Featured by Martha Stewart – KZM’s Press Opportunity

After hearing about handmade artisan Karley Ziegler Mott’s feature in Martha Stewart’s “Body + Soul” in October 2008, we were anxious to hear how Karley snagged the press. KZM Facial Care Boutique products can be found on Etsy as well as 1000 Markets.

When asked how she snagged the great press, Karley’s answer was humble.  “Luck. Pure and simple. I started selling my facial care on Etsy in July 2007. I did it for 6 weeks and then closed until late April 2008 so I could spend time on other hobbies including cardmaking, candles, and being very involved in my son’s preschool as the room mother. I had that “itch” again, so I reopened and within just a couple weeks I had a convo from an associate editor.”

Contacted by the magazine in an Etsy convo?!  We had to know more!

“I was shocked,” Karley told us.  “She was browsing Etsy, as she was looking for some skin care products for a potential feature on Goat’s Milk. I opened my inbox and I had a message asking me to Fed Ex overnight some samples to the magazine.  At the end of June, she emailed again and asked me for a full sized face cream. She said I needed to send it Fed Ex overnight again, as it would be in a photo shoot the next day.  The article appeared in the October 2008 issue.”

We wondered what Karley first expected from the great press.  “I honestly didn’t know what type of effect the magazine mention would have,” Karley admitted.

However, once the magazine was published, she was in for the ride of her life!  “Before I knew it, my local newspaper wrote up the story. That newspaper belongs to a larger media company, so the story then appeared in 3 other papers in upstate NY, including being the lead story in the Business & Finance page of the Sunday paper.  It was quite a frenzy. Before the media attention, I had 50 sales on Etsy. I had several local sales, but was small on the internet. I then sold nearly 400 items in a 6 week period on Etsy before closing my shop there on December 1.”

Karley was not necessarily prepared for the big press.  “I wasn’t looking for big time exposure. In all honesty, I wasn’t prepared,” she said.  “The timing wasn’t perfect because I have two little ones and was doing this just a few hours a week. Opportunity doesn’t always knock on your door twice. This was a great opportunity and I just went with it and am so thankful for the twist of fate or luck or whatever it was that brought the magazine staffers to my little Etsy shop!”

We wondered what the “Body + Soul” feature did for KZM Facial Care Boutique’s business as well as how it changed Karley’s personal life.  “The press has had a wonderful impact on my business,” Karley said.  “I have been a stay at home mom since I was pregnant with my first child. Being home with my boys (3 and 5) is important to me. My business, however, provides a second income that I never thought would be more than extra spending money. I don’t take that for granted. I am lucky. When my little one starts kindergarten in 2010, I’ll be able to make this my full time career and get my work done while both boys are in school. Right now I do it around their schedules and when they’re sleeping, I have many late nights!”

Karley was gracious enough to tell us her tips for handmade sellers.  “Believe in your product! LOVE what you do! If you do not love what you make, you can’t have a real passion for it. You might as well do what you love. I love my products and love to talk about their benefits. Making skin care is relaxing for me and it’s fun. I’m having a blast with my makeup line. It’s like a kid in art class….That is how much fun I have.”

Congrats on the great feature Karley!  Connect with Karley on her blog and follow her on Twitter.

Do you have any suggestions for great press opportunities?  How have you benefited from press generated from your handmade items?  Where do you look for press?