Can you have a niche product that appeals to everyone? Meet jeweler-turned-painter Brooke Hoerner

Brooke was struggling with getting sales in her Etsy shop until, on a whim, she tried selling something a little different — hand-painted dinosaur planters.

Three+ years later, Brooke has learned a ton about supply and demand after a big magazine feature kickstarted her sales and she experienced a rough period of burnout. We chatted with her to find out what her biggest pricing mistake was and how she manages her day-to-day during the busy holiday season.

Take it away, Brooke!

Name: Brooke Hoerner

Business: Alyce Paul Crafting Studio

Started: November 2012

Where did you get the idea for creating and selling dinosaur planters on Etsy?

My ex-boyfriend was a dinosaur fanatic. We had dinosaur toys on top of the fridge, in the kitchen — just about everywhere you can imagine. I decided to paint one gold as a gift for him and added an air plant because I had lots of them at the time.

After making that first one, I continued to paint dinosaurs and ended up putting them up for sale in my Etsy store. I named my shop Alyce Paul after my grandmother. Up until then, I had been selling jewelry in the shop without much luck, but these dinosaurs really took off. 

I was completely taken by surprise! So far, I’ve sold dinosaurs to kids, pensioners, parents, teachers, men, women — they’re one of the few things that everyone seems to love.

Before starting my Etsy shop, I worked in hospitality. My parents own a restaurant, so I was used to the lifestyle and, for a while, it worked for me. Late night and early morning shifts allowed me to be creative in my spare time. But 20 years down the line, I was no longer fulfilled by that work and I decided to take a few months off to focus on my crafting business full-time.

Who was your very first customer?

When I was getting started, my mom bought a few pieces to support me. It meant a lot to me that she did that, but it was so much more exciting when I got  my first real customer. 

Knowing that someone chose to buy my products because they liked them, rather than because they liked me, gave me a huge confidence boost.

When did you know your business was going to work?

In October of 2013, Real Simple magazine featured my dinosaur planters. They got in touch to tell me that I should prepare to sell at least 300 items, but I ended up selling 40 a day until Christmas!

The exposure was invaluable and the whole experience was amazing, but the numbers just blew me away. I was still working in the restaurant at this point, and struggled to keep up with the demand.

What has been the biggest surprise in starting your own business?

I was surprised at the amount of encouragement and support I received. 

Starting a company is scary, but people really admire you for taking a chance and they want to help you succeed. 

I’m lucky enough to live in Maine, where there are a lot of resources available for small business owners. I’ve taken classes run by retired entrepreneurs and learned a ton from other Etsy sellers. I also found a mentor in the form of my current boss — a fellow artist who allows me to run my business from her studio in my spare time.

How do you price your dinosaurs?

As far as pricing goes, my approach is pretty unorthodox. I buy similar products from other sellers, and have a good idea of how much I’d be willing to pay for these items. With this in mind, I pick a number and work backwards to see if I can make enough profit while keeping the items affordable.

The biggest pricing mistake I ever made was offering one price for all of my dinosaurs. I used to be able to source them easily, but they’re becoming harder to find. I wish I’d bought more T-Rex and long neck dinosaurs in the beginning, or priced them higher, because they’re the most popular.

What does a typical day look like for you?

I actually work full-time for another artist, which benefits my business in many ways. I run her social media and web development, and use the skills I learn there in my own work.

I get up early in the morning and check my emails for an hour or so before going to the studio. When my job is done for the day, I stay there to work on my own products, creating items and shipping out orders. Being able to use the space is a real advantage.

I usually get home at around 8pm which, coming from the restaurant industry, doesn’t feel too late. I also work on Saturdays because that’s the only full day I can devote to making new products.

Dinosaurs make great presents, so I get a lot more online orders over the holidays. There are a lot of craft fairs happening locally around then too, which means I end up with twice as much work as usual. It can be hard to find a good balance between work and rest during this period. 

This year I decided to put my Etsy shop in hibernation mode over Christmas — I’m taking a break to visit my family.

If you could go back in time, what’s the one thing you’d do differently in starting your business?

I’d be better prepared for the impact of magazine exposure. I had no idea that I’d end up with requests for thousands of dinosaurs. Although I got through the busy period, it reached a point where I didn’t think I could ever look at another dinosaur again!

I had to take a break once the rush was over because I was burned out. The volume of orders meant I was producing the same things over and over, and it wasn’t fulfilling. 

When I returned to work, I decided to expand my product line. This allowed me to be more creative, and I now sell other items like ceramic air planters and jewelry. If I was to get that many orders again, I’d definitely recruit some help.

What would you like to learn today from a community of other small business owners and self-employed professionals?

I know there’s so much I can learn from others, especially when it comes to pricing. 

I’d love to hear personal experiences about making the move into wholesaling because that's probably the next stage for my business. 

Is wholesaling a sensible thing to do even if it means having to double my prices?

Can you help Brooke out with her question about wholesaling?

If you have any experience with wholesaling your products, we'd love to hear your story. Or, pass her question along by sharing it out to your friends and fellow small business owners.

Look forward to seeing your tips and ideas below! :-)