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I Got 0 Sales From My First Press-On Nail Launch. Here’s What I Learned
If you’re thinking of starting your own press-on nail business and wondering what could possibly go wrong… I’ve got some real talk for you.
I launched my first press-on collection on Etsy back in June and I got zero sales. Not a single one.
At first, it was disappointing. I had spent weeks prepping, designing, and promoting. But after reflecting, I realized there were a few key mistakes I made — and several lessons I now carry with me as I plan my relaunch.
So if you’re getting ready to launch your press-on business (or any creative product, really), I hope this post helps you avoid the pitfalls I ran into.
Why I Pivoted to Press-On
Earlier this year, I closed my home-based nail studio where I offered in-person services. When I moved into a smaller space, I still wanted to stay creative and continue working on nails — that’s when I decided to pivot to press-ons.
I imagined building a cozy little brand — cottagecore, whimsical, and girly vibes. I designed five sets, each limited to 10 orders, and launched them on Etsy with the hope of slowly building a new audience.
Spoiler alert: the audience didn’t come… yet.
What Actually Happened on Launch Day
I had spent three months posting more consistently, sharing my nail designs and behind-the-scenes prep. But when launch day came, I didn’t get a single sale.
My Etsy dashboard showed a few visits, a couple of favorited items, and three abandoned carts — but no conversions.
And even though I ran Etsy ads and offered discounts, nothing came through.
I felt defeated. But instead of giving up, I took a step back and asked: What went wrong?
Lesson 1: Posting ≠ Marketing
I was posting a lot — how I made each set, my process, my love for design…
But I wasn’t marketing.
I wasn’t showing why someone would want these sets in their life. I focused on me and the product, not the customer and how the nails would make them feel.
✨ Takeaway: Show how your product fits into someone’s lifestyle. Sell the feeling, not just the features.
Lesson 2: I Didn’t Build an Audience First
I thought if I just posted regularly, the audience would come. But consistency alone isn’t enough if you’re not connecting.
I didn’t have a clear personal brand. I wasn’t building trust. I wasn’t starting conversations or responding to comments. I was just… posting.
✨ Takeaway: Start building your community before you launch. Respond to people. Ask for feedback. Be human.
I’m planning to reach out to small creators and friends to try my nails in exchange for honest reviews and photos. That social proof is everything.
Lesson 3: Etsy Is Tough
I chose Etsy because it was easy and low-cost. But the reality? It’s also very saturated.
Even though I had some traffic from ads and SEO, it wasn’t enough to stand out.
I realized that building a recognizable brand on Etsy is hard — especially when you’re competing with international sellers who can offer lower prices.
✨ Takeaway: Etsy can work, but it’s not magic. You still need strong SEO, great photos, and a unique value proposition. And eventually, I think I’ll build my own website for more control and branding.
Behind the Scenes: My Etsy Stats
Here’s a quick look at what my Etsy dashboard showed after the launch:
188 visits from Jan to Sep
92 visits at the peak (June)
23 item favorites
3 abandoned carts
0 reviews, 0 sales
Most of my traffic came from Etsy ads (41%), followed by direct traffic and social media. I even ran discounts (30–40% off) to try and entice buyers… but still no conversions.
Lesson 4: I Didn’t Niche Down
I launched 5 sets without clearly defining who they were for.
Sure, they were cute. But I hadn’t thought about my ideal customer, their lifestyle, their aesthetic, or even how to talk to them through my content.
Now, I know I’m leaning into cottagecore, cozy vibes, and whimsical designs. I need to reflect that in my content, branding, and messaging — so I attract the right people.
✨ Takeaway: Don’t try to sell to everyone. Get clear on who your product is for, and make content that speaks directly to her.
Final Thoughts: It’s Okay to Start Small (and Messy)
If you’re thinking about launching your own press-on nail brand, don’t be discouraged by my experience. This is just part of building something from scratch.
You won’t have it all figured out in the beginning — and that’s okay.
What matters is that you keep going. Keep learning. Keep showing up.
Give yourself patience. Give yourself grace. And stay consistent.
Even if you’ve launched and flopped (like I did), you can always relaunch stronger.
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Thanks for reading, Tanny 💅
Tools I Use & Recommend (Affiliate Picks)
These are the exact tools I use in my setup and prep process. I’ve added affiliate links below so you can shop them easily — I only recommend what I actually use:
