The maker
Jing makes jewellery using tatting, an old way of making lace from tiny knots worked by hand with a shuttle and thread. Her bracelets, rings, earrings and necklaces are light, delicate and full of detail, and no two are ever quite the same. Several of her collections take their names from Shakespeare: Ophelia, Cordelia, Perdita and Ariel, alongside the gothic Nocturne and the bridal Blanche.
Jing already sold on Etsy. What she didn’t have was a shop of her own, one that looked like her work and told its story properly.
Why a shop of her own, alongside Etsy
Etsy is a great place to be found, and Jing still sells there. But a shop of her own makes good business sense next to it, for three reasons.
- Fewer fees. Every sale through her own shop avoids the fees Etsy takes on each order, so more of the money from each piece stays with the maker.
- Far more control. Jing’s own shop shows her pieces exactly the way she wants: as many photos as she likes, her own sizes and size guide, whether a piece is ready to ship or made to order, and her own words throughout.
- Her choice of delivery. The shop can use whichever delivery service suits her best, such as Royal Mail Click & Drop, rather than working around a marketplace’s way of doing things.
What I built
A full e-commerce shop, from scratch. This isn’t a template with a few photos dropped in. I built every part of the shop, from the homepage and collection pages to the basket and checkout, around Jing’s pieces and the way she works.
Product pages that do the selling. Each piece has its own page with a photo gallery, the materials, care notes and measurements. Rings come in UK sizes, with an “Other size” option for anything else, and there’s a size guide covering ring sizes and bracelet lengths.
Ready to ship, or made to order. Some pieces are already made and ready to post. Others Jing makes after you order. Each page makes it clear which is which and how long it will take, so nobody is left guessing. A one-off piece can show as sold out once it has gone.
A basket and a secure checkout. Customers can pay by card, Apple Pay or Google Pay through a secure payment page. Before anyone pays, the shop checks the delivery postcode, so an order can’t be placed to somewhere Jing doesn’t post to.
Commissions. If someone would like a piece in their own colours or size, there’s a simple enquiry form, with spam protection built in so Jing only hears from real people.
Everything a proper shop needs. An About page that introduces Jing, answers to common questions, clear delivery and returns information, terms written to UK consumer rules, and a cookie choice that’s as easy to say no to as yes. The shop is fast and secure, and there’s a separate preview copy so changes can be checked before they go live.
How it’s going
The shop went live in October 2026. Jing now has a home for her work that’s entirely her own, sitting alongside her Etsy shop rather than replacing it.
