobby and now ships his handmade lighting fixtures all over the world.
“They aren’t billionaires or retail giants. They’re woodworkers, ceramicists, lighting designers, and other sellers who make things by hand and know your name when you place an order,” said Minor.
As part of the campaign, the platform is offering a limited-edition collection of “Shop Other Jeffs” merchandise from select Etsy sellers, including hats, t-shirts, keychains, and other original pieces.
The campaign rolled out across broadcast TV, paid social on YouTube and TikTok, a website and app “takeover,” and out-of-home activations in New York City, Seattle, and Washington, D.C.
Editors' Picks
Sponsored by
More on Majors
The Latest
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
Weekly QuizOct 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
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.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
AuctionsOct 08, 2026
Reba McEntire’s Jewelry, Watches Head to Julien’s AuctionsThe live charity benefit sale in Nashville will also feature gowns, boots, and other memorabilia from the country music legend.
Supplier BulletinOct 08, 2026
Overnight Mountings’ Bridal Builder Helps Jewelers Turn Custom Design into a Hands-On Selling ExperienceSponsored by Overnight Mountings
Policies & IssuesOct 07, 2026
The Plumb Club Amplifies Its Voice as Geopolitical Pressures MountThe supplier organization recently joined JA and JVC to have more input on political issues affecting the jewelry industry.
CollectionsOct 07, 2026
Blue Nile, Royal Asscher Collection Highlights Natural Diamond BeautyBlue Nile, a Signet Jewelers-owned brand, is now Royal Asscher’s exclusive licensed retailer in North America.
CollectionsOct 07, 2026
4 Standout Pieces in Audemars Piguet’s First High Jewelry Collection “Royal Oak” pays homage to the brand’s most popular watch model using 18-karat gold as well as diamonds, emeralds, and sapphires.
SourcingOct 07, 2026
AGTA Extends Deadline for 2026 Spectrum Awards EntriesParticipants now have until Oct. 14 to complete their submissions.
CrimeOct 06, 2026
6 Charged in Connection to String of New Jersey Smash-and-GrabsThe alleged thieves used crow bars and sledgehammers to smash into jewelry stores across the state.
ColumnistsOct 06, 2026
Sherry Smith: Is the Consumer Really Trading Up?Ahead of the holidays, Smith urges jewelers to take a hard look at who’s buying jewelry, what they’re purchasing, and who’s stopped buying.
SourcingOct 06, 2026
DDG Taps Influencers for ‘My Diamond Does Good’ CampaignIn the new consumer-facing campaign, four fashion and lifestyle creators share the stories behind their natural diamond pieces.
MajorsOct 06, 2026
Frederick Goldman Names COO, CMOFGI President John Orrico is also leaving the company after more than 13 years.
Events & AwardsOct 06, 2026
JIS Fall Returns to MiamiThe 2026 edition will feature presentations on alternative materials and design trends, as well as pop-up activations on the show floor.
SourcingOct 05, 2026
De Beers to Take Full Ownership of Gahcho KuéIt is the last fully operational diamond mine in Canada following the recent closures of Ekati and Diavik.
