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The Smart Maker’s Guide to Pricing, Branding, and Standing Out
- renaealk
- Nov 25
- 4 min read
You’ve turned your first pens, listed a few online, maybe even sold one to a friend of a friend. Then reality hits: How do I actually price these? How do I get people to notice me in a sea of makers? How do I stop looking like just another Etsy shop and start looking like… me?
This is where the big three come in: pricing, branding, and standing out. Get these right, and you’re not just selling pens — you’re building a business that lasts. Let’s break it down.
How Do I Price My Hand-Turned Pens Competitively?
Pricing feels like the scariest question at first. If you price too low, you barely cover costs (and worse, people might assume your pens aren’t worth much). If you price too high, you worry nobody will click “buy.”
Here’s the truth: good pricing isn’t about picking a number out of thin air. It’s about balancing cost, value, and market fit.
Start with your costs:
Materials: pen kits, blanks, finishes, packaging.
Labor: your time at the lathe matters — don’t pretend it’s free.
Overhead: electricity, sandpaper, shipping supplies, marketplace fees.
Add those up, then add a fair margin. That’s your baseline.
👉 Example: A pen kit ($15) + blank ($10) + overhead ($5). Add 2 hours of labor at $20/hr = $40. That’s $70 in true costs. Add a 40% margin → $98. That’s a solid baseline price.
Then look at the market:
Research what similar pens are going for on Etsy, Shopify, and at craft fairs. If pens like yours (similar wood, finish, or hardware) sell for $75–$120, pricing yours at $40 will raise eyebrows. Pricing at $200 means you’ll need a clear story and presentation to back it up.
Finally, think value:
What’s the experience of owning your pen? A daily-use journaler pen might be priced differently from a collector’s piece in rare wood. A custom gift with engraving can command more than an off-the-shelf style.
Pricing Red Flags:
Copying competitors without knowing your own costs.
Ignoring your time.
Underpricing because you’re “new.”
👉 Pro tip: It’s easier to raise prices slowly than to start low and try to climb up later. Respect your craft from the beginning.
✨ Remember: Pricing isn’t just math. It’s a signal of value.
How Can I Build a Strong Brand for My Pen Business?
Branding isn’t just about a nice logo. It’s about creating a vibe people recognize, trust, and love to come back to. Think of your brand as the personality of your shop.
Start with the basics:
Logo + colors: Keep them consistent across Etsy, Shopify, social media, and packaging. Bright and bold? Classic and elegant? Earthy and natural? Pick your lane.
Voice: Write like a human. Your captions, listings, and emails should sound like you — friendly, playful, professional, whatever fits your personality.
Photography: Consistent photo backgrounds and styles instantly make your shop look polished.
Then build the emotional layer:
Why do you turn pens? Are you preserving history? Sharing joy through color? Making heirlooms from rare materials? That story becomes your brand’s heartbeat.
👉 Example: “I turn pens from reclaimed barn wood to give forgotten timbers a second life as heirlooms.” That’s not just branding — that’s meaning buyers will remember.
Brand personalities for inspiration
The Elegant Writer: clean lines, timeless materials, premium feel.
The Bold Color Creator: bright acrylics, playful tone, fun visuals.
The Fantasy Artisan: dragon-scale blanks, storytelling captions, magical vibe.
Branding Checklist:
Logo
Colors
Voice
Photography
Story
Nail those five, and your shop already feels 10x more professional.
Remember: Branding isn’t about being fancy. It’s about being consistent, clear, and memorable.
How Can I Differentiate My Hand-Turned Pens from Competitors?
Here’s the reality: buyers scroll past hundreds of pens every day. Why should they stop at yours?
Differentiation comes down to highlighting what only you can offer.
Ways to stand out:
Unique materials: Fordite, burlwood, hand-mixed resin — showcase what makes your blanks special.
Themes + niches: Sports pens, history pens, fantasy pens, colorful acrylics. Lean into the style you enjoy most.
Customization: Offer engraving, personalized gift notes, or custom blanks.
Your story: Nobody else has your journey. Share it. Post photos of you at the lathe, your shop setup, your first “oops” pen. Buyers love seeing the human behind the craft.
Mini-maker examples
A sports pen made from stadium wood → nostalgia + fandom.
A fantasy pen with shimmering resin → writers who want magic in their hands.
A history pen from reclaimed barn wood → heritage lovers who cherish story.
Three questions to find your edge
What materials excite me most?
Who do I imagine using my pens?
What story do I want my pens to carry?
👉 Pro tip: Standing out isn’t about being louder. It’s about being more you.
✨ Remember: People don’t just buy pens. They buy stories, meaning, and connection.
Pulling It All Together
Pricing, branding, and differentiation aren’t separate tasks — they’re the three legs of your business stool.
Price your pens in a way that reflects their true value.
Build a brand that’s consistent, clear, and memorable.
Show what makes you different so the right buyers can’t look away.
When you align all three, you stop competing on price alone and start building a business that’s uniquely yours.
Next Steps
Don’t try to master everything at once. Pick one thing — whether it’s adjusting your pricing, refreshing your photos, or finally writing your brand story — and make progress this week. Small steps stack up.
Want to go deeper? This post is part of a series. Subscribe to receive the upcoming guides for step-by-step help with Turn Buyers Into Fans; Crafting the Perfect Online Shop; Plans, Legal, and Money Basics; Pricing, Branding, and Standing Out; How to Market and Sell
Your pens are already special. Now it’s time to make sure the world sees them.
✍️ Your pen has a story — make sure the world hears it. Every photo, every caption, every email is a chance for someone to connect with your craft.
👋 Want more practical tips (without the overwhelm)?
Join my free email list for weekly inspiration, writing tools, and creative ideas to help you grow your shop.
Need personalized help building your brand voice or content strategy?
Book a free intro call—I work with makers who want to sell more by saying more.
And hey, let’s be pen friends:
Or just email renaealk@gmail.com if you’ve got a question.
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