More Than a Shop: A Storytelling Project in Disguise
Shop Origins & Mission:
PASSION PROJECT: What started as a love for vintage treasures grew into something more—a way to share not just beautiful pieces, but the stories behind them. Each item in my shop came with a history, carefully sourced from sellers whose memories I honored with every handwritten note I included in each order.
VALUES THAT GUIDED EVERYDAY CHOICE: Every sourcing decision was rooted in authenticity, respect for craftsmanship, and a deep appreciation for sustainability. I chose pieces with stories, made thoughtfully and meant to last—honoring both their history and the people behind them.
BRIDGING PAST AND PRESENT: I set out to connect today’s shoppers with the timeless design and thoughtful craftmanship of the past—bringing vintage pieces into modern life in a way that felt both meaningful and fresh.
Behind the Curator
ROOTED IN EXPERIENCE: My lifelong connection to vintage runs deep—from growing up in a family that owned an Asiantiques business, to years of collecting clothing, jewelry, and décor, to running a vintage-lifestyle blog. That history gave me a curatorial eye for pieces with both aesthetic beauty and cultural significance.
LOCALLY DISCOVERED, PERSONALLY SOURCED: I traveled across townships and cities, exploring estate sales, thrift shops, and vintage fairs to handpick each item. Along the way, I built connections with local sellers and families, learning the stories behind their pieces and preserving those histories for the next owner.
CURATED WITH INTENTION: Every item I listed was carefully vetted—not just for quality and condition, but for the story it carried and the connection it could spark. I paid close attention to who was buying from me, used Etsy analytics to understand their preferences, and kept a clear vision of the kind of customer I wanted to reach next. Each piece was chosen with both the past and future in mind.
The Collection: What Made It Special
CURATED CATEGORIES: From 1940s kitchenware to bold 1980s jewelry, each piece reflected a different era and corner of the world—Japan, Indonesia, Thailand, the U.S., and beyond. I curated collections that felt both cohesive and globally inspired, offering shoppers a journey through design history with every item.
MEANINGFUL FINDS: These weren’t meant to be investment pieces—they were conversation starters. Each item came with a backstory, giving buyers something memorable to share when someone asked, “Where did you get that?”
PHOTOGRAPHY AND PRESENTATION: I handled all the photography myself, learning the importance of lighting, staging, and visual storytelling along the way. Through courses and experimentation, I developed a consistent aesthetic that showcased each item’s character while creating a recognizable shop identity.
AUTHENTICITY THROUGH STORY: While there was no formal documentation, I often included digitized photos and background details from the item’s original era—offering buyers a richer sense of history and connection.
Customer Stories & Testimonials
Business Growth & Achievements
As I applied new strategies—from SEO tweaks to more targeted product descriptions—the shop saw steady growth. It quickly became known on Etsy as a go-to for thoughtful gifts, especially during the holidays and seasonal refreshes. While it wasn't featured in editorials, positive reviews and repeat buyers reflected the trust and connection I built through both product quality and storytelling.
Most of the traffic to my shop came from the Etsy app itself and direct visits—which told me two things: I had solid visibility on the platform, and customers were coming back on purpose. Etsy Search brought in a good number of visitors too, but what really stood out was the SEO traffic, especially from Google. That was encouraging, since I had specifically built my SEO strategy to show up in Google search results—because let’s face it, that’s where most people start when they’re not quite sure what they’re looking for. I didn’t roll out SEO and social media strategy until 2022, which explains why the numbers for those are still relatively low. But even in that short window, I could already see traction beginning to build.
Copy Strategy & Product Listings
I approached each product description not just as a sales tool, but as a mini-story—something that could evoke feeling, curiosity, and connection. My goal was always to spark interest in the why behind the item, not just the what. Rather than listing features and moving on, I created context: Who might love it? Where did it come from? What era did it embody? Each listing wove together storytelling and specificity to meet both emotional and practical needs.
Take, for example, my listing for vintage parrot earrings. The description set the scene (“Ready to step into a time capsule…”) and invited customers to imagine wearing or gifting them. I included practical specs, care instructions, FAQs, and links to similar styles to encourage browsing and boost engagement.
To build trust and reinforce the uniqueness of each piece, I included:
A letter detailing the item's backstory
Original images from the seller or era
Clear policies to manage expectations
A warm, human tone that welcomed questions and emphasized transparency
These listings weren’t static blocks of text—they were part conversation, part history, and part celebration of design. And judging by customer feedback, that approach worked: Shoppers frequently commented not just on the product, but on how much they loved the thought and detail behind it.
A Thoughtful Touch: Letters & Care Cards
Every item from my shop came with more than just vintage charm—it came with a story. I wanted buyers to feel like they were receiving something meaningful, not just transactional. So, with each order, I included a personalized letter detailing the backstory of the piece—who it came from, where it lived before, and why it was special. It was a way to honor the history and invite the new owner into it.
Alongside that, I tucked in a care card: short, sweet, and designed to help each buyer keep their piece looking as timeless as the day it was crafted. Whether it was a carved wood earring or mid-century kitchenware, I made sure people knew how to handle and care for their purchase.
Below are examples of both—because presentation matters, and so does keeping the story (and item) alive.
![[Original size] Beige Minimal Thank You Card.png](https://images.squarespace-cdn.com/content/v1/67f88bb85262337c93cda4dc/1747089395426-MKR7NVBW5C8QER56349Z/%5BOriginal+size%5D+Beige+Minimal+Thank+You+Card.png)
Social Rollout: The Final Push
In the final stretch before FindrsKeeprsShop wrapped up, I leaned into social media to amplify visibility and share the stories that made each item special—not because I hadn’t planned on it, but because I wanted to give the shop space to grow organically. I wanted the shop’s closing chapter to be just as vibrant as its opening—so I rolled out a focused campaign across Instagram and Pinterest, mixing playful product spotlights with nostalgic storytelling.
From behind-the-scenes glimpses of sourcing trips to curated “Giftable Vintage Finds” posts, every bit of content was crafted to do two things: connect with my audience and drive traffic to the shop. I paid close attention to analytics—what posts performed well, what formats encouraged click-throughs—and used those insights to fine-tune my copy and visuals.
Even though the shop was winding down, the final months became a crash course in agile content creation: testing hooks, refining captions, and experimenting cohesive brand imagery to spark curiosity and clicks.
