How Etsy’s Trend Expert Gets It Done

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How Etsy’s Trend Expert Gets It Done
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“I always tell people to take a risk. My No. 1 piece of advice is that if you are currently comfortable, something is wrong”

Dayna Isom Johnson Illustration: Lauren Tamaki As the trend expert at Etsy, Dayna Isom Johnson spends her days combing through the homemade and vintage items on the site, looking for intriguing designs that haven’t hit the mainstream yet. Using data analytics, she highlights emerging trends in home décor, weddings, and DIY crafts, which often get their start on Etsy.

Now, as the trend expert at Etsy, my job is to find the untapped, cool, fresh designs that haven’t been found yet. A big part of that is working closely with the data-analytics team, to really understand what our customers are engaging with and searching on Etsy, and then also looking to traditional forecasters like WGSN and Trend Bible to see what the industry as a whole is forecasting.I was kind of thrown into doing TV segments at first, but I fell in love with it.

I go to the grocery store every day. Living in New York, we don’t have a car, so we can’t stock up for the week. So I go purely based on what my stomach is telling me. I probably try a different recipe two or three times a week. The other day I went to a restaurant in the West Village, and I had this lemon pasta, and I was like, Oh, man, I gotta get into this. So I tried to re-create the lemon pasta, and then to add a little Dayna twang, I made some chicken-thyme meatballs on top.

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