Podcast Summary

How to Sell Your Stuff on Etsy

Host: Lizzie Smiley
Guest: Lauren Aldis, Founder of Heart Mountain Candle Co.
Episode: 224 | She Succeeded FAST in Etsy's "Saturated" Candle Niche
Date: March 12, 2026

Episode Overview

This episode focuses on how to break through a "saturated" Etsy niche using strategy, resilience, and savvy marketing. Lizzie Smiley interviews Lauren Aldis, whose candle shop, Heart Mountain Candle Co., achieved rapid success despite industry saturation. They discuss leveraging SEO, the power of posting frequency, how to uniquely position products (even in competitive categories), and using psychology plus storytelling to stand out. If you’re launching or scaling an Etsy shop—or discouraged by how crowded your category is—this episode is packed with actionable advice and inspiration.

Key Discussion Points & Insights

1. Lauren's Etsy Journey and Mindset

• Getting started: Lauren opened her Etsy shop in May 2025 and had a slow ramp-up.
  • First sale: End of June 2025
  • “I got one sale and then, yeah, had kind of maybe a couple here and there, but then suddenly was like, okay, I think it was July, August. I got like, 50 sales. I was dancing the jig.” (13:19)
• Breaking through saturation: Despite warnings that "candles on Etsy are too saturated," Lauren didn’t let this stop her.
  • “I would say 1000% candles are saturated…It does not mean that you will not make it. It means that you have to pivot…You have to realize, okay, what is everyone else doing? I don't want to be the norm.” (11:40)

2. Saturation as Opportunity

• Reframing the narrative: Saturation is a sign of demand. The focus should be on finding a unique hook or angle in a crowded space.
  • “Saturation is actually an indicator of opportunity. It means that there is demand. Our job is to figure out what our hook is going to be.” (14:30)
• Advice for non-‘creative’ sellers:
  • “If you're not creative…all you have to do is be paying attention to the trends and then be watching for the little windows that will peek out at you of where they haven't been exhausted yet.” (15:57)

3. The Power of SEO and Listing Frequency

• SEO as a turning point:
  • Lauren shifted her focus from copying other candle listings to describing the utility and use cases—e.g., “gift for a baby shower”, “bathroom candle”, “decor”, “aromatherapy”—which matched how buyers actually searched.
  • “It's not the beauty of the candles…it is the SEO…your title, your description, your tags, your alt texts, your everything.” (16:40)
• Posting frequency: Rapid listing and relisting (even with minimal product variations) made a massive difference.
  • “Etsy likes people that are active...I'm talking post, post, post. Like, list your stuff all the time.” (21:35)
  • “The more you list, the more they will show you and, and they'll get it going.” (24:49)

4. Smart Listing Practices for Handmade Sellers

• Testing and optimizing listings:
  • AB testing different SEO, repositioning the same product for new use cases, and using different photos can multiply listings and test what converts.
  • “I was doing every day...Now you don't have to come up with new products every day...Take the one listing, change the SEO around…that’s just three listings right there.” (25:08)
  • “You can have several listings for the exact same product…even keep everything the same [except] your thumbnail picture.” (27:04)
• Deactivating and relaunching listings that aren't performing to keep the shop fresh and focused.

5. Using Psychology to Sell the Intangible

• Sensory marketing for candles:
  • “You don't have a scratch and sniff screen, so how can I make this happen?...How do you market that? ...It's more of a psychology game.” (29:23)
  • Every order gets curated scent samples to encourage repeat purchases.
• Descriptive storytelling:
  • Using evocative copywriting to help buyers ‘imagine’ the scent and feeling.
  • “Make someone want to buy my candle. Talk in a way that is so enticing that they can't help but buy it.” (36:33)
  • “You’re creating a feeling. You're using the words to create a feeling.” (36:36)

6. Clean, Non-Toxic Candle Ingredients as a Differentiator

• Personal story as a hook:
  • Lauren, highly sensitive to artificial fragrances, spent years developing a candle formula she can use—now a central part of her brand narrative.
  • “I have never, ever been able to have a wax melt or a candle in my house ever, ever. Because I'm so allergic.” (43:33)
• Growing demand for clean products:
  • Noted that many commercial “non-toxic” claims are overused or imprecise; focus on specifics (organic wicks, clean wax, etc.) and backstory to build trust.
  • Suggestion: explicit graphics, About Me updates, and utilitarian bullet points on listings for shoppers who seek safer options.

7. Innovation and Audience Building

• Leverage what you know:
  • Lauren sells candle-making supplies, too, recognizing demand among fellow makers.
• Testing marketing collateral:
  • Experiment with adding callouts like “cleanest ingredients” on thumbnails and images; a/b test for conversion impact.

8. Encouragement for New Sellers

• Lauren’s advice:
  • “Do not give up. It is a struggle, but things don't...Anything worth anything is not gonna get handed to you.” (55:14)
  • “You scroll and you scroll and you scroll…suddenly something captures your eye. What was that? …You want to be that thing that captures someone's eye.” (57:39)
• Be persistent and adaptive:
  • Keep analyzing, iterating, and seeking ways to differentiate—market need is proven by saturation.

Memorable Quotes & Moments

• “I had my five minute funeral about it. I cried...But I really like candles. What am I gonna do? ...Etsy wasn’t my goal. Building my candle business was my goal. Etsy was the side effect.” —Lauren (12:59)
• “If you're not creative…just be paying attention to the trends and then be watching for the little windows that will peek out at you of where they haven't been exhausted yet.” —Lizzie (15:57)
• “Etsy likes people who are active...What’s in it for them?...Get those listings out there.” —Lauren (23:14)
• “You can have several listings for the exact same product...Even keep everything the same…just change out what your thumbnail picture is.” —Lizzie (27:04)
• “If you're going to talk the talk, you got to be able to walk the walk.” —Lauren (52:28)
• “The only way you're gonna fail is if you give up. So don't give up. Literally, like, don't give up.” —Lauren (34:17)

Important Timestamps

• 06:18: Lauren introduces herself and her enthusiasm for the podcast
• 11:37: Diving into the “saturation” myth & mindset
• 13:19–14:30: Lauren’s initial struggles and sales explosion
• 16:40–18:55: How better SEO and listings drove sales growth
• 21:35–24:49: The power of frequent listing and being active in Etsy’s algorithm
• 25:08: Structuring product variations and A/B testing in handmade shops
• 29:02–37:12: Using psychology and compelling copy when scent can’t be experienced online
• 42:44–47:44: The nitty-gritty of non-toxic ingredient claims and the journey to a headache-free candle
• 55:14: Lauren’s best advice for beginners

Where to Find Lauren

• Shop: Heart Mountain Candle Co.
• Personal social: Lauren Aldis (Facebook, Instagram, TikTok, LinkedIn)

Actionable Takeaways

• Don’t be discouraged by niche saturation—it proves demand exists! Focus on finding your unique twist.
• SEO isn’t just for search bots—it’s about understanding buyer intent and language.
• Post new and reworked listings frequently to win Etsy's algorithm.
• Use evocative copy and try samples to make up for sensory products’ limitations online.
• Leverage personal stories and specific product claims, not generic buzzwords, for clean or non-toxic items.
• Test often: alternate thumbnails, different SEO, and various callouts for truly “handmade” product positioning.
• Stay persistent and resilient—success is rarely instant, but often right around the corner!

“Be the thing that captures someone’s eye. Be the different one. Be the change.” —Lauren (57:39)