Seller Handbook

Illustrator Julienne Reyes opened her shop, Belugabee, in November 2020. Working from her home studio in Castro Valley, California, she designs and develops stickers and accessories like pins and tote bags with a focus on sustainability.

Now with more than 1,000 sales on Etsy, learn how Julienne and her team of creative collaborators are weaving eco-conscious practices into the brand’s story.

Can you tell us a bit more about how Belugabee got started?

I started Belugabee while on lockdown during the pandemic. During that time I realized how important it is to spend your time doing what you're passionate about.

Since I love caring for the environment and helping kids in need, and I love to draw and create art, I decided to mesh those things together through my business. Part of the proceeds from every product series or theme that I create goes to charities that support those causes, and my team and I also work with those charities directly. I get to run Belugabee full time now, and it means so much to me. It's like a passion project that I get to do for life.

You often collaborate with a team of other creatives who specialize in different areas like photography, operations, events, and even livestreaming— what are some examples of what that collaboration looks like, and how has it shaped the growth of your business?

Without my team, I wouldn't be where I am today. A lot of small business owners work alone, especially in the beginning, which is challenging. In our case, we're all working on our own businesses individually, but together at the same time.

We primarily work together when we have pop ups, markets, and charity events, because they each have their own part-time jobs. While I'm the one running Belugabee full time, having an environment of people to work with, who are each creative and talented in their own ways, has helped me to see that I can really do this!

Tell us about your first design or product line—what inspired you? Have your products or approach evolved since then?

I launched my business with two enamel pins and three sticker designs. In the beginning, I knew I wanted to give back to the environment and kids. Since then, I’ve also shifted towards integrating an eco-conscious approach into my product lines and packaging as well.

When did you first start using EcoEnclose packaging? Why is using sustainable packaging a priority for your business?

I started using EcoEnclose very early on in my business. As a small business owner, you’re sending out packaging all the time, so using sustainable packaging can make a big difference. Plus, I love that EcoEnclose also sends out care cards and emails with information about how their products work and how to dispose of them properly. It makes me more comfortable shipping things out!

What are some first steps you’d suggest for running a more eco-conscious business?

Doing research is such a big part of the process—looking into what’s out there, and learning more about what’s actually recyclable or compostable.

Also, getting comfortable with not being perfect! As a person who cares about the environment, who’s also a business owner that cares about the bottom line, I’ve gone into it with the intention of working on things little by little—you don't have to be 100% perfect from the get go.

You have a really strong presence on social media, including TikTok and Instagram! Can you tell us about your approach to marketing on social media? How did you get started?

In the beginning, it's all about testing things out! Stay true to yourself and the vision of what you have for your business. It’s easy to get caught up in the trends of what others are doing, and while that can be a good way to get inspired, make sure to keep the message clear of what your products can provide for people.

For me, building community and interacting with other accounts has been important, especially when I was just getting started.

What’s been the biggest challenge or surprise since starting Belugabee?

Scaling my business is the biggest challenge! When I started out, I had one Cricut machine, one printer, and would do everything by myself, so to be able to keep up with the demand as it’s growing at a good pace, has been really hard! Learning how to find eco-friendly manufacturers and hiring help has also been a challenge, and something I’m still tackling now.

What are your goals for Belugabee in the next few years? Any big milestones you’re looking forward to?

I have really big goals. I want to be able to make more income—like producing $1,000 a day—so that I can give back more. And I want to work with my team to highlight people who are making a difference in other countries, too. And continue bringing happiness to people through art and eco-inspired arts and crafts. There's so much more in store.

Anything else you’d like to share with the seller community, especially new sellers?

Opening a new shop is all about embracing the testing period! You're building credibility, establishing trust with things like positive reviews and a consistent social media presence, and building up all your listings. You're practicing to become a good business owner.

Always be willing to learn and try not to compare yourself to other people. It's easy to have imposter syndrome—make a point of writing down why you started your business, what you want it to look like in the future, and even how it could make you feel if you were to do it full time. Get the message out there about your business, and continue to build more every day, little by little.

Visit Belugabee to explore more of Julienne’s designs

Photography by Allan Famor

Etsy has partnered with EcoEnclose to bring sellers packaging made from 100% recycled materials or certified responsibly sourced paper. This earth-conscious packaging lets buyers know you run a more sustainable business, and comes at competitive prices, in sizes most commonly used by Etsy sellers.

Shop from EcoEnclose

Currently our Planet-Friendly Packaging partnership with EcoEnclose is only available to US sellers. We hope to partner with EcoEnclose or other sustainable packaging companies to extend this offer in more countries in the future.

*Responsibly sourced materials vary by product and are certified by the Forest Stewardship Council (FSC) or Sustainable Forestry Initiative (SFI)