High End Greeting Card Shop Critique

[PaperAnansi]

Hey fellow sellers,

I'm curious to know if you think my prices are fair, if you think the photography shows the product well, how the language makes you feel, if you have any questions I have yet to answer and what you generally think about my shop.


I just recently started putting effort into selling online. I sell my cards for $10.00 at a boutique in the Virginia Highlands neighborhood in Atlanta (where Susan Sarandon purchased a card for Dakota Fanning's birthday, Whoa!). I think they're worth every penny, especially considering that I spend around $4.48 to make and ship each card. I increased my prices to cover all of my seller fees and to scratch the surface of my photography fees and BETSI subscription. I've been watching a lot of The Profit and Shark Tank and I REALLY want to become more business savvy this year. I am kind of stubborn as far as my fine paper expenses are concerned (I spend an average of $1.40 per card), I've often thought that reducing the quality of paper I use would allow me to competitively price my cards but...you can't even compare them to what's out there already! I spend anywhere from $3.95-$11.00 for a 20"x30" sheet of fine paper (which covers 5 cards) and when you feel them you'll see why. You'll oohh and ahhh, guaranteed.

Yup, so this is where I am and I don't want to be stuck in this space, not progressing. All comments and criticisms are appreciated, but please keep things constructive.

Peace & Blessings,
Mia from Atlanta

[maydaylabels]

They're absolutely lovely cards, with great product photography. If there is no way to reduce your costs - can you buy the expensive paper in bulk?

Because the average Etsy shopper is not your target market, you'll probably have to draw in your target market in a deliberate way. You can use social media, advertising, etc. You can also redo your SEO to include phrases that draw that market - "luxury card" might be a good phrase to have in some titles - you can do keyword research to figure out the others.

[Former_Member]

Your cards are really beautiful but I really don't see a lot of people buying such expensive cards. I hope I am wrong and you sell a ton of them.

[Former_Member]

Very lovely cards and great photography and I'm sure they're woth evey cent, but I wouldn't pay that much for one card. But that's just me, I hope you'll find your target market and sell very well. Wishing you all the best!

[UrbanCoutureJewelry]

I would suggest adding some cards that you can make with a lower budget and sell both and list why they are priced differently. Obviously quality will be more and some shoppers prefer quality and some shoppers are looking for what is in their budget.

Or another idea is keep this shop just the way it is and open another shop featuring a different price range just to see where your market is at and where to make necessary changes.

I love handmade anything especially when made with love, beautiful cards BTW.

[PaperAnansi]

Thanks so much for the feedback everyone!

I've changed a few things around for my SEO. I've included the tags "luxury cards" & "fine handmade cards.' I also did some research on bulk paper, very good suggestion. I never thought to buy the fine paper in bulk because it didn't seem affordable for me but I've found new resources and designs that I otherwise would have been without.

I agree that some people can't/won't spend that amount of money on paper products but I've found that others will and I'm on Etsy to find those people. I appreciate your constructive criticisms, I'm learning something new everyday. I am currently working on ideas for market priced cards to add to my current shop. I am also working on some note cards sets and flower + card products.

Would anyone be interested in repricing one of my items? If so, pick one and tell me which you choose. How much would you sell and/or buy that item for and would you want a higher quantity?

Thank you guys, this is really helpful stuff!

Mia

[PaperAnansi]

Just an update, I reduced my prices by 15% in addition to creating coupon codes.


Mia

[Former_Member]

I was going to suggest coupon codes. People will still get a deal and you're not actually lowering your prices.

[ByTheBayBeads]

Your cards are beautiful, and your descriptions of the papers you use, etc. are very nice. I love handmade high quality papers and know they are pricey AND beautiful. I am sure your cards are *worth* that much, given the materials you use, etc. but since cards are sort of "disposable" you have a tough sell. I love that you found a boutique that sells your cards...how exciting! I think you will have to find your target audience and work toward drawing them to your shop. Best wishes!

[MoorieCaavieKnits]

Hallmark cards are over $5, I would have no problem buying a handmade card that is more unique for a couple bucks more!

[Former_Member]

Is there an option for you to learn how to make paper? Or to bulk buy? Another option might be to have a selection of digital cards that are printable available on Etsy, and that way people who are smitten with the design but don't care as much about the paper type have a cheaper option, and you skip the shipping and material costs. Also use marketing analytics like your shop stats, or Google analytics to identify where your market is best targeted.

[sharonscandlessoaps]

Your cards are beautiful and unique. It is obvious they are not off the shelf card stock. They appear to be worth the price. DO NOT discount or try to be competitive with the average card store. Market as a luxury product to higher end buyers. Most importantly be patient - it takes time - but there is a market for your cards. In fact next time I need a special card, I will be shopping your store. Good Luck.

[PaperAnansi]

You guys are full of wonderful ideas. Being patient has been the best advice. I've had record sales this month, on and off of Etsy. I've worked on two differently priced collections and added paper flowers to my offerings.

Just this Sunday I did a private workshop that went AMAZINGLY well and I got to network with other creative entrepreneurs here in Atlanta. I will continue to check and update this thread when I can. I look forward to seeing everyone's growth and tweaking based on the advice I receive.

Lots of love and lots of kisses to you all!

Mia

[Former_Member]

Hi your cards are lovely, I personally dont mind spending on a card for the person who means so much to me, and the occasion is suited for a splurge say milestone birthday or wedding etc.
I agree with other comments here about mixing your range up a little. to make cards that are more affordable and maybe have a section for your luxury cards.

I also looked at one of your listings a fathers day silver and curry ....My first thoughts ere i would never describe a colour as curry as in my opinion i dont think anyone would search for a curry colored card maybe mustard or deep yellow to draw the customer in to at least have a look at the card and that way you would stand out more in a search for 'yellow cards'

Hope that makes sense

[PaperAnansi]

Very good advice!

My sweetie actually makes fun of the fact that I say "aubergine," and not dark purple. I guess I just love my colors, but you're right! People aren't searching for those things. I've edited accordingly.

Mia

[Former_Member]

http://original.livestream.com/etsy/video?clipId=pla_35677cdb-e021-49d1-9848-185c16fcd85a

Above is a link to an Etsy Online lab video re finding your target customer. It may help with some ideas for your online marketing. The video is more MTVish, rather than high-end as you're looking for, but good info just the same. :)

Your cards are very beautiful. The ease of selling them from your mom's job and from a beautiful high-end boutique is that people can actually physically touch them and get those 'oooohs' and 'ahhhhs', as you said. If it's possible, you may want to get some beautiful photos of the actual boutique display showcasing your cards and add those to your Etsy About page...show a hand with classy jewelry holding a card with your other cards in the display soft in the background, etc. Just some ideas. Keep at it.

[PaperAnansi]

I appreciate the link, I'm watching it now. I agree with you completely. I am actually collaborating with my photographer on the 9th, we're shooting "Instagram/ Lifestyle" shots with agency models. I'm so very excited. I'm working on some 100% cotton, natural indigo, watercolor and vintage pictorial cards for said shoot. Hopefully that helps people visualize themselves holding, giving and receiving my art. I also plan on targeting these as the most luxurious cards in my shop. So I'll have 3 tiers.

1. Cover Weight
2. Cover Weight + Handmade Paper
3. Textured Cotton + Natural Dyes/ Paint


Thanks everyone for all of the positive words and support. I'm wrapping my head around selling online more and more with your help.


Mia