THE MASK BARONS OF ETSY How a couple of mom-and-pop shops made millions off masks

To make a fortune selling masks on Etsy, you needed three things. First, you needed to be familiar with the garment industry — ideally, already working in it. Second, you needed to be in or around Los Angeles. (Sorry, New Yorkers.) And third, you needed energy, because shipping tens of thousands of masks a month with a tiny crew meant working late into the night, then getting up early the next morning to do it all again, sometimes, while caring for kids in between.

For those who went all in, the effort was worth it: some mom-and-pop Etsy shops became big businesses overnight, doing in excess of $1 million in mask sales since the beginning of the pandemic.

“It’s been a question of ‘When is it gonna end?’ When is it gonna end?’” said one larger seller, who asked to remain anonymous so their friends and family wouldn’t know how much money they made. “And you’re put in this peculiar position. Because now I find myself looking at pandemic news, and it’s kind of... if the cases go down, mask sales go down.”

Between April and June, shoppers purchased $346 million worth of masks from Etsy stores, more than 5 percent of which would be pocketed by Etsy itself. It was an enormous surge for the site. Masks accounted for more than one out of every 10 dollars spent on the platform that quarter. For sellers, it was also a huge opportunity: a lucrative new market that existing shops hadn’t cornered. There was money to be made for anyone who wanted it — and for those who already knew the ins and outs of manufacturing, there was a lot of it.

Tried selling masks on Craigslist. For some reason, mad was flagged and removed.
I couldn’t understand why.

Here’s the ad:

Handmade Masks - $2 (Indy)

Are you frustrated with not being able to drop into Menards for some bent lumber, or work out at LA Fitness because of the their requirement for wearing a face mask? Worried about the Wuhan Virus or Kung Flu? Or maybe you just want to go to a protest for the latest perceived social injustice, and keep your identity hidden.

With the N95 masks impossible to find, and the other types being so expensive, have heart…. I’m selling handmade masks, available for immediate shipment!

The masks provide full covering from the bridge of the nose to under the chin with two layers of 100% cotton, made from recycled handkerchiefs.

The straps are recycled gym shoestrings, making the masks fully adjustable. Simply tie a shoestring bow behind each ear, and you’re off to the races (or shopping).

Your paranoid friends will be envious, PC store owners will feel in control and (best of all) you know you are doing your part protect the environment and prevent climate change!

Note: Not all masks are identical. Some may have areas of slight discoloration.

Price discounts for orders of 10, or more.

Also, I can accommodate you if you are out of town, or country, and wish to have someone else pick-up your mask(s) after you send a check for payment.

Excellent! As a warning, I have been “accosted” by a Karen, one time, while wearing this face covering. She moved close to me with her arm extended, and told me to “back away!” even though SHE was the one who encroached on the “6 foot” rule.

It was at a Fresh Thyme store, similar to a Whole Foods. I had already run into this woman near the meat counter, and I took note of her behavior (and companion) there, so tried avoiding her throughout the store.

Unfortunately, that particular store has narrow aisles, so instead of walking past her and her companion, (I’m guessing a young teen, but it was difficult to tell), I went around to approach the canned goods from the other “entry” side of the aisle.

Needless to say, I backed away and said “sure, no problem” since I didn’t know if she was planning to chase after me.

Now, I feel the need to describe her companion as best as I can. Mostly so you can see the amount of over-the-top anxiety this woman exhibited. This occurred in very late July or early August. It was at least 95 degrees outside.

The companion was about 4’8” to 5’ tall, as the person was several inches shorter than me. The person dressed in a black witch outfit, head to toe, like a costume, complete with plastic head/face mask with pointy witch nose, pointed black witch’s hat, and long black gloves on the hands. There was zero skin uncovered. Remember, this was late July, not October, and not near Halloween. She called this person by a name which I associate as male predominantly, but could’ve been a female. So based on size and gender neutral name (these days), I’m presuming this was a 10-13 year old.

It was a very unusual situation. Masks had been “recommended” in the weeks before this happened, but this was a few days after the masks had become required indoors. I have wondered since then if this was the lady’s first venture out into the real world since lockdowns happened.

The person underneath that all black costume had to have been overheated in it. Even air conditioning in a store isn’t that great when you are wearing that many layers, and I can’t even imagine how hot it was as they walked to and from the parking lot that day.

To me, the lady was unnecessarily creating heightened anxiety in her companion, which to me, was a child, perhaps with special needs, but what do I know? It’s just a feeling I got from my whole experience.

I no longer wear that particular mask in that store (only) and I have a single layer eyelet lace mask for when I go in there. Just in case this woman is there again. One encounter with her was enough to last a lifetime.

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