299. Why Moving from Etsy to Your Own Website Is Worth It with Helen from HR Digital Design

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.   02:04: Introduction and today's topic 03:13: Meet Helen from HR Digital Design 05:14: The downside of third-party platforms 07:43: Why customer experience matters 08:40: Price comparisons on marketplaces 10:02: Your website as the hub of your business 10:47: Why handmade shouldn't compete on price 12:15: Educating customers on your own site 15:38: Why discovery on Etsy is harder now 17:02: Marketplace fees explained 19:30: Website costs as an investment 21:00: Reviews, stress, and lack of control 24:00: Owning your customer data 26:10: The power of email marketing 28:54: Social media vs email for sales 30:18: Repeat customers and loyalty 32:39: Credibility and trust online 34:26: You don't need huge sales volumes 35:05: Branding and design on your website 39:43: Done is better than perfect 42:44: Shopify vs Squarespace 48:24: Sunk cost bias and getting stuck on Etsy 49:25: The reality of running your own site 51:40: How Helen helps clients 54:20: Where to find Helen 55:10: Closing thoughts   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/   Jewellers Academy offers a range of business courses designed specifically for jewellers. Explore the options and find the right next step for your jewellery business at the link below. https://www.jewellersacademy.com/jewellery-business