Why Moving from Etsy to Your Own Website Is Worth It with helen from hr digital design (Podcast episode)
This week on the Jewellers Academy podcast, host Anna Campbell is joined by website designer and e-commerce specialist Helen Rawlinson (HR Digital Design) to talk about when and why jewellers should move from platforms like Etsy to their own website. They explore how third-party marketplaces have changed over the years - becoming more crowded, more price-driven, and harder for genuine handmade businesses to stand out - and why relying on ‘being discovered’ on these platforms is far less realistic than it once was.
Helen talks about the positives of having your own website including giving you control: over your branding, your customer experience, and the story you tell about your work and pricing. They discuss the long-term value of owning your customer relationships and data, especially through email marketing, so you can build repeat sales, credibility, and a sustainable jewellery brand.
The episode also covers practical considerations like platform choice and why ‘done is better than perfect’ when it comes to getting your site live and improving it over time.
Listen now on:
key moments
02:04: Intro and why this conversation matters now
Anna introduces the topic of moving from Etsy or third-party platforms to your own website, and how advice has shifted as building websites has become easier.
03:13: Meet Helen Rawlinson
Helen’s background in e-commerce and web design, and how she helps creatives build websites that feel true to their brand.
05:14: The downside of third-party platforms
Helen explains how selling on marketplaces means you are bound by them technically and commercially.
05:40: How Etsy has changed over the years
Handmade sellers are often drowned out by drop shipping, AI-generated listings, and mass-produced items.
07:43: Customer experience is now everything
Modern customers want an engaging brand experience, which is hard to create on a marketplace.
08:40: How marketplace search undermines handmade pricing
Handmade pieces sit next to very cheap mass-produced items, confusing buyers and reducing perceived value.
10:02: Your website as the hub of your business
Helen describes the website as the central place where all marketing touchpoints come together.
10:47: The pricing conversation handmade jewellers don’t want
Anna explains why competing on ‘cheapest’ is the wrong positioning for handmade jewellery.
12:15: How your own site helps you build value
A website gives you space to educate customers about materials, process, and pricing.
15:38: Why being ‘discovered’ on Etsy is not a reliable marketing plan
The old idea of passive discovery on marketplaces doesn’t really work anymore.
17:02: Marketplace fees and what you actually pay
Helen outlines the layers of fees and how they affect sellers.
19:30: Website costs as an investment
Website fees are more predictable and easier to build into your pricing.
21:00: The stress of reviews and lack of control
Helen talks about how sellers can feel vulnerable to reviews and platform decisions.
24:00: Own your customer: data and insights
With your own website, you can see what’s working and make decisions based on real data.
26:10: Email marketing as your biggest asset
Unlike social media, your email list is something you own and can rely on.
28:54: Social media is the shop window, email is the till
Anna explains why email is where sales actually happen.
30:18: Repeat customers are your best customers
Loyal buyers are easier to sell to and help grow your brand.
32:39: Credibility and trust online
A website gives customers confidence that you are a legitimate, professional brand.
34:26: You don’t need huge sales volumes
Handmade jewellers can build sustainable businesses with a smaller base of loyal customers.
35:05: Branding and design on your own website
How a website allows you to create a cohesive, elevated brand experience.
39:43: Done is better than perfect
Avoid getting stuck in branding indecision; start simple and refine later.
42:44: Shopify vs Squarespace
Which platform suits different types of jewellery businesses.
48:24: Sunk cost bias and getting stuck on Etsy
Why familiarity with a platform shouldn’t stop you from growing.
49:25: The reality of running your own website
You still need marketing and updates, but it gives you ownership and growth potential.
51:40: How Helen helps her clients
Her process for designing websites that fit each business’s needs.
54:20: Where to find Helen
Her Instagram and website, plus the services she offers.
55:10: Closing thoughts
Encouragement to build your website steadily and treat it as a long-term brand asset.
about helen
I’m Helen, the founder of HR Digital Design, and I work primarily with ambitious and growing small businesses who are ready to take their online presence a bit more seriously. A lot of my work is with creatives who’ve grown their businesses on platforms like Etsy or on home-made websites and then reach a point where they want more control, more stability, and a website that actually supports their business rather than complicating it. I build and advise on websites that are practical, sustainable and designed to grow with the business, without unnecessary jargon or pressure to do everything at once.
Instagram - https://www.instagram.com/hrdigitaldesign/
Events for creatives - https://www.hrdigitaldesign.com/pages/create-and-commerce
Website - https://www.hrdigitaldesign.com/