Aware House - What Etsy Got Wrong and How She's Fixing It

In this episode, Ramon Vela sits down with Lauren Hidalgo, Founder and CEO of Aware House — a curated online marketplace built exclusively to support independent, small-batch makers.  Lauren shares how frustration with overcrowded platforms like Etsy led her to build something better: a discovery destination where quality, craftsmanship, and transparency come first. * From frustration to founder. After watching Etsy get flooded with factory drop-shipped knockoffs, Lauren saw a gap and built Aware House to fill it — launching in 2023 with one clear mission: make shopping small easy and enjoyable. * Curation is everything. Every vendor is vetted for at least a year in business, strong product photography, and a transparent supply chain before making the cut. * 80%+ Made in the USA. The platform leans heavily domestic, and international vendors must have a direct, personal relationship with their artisanal partners — not just a factory contract. * Marketing is the universal struggle. Getting discovered is brutal. Lauren's advice? Get as niche as possible — then go even deeper. * Built without a roadmap. Lauren had zero entrepreneurial experience when she started, learned by doing, and didn't go full-time until August 2024. * More than a marketplace — a community. With 150+ vendor partners and growing, Aware House gives independent makers real visibility and discerning shoppers something genuinely worth buying. Lauren's story is a reminder that the best businesses often start with a personal frustration and the courage to just go build it. For more on Aware House, visit: https://awarehouseshop.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.  Plus, don't forget to follow us on Apple and Spotify.  Your support helps us bring you more content like this! * Today's Sponsors: Saral - The Influencer OS: https://www.getsaral.com/demo SARAL is the all-in-one influencer platform that finds brand-aligned creators, automates outreach, and manages everything in one place. Request a live demo today. Let the SARAL team know you're a The Story of a Brand Show podcast listener to get an extended free trial! Visit the link above.