Bringing extraordinary to everyday things with Pushcart Paper Co.
We sat down with Romna Dolan, ad tech specialist by day, calligrapher by night and owner of Pushcart Paper Co. Her New York-based shop specializes in merging calligraphy and art with everyday things. Within 6 months of launching, Pushcart made almost 300 sales on Etsy, with several products becoming Etsy best sellers!
Read on for Romna’s tips on growing an Etsy shop while balancing her day job, plus hear the inspiring story behind Pushcart’s name!
Shaochen: Hi Romna! I love the story behind the Pushcart name, and thought it would be a good way to kick things off! Can you share the story with our fellow calligraphers?
Romna: I started Pushcart Paper Co. in June 2020, as an homage to my father, an immigrant from Bangladesh who arrived to NYC when I was less than a year old. The Pushcart logo even features an actual pushcart similar to the one my father had. My father made his living selling fresh hot dogs and warm pretzels from a pushcart stand in the SoHo neighborhood of NYC. I spent much of my childhood, alongside my older brother, learning how to run the business, how to talk to customers and the hard work and grit that goes into shaping the American dream.
Shaochen: Your products are always so unique! Can you share a bit about how you come up with your offerings, and what inspires you?
Romna: Pushcart Paper Co. specializes in merging art with everyday things: calligraphy on keychains, make up bags, planters, masks and stationery. Calligraphy is a beautiful skill, but often it feels exclusive, only reserved for big moments in life. I use my calligraphy to highlight the beauty in everyday things - the cup that holds your morning coffee, the planters that house the succulents growing on your sill, the keychain that hangs off the ignition that starts your car - these small moments, while easy to forget in the hustle and bustle of your day, are worth highlighting. Doing calligraphy on functional items allows me to access that little bit of ordinary...that’s actually extraordinary.
“Doing calligraphy on functional items allows me to access that little bit of ordinary...that’s actually extraordinary.”
Shaochen: You’re balancing fulfilling orders with a full-time job, and a lot of calligraphers here are side-hustlers as well. What are some habits or practices that help you to get it all done?
Romna: In full honesty, it’s difficult. I could say that somehow I’m a superhero and manage it all, but that would be completely misleading! With everything going on in the world at the moment, it’s important now more than ever, to carve out time that is truly truly dedicated to your craft only. I block off a few hours 3 weeknights each week to ensure I am fulfilling my Etsy orders, and a few hours every weekend to do calligraphy outside of orders to continue sharpening my skills. This allows me breaks in between and time to reflect on what’s working and where I can improve. Take the time you need, carve it out for yourself - honing a skill won’t happen overnight but persistence and creating a schedule that works for you can help you feel more in control of your business!
Shaochen: Ok let’s talk about Etsy, which is where you’re exclusively selling. What are some things you like and don’t like so much about selling on Etsy?
Romna: Etsy is a tricky platform, and everyday I learn something new about how to truly unlock the full potential of the platform. The 2 absolute best things about Etsy are:
A steady, present audience - the sheer volume of the audience alone is wonderful and people who shop on Etsy have an idea of what they’re looking to purchase - they trust the Etsy brand.
An easy interface for purchase - purchasing on Etsy is a simple process, no frills, multiple payment options and option to chat directly with the seller.
However, the audience and easy interface comes at a cost - Etsy charges a percentage of your sale, listing fees, and transaction fees. You need to ensure that you charge for the cost of materials as well as labor costs (you put so much love into your product!) in order to make a true profit. The second part of Etsy that’s tricky is visibility - with so many amazing Etsy shops, it can be hard to stand out! Doing research on search analytics, editing your listing attributes with keywords to accurately reflect your product description and using search engine optimizations can help convert casual “window shoppers” into paid sales.
Shaochen: In the 6 months or so that you’ve been on Etsy, you’ve made almost 300 sales and your products have been Etsy best sellers, which is absolutely incredible! What are some of the tips that have worked for you, as a new shop, to get customers?
Romna: Opening an Etsy shop takes hard work and determination! While opening the shop is an important milestone in your business, continue the momentum by having a plan of action that helps drive sales. As a new shop, it’s important to establish your roots, so to speak. Here are some of my best tips:
Have multiple listings at once that showcase your range of work: This is a great opportunity to flex your calligraphy skills. What are you great at that makes your products special and worth purchasing? Multiple listings helps establish your credibility as a seller.
Tell your unique story: Anyone can buy a card on Etsy but no one can tell the story that is unique to you. Enhance your shop by adding a personal description of your business in your About section, adding a photo of yourself, update your listings with robust, accurate product descriptions, take beautiful photos of your products - all of these small things help build your trustworthiness with buyers.
Market your shop: Every time I launch a new product, I post about it on my Instagram, reach out to local community markets, Facebook groups, friends and family - the list goes on! People won’t know about your products if you don’t tell them - spread the news!
My final piece of advice would be to measure your success: How did the first few sales go? What went well and what could be improved? Ask for customer feedback and reviews. Measuring your success is a vital step to understanding the future growth of your business.
Shaochen: Thanks so much for sharing those! As a small business, we’re always learning and evolving. What do you see in the future for Pushcart Paper Co.?
Romna: Owning Pushcart Paper Co. gives me a great sense of pride - I started my entire business last June with a total of $128 worth of materials. In just a short time, I’ve surpassed my financial goals for the first year and I’m actively thinking of new ways to approach the business. I’d love to scale Pushcart into services (in addition to Etsy) like murals, weddings, baby showers, etc. I am planning a site launch by June (Pushcart’s 1 year anniversary!) that will showcase my calligraphy skills, tell my unique story, and make me accessible to a wider audience outside of Etsy. I am in conversations with local community groups here in NYC as well as statewide groups on social platforms that can help me to expand my reach. It’s such an exciting time to be part of the calligraphy community and there are so many paths your business can take you!
Shaochen: Last question - what’s one piece of advice you would give to yourself on day one of starting Pushcart?
Romna: To be patient with yourself. It takes a lot of time and hard work to build your brand and grow your business and it’s hard not to compare your progress with so many skilled calligraphers out there.
A quote that I love is:
“Don’t compare your life to others. There is no comparison between the moon and the sun - they both shine when it’s their time.”
This grounds me and keeps me humble, and I carry that with me every single day.
Romna is based in New York, NY. You can connect with her on Instagram, check out her shop.
Like this post? Subscribe for more tips or follow us on Instagram!
