Dylan Jahrus
Dylan Jahrus had a successful career in corporate e-commerce, where she was building her skills and making a name for herself in the industry. However, everything changed when she became a military spouse. Frequent relocations made it difficult for her to maintain a stable job, and she found that her career was stalling. Each move brought new challenges, and it was hard to find a job that would accommodate her lifestyle.
In search of a flexible income solution that would allow her to work from anywhere, Dylan decided to try making money on Etsy, an online marketplace known for handmade and vintage items. She liked the idea of being her own boss and having the freedom to manage her work around her family’s schedule.
With a mix of excitement and uncertainty, she created her first product listing. It was a simple item, and she didn’t spend a lot of time planning it out. To her surprise, this initial listing quickly gained traction and attracted customers. The response was overwhelming, and what started as a small experiment turned into a flourishing online business.
In just five years, Dylan's Etsy shop grew from a single sale to generating $1.5 million in profit. Her journey had a rocky start - her first sale left her scrambling to figure out how to make and ship the product. However, by applying her corporate e-commerce knowledge to Etsy, she saw quick results. Within four months, she was earning $10,000 per month.
Let's get into Dylan's story and discuss the strategies she used to build her million-dollar Etsy business. We'll cover everything from product selection and pricing to marketing and scaling, providing insights for both new and experienced Etsy sellers.
Dylan's background and early days on Etsy
Dylan Jahrus's journey to Etsy success began with a challenge many face: balancing a career with the demands of military life. As a military spouse, Dylan found herself moving frequently, sometimes as often as every six months. This constant relocation made it difficult to maintain a traditional corporate career. Despite her background in business and corporate e-commerce, which she had studied on the East Coast, Dylan needed a more flexible approach to earning income.
Faced with this challenge, Dylan started exploring various side hustles. She tried her hand at dog walking and house sitting, but it was a random decision to list a product on Etsy that would change her life. At the time, Dylan didn't think much of it. She posted the listing and, to her surprise, it sold two months later.
This first sale caught Dylan off guard. She found herself wondering, "Oh no, now I have to ship this thing. How do I make this and ship it?" It was a moment of panic, but it was also the beginning of her Etsy experience. Dylan quickly realized that success on Etsy wasn't just about crafting - it required real e-commerce strategy.
Drawing on her corporate background, Dylan began applying serious business principles to her Etsy shop. The results were fascinating. Between her second and fourth month on the platform, she was already earning $10,000 per month. This quick growth showed Dylan the true potential of Etsy as a business platform.
Over the next five years, Dylan's Etsy business continued to flourish. She went from that first uncertain sale to generating over $1.5 million in profit.
Understanding the Etsy platform
When Dylan first started on Etsy, she thought of it as "eBay for crafters." She imagined a platform where grandmothers might sell their knitting projects. However, she quickly discovered that Etsy is a much more diverse and powerful e-commerce platform than she initially realized.
Etsy allows sellers to offer a wide range of products. While handmade items are certainly a big part of the platform, they're far from the only option. Sellers can offer digital products like spreadsheets, templates, or even AI-generated wall art. They can sell handmade or altered products, commercially made supplies, vintage items, and even print-on-demand products.
The diversity extends to the sellers themselves. Dylan notes that Etsy doesn't discriminate based on age or experience. She's seen successful sellers ranging from teenagers to people in their eighties. This inclusivity makes Etsy an accessible platform for anyone with a product to sell, regardless of their background or circumstances.
When it comes to customers, Dylan points out that while the primary Etsy audience is women, they often shop for men too. She shares the story of one of her top students, a 22-year-old who made nearly half a million dollars in his first year just by selling men's wallets. This example illustrates that success on Etsy isn't limited to traditionally "crafty" items - practical, everyday products can perform extremely well.
Dylan emphasizes the importance of focusing on products with a clear purpose or utility. She advises sellers to think about how their products can help customers save time, make money, or save money. This focus on practical value can help sellers stand out in a crowded marketplace and attract repeat customers.
It's also worth noting the scale of success possible on Etsy. While some sellers treat it as a hobby, others build substantial businesses. Dylan mentions working with sellers who generate up to $8 million per year and have teams of up to 50 employees. These "power sellers" demonstrate that Etsy can be a platform for serious entrepreneurship, not just a site for small-scale crafting.
Getting started on Etsy
Starting an Etsy shop might feel overwhelming, but Dylan breaks it down into manageable steps. The first, and perhaps most important, is research. However, Dylan advises looking beyond Etsy itself for product ideas. She recommends exploring blogs, Pinterest, TikTok, and following influencers and premium brands. The goal is to spot trends and opportunities before they become saturated on Etsy.
Instead of just picking a product, Dylan suggests thinking about who you want to sell to. She emphasizes the importance of building a product mix around your target customer. This customer-centric approach can help you create a more cohesive shop and increase the likelihood of repeat purchases.
To evaluate product ideas, Dylan uses a 10-step opportunity checklist. While she doesn't share all the details in the podcast, this systematic approach to assessing opportunities is clearly a key part of her success strategy. It allows her to objectively evaluate ideas before investing time and resources into them.
When it comes to succeeding on Etsy, Dylan stresses that winning in search results is crucial. This doesn't mean complex SEO strategies, but rather focusing on two key elements: your listing photo and your price. These two factors make up your value proposition in Etsy's search results. A compelling photo and competitive price can make the difference between a potential customer clicking on your listing or scrolling past.
Long-tail keywords play a vital role in getting found on Etsy. These are specific, detailed phrases that potential customers might use when searching for products. For example, instead of just "dog collar," a long-tail keyword might be "handmade leather dog collar for large breeds." Using these detailed keywords in your titles and descriptions can help your listings appear in more specific searches, where they're more likely to convert to sales.
Dylan also talks about the importance of having a mix of products at different price points. She recommends starting with some "loss leaders" - low-priced items that might not make much profit but can help you gain traction and reviews. These should be balanced with higher-priced items that drive revenue. This strategy helps you attract customers by offering affordable options. At the same time, it also includes products that have the potential to greatly increase your income.
Dylan's strategies for Etsy success
Dylan's strategy for achieving success on Etsy involves several different methods, combining smart product selection, strategic pricing, effective marketing, and continual adaptation. Here's a deeper look at some of her key strategies:
1. Product mix: Dylan emphasizes the importance of a well-thought-out product mix. She recommends starting with a number of "loss leaders" - low-priced, low-margin items that can attract customers and generate sales quickly. These might make up the majority of your initial listings. However, these should be balanced with higher-priced items that can drive good revenue. The goal is to use the low-priced items to gain traction, reviews, and improve your shop's standing in Etsy's algorithm, while the higher-priced items provide the profit to grow your business.
2. Pricing strategy: Dylan's approach to pricing is flexible and responsive. She advises starting with lower prices to gain traction and accumulate reviews. In the early stages, she says you should be willing to almost "give away" your products to build momentum. This doesn't mean selling at a loss, but rather accepting lower profit margins initially. As your shop establishes itself and gains a positive reputation, you can gradually increase your prices.
3. Photos and thumbnails: In the visually-driven world of online shopping, high-quality photos are necessary. Dylan stresses that your product photos, especially your thumbnail image, are your branding in Etsy's search results. They need to be clear, attractive, and representative of your product. Good photos build trust with potential buyers who can't physically see or touch your items before purchasing.
4. SEO and keywords: While Etsy's search algorithm is different from Google's, SEO still plays an important role. Dylan emphasizes the importance of using long-tail keywords in your titles and descriptions. These specific, detailed phrases help your listings appear in relevant searches. She advises against prioritizing pretty or creative titles over searchable ones. Your goal is to be found, not to have the most poetic listing title.
5. Social media marketing: Dylan sees social media as a powerful tool for driving traffic to Etsy shops. She recommends using platforms like Facebook, Pinterest, Instagram, and TikTok to showcase your products. One strategy she particularly advocates is joining Facebook groups where your target customers hang out. For example, if you're selling products for golden doodle owners, join Facebook groups dedicated to that dog breed. Share your products in these groups to reach potential buyers directly.
6. Power listings: This is a concept Dylan uses to describe listings that generate significant revenue over their lifetime - at least $20,000. These listings often include multiple options or variations within a single listing, catering to different customer needs and price points. For example, if you're selling website templates, you might offer the basic template, a version with installation included, and a premium version with customization features. This allows you to serve a wider range of customers with a single listing.
7. Focus on customer lifetime value: Rather than thinking about individual transactions, Dylan advises focusing on the lifetime value of each customer. This means creating product lines that encourage repeat purchases. Consider what else your customers might need related to your products. If you're selling desks, for example, you might also offer desk accessories, care products for the wood, or complementary furniture pieces.
By implementing these strategies, Dylan was able to turn her Etsy shop into a million-dollar business. However, she emphasizes that success on Etsy isn't just about following a set formula. It requires continual learning, adaptation, and a willingness to evolve your product line based on customer feedback and market trends.
Overcoming challenges and growing your Etsy business
Even with a solid strategy, running an Etsy shop isn't always smooth sailing. Dylan shares her insights on how to overcome common challenges and scale your business effectively.
One of the biggest hurdles new sellers face is slow growth. If your shop isn’t making progress after a month or two, don’t worry. Dylan suggests reassessing your product-market fit. This means taking a hard look at whether your products truly meet your customers' needs. She uses the analogy of thinking your baby is the cutest - sometimes, we're too close to our products to see their flaws. If you're struggling with design-heavy products like t-shirts, for example, it might be worth switching to something that plays more to your strengths, like spreadsheets or website templates.
Another option if you're not seeing results is to start a new shop. This might sound drastic, but Dylan explains that Etsy gives new shops a boost in their first 30 to 45 days. If your shop has been open for a while without making sales, you might have a negative "quality score," which makes it harder to rank in search results. Starting fresh can give you another chance at that initial boost.
As your business grows, shipping and logistics can become more complex. Dylan recommends using Etsy's shipping partners for discounted rates. She also advises purchasing shipping labels through Etsy to be covered by their seller protection program. This can be a lifesaver if items are lost or damaged in transit.
When it comes to advertising, Dylan cautions against relying too heavily on Etsy's own ad platform. She finds it offers limited control and may not be the best use of your marketing budget. Instead, she suggests using Facebook ads to drive traffic to your Etsy shop. One effective strategy is to create "lookalike audiences" based on your best customers or even your competitors' customers. This helps you target people who are likely to be interested in your products.
As your Etsy business becomes more established, you might consider expanding beyond the platform. Dylan sees Etsy as a great place to launch and grow a brand, but not necessarily the end goal. Once you've built a customer base and learned about your market, you might want to start your own website. This gives you more control over your brand and customer relationships. However, Dylan advises keeping your Etsy shop running alongside your website, as it can continue to be a valuable source of new customers.
How to reach your first $10,000 month on Etsy
Many sellers dream of hitting that $10,000 per month milestone. Dylan breaks down her strategy for reaching this goal as quickly as possible.
The first step is to identify and target profitable customers who are already shopping on Etsy. This means doing your research to understand who's buying products similar to yours and what they're looking for. Once you know your target customer, build a product mix that serves their needs in multiple ways. The goal is to become a one-stop shop for these customers, encouraging them to make multiple purchases over time.
Dylan emphasizes the importance of focusing on customer lifetime value rather than just individual transactions. This means thinking about how you can keep customers coming back. For example, if you sell dog products, you might offer items for new puppy owners, everyday care products, and even memorial items for when pets pass away. By covering different aspects of a dog owner's journey, you increase the chances of repeat purchases.
Your product mix should include both "loss leaders" and high-ticket items. Loss leaders are low-priced products that might not make much profit but can attract customers and generate sales quickly. High-ticket items, on the other hand, are where you'll make most of your profit. Dylan suggests front-loading your shop with loss leaders - maybe 15 out of your first 20 listings. These will help you gain traction and reviews. Then, as your shop gains popularity, your higher-priced items will have a better chance of selling.
Another key strategy is to include products that customers buy frequently. This could be consumable items or things that need regular replacement. These types of products help ensure a steady stream of sales.
Dylan also talks about the concept of "power listings." These are listings that generate at least $20,000 over their lifetime. To create a power listing, offer multiple options within one listing. For example, if you're selling website templates, you might offer the basic template, a version with installation included, and a premium version with extra features. This allows you to cater to different customer needs and budgets within a single listing.
Conclusion
At its core, Dylan Jahrus's Etsy success boils down to smart strategy and hard work. She didn't just throw products online and hope for the best. Instead, she dug into market research, played around with pricing, and made sure her product photos could turn heads in a crowded marketplace. Dylan’s smart approach to using social media, especially Facebook groups, helped her connect with customers who were genuinely interested in what she was selling. But perhaps her cleverest move was thinking beyond one-time purchases, focusing on how to keep customers coming back for more.
Here's the thing about selling on Etsy, though - what works today might not work tomorrow. Dylan's story shows that being ready to switch things up is important. While Dylan's approach worked wonders for her, every Etsy shop is its own beast. The key is to take these ideas, give them a spin, and see what clicks for your unique products and the folks you're trying to reach. Sellers should be prepared to test different strategies ando find what works best for their specific products and target customers.
