🎧 Listen to this blog post as a Podcast instead: #38 Crafting Success: Charly's Journey to Niche Mastery and Business Resilience

Introduction The world of handmade business is an exciting yet challenging one, but for those who find their niche and stay dedicated, it can be incredibly rewarding. In this episode of How to Be a Handmade Boss, we sit down with Charlotte—better known as Charly—from Charly Bee Designs to talk about her journey into handmade entrepreneurship, how she found her niche, and the lessons she’s learned along the way.

From Hobby to Full-Time Business

Steph (Host): Hello everyone, and welcome back to the How To Be A Handmade Boss podcast! Today, I have Charly with me from Charly Bee Designs. So,Charly, tell us a bit about what you do!

Charly: Hi, yes! So, I run Charly Bee Designs, where I sell personalised bracelets—mainly made from paracord. My designs are very sentimental, often aimed at men and families, like dad-and-daughter sets or couples' bracelets. Men are notoriously hard to buy for, so I wanted to create something that would make gift-giving easier and more meaningful.

Steph: That’s amazing! And would you say your customers are mostly outdoorsy types?

Charly: Definitely! Paracord is super strong and durable, so it naturally attracts people who love camping, hiking, and the great outdoors. Many of my customers have worn my bracelets for years, and it’s always so great to see them lasting that long.

Finding the Perfect Niche

Steph: I love that! So, tell us a bit about how you got started. Was paracord always your go-to material?

Charly: Not at all! I actually started Charly Bee Designs in 2017 making beaded bracelets and chokers. Then, one Christmas, I was trying to figure out what to make for my boyfriend and came across paracord. I gave it a try, and from that moment, I never looked back.

I realised that while lots of people were making beaded jewellery, not many were specialising in paracord bracelets, so I started listing them in my Etsy shop—and those were the products that gained traction. I even sold in a boutique before moving fully online, which I now prefer because it’s much easier to manage.

Steph: That’s so interesting! So would you say that listening to your customers played a big role in shaping your business?

Charly: 100%. My customers have guided my product development. People would ask, “Can you make it in this colour?” or “Can you add this detail?” and I’d go, “Yeah, why not?” That’s how my designs evolved. The business has really been shaped by the people buying from me, which I think is key to success.

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Making the Leap to Full-Time Business

Steph: At what point did you realise, “Okay, I can actually do this full-time”?

Charly: It wasn’t until I took your Handmade Business Success Academy (HBSA) course that I really saw my business differently. I joined HBSA in early 2022 after seeing one of your Facebook ads for the Conversion Course. It just spoke to me! My partner even said, “Charly, you NEED this!”

After joining, I finally had the structure I needed. Before that, I was saying yes to everything—wedding gift bags, custom wine glass charms, personalised Converse—you name it, I was making it. But HBSA helped me realised that niching down was the key to growing a sustainable business.

Steph: That’s such a game-changer! So how did it feel when you finally took the leap to full-time?

Charly: Honestly? Terrifying! I left my retail job in October 2022, and right after, I had my worst Christmas sales ever. I thought, “What have I done?!” But then, things started improving, and this past Christmas was my best yet. The transition was scary, but it was so worth it. I now work for myself, on my own terms, and I love it.

The Power of Repeat Customers & Niching Down

Steph: I love that! And I think one of the smartest things you’ve done is carve out a niche within the jewellery market.

Charly: Yes! A lot of people think, “Jewellery is too competitive,” but I’ve focused on a very specific sub-niche: sentimental, personalised men’s bracelets. That has helped me build a loyal customer base. Many of my customers return again and again because my designs fit their style.

Steph: That’s the dream—repeat customers make life so much easier!

Charly: Exactly! And because I focus on gifting, people buy for occasions like birthdays, anniversaries, and Father’s Day. The more I lean into that, the better my sales get.

Marketing & Business Growth

Steph: So what’s next for Charly B Designs? Where do you see your business a year from now?

Charly: I want to focus more on marketing—especially email marketing and social media. I’ve started growing my email list, and I know that’s a game-changer for repeat sales. I also want to build more of a community feel around my brand.

Steph: That’s a great goal! Having a strong brand community means you don’t have to constantly chase new customers because they keep coming back.

Charly: Exactly! That’s what I’m aiming for.

Final Thoughts & Advice for Other Handmade Sellers

Steph: Okay, final question: What advice would you give to yourself a year ago?

Charly: Don’t stress so much! Worrying gets you nowhere. Things will work out, and if something doesn’t go as planned, there’s always another way. Instead of stressing, focus on taking action.

Steph: That’s such great advice! And before we wrap up, where can people find you?

Charly: You can find me on Etsy (@CharlyBeeDesigns), Instagram (@CharlyBeeDesigns), and Pinterest (@CharlyBeeDesigns)!

Steph: Amazing! Thank you so much,Charly. This has been such an inspiring chat. And for everyone listening, be sure to check out Charly's shop and grab one of her amazing bracelets!

Love Steph xox

👋 Welcome everyone! My name is Steph, I've been running my handmade business full time on Etsy since 2016, and I'm here to help you! 

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