8 minute read

Quit Your Day Job: TheCaramelJar

"I find that, although my time in the kitchen is also 'work,' it is still the most peaceful part of my day!" — Nicole Ebbitt

Avatar image for Nicole Ebbitt by Nicole Ebbitt
Title image for the article
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Tell us about your shop and the idea behind it.

The Caramel Jar is my personal contribution to the food world, but really it's an excuse for me to make one of my favorite treats every day! My caramel shop started with an ambition to create handmade caramels to share with family. One thing led to another, and soon enough I was contemplating an eco-friendly caramel company. I put my idea into action and, a year-and-a-half later, we're nearing 2,000 sales on Etsy!

Tell us about your previous working situation/s and how you discovered Etsy.

My previous professional career was spent in the nonprofit sector. I ran from Minneapolis to NYC after I finished my undergrad to try my hand at nonprofit work. After several years raising funds for NGOs and recruiting board candidates for nonprofits, I found myself studying for my MPA in nonprofit management. NYU opened my eyes a little wider about the impact of corporate social responsibility and I strive to incorporate some of those principles into our everyday operations here at The Caramel Jar.

As I was learning about corporate social responsibility in grad school, I was also educating myself on Etsy. I remember sitting in a lecture at NYU; someone had posted on Facebook about a new shop they had just opened. I wasn't familiar with Etsy at the time, but decided to check it out. Needless to say, I have no idea what the lecture was about, but I learned oodles about this company with a bright orange logo!

QYDJ-thecarameljar-caramels

What steps did you take to prepare for transitioning into full time Etsy selling?

Full-time selling was driven by the demand for our caramels. In the spring of 2010, I was searching for a position in nonprofit management prior to relocating to rural Pennsylvania. Unfortunately, there were minimal opportunities that piqued my interest, so I turned my focus and energy into building the best caramel company I could, assuming that, once a full-time position came along, the Etsy shop would become a side job. As my job search continued, so did my work on The Caramel Jar. Suddenly the sales started rolling in. Initially, I was shipping a few pounds of caramels each month, and just three months later, I was shipping nearly a hundred pounds of caramels a month! Needless to say, I have ended the job search!

What is your favorite part of the process in making caramels?

I have always found cooking to be therapeutic on some level. After a long day at the office, I'd come home and experiment in the kitchen; the worries of the workday would melt away. I find that, although my time in the kitchen is also "work," it is still the most peaceful part of my day!

Beyond cooking therapy, have you ever smelled simmering caramel? If not, you are missing out. Think about the smell of cookies in the oven and multiply it by 20. It is one of the most amazing smells ever! How can I not smile while I'm at work?

What are your best marketing tips?

  • Remember to be professional, friendly, fun and gracious when interacting on social media and in your communications on Etsy. Articulate and thoughtful personal interactions with your customers will only help you grow. Why not give people another reason to come back to your shop over and over again?
  • Be unique! Magazine editors, bloggers, and Etsy are always looking to promote unique products and people! Yes, caramels are not a "new product" in the world of candy, but caramels that are handmade, hand-cut, hand-wrapped and packaged in reusable or compost-friendly materials certainly are new to the market. Even the parchment paper that is carefully wrapped around each caramel is hand-cut by me!
  • Try different ideas to engage your customers on Facebook, Twitter and your blog. For instance, a year ago I decided I would commit to Thursday Trivia on our Facebook page. Each week, I host a question on our page that our fans can answer and win a sampler pack of caramels. We've been doing this for a year with people coming back time and time again to play. It's a rotating crowd, but these are some of my most engaged and supportive customers.
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What's been your most popular item or line to date?

Our Fleur de Sel caramels are to die for, but our new Harvest Spice caramels are the most recent "addictive" caramel in our shop. But honestly, Fleur de Sel has continually outsold any other caramel. In fact, most weeks I only make Fleur de Sel caramels. Beyond having a fabulous signature caramel, we also offer a line of pre-packaged treats for wedding favors. Nothing like having some fabulous sweets shipped to your doorstep, packaged, personalized and ready to be shared with your closest family and friends.

What have you found to be an unsuccessful promotion? Made any business mistakes you regret?

I'm not much of a regretful person; I tend to evaluate and look to the future. I've given great thought to each and every business decision I've made — sometimes too much thought! But in the end, I think the decisions I have made have worked out brilliantly.

However, regarding unsuccessful promotions, all I will say is it's sometimes hard to determine if participating in giveaways and paid advertising are worthwhile since the exposure can be hard to measure. It’s really about finding what promotions work for your products and going for it! Remember, it never hurts to be gentle if you gracefully decline an opportunity.

What is the biggest challenge you face during your daily schedule?

I think many people have mentioned the hardest challenge is taking a break. Thankfully, Chief Caramel Husband can be very convincing! Also, inventing and introducing new flavors of our caramel can be a challenge while trying to keep up with the current orders. But the great thing about having a caramel company is that I'm hardly ever at a loss for taste testers.

What's the hardest part about running your own business?

Protecting it! I never thought I would be a mother hen over a business. Once I started and realized The Caramel Jar was going to be a viable business, I had to lay a foundation so it would be able to grow and prosper. LLC, trademarks, business insurance — I had to learn about and understand these concepts before I could start to investigate and implement the right options for my company.

QYDJ-thecarameljar-packaging

What do you enjoy most about not having a day job?

I roll into work in my yoga pants and t-shirt, turn on my Keurig and fire up the burner to make a sweet and savory batch of caramels. It's impossible not to love my job! I love cutting out to break and have dinner with Chief Caramel Husband or running errands at 10 a.m., knowing that others are sitting in an office working 9-5. Lastly, I love having complete control of every aspect of my company — yes, I'm one of those people. Knowing that my hard work is paying off is priceless.

What is the most exciting thing that has come out of selling your caramels through Etsy?

Everything! I love that so many fabulous people have found our caramels on Etsy and fallen in love with them. It makes me smile when I read the new feedback that people have left. A few bonuses: Having our photos on The Cooking Channel, editors of magazines finding us and featuring us, and being included on the Etsy Blog way back in June 2010!

What advice would you give someone considering a similar path?

I would advise everyone wanting to quit your day job and start your own business to go for it! Never be ashamed or afraid to think big. But keep in mind, success isn't always easy. I've worked really hard at rewriting descriptions, taking new photos, educating myself on pricing and researching new eco packaging solutions. You have to be responsible for every decision you make, but it is well worth it.

What goals do you have in store for the future of The Caramel Jar?

I have so many goals for The Caramel Jar. By offering a limited, rotating selection of caramel, we are able to fill orders quickly to satisfy our customers’ cravings. Our primary goal has always been to create an amazing caramel while providing excellent customer service. Beyond these goals, we have a few new and super exciting business opportunities that are in the works for 2012. Stay tuned!

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Avatar image for Nicole Ebbitt Words by Nicole Ebbitt

I have to admit I have a love of food - all food really. My husband and I L-O-V-E our food adventures {hunting, gathering, concocting and enjoying}. After many years fine tuning my culinary skills in one of the largest foodie meccas in the world, I started The Caramel Jar. The Caramel Jar is my teeny tiny contribution to the food world, but perhaps it is just an acceptable excuse for me to make one of my favorite treats every day!

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