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[53] Why You Need to Find Your Micro-Niche

Your micro-niche is your super-speciality. It is the one product (or product line) that defines your business – and the one that makes you recognisable amongst your competitors.

We all begin creating because we love it – but taking that step from making for fun to making to sell changes the playing field completely.

We can’t make everything we want to all the time – we need to try and find a micro-niche. Something people want that you make really well. Something specific, that makes you stand out from the crowd.

Once you discover this micro-niche you, will find it much easier to run a profitable business.

If you are yet to find your micro-niche or are yet to consider this idea – take a listen to this podcast for ideas on how to find your own micro-niche.


Quotes and highlights from this Episode:

  • The key point here is the moment when you change from doing craft for fun to trying to sell it.
  • This ‘When parents find out their daughter makes jewelry‘ video made me laugh – I appreciate the satire, because as much as I value what I do (and what all artisans do) there is an element of truth in it.
  • ‘Growing a business is hard work, it will take a long time and you have to be patient.’ {Jess}
  • You need to get more specific with what you are making, you need to find your micro-niche.
  • ‘You want to be the master of one specific type of thing.’ {Jess}
  • Look to successful people and think about what they make. Do they have a micro-niche?
  • When you find your micro-niche you will be able to define your target market.
  • ‘Constraints are a beautiful thing when it comes to creativity.’ {Jess}
  • You are more likely to become successful with a small group of people than with everyone.
  • Remember that less is more.
  • You may have to give some stuff up – and that is ok.
  • Your micro-niche may be a theme rather than a product.
  • So, how do you figure out what your micro-niche is?
  • 1. Follow the market – what are your best sellers and why? Don’t be afraid to ask your community.
  • 2. Consider your niche market. Who are they?
  • 3. Do some research and see what your competitors are doing right and wrong.
  • ‘Your brand story is going to be incredibly powerful here.’ {Jess}
  • Finding your micro-niche may mean you need to change things, re-organise or drop products.
  • If you don’t have a micro-niche it will be incredibly hard to have a profitable business.
  • Finish this sentence: “I am the person who sells…”
  • ‘Be the one that people think of.’ {Jess}


Download or Listen to This Episode

(You can also subscribe to the podcast and listen to this episode on iTunes + Stitcher – just search ‘Create & Thrive’.)


Van Den has written 319 posts in this blog.

Jess Van Den is the editor of Create & Thrive, and has been a full-time creative entrepreneur since 2010. She makes eco-conscious, contemporary, handmade sterling silver jewellery under the Epheriell label, and blogs about her jewellery and other beautiful things at You can catch her on twitter @JessVanDen.



Great info as always! Thanks Jess and glad you are getting settled in:))

Naomi Farr

I think finding my micro niche has been my biggest challenge so far. For the last four years I was actually trying to run two businesses, and finally realized that I needed to pick just one (I’ve chosen my handmade business over the blog I was running) but I still have trouble narrowing my focus even now. I make bridal hair accessories, lockets, and am thinking of making botanical perfume too because it is a great passion of mine and I think perfume lockets would fit right in…but sometimes I wonder I should narrow it down even more… I suppose the sales will tell and direct me. Love your podcasts! Thanks for making them!

Naomi Farr

By the way my site is And then I have two Etsy shops, and Would love any feedback if anyone cares to take a look 🙂


So true. These are great points that we can all be aware of in our shops. Thank you, Jess, for taking the time to help us figure these things out in terms that we can understand. Once I can begin to navigate through the mega clutter, it will become easier to focus on my micro niche. I always enjoy hearing your words of wisdom. Wishing you the best in your new home.

What say you?