Trend expert at Etsy, Dayna Isom Johnson reveals her well-guarded method for spotting the styles that will be a hit each season. Here’s what’s behind each trend.
Created in 2005 in Brooklyn by four entrepreneurs, Etsy is the online platform where creators, artisans and small sellers from around the world offer their handmade, vintage or personalized products. Jewelry, clothing, decoration, stationery, unique objects that you don’t see elsewhere or to make yourself, you can find everything there, except the déjà vu!
Trend expert for the platform with more than 6 million sellers, American Dayna Isom Johnson works hand in hand with Etsy’s data analysis team and seller team, while keeping an eye on what’s stirring pop culture and the zeitgeist. It is by cross-referencing this data that she manages to identify strong trends.
In order to spot emerging trends – particularly at key moments like Christmas – she also observes external signals: what is happening in the world, which series are a hit, collective moods. “All of this influences what inspires people and their purchasing choices”she explains. “Do they need an escape, a shot of dopamine?” Calendar-wise, holiday trends are based on search and sales data from the past three months, compared to the same period last year. Etsy therefore does not make forecasts, but rather captures the present.
Etsy’s independent sellers also play a key role. “They are the trendsetters!”exclaims Dayna. This is what really sets Etsy apart: here, no artistic director, no brand constraints. Creators can draw inspiration from everything around them. Raw creativity, without filter, which in turn feeds the major trends observed on the platform.
Dayna’s final advice to those who want to follow decorating trends without losing their style? Trust your instincts above all. “Just because something is trendy doesn’t mean it’s necessarily for you.”she recalls. Staying true to your personality is the best way to have a decor that is meaningful and will please us over time. For example, you can like traditional atmospheres and add a contemporary touch, or vice versa. “Let’s dare to mix and match!”
