Interview With April Winchell the Mind Behind Regretsy
03. Jul, 2011 
47 Comments
Freedom Of Speech Paper Mache' Egg
In the spirit of celebrating our nation’s freedom and our beloved freedom of speech, here is the follow up to Turning Out Top Quality in Your Etsy Shop.
April Winchell is the mind behind Regretsy, the self-proclaimed DIY gone awry site. New York Magazine refers to her Regretsy book as “Absolutely wonderful and downright horrifying.”
Initially, you may disagree with the premise of Regretsy. But after you browse through her site, I think that you will find yourself laughing out loud in agreement at most of her decisions. It’s a touchy subject, but there has to be some accountability in the handmade community. Someone has to be willing to step up to the plate and bench the bad players. Quite a bit of what April brings to light isn’t just overzealous macramé art. Unfortunately, amongst the real artists will always be the rip-off artists. April takes this task to hand and uncovers those who would be rich off of your trust and your desire to support the handmade community. The unfortunate art featured on her site is just salt and pepper to the meat and potatoes of the other wonderful things that Regretsy is about.
After reading her responses to my questions, I was so eager to share them all with you. After you finish the interview, you will see April as more than just a snark artist. Many of you will find common ground, along with some sage advice about life and dealing with the people that make this world go ‘round.
Curtains, drumroll, popcorn, over-priced box of candy, et cetera at the ready? Let’s get to it!
Beginning of Interview
Question: At what point did you decide “I can’t take it anymore! I have to share these (mostly) awful things I have found on Etsy with the world”?
Answer: I found Etsy in 2007 or so, and initially, it had the desired effect. I was just intoxicated by how creamy and yummy and muted and repurposey everything was. I even bought a purse with a deer on it. Please don’t tell anyone. I gave it to my sister who has zero taste, and even she doesn’t use it.
After a while, I started seeing the seedy underbelly of Etsy. That is to say, the people they don’t promote on the front page, but still take money from. And it turns out there are a lot more of those kinds of sellers there, just under the nummy frosted layer of things covered with old maps.
I’ve always been a huge fan of the misguided and imperfect. I think I get that from my mother. When I was a kid, we’d always get the crappiest Christmas tree or the Santa with the missing eye. She just found so much humor in that, and it gave those things added value. So finding all that crappy crafting beyond the front page was paydirt. Pretty is good, but funny is better.
My fiancé and I were good friends with another couple at the time, and they had the same kind of humor. So we got in the habit of sending each other the worst things we could find on Etsy as hostess gifts every time we had dinner with them. I would literally cry from laughter when I opened their “presents”.
The crowning glory came in a package from South Africa, sent to me postage due with customs tax, addressed to a nickname that I had no identification for. It cost me a lot of money and several long trips to the post office to get the thing released to me. And when I finally opened it, it was a white kitchen rug with a picture of Obama stenciled on it, and the words, YES WE CAN. It was horrible.
I emailed my friends to let them know that I had finally received the package, and they replied:
“Sorry it was such an ordeal. You have our Regretsy.”
And the lightbulb went on, and I registered the domain.
Question: You are so hilarious in that Howard Stern/Dennis Leary/Janeane Garofalo sort of way, which is right up my alley. Is this a personality trait in your family?
Answer: Absolutely. My mother gave me my sense of humor. I had a horrific childhood and she made it plain that the only way to survive was to laugh at everything. She always said that you might as well laugh or you’d never stop crying.
That viewpoint is actually sort of jarring for people who have been convinced that some things are never going to be funny. It’s simply not true. There are certain things I personally wouldn’t joke about, but every single thing, no matter how horrible, has an opportunity for humor. Context matters, as does intent.
I like to think that my style of humor is actually just telling the truth (or rather, what’s true for me). The group of people you’ve generously included me in are all very blunt, and don’t sugar coat their observations. But then, they aren’t trying to reach everyone; just the people who are like-minded. People who try to reach everyone are idiots, because there is no common ground. Not everyone likes vanilla, either.
And anyway, there’s too much value placed on being loved by everyone. There are a lot of people in “everyone”, and you don’t like all of them, either. Why would you want to be loved by people you have no respect for? Someone very smart once said to me, “Don’t worry about why someone loves you, worry about why you love them.” And then the hour was up, and I made an appointment for the following Tuesday.
I think there’s an important lesson in that for all artists. There is not one thing you can create that will elicit a positive response across the board. It’s just not possible. The only person you consistently have to please is yourself. That’s the real benchmark. The only times I’ve really failed have been when I’ve tried to second guess my audience.
Ultimately, your audience is responding to your point of view. And it’s dangerous to have a point of view, because just by taking a position, you create the opportunity for an opposing position. It’s scary to be challenged, but it’s part of the deal. I always see artists say they welcome dialogue and want people to talk about their work, but what they really mean is that they want praise.
Success is not creating work that generates nothing but positive opinions. A lack of negative reaction only means someone is lying.
Lying is not kind. Praising work that isn’t very good is encouraging someone’s weakness. Real kindness is helping someone find their strength.
Question: When did you decide to start using this site to benefit charities? Was it an afterthought or was it an original part of the business plan?
Answer: When I first started the site, I had no business plan. I was just trying to amuse myself. I didn’t even have ads for a long time. As soon as it became apparent that this could make money, I started devising the charitable component. The site went live in October of 2009, and the first fundraiser happened in November.
It’s gone through a lot of permutations. Initially, I had a $200 ceiling in play. Whenever I reached that amount – either through sales of Zazzle merchandise or book royalties – I hired an Etsy seller to make handmade goods for charity. We did handmade toys, blankets for hospitals, even knitted prosthetics for breast cancer survivors. It was an interesting experiment, but we started reaching that $200 mark faster and faster, and I couldn’t keep up. And when we raised over $3000 in a day for an Etsy seller who needed a professional sewing machine so she could stay home with her ailing husband, I realized that we had the power to do something more significant.
Now we have our April’s Army Etsy store. Every month, Etsy sellers on our team fill the store with donated handmade goods, and all the proceeds benefit an Etsy seller I’ve chosen. We’re raising tens of thousands of dollars this way and it’s very exciting.
As much as I love snark, it’s the charitable component of the site that allows me to do this day after day.
End of Interview
April gets a lot of hate mail, and if you would like to send her some, please use this link. However, take notice that it can and probably will be posted on her site. Make sure you try really hard to sound educated while misspelling common words, though. Those are my favorite!
Otherwise, leave a nice comment below. You can misspell in the comment section as well. It always makes me feel smarter to pick out misspelled words. It’s the little things in life, ya know? (Having said that, I fully expect to have made a typo that spell check didn’t catch.)
On an ending note, I want to add that Etsy is not perfect but that my personal experience selling through Etsy has been great. Every day brings new challenges in my personal life, and the team at Etsy also has some challenges to work through. No person and no company is perfect. After all, a company is made up of a bunch of imperfect people. I am more concerned with connecting with the Etsy community than I am with setting expectations for Etsy has a corporation. Having worked for “The Man” (not Etsy, but there have been other “Men” in my life), I prefer eking out my living through the store front that Etsy provides over facing the corporate worker bee alternative.
After all, someone very smart once told me that someone told her, “Don’t worry about why someone loves you, worry about why you love them.”
About The Author
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Regretsy provides a valuable public service–it’s where I head when my day has just been too much, or I’ve had one call too many from my mother-in-law. Invariably, I end up laughing so hard I snort Smart Water out of my nose, and all’s right with the world again.
Many Thanks, Mistress of Snark!
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I so enjoy your humor and loved learning a little bit about you today! Keep it up, you make me roar!
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april! you’re awesome!
and it got me so many extra views and SALES that i can only be grateful… the horrific earrings were sold as well…. 
i was featured on regretsy and in the book
and i can only be happy that i made them and put them on etsy and that you came across… my shop grew thanks to my mistake, isn’t that great?
im so happy i stumbled upon this interview!
thank you for sharing!
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It’s so nice to learn about April, and the beginnings of Regretsy! It’s good that she takes the adverse comments and emails in her stride, as there’s always a reason for everything and for the fact that Regretsy turns so much of the negativity into positive causes for chosen sellers is admirable!
Fab sense of humor, it’s good to be able to laugh at everything. You can’t take things too seriously can you?
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LOVE your sense of humor….what you’re doing is amazing….keep it up!
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What a fantastic read!
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I had no idea April also donated to charities; that’s really great. I’ll be checking out her Etsy store and maybe applying.
I can understand why people would be butt-hurt after being featured on Regretsy, but a friend of mine who was, considered herself as one “who had arrived!”. It’s all perspective, isn’t it? “Unfortunate art” says it best! I have laughed myself to tears and told many a horrifying story after reading some Regretsy articles. Truly, it is a house of horrors to visit to give yourself a good cringe-worthy, gasp-inducing, good belly-laugh time!
That being said, I saw in my GA report that a few referals from Regretsy had sent people to my store, and I can’t quite get over it! I’m hoping it’s a good thing, Martha…
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I enjoyed interviewing April for this article. She was such a good sport and quick to respond, even though she was recovering from surgery. I am a people watcher and I have learned that while you can learn a lot about a person by their outward appearance and actions, you don’t really know a person until you know their heart. Thank you, April, for being a willing participant!
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To say Regretsy changed my life would be overly dramatic, but in small ways it has. April is an inspiration to someone like me who has had trouble balancing the desire to help people with a very evil sense of humor.
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I’m a long time reader of this blog, and a member of the Etsy team, and it fills me with joy to see April being featured in such a positive light. I am the captain of the April’s Army team and just wanted to say thanks for the shout out about what we do over there.
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You are very welcome! Thanks for all you do in the Etsy community. Who knows? It could be me one day that needs help. You never know what the day will bring, let alone this journey of life. Kudos to you, your team, and April for making the load a little easier to bear for those who need it.
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Love it. LOVE regretsy! What a great story behind the name.
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April’s the best. Her site is the first blog I go to every day after work. And after my day job, I need some well-earned snark! Many people don’t get April or Regretsy and I feel bad for them that they have so little sense of humor. And her site is not just about snarkiness: the calling out of resellers or bad Etsy admin decisions, the charitable works, the aesthetic of art and craft are all topics that are discussed openly without having to worry about someone “closing the thread.” I am an Etsy seller and love Etsy for what it has given me, but I can also see the “darker” side of Etsy for what it is and not get too hyped up about it.
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I appreciate the view inside the the mind of Regretsy’s founder, April Winchell.
Her philosophy & opinions are right on!
Thank you for sharing them with us.
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I thnk I may have found a new release! It’ll be nice to have something to laugh over with my BFF besides cats!
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I love April’s sense of humour and think her site is hilarious – but still dread seeing any of my stuff ending up on Regretsy…
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When I was featured on Regretsy, it was a mixed blessing…. LOL …. because the piece she found was created as a joke!
I knew many people wouldn’t get it, and would simply see this particular artwork as the sum-total of my abilities.
But they aren’t crazy people, like I am.
Other commenters laughed along with me, and talked about how “wrong” and weird the piece was…
The misconception about Regretsy that bugs me: it isn’t all about “bad crafting” (i.e. poor quality, cheap rip-offs). Some of the talent is great, albeit screwed-up in the head!
Seeing the world through crazy eyes just defines you as an artist, because what normal job could you possibly hold?!? ;P
[P.S. Feel free to poke fun at any misspellings; I would do the same.]
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I think it’s a funny site. I agree it’s a great place to pop over too when you’ve had a really crummy day or need a chuckle.
If you’re creating something and putting it out there you have to be open to the possibility that people aren’t going to like it. We’re all entitled to our opinions. Congrats on the success and way to go on the charity side of it, I too had no idea about that part.
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I really like Regretsy. Now, do I want to be featured (and get lots of sales) or not (demonstrating my impeccable taste, and remaining poor).
I never worry about my spelling and I distain spellcheck. (I used to be a proofeader). Love, Lnda
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*disdain
Congratulations on fulfilling a web cliche! Any time you start talking about spelling or literacy, you will misspell a word. Awlays.
Hot debate. What do you think?
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Bottom line: I have to check Regretsy every single day.
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I first discovered Regretsy through another Etsy seller’s Twitter post. I remember seeing the 2nd or 3rd posting, and then reading backwards to see what else “Helen Killer” had posted. So I have seen April’s site take off and grow right from the beginning.
My funny bone got hit hard and thus began my relationship with getting my daily dose of Regretsy humor. I was even fortunate enough to have April use my artwork as her author picture, and later became part of a wonderful collaborative on Etsy (which was a featured Regretsy shop). Those other sellers have become dear friends.
Regretsy has allowed me to find my voice along with some truly amazing people in the art community. It is nice to know that there are other nutty, freaky, and sick-in-the-head people just like me out there, who generally have good hearts and souls. I guess you could say that Regretsy really changed my life, and I’m quite grateful for that.
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I’ve been a regular Regretsy reader since the site had been online only a couple of weeks, and I can attest to the fact that I’ve found some wonderful Etsy shops both by clicking through to featured items, and also by clicking through from commenters who have their name linked to their Etsy store. I always let them know, just so they can appreciate the fact that not everyone who gets to Etsy from Regretsy is looking for crap!
And since you invited us to find your spelling mistake that spellcheck wouldn’t find, I’m happy to oblige. It’s a wrong word usage, not a wrong spelling, but it’s the same effect. It’s in this sentence: “I am more concerned with connecting with the Etsy community than I am with setting expectations for Etsy has a corporation.” Can you spot the boo-boo, too? (Hint — it’s a word with an “h” at the beginning that doesn’t belong there.)
Now I’m sure you’ll be able to find an error in my post, too!
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Too funny! I have learned to always allow room for error, because I always make one, unlike McDonald’s who always makes two, lol.
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I discovered Regretsy when I was at a truly low point in my life. When I was hospitalized for a week, the only thing that cheered me up was Regretsy. I’m so glad to know that there are wonderful and charitable people out there willing to help each other and share laughs. I agree with April about laughing at everything. I haven’t had the easiest life either and laughing is what gets me through. I’m so glad to see how everything has bloomed and I’m so proud to be a part of April’s Army. Protect all that is “Whimsicle” and snarky! It’s the best medicine. We love you April!
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April is amazeballs. Bronc, too.
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This was such a great interview and it makes me like Regretsy even more–as if that were possible.
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I check Regretsy several times a day and get depressed when there’s nothing new. How dare April not give me snark on demand! I have been reading it since shortly it began and on occasion have drunk-mailed that poor woman, much to my embarrassment when re-reading those emails the next day. WE LOVE YOU APRIL!!! (and Bronc’s pretty awesome too!)
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I was featured on Regretsy and in the book and it’s been nothign but a positive experience. Aside from the traffic and sales I’ve received via Regretsy, whenever I feel myself taking things too seriously I remember that Regretsy book on my shelf and remember to laugh at myself a bit.
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You rock, Noadi!
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I loved reading this interview! Thanks so much for sharing your humor, and for turning a fun idea into a wonderful blessing for so many.
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I’ve checked Regretsy daily, nearly from day one. I had a tough day at work today – your interview here put it all back into proper perspective. Thank you April!
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April has cracked me up long before Regretsy. She’s been responsible for making me aware of the whole Craft World out there that I never knew existed before. I’m thrilled that she’s been able to organize all of us Fat Jealous Losers into a mighty Army of Snark. It gives me the courage to think that someone as untalented as me could make something for Etsy too. Then I run out of Vodka and forget all about it.
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Thank you so much for sharing this article! Every time I find myself at Regretsy I don’t regret it at all! In fact I start day dreaming about all the silly things I could make that might fit the bill to be featured.
You can’t take yourself too seriously or else it gets to be too much. I have to say I love how April reacted to having Cancer, when my daughter had it we treated it with a huge dose of humor, and it really makes things seem a lot lighter, M&M’s would have been a great addition to all those doctors visits
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Regretsy is hands-down my happy place. On my very worst days a post will make me laugh. As much snark as there is on that site, there is double that in love and goodwill to those in need. I know people may not believe a bunch of smart-mouthed thugs could be so generous, but so many in need have benefited from April’s Army donations. It’s true.
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I get my daily dose on facebook. April is hilarious.
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I’m an avid reader of regretsy, great read and thanks for sharing this interview.
Andrew
Handmade Artists’ Shop
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I am glad to see that Handmadeology has sense of humor enough to do an interview like this! I read the Regretsy site for a long time before ever participating in one of the charity drives or even posting a comment, but I’m happy to say that now, not only do I let my big mouth get away from me on a regular basis in the Comments Section, but I gleefully joined April’s Army the day the team started and have contributed goodies for 2 of the 3 months the shop has been open (I had to go home to take care of my Mom this last month–I know, slacker!). I hope this brings some new Regretsy readers and new April’s Army teammates! We have a blast!
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I have a lot of respect for April. I have to admit she featured one of my art items on her site, which was a duck assemblage sculpture I made from trash. At first I wanted to cry, but then I was thanking her in the end when someone bought another sculpture I had priced at $1200 to raise money for one of my favorite charities. After that my art ended up in museums. She is my hero.
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This article was posted on the second-to-last day of the April’s Army drive for my mom. By this date, Regretsy readers had completely bought out my entire shop. April is the real deal, and her readers are too. They straight up changed our lives. And let me tell you: it just makes reading the hate mail even more delicious.
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So happy for you! Truly an awesome blessing for you and your mom.
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Long live the f*ckery! You go April! (And props to Tim for recognizing this).
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Whenever my 14 year old sees me laughing until I cry at the computer, he nonchalantly says, “Regretsy?” And he’s always right. Nothing, but nothing, makes me laugh the way that blog does. It’s priceless. Although I must admit I do live in fear that one of my vintage items will end up on the blog, someday…
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long live regretsy!
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I guess I’m the only commenter that didn’t know about Regretsy before this article came out. Now I can’t wait to go there.
My favorite lines from the interview came from April: Success is not creating work that generates nothing but positive opinions. A lack of negative reaction only means someone is lying. Lying is not kind. Praising work that isn’t very good is encouraging someone’s weakness. Real kindness is helping someone find their strength.
I’m going to brand these words into my memory banks and hope people don’t lie to me. Most people are too kind for my good.
Thanks for the interview.
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Loved reading this – thanks for sharing!
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