The Highs and Lows of Running an Online Handmade Business

By Christina from Forge+Thread, London

Running a small business from my little home studio in London has been a wild mix of joy, stress, discovery, and the occasional clay-covered meltdown. I design and handmake polymer clay jewellery – bold, playful, and lightweight pieces that reflect things that have inspired me and the energy of the city I live in. Originally I started out selling to just friends and by word of mouth, so selling online felt like the obvious next move. But like most creative journeys, it came with its own set of surprises.

The Challenges

1. Standing Out in a Crowded Market

The handmade space online is huge. From Etsy to Instagram and marketplaces like Urban Makers, they’re full of talent, and it’s both inspiring and intimidating. Figuring out how to differentiate Forge+Thread from everything else out there was (and still is) a learning curve. I’ve had to find my style, stick to it, and lean into what makes it mine.

2. Wearing All the Hats

As a one-person small business, I’m not just the maker. I’m the photographer, copywriter, customer service rep, packer, accountant, and social media manager. Sometimes I just want to sit and make earrings, but running a handmade business means juggling the creative with the practical, and learning as you go.

3. Shipping & Packaging Woes

I never expected how much time I’d spend researching the perfect sized packaging and most easily recycled papers for earring cards. Turns out, sending out polymer clay earrings takes careful packaging and reliable shipping, especially when customers are across the UK or even further abroad. Finding eco-friendly options that are fully recyclable and keep everything safe has been an ongoing mission.

Shop Christina’s full collection here

4. Algorithm Fatigue

Instagram, SEO, Google rankings, there’s always something changing. It can feel like shouting into the void, especially when posts don’t reach people or sales dip. I’ve learned (mostly) not to take it personally and to focus on building genuine connections on social media and in-person at markets rather than chasing numbers.

The Triumphs

1. Connecting with Customers

There’s nothing like the buzz of a customer tagging me in a photo or meeting a customer at a market who has a growing Forge+Thread collection. Knowing someone chose Forge+Thread jewellery to wear or gift makes me so happy. Friends often send me photos of people they’ve spotted out and about wearing my earrings, and it still feels a little surreal. The most surreal was my mum sending me a picture of the TV, showing someone wearing a pair of earrings I made whilst being interviewed by Roman Kemp on the BBC! No matter who purchases, every sale still gives me a little rush, it means someone connected with what I made by hand.

2. Creative Freedom

Selling online has allowed me to experiment and evolve my designs. I’m not bound by trends or seasons in the same way big brands are. If I want to launch a collection inspired by London’s brutalist buildings or a line full of squiggles and smiley faces, I can!

3. Being Part of a Creative Community

One of the best parts of this journey has been connecting with other UK makers and small business owners. The support and advice from fellow creatives, even just via DMs has been incredible. Working solo in a home studio can feel a bit isolating, there is no one to bounce ideas off, talk about techniques, or to offer advice and a supportive word when something has not gone to plan. Having an online community makes it feel less lonely as you know others are navigating the same highs and lows.

4. Growing Slowly, Sustainably

I’m proud that my business is growing in a way that feels right for me. I can’t compete with fast fashion or mass-produced accessories, and I don’t want to. My pieces are slow-made, personal, and imperfect in the best way. That’s what my customers love, and that’s what keeps me going.

Final Thoughts

Selling handmade products online isn’t easy. It takes resilience, patience, and a lot of multitasking, but it’s also incredibly rewarding. I get to share a piece of my creativity with the world, and that’s something I don’t take for granted.

To anyone else out there crafting, creating, or just dreaming, keep going. There’s space for your voice, your art, and your story.