The End of BIG and the Beginning of BIGGER

If you google “Etsy success stories” on google, you get about 994,000 results. Hella Ganor Jewellery is one of those success stories. The store opened on Etsy in 2015.  It uses both handicraft elements and 3D printing during any single process to produce unique and inspiring jewellery, often in their signature continuous, geometric flow.  However, their beauty seems to match their price tag as pieces can sell for anywhere between $1,549 for a single 18K ring to $2,940 for a 14K set of earrings.

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The founder, Hella Ganor, is a jewellery designer, sculptor and 3D model designer.

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Hella Ganor hard at work

She was born in Tel Aviv, Israel (where her shop is based); She graduated from Omanit School of Jewelry Design and The New School –Parsons, New York City studies of Ceramics. Her work is inspired by nature, the human body and architecture.  She works on each delicate piece to make for certain that it meets her expectations, after all, her store has a reputation to maintain.

On the 14th of November, 2013 Vogue Italy published an article giving high praise to Hella Ganor jewellery.  Her unique incorporation of 3D printing technology to achieve her fluid designs have helped to set her apart from some competitiors; Those of whom stick to the traditional methods of hand crafting. However, in an ever changing and competition saturated market, it is essential to secure true fans who will stay loyal to the brand.

Platforms like Etsy, help to do exactly that.  It is a platform with global reach that helps entrepreneurs find buyers and subscribers. It allows the stores to include links to their social media and official websites, as well as providing them with tools to analyze their current market and influence. However,  all of this comes at a cost. As mentioned in his book , Nicco Mele expresses that radical connectivity is a threat to existing BIG companies. It is changing the world and radicalizing how people interact with each other. Etsy is radical connectivity realized. It helps creatives to go beyond their geographic scope of possibility and brings the world to their doorstep.

If you’ve never heard of the term “Etsy economy” you’d better read up, because it’s coming for us all. In an interview for an article on the Entrepreneur, Chad Dickerson, CEO of Etsy explains what he envisions an Etsy economy to be:

“An Etsy economy is a people-powered economy with person-to-person commerce. It’s the feel of a farmer’s market instead of a supermarket,” Dickerson says. “We want to bring the Etsy ethos into the larger retail ecosystem.”

As the article points out, Etsy is certainly standing by their vision. Not only does Etsy remove the traditional–and often complex– barriers of entry into the market for newcomers, they also provide training and support outside of the initial function of the webstore. Etsy Entrepreneurship is an educational program Etsy offers to creatives, through which they are taught micro business education.  This service hopes to help underrepresented creatives as well as nurture the future of the emerging Etsy economy. Screen Shot 2017-09-26 at 8.21.17 AMIn fact, Etsy removes more than just business or financial barriers. It might even help raise (and someday, hopefully remove) the glass ceiling, glass elevator and tokenism. In a report published by Etsy in 2015, they boast about their support of women entrepreneurs:

“Etsy sellers are predominantly female—86% are women. They are twice as likely to be young adults (under age 35) as other US business owners. Many are parents with children at home and 17% have household income under $25,000 annually. Nearly half (45%) had never sold their goods until they sold them on Etsy. By making it easy to buy and sell goods, Etsy makes entrepreneurship lower-risk and accessible for these populations. ”

Etsy also surpasses industry norms in the number of female employees in several departments. They state that “Etsy democratizes access to entrepreneurship” and although they have the results, the method used to achieve them also matters. In this article, by Meghan Casserly for Forbes, Casserly points out that even though Etsy’s CTO Elliott-McCrea believes that you shouldn’t “lower standards” to hire women, their approach to hiring women by “exempting women from the same brutal challenge-based interviews their male colleagues undergo” with the belief that most existing parts of the process “sets up women for failure” is lowering standards. However, this is an easily debatable topic since most might argue that results matter more and that at the end of the day 86% of sellers on Etsy are women and they enjoyed a growth of 500% in female engineers; Women are benefiting.

Indeed, just a little digging and it’s easy to see that Etsy is not to be trifled with. They are changing the world and how it works, all on their own terms. All of the support combined with the high rate of growth (due to the low cost of entry), is almost certainly leading to a shift in power; The End of Big and the beginning of Bigger.

Here is a video for Etsy Entrepreneurship:


If you are interested in reading more about how Etsy has impacted our economy, I recommend a comparative read of this report produced by Etsy in 2013 and this one published in 2015. 

 

 

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