How to Sell Your Stuff on Etsy

Ep 206 | From Handmade Crochet to Digital Crochet Patterns – with Jocelyn of Oak and Marlow
Host: Lizzie Smiley
Guest: Jocelyn (Oak and Marlow)
Date: November 6, 2025

Episode Overview

This episode explores how Jocelyn, the creative mind behind Oak and Marlow, transitioned from selling handmade crochet products to creating and selling digital crochet patterns on Etsy. Host Lizzie Smiley dives deep into Jocelyn’s journey, the mindset and practical pivots involved, and the unique aspects of building a thriving creative business online. Listeners gain insight into the growing digital crochet market, community collaborations, adapting tools (even without being a “math person”), and juggling creativity with business strategy.

Key Discussion Points & Insights

Jocelyn’s Creative and Entrepreneurial Backstory [08:23–09:32]

• Raised in an artistic family, developed an early love for textile arts.
• Discovered crochet in 2004, “dabbled” until making handmade items to sell in 2016.
• Oak and Marlow was born from her drive to design original, beginner-friendly patterns.
• Crocheting is described as "my way of finding a little calm in this crazy world" (Jocelyn, 07:54).

Why Digital Crochet Patterns Are the Perfect Fit [08:57–10:15]

• Digital patterns let her share tangible items with a worldwide audience.
• Jocelyn highlights the sense of connection: “It kind of feels more connected... you can have the same item in your home, and you’re making it yourself.” (Jocelyn, 09:20)
• Digital fulfills creativity, teaching, and practical needs—removing physical shipping barriers.

Blogging and Website Choices for Crafters [10:56–14:17]

• Jocelyn runs a WordPress blog (E-Commerce enabled with WooCommerce), sees it as a hub and artistic outlet.
• Blog brings in traffic via free content and pattern accessories, but not highly profitable yet.
• On blog platforms: Jocelyn still prefers WordPress over new platforms like Substack, despite some clunkiness.

Pivoting from Handmade Goods to Patterns [14:17–17:42]

• Started selling handmade crochet bunnies using others’ patterns—“I would just make them on repeat in different colors” (Jocelyn, 15:14).
• Was initially intimidated to write patterns: “I even said, ‘I don’t know why I’d do that. Do people do that?’” (Jocelyn, 15:26).
• Her first pattern was developed by adapting and simplifying stitch counts to make designs more meditative and beginner-friendly.

Memorable Moment

A shop rebirth: Oak and Marlow already existed, but with unsold felt animals. After Jocelyn’s pivot, “I thought, whatever... the name’s nice, I like it... I started putting a couple listings and I think I would sell one pattern every one or two weeks...” (16:55)

The Viral "Mabel Chicken" Pattern Story [17:42–21:31]

• Inspiration from real-life: wanted a simple crochet chicken for a friend.
• Initially thought: “Nobody’s gonna want this. It’s ridiculous.” (Jocelyn, 18:40)
• Reached out to a few accounts privately to test the pattern—then it went viral through the crochet community and Facebook chicken-enthusiast groups.
• “I hoped I would sell, like, 12 patterns... and I think it was 130 or something [in the first day].” (Jocelyn, 20:08)
• The viral success gave her a new audience and catalyzed her full-time shift.

The Power of Community Over Competition [21:31–23:29]

• Crochet community is described as collaborative, with larger accounts supporting newer designers.
• Success was built via community support—not just algorithm hacks.
• “You went viral... because you had the courage to share what you were doing, and other bigger accounts loved the pattern and shared it.” (Lizzie, 22:10)
• This community-driven model is held up as a powerful alternative for all Etsy sellers.

Learning to Write Patterns Without Being “Great at Math” [23:29–27:47]

• Jocelyn admits, “Counts and learning a new pattern... I struggle with the number counts... it’s funny that I’m writing them!” (Jocelyn, 15:07)
• Developed her pattern-writing skills by drawing, using notebooks, and mostly single crochet stitches for simplification.
• Support from testers and a tech editor (found through her tester community) was “game-changing.”
• Formatting: Moved from Word docs to colorful Canva PDFs, inspired by a tester's video demo—a pivotal, empowering moment.

Marketing & Etsy Shop Growth

Etsy & Organic Traffic Mix [31:04–32:36]

• 60% of her shop traffic comes from Etsy itself, 40% from external/organic sources (Instagram, Pinterest, Etsy ads).
• Most sales happen on Etsy, even with active social media efforts: “40% is no small number... but the Etsy algorithm by itself can give you a decent business.” (Lizzie, 32:13)

Social Media & Content Strategies [32:36–38:42]

• Instagram is primary. Jocelyn prioritizes consistency (posting about twice a week).
• Videos (Reels), tester calls, and product showcases perform well.
• “Most of my stuff is showcasing the product... I think that’s where I need to expand a little bit, is... more of the process behind it and the story behind it...” (Jocelyn, 37:01)
• Plans to add more personal/process content to build deeper connections.

Carousels, Reels, TikTok [38:15–39:09]

• Uses photo carousels in addition to Reels; sees some benefit, but Reels tend to perform best due to their shareability, especially in collaborative tester calls.

Etsy Ads – When & How Jocelyn Uses Them [39:09–42:33]

• Did not use ads right away; started with her “chicken” patterns after organic sales success.
• Ads are targeted, performance is reviewed regularly, and non-performers are removed.
• Jocelyn: “To me, it looks like there’s been a really good... return on investment.” (40:06)

Lessons, Reflections & Advice for New Sellers

What Would She Do Differently? [42:38–44:45]

• Would focus more on cohesive branding and consistent photo styles from the beginning—but glad she didn’t wait for perfection to start.
• “Do it messy... it’s going to be so empowering for the person who’s literally so scared to start because of that.” (Lizzie, 44:36)

The Power of Consistency, Vision & Community [49:12–53:04]

• Jocelyn encourages sellers to start with a vision/why, and to show up consistently, even in small daily increments.
• “Taking the time... to decide what filter you’re going to put everything through. What’s important to you? Who are you doing this for? Why are you doing this?” (Jocelyn, 45:36)
• Used a simple downloaded habit tracker spreadsheet to stay on track with her goals.

The Unexpected Joy of Impact [46:39–48:28]

• Most fulfilling: the stories and connections that come from customers worldwide.
• “Some of these stories... they’re so moving. Some of these stories where teachers have had items that they’ve made for my patterns in their classrooms to help students or something was given to a loved one that was going through a hard time. It just, you know... that is my why.” (Jocelyn, 47:10)

Tips on Managing Creative Energy (especially if Neurodivergent) [55:28–61:51]

• Jocelyn and Lizzie discuss how to manage “shiny object syndrome”—embracing natural bursts of creativity, balancing new projects with routine work.
• Task bundling (grouping similar tasks together, computer vs. hands-on) is helpful.
• Jocelyn: “Switch tasking is really hard for me... I want to just crochet things and then... actually put this to the Canva doc and that can take weeks.” (Jocelyn, 59:02)

Notable Quotes & Memorable Moments

• On digital products:
  “In order to make these crochet patterns... I have to make this little cute, beautiful, tangible item here in my home. And then I’ve got this pattern that somebody else can follow... You can have the same item in your home, you’re obviously going to make it yourself. So... it kind of checks all the boxes for me.”
  — Jocelyn [09:20]

• The viral chicken pattern story:
  “I think I hoped I would sell, like... 12 patterns... and I think it was... 130 or something. I was, like, freaking out.”
  — Jocelyn [20:08]

• Power of community:
  “You went viral... because you had the courage to share what you were doing, and other bigger accounts loved the pattern and shared it. That’s a different way to go about it.”
  — Lizzie [22:10]

• On failing forward:
  “If you get too far in, you could easily start questioning yourself and your own style and your own why and what it is you’re doing for who... It is noisy out there.”
  — Jocelyn [45:05]

Important Segment Timestamps

| Segment | Time | |-----------------------------------------|-----------| | Jocelyn Introduced | 08:23 | | Why digital patterns work for her | 08:57 | | Blogging and website chat | 10:56 | | Jocelyn’s handmade-to-pattern journey | 14:17 | | Mabel Chicken’s viral success | 17:42 | | Community over competition | 21:31 | | Learning to write patterns/motivation | 23:29 | | Formatting with Canva | 24:54 | | Etsy traffic sources breakdown | 31:04 | | Instagram/content strategy | 34:55 | | Thoughts on Etsy Ads | 39:09 | | Lessons learned / branding | 42:38 | | Most fulfilling part | 46:39 | | Building consistency/habits | 49:12 | | Managing “shiny object syndrome” | 55:28 | | Where to connect with Jocelyn | 62:09 |

Connect with Jocelyn / Oak and Marlow

• Instagram: @oakandmarlow
• Website: oakandmarlo.com
• Email: hellocanmarlo (at) [domain].com

Takeaways for New Sellers

• Don’t wait for perfection. Start and iterate.
  “Do it messy... it’s going to be so empowering for the person who’s literally so scared to start because of that.” — Lizzie [44:36]
• Build a community—support and collaboration can launch your success.
• Consistency trumps intensity; small daily steps add up over time.
• Use simple tools, embrace accessible platforms—great products don’t require fancy software.
• Your unique style has an audience—define your “why” and let it guide your shop.

For more resources, links, and show notes, visit howtosellyourstuff.com and check the episode page.

This summary provides an in-depth guide for listeners and non-listeners alike, distilling the energy, practical advice, and inspiration from Lizzie and Jocelyn’s chat. Skip the perfectionism, embrace community, and start today!