i haven't checked the heartsy boutique since the first day they opened it, so i may be wrong here-
but is the jewelry for sale altered in any way? if it is, such as adding a charm, then it's hand-assembled and is allowed on etsy.
but yeah, the soap reselling has really, REALLY pissed me off. i'm not savvy enough to tell at a glance if it's handmade or being resold, so i end up not purchasing at all, a lot of the time.