What started as weekend therapy for her daughter turned into a thriving Etsy business — and a personal safety net for the future.
Challenge
Every weekend, Adele and her daughter wandered through estate sales, searching for vintage treasures. For her daughter, who found comfort in the quiet rhythm of these hunts, it was therapy. For Adele, it was a way to bond — and maybe find a few quirky keepsakes along the way.
But before long, their home was overflowing with “finds.” What had started as a relaxing weekend hobby was becoming a space problem. Something had to go.
Adele had tried selling online before — a few listings on eBay here and there — but it never really worked. Then a coworker mentioned Etsy. She explained how she’d tried running a shop for six months before giving up. Adele, who thrived on challenges, took that as motivation. “If it’s hard,” she thought, “then I’m going to figure it out.”
And that’s how her side hustle began.
Action
Adele opened her Etsy shop and listed a handful of items, thinking that was all it took. But days passed without a single sale. Realizing she needed a better strategy, she started researching successful stores to see what made them stand out.
The first thing she noticed? Great photos. The best shops used clear, consistent, beautifully styled images. So she retook every photo in her store, making sure her listings looked polished and cohesive.
Next, she focused on search visibility. With her background in IT and blogging, Adele understood SEO — but Etsy’s algorithm was a different beast. She learned how to use keywords, write optimized titles, and update her listings regularly. To boost visibility even more, she used social media scheduling tools like Buffer to share her items on Facebook and Twitter.
She also found a community. Other Etsy sellers offered advice, shared tips, and even answered her questions one-on-one. Inspired by their generosity, Adele began mentoring new shop owners herself.
The results came slowly but surely. In her first year, she had just 23 orders. But after refining her photos, SEO, and marketing, she jumped to 270 sales the following year — and kept climbing from there.
Result
Over time, Adele’s shop evolved. She realized that selling small, inexpensive trinkets required just as much work as selling high-end pieces — so she shifted her focus toward higher-value vintage finds. Today, her store features around 400 carefully curated items, each one unique and handpicked from estate sales.
Her efforts paid off. Adele’s Etsy shop now ranks among the top 5% of sellers based on sales, reviews, and shipping speed. Every order includes a personal touch: a small steampunk owl keychain named “Derby,” a signature token that customers adore.
What began as a hobby turned into something much more meaningful — a business that provides extra income and peace of mind. For Adele, who lives with multiple sclerosis, it’s also a safety net. Should her condition make traditional work difficult, her shop ensures she can still earn income from home.
Lesson
Adele’s story proves that success on Etsy isn’t about luck — it’s about learning, adapting, and connecting with people. She didn’t just sell antiques; she built an experience around them.
Her journey reminds us that even small passions can lead to big outcomes when you combine creativity with consistency. The secret isn’t just in what you sell — it’s in the care you put behind it.
Inspired by a true story originally featured on Side Hustle School by Chris Guillebeau. This rewritten version is independently produced and fully original.