In the midst of the COVID-19 pandemic, Melissa Le-Fort found herself at a crossroads. Originally from Brazil and having recently moved to Canada, she faced the sudden loss of her job in customer service at a spa due to lockdowns. Rather than giving in to uncertainty, Le-Fort channeled her energy and creativity into a passion project close to her heart — creating personalized pet ID tags.
This venture, inspired by the runaway of a beloved pet, blossomed into a thriving Etsy business. Today, her business Tag4MyPet not only generates over $2,500 per month in revenue, but it also champions pet safety and supports over 20 Canadian pet rescues through its Pawsitive Referrals program.
New Beginnings: How Loss Inspired an Etsy Shop
As is the case with many entrepreneurs, the idea for Tag4MyPet stemmed from a deeply personal experience. Le-Fort recalled, “A few years ago, I lost my beloved Siamese cat, Brigitte, who had left the house without any identification and never returned.” This heartbreaking experience stayed with her, and she resolved to help other pet owners avoid the same fate. “I thought, why not make pet ID tags at home and sell them online?”
Le-Fort’s online business idea coincided with the onset of the pandemic, which resulted in her losing her job in customer service. Determined to stay productive, she began researching work-from-home jobs. During a conversation with her husband about a pet ID tag for their cat, Marcos, Le-Fort had a lightbulb moment.
That’s when she discovered Etsy, an online marketplace that seemed perfect for her new venture. Initially, her goal was simple: to keep herself occupied during the lockdown. However, her small business idea quickly grew beyond her expectations. “Within four months on Etsy, my shop ranked first in sales in the pet supplies category on Etsy Canada,” Le-Fort shared.
Combining her professional skills, family support, and passion for pets, Le-Fort transformed her side hustle into a thriving business with Tag4MyPet now generating an average of $2,500 monthly. “My family’s support and my dedication to learning e-commerce helped me turn this side hustle into a profitable business,” she said.
Gaining Traction
Le-Fort’s Etsy shop, Tag4MyPet, took off rapidly, defying her initial modest expectations. “Within four months on Etsy, my shop ranked first in sales in the pet supplies category on Etsy Canada,” she recalled. This quick rise to success was driven by a combination of effective digital marketing strategies and a genuine passion for her products.
In the first three months alone, Le-Fort received around 1500 orders, boasting an impressive conversion rate of 8.8%. Currently, she maintains a steady conversion rate of around 8 to 9%.
Le-Fort’s approach to attracting customers operates on two fronts. On Etsy, she optimizes her products with high-quality photos, detailed descriptions, and relevant keywords that match user searches. Reviews also play a crucial role in her success. “I have over 8,500 five-star reviews, thanks to offering quality products, fast shipping, attention to detail, and excellent customer service,” she noted.
Beyond Etsy, Le-Fort leverages social media platforms like Instagram, TikTok, Facebook, Pinterest, and YouTube Reels to promote her products, run promotions, and increase brand visibility. “Among these strategies, optimizing my listings to appear on the first page of search results is the most effective,” she emphasized.
Making the Perfect Product
Le-Fort prefers to source from local suppliers whenever possible, ensuring the quality and reliability of her materials. “I look for suppliers in Canada and the USA when local options are unavailable,” she explained. The key factors in choosing suppliers include the quality of the material, price, and delivery time. To maintain competitiveness and profitability, Le-Fort often buys in larger quantities to secure discounts, thereby increasing her profit margins. However, she prioritizes quality above all.
“Finding materials at a low price is not always possible without compromising quality. In such cases, I opt to pay more for higher-quality materials, even if it reduces my margin,” she noted. This approach ensures that the quality of her products remains high, leading to a higher rate of returning customers and positive word-of-mouth marketing.
Investing in the right equipment has also been crucial to the success of Tag4MyPet. “The principal investment that made the most significant difference was purchasing a laser engraver, which cost approximately $7,500,” Le-Fort shared. This investment allowed her to increase production capacity and offer a new type of product in addition to hand-stamped tags. Other significant investments included a thermal printer for address printing and packaging with custom sizes to facilitate and optimize shipping. These changes improved efficiency and reduced shipping time.
Additionally, Le-Fort’s daughter created a custom shipping system to further streamline the process. This system reads multiple orders and automatically prints address labels, significantly reducing the time and effort required for order fulfillment.
Learning How to Master Etsy
Every successful business faces its share of challenges, and Tag4MyPet is no exception. Le-Fort encountered several obstacles on her journey to building a thriving Etsy shop, particularly in understanding the platform and optimizing her shipping processes.
One of the main challenges Le-Fort faced was learning how to make her products appear on the first page of search results on Etsy. “The main challenge was understanding the Etsy platform and figuring out how to make my products appear on the first page of search results,” she explained.
To overcome this, she spent significant time researching and learning about Etsy’s SEO strategies. “I had to learn how Etsy’s SEO works, how to charge taxes for each province in Canada, and how to handle exports to the USA and Europe,” Le-Fort added. This dedication to mastering Etsy’s intricacies paid off, as her shop quickly climbed the ranks in its category.
Shipping posed another significant challenge for Le-Fort. Finding low-cost, efficient shipping methods was crucial to maintaining profitability and customer satisfaction. “Another significant challenge was finding low-cost and efficient shipping methods,” she noted. To address this, she researched various carriers and negotiated better rates, all while learning different packaging methods to reduce costs and ensure safe delivery. “Finding reliable and affordable shipping options required contacting various carriers and negotiating better rates, as well as learning about different packaging methods to reduce costs while ensuring safe delivery,” she shared.
Her Tips for Aspiring Etsy Sellers
Le-Fort’s journey with Tag4MyPet has been marked by learning, adapting, and continuous improvement. For those looking to replicate her success on Etsy, she offers several invaluable tips:
1. Thorough Research. Before starting your shop, research your niche and understand the market. “Look at what your competitors are doing well and identify areas where you can differentiate yourself,” Le-Fort advised.
2. High-Quality Photos. Invest in good photography. High-quality photos are crucial for attracting customers and showcasing your products effectively. “Ensure your photos are well-lit, clear, and show the product from multiple angles,” she emphasized.
3. Detailed Descriptions. Write detailed and accurate product descriptions. Include all relevant information, such as size, material, and care instructions. This helps manage customer expectations and reduces the likelihood of returns.
4. SEO Optimization. Use all 13 keyword tags available on Etsy. “Choose relevant and specific keywords that your target audience is likely to search for,” Le-Fort suggested. Avoid keyword stuffing, and make sure your keywords accurately describe your products.
5. Competitive Pricing. Research the pricing in your niche and set competitive prices. “Ensure your prices cover costs and provide a reasonable profit margin. Don’t undervalue your work,” she noted.
6. Excellent Customer Service. Respond to customer inquiries promptly and professionally. Providing excellent customer service can lead to positive reviews and repeat business. “Customer service is key to building trust and loyalty,” Le-Fort emphasized.
7. Promote on Social Media. Utilize social media platforms like Instagram, Pinterest, and TikTok to promote your shop and products. Engaging with potential customers on social media can drive traffic to your Etsy shop.
8. Regular Updates. Keep your shop active by regularly adding and updating new listings. “This can help improve your shop’s visibility in Etsy’s search results,” she explained.
9. Network with Other Sellers. Join Etsy seller groups and forums. Networking with other sellers can provide support, advice, and insights to help you navigate the challenges of running an Etsy shop.
10. Utilize Etsy Tools. Make use of Etsy’s tools and analytics to track your shop’s performance. Understanding your shop’s data can help you make informed decisions about your listings and marketing strategies.
Expanding Beyond Etsy
While Etsy provided a solid foundation for Tag4MyPet, Le-Fort understood the importance of diversifying her sales channels. To achieve greater control over her brand and expand her product offerings, she decided to create her own website, Tag4MyPet.com, alongside her Etsy shop.
Le-Fort explained her decision to move beyond Etsy: “The idea is not to put all one’s eggs in one basket. By opening my store on Shopify, I have more freedom to work on my brand and launch products that cannot be sold on Etsy, such as a Pet ID Tracker.” This move allowed her to explore new opportunities and reach a broader audience while maintaining the quality and personalization that customers had come to expect from Tag4MyPet.
One significant advantage of having her own website is the ability to implement third-party applications. “Another reason for seeking an additional platform was the liberty to install third-party apps, like BixGrow, a referral program platform,” Le-Fort shared. This platform enabled her to create the Pawsitive Referrals program, where shelters and rescues share a unique code, and for every sale made using their code, they receive a cash donation. “Currently, we have over 20 partners across Canada,” she noted, highlighting the program’s success and community impact.
Le-Fort also emphasized the benefits of brand freedom and customization that come with managing her own website. “Benefits of having your site in addition to Etsy include brand freedom, more control over your brand’s presentation, and the ability to sell a broader range of products,” she explained.
However, expanding beyond Etsy also came with its challenges. “Managing a personal website requires more effort in terms of maintenance, security, and customer service,” Le-Fort acknowledged. Additionally, driving traffic to her website necessitated more investment in marketing and website SEO compared to Etsy’s built-in traffic. “Running your website can incur additional costs for hosting, domain registration, and third-party apps,” she added.
Overall, the decision to create a personal website has allowed Le-Fort to diversify her sales channels, engage more deeply with her community, and have greater control over her brand and product offerings.
Looking Ahead
Melissa Le-Fort’s journey with Tag4MyPet has been both challenging and rewarding. Reflecting on her experience, she identifies key factors that have contributed to her success and shares what she might have done differently. The most crucial factor in transforming her once small side hustle into a successful full-time business was combining her passion for animals with her work. “This made the process enjoyable and rewarding, even though it could sometimes be tiring,” Le-Fort said. Additionally, starting during a boom in e-commerce sales significantly contributed to her success.
However, if she could start over, Le-Fort acknowledges that she would change one key aspect. “If I could start over, I would reduce the number of hours I worked. There were days when I worked 15 hours non-stop, and it was exhausting,” she admitted. Le-Fort would aim to optimize her time better and create a more balanced work schedule.
Looking ahead, Le-Fort is excited about the future of Tag4MyPet. She plans to expand her product line and further consolidate her brand. “I aim to launch a new line of eco-friendly pet products, further consolidating our brand and expanding our reach,” she shared. This move aligns with her commitment to quality and customer satisfaction, ensuring that Tag4MyPet continues to grow and thrive.
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