Who Says Etsy Businesses Can't Scale? Inside Melanie Casey's Thriving Indie Jewelry Empire : vimarsana.com

Who Says Etsy Businesses Can't Scale? Inside Melanie Casey's Thriving Indie Jewelry Empire


 Photographs by Christopher Churchill
Three years ago, Melanie Casey finally gave up her Etsy shop. It was 2017, and with four employees and $1.6 million in revenue, Casey felt her Andover, Massachusetts-based company's continued presence on the indie marketplace was a tad unseemly. That was a good move. Today Melanie Casey Corp.--No. 642 on the Inc. 5000, with three-year revenue growth of 731 percent and $5.6 million in 2019 revenue--is a pure e-commerce company whose engagement rings sell for as much as $50,000. But Casey built it the old-fashioned way: one hand-made piece at a time. --As told to Leigh Buchanan
When the 2008 financial crisis erupted, I was working for an investment firm in Boston trading subprime mortgages. I wanted out of that industry, so on evenings and weekends I took every jewelry making and computer-design class I could find. Even though I'd never sold any art--or even been considered especially good at it--I was creative and believed I could make a living as an independent artist. One day at lunch, I brought a baggie full of beaded rings and necklaces to a tiny store in Faneuil Hall. I had priced them practically at cost. For the owner it was the deal of the century. She placed the first of two orders for around $3,000 each. Between that and Etsy, I sold $10,000 of jewelry that first year. 

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