How I Opened My Online Store and (Accidentally) Started A Brand!

"How I opened my own online store and started a brand" Crafting desk with a cutting board, scissors and rulers.
How I Opened My Own Online Store And Started A Brand

Before writing more great advice about creating content, I wanted to give you a run-down of my background, what I make, and how I got started. I’ve been really excited to share this story, as I feel it’s a great learning experience to share with other creators, whether you’re just starting out, or stuck in a career-rut.

Toadstool Illustrates is the online apparel and print shop I run. I use it to facilitate creative conversation around LGBTQ+ and its’ expression. Toadstool has evolved with me as an artist, being the brand’s third iteration it has become exactly what I set out to do when I first officially opened up shop in October 2016.

But back when I started, that wasn’t my plan or even my intention. I actually had no idea of what I wanted other than “I want to make stuff and make an impact”. In the beginning I mistook that for something else…

How I got started.

The patches all started in 2015.

I was in college for Environmental Technology and found there weren’t any active environmentalists or other activists among my peers. I additionally found that even working for the government I couldn’t make in impact. It was extremely disheartening.

While in college I worked for a summer at a popular craft store, and was doing a lot of sewing and clothing alterations. I had piles of scraps piling up because I just couldn’t bear to throw it all in the trash. 

Weeks go by and I’m still wondering what to do with all of these scraps. They appeared to be nothing but a pile of shredded denim and bleached t-shirt arms. I decided I would cut them into squares, as large as I could, and noticed they were all coming out at similar sizes. I still couldn’t figure out a use for them.

Table covered in scattered bobbins of thread, yarn, and other sewing supplies in a green cutting board.
Photo by Vladimir Proskurovskiy on Unsplash

I am suddenly struck with these questions: can I make an impact by spreading messages? Can messages spread via the things you wear? Of course, that’s what brand logos and tattoos are for, but wouldn’t it be better if you could spread multiple messages at the same time? This and many similar thoughts led me to do some brainstorming.

After doing a little research, I decided hand-made punk patches were the perfect way to start. Even better, this idea allowed me to recycle over 90% of my scrap fabric that was piling up around my workspace! My patches are now all hand-painted on recycled scrap fabric.

I’m inspired by LGBTQ+ issues, and Transgender rights specifically, as well as other humanitarian ideals and sex-positive humour. I try not to take myself too seriously when it come to my patches and pins; they’re meant to be conscientious, but still fun.

"How I Got Started Selling My Art Online" and hands typing on a keyboard
How I Got Started Selling My Art Online And Established A Brand

About my pins.

I started collecting pins and buttons when I was a child. It was the early 2000’s, but my bags and lanyards were totally decked out like it was 1988. 

Fast-forward 15 years and I’m making my own buttons.

After the success of my patches in mid-2016, I was able to invest in new merchandise: buttons! I was so excited to take this next big step into new territory. 

I found the ideas and motivations behind my patches — that were too colourful and complex for fabric painting — easily translated into these tiny buttons. In the beginning I couldn’t afford a press and had to outsource production to other local makers.

After about 2 years I was finally able to buy my own button press!

Since then, I have been having fun helping other artists and creative businesses with custom button pressing and design services.

I include the first 20 buttons in the base fee to do my best to help out; I know starting off can be tough and buttons are great way to dabble into new merchandise.

Text "DO MORE" on an iMac screen on top of a minimalist office desk.
Photo by Carl Heyerdahl on Unsplash

I personally started with handing mine out for free at in-person events, which I feel really helped my online performance. I began working small craft fairs and art shows with them in about April 2017. By October people remembered me and were coming back to buy again!

Artists use them to experiment with turning their art into a physical medium. I’ve been told they’re also great when you want to expand your price range as a seller. 

My latest and biggest project so far would be my Sword & Shield Enamel pin set.

My LGBTQ enamel pin set was in the works for over a year. I still remember thinking — over 2 years ago at my first Hamilton Pride festival — about how I wanted to contribute to my community and how I didn’t think I could.

I definitely didn’t know at the time it would be with my designs. Giving people a unique way of showing their transgender identity was not the initial intention, but with a more neutral-masculine design and colour pallet my pin was a stark contrast to most of the other all-black geometric designs flooding the search results.

My main concern was that I love our flags’ colours, but didn’t feel comfortable being decked out in pastel garb (and got the consensus that other trans-masculine folx out there felt the same way). That’s what inspired me to begin sketching.

These enamel pins were meant to help bridge the gap between the Transgender pride flag colours and the use of original neutral/masculine design.


So, that’s my Etsy shop story.

"How I opened my own online store and started a brand" Crafting desk with a cutting board, scissors and rulers.
How I Opened My Own Online Store And Started A Brand

Don’t leave thinking this entire article a big flex. It’s not, it’s for you to know I speak from years of real experience and about a metric tonne of books. I will be creating a 2020 reading list to help you get in a more creative and productive mindset to start your year off right. Let me know if that’s something you would look forward to, or any book recommendations you may have for me!

Until then, I hope you read through my last article where I talk about How To Use Your Doubts and Fears To Build And Motivate Your Business Part 2. If you missed Part 1 of that series, it’s important you go there first!

Coffee mug reading "hustle" sitting on a desk with an iPad and Apple Pencil.
How to use your doubts and fears to build and motivate your business.

If you want to read some Etsy Shop tips I’ve gained through my experience go read How To Run Your Etsy Shop From Only Your iPhone And Increase Your Sales! Stay tuned for the next Artist Journal by following on Facebook or Instagram.

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Logo for The Artist Journal.

Joey @ The A/J

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