Editor’s Note: The following is a guest post by Monique Smaby, the owner and designer of Sweet Thymes, a personalized styling and event décor hub. Here, she talks about how e-commerce opens up whole new vistas of entrepreneurship and creativity.
When I was a kid, I wanted to be a fashion designer, a chef, or an art historian. Running an e-commerce business would never have crossed my mind, but it turns out that e-commerce is the perfect environment for creative entrepreneurs like me.
“E-commerce is the perfect environment for creative entrepreneurs.”
In hindsight, I should have seen it coming that I would eventually end up in e-commerce. In my early teens I was an avid eBay buyer and seller, learning the ins and outs of e-commerce well before I ever had my first regular job. Now, I own and run my own e-commerce business, Sweet Thymes, a shop to rent and buy special event décor.
A Creative Platform
I started Sweet Thymes on Etsy as a side business shortly after graduating college. The magic of Etsy and e-commerce as a whole is it allows entrepreneurs to reach a much broader market than ever before, try out new product line easily, and offer custom items. I had no idea I would grow it into a shop with over 600 products, let alone that it would lead to my launching a conference series.
E-commerce is an essential platform for creative entrepreneurs, allowing access to thousands of potential customers I would never have access to if I opened my own brick and mortar store or sell directly to local shops. I have been able to use this unique selling platform to test out different products before adding it to my wholesale inventory while still running a lean business with just an online storefront. Hosting my business on a site like Etsy allows me to be in total control of my inventory. As a entrepreneur just starting out I want to maximize sales while limiting the amount of inventory I am sitting on – that’s why I choose to create everything made-to-order.
There has been a shift to buying and booking wedding and other event purchases online as customers are increasingly looking for something unique for their event that they haven’t seen on the major wedding websites, or even in their Instagram feeds. This is where creative entrepreneurs shine, customizing each order. I love that I have the ability to work with event planners and brides all over the world to create their dream designs.
Event Planning’s e-Commerce Future
The event industry has become reliant on e-commerce and online inspiration sourcing. There’s a massive swell of popularity for image curators like Pinterest. Now, when a bride collects all of her favorite images and ideas, they can all go in one place online for her to organize her ideas and even purchase them straight from Pinterest – all done on a mobile device on her commute or at the office.
“I love that I have the ability to work with event planners and brides all over the world to create their dream designs.”
The event industry has shifted to where it now embrace e-commerce, encouraging brides to do their own vendor research and buy deliverables online. Unique platforms like Rent the Runway, Paperless Post and Bridal Bellhop help you to do all your event planning online – and, in the world of never ending work days, being able to plan the majority of your wedding or other event while on the move is essential.
The Personal Disconnect
What many shoppers and shop owners alike are missing is the human interaction piece of e-commerce. As someone that is outgoing and loves to be around people, that is the one downside to being completely online. I email customers all day long, but it’s not the same as brainstorming designs or showing them products in real life. I look for unique ways to connect with potential clients offline and network with wedding professionals at happy hours and industry events.
I recently launched a new endeavor to connect with brides-to-be and collaborate with local businesses, the DIY Wedding Conference. I work with a lot of couples who want to DIY (Do It Yourself) their wedding, and this fun day will highlight local business owners and teach creative couples about how to plan their wedding in interactive workshops – for instance, I’ll be teaching a design and décor session. This conference will allow creative individuals to connect and showcase other small businesses to people who might never find them otherwise.
E-commerce not only removes the borders for creative entrepreneurs looking for clients, it can bring people together from all over the world to explore unique off-line collaboration ideas too.
