How Nest turned a $24,000 idea into a global movement supporting women artisans
From its modest beginnings, Nest has grown into a force in the artisan economy. It now supports creators in 125 countries and 47 U.S. states, helping women transition from informal craft work to sustainable business ownership. Nest's network includes around 3,000 handcraft businesses and has reached more than 345,000 entrepreneurs — mainly women — with grants and coaching on skills like pricing and financial management.
'Most people still have an aunt or grandmother who knits or crochets or made them clothes,' van Bergen said. 'It's still pretty deeply embedded in our societies. It's income-generating, and it also preserves cultures.'
Van Bergen's first break came in 2010 when Nest partnered with FEED Projects, fashion designer Lauren Bush's social enterprise. That relationship opened doors to collaborations with Amazon, Etsy, and West Elm. Over the years, Nest's mission has attracted support from funders like the Oak and Moody's foundations — as well retailers like Tory Burch and L.L.Bean, now totaling 25 companies, which purchase and sell the artists' goods.
From an initial team of two, Nest has grown to 33 staff members, with net assets of $6 million and annual revenue of $7.2 million in 2025 — nearly double its 2019 revenue. It doesn't take a cut of artisan sales, relying instead on grants, program service revenue, fundraising events, and individual donations. The organization has received more than $10 million in grant funding since 2017, according to tax information from Cause IQ, which collects nonprofit data.
Domestic expansion
In recent years, Nest has expanded domestically, providing funds and training artists in all but three U.S. states.
Among the artisans is Stef Ratliff, who was born and raised in the coalfields of eastern Kentucky. She creates custom pottery and art through her KYARTRAT business. Though she had painted trophies for the Americana Music Awards for more than a decade — and created a custom guitar for Grace Bowers at this year's Grammys — Ratliff struggled to run a sustainable business until joining Nest and working as a community manager identifying Appalachian artists.
'I did a business consultation program with them (that) focused on marketing,' she said. 'It taught me I can make the greatest pot or painting of all time, but if I don't present them in the right light, no one is going to see them properly.'
Working with Nest and connecting to Etsy through a joint program called Uplift Makers was fundamental to setting up an Etsy shop for KYARTRAT, Ratliff said.
'We're all reaching new customers through Etsy,' she said, referring to Nest's eastern Kentucky group of 100 artisans.
'That's huge for Appalachia,' Ratliff said. 'I would never have thought to sell my pottery through Etsy because I felt like a lot of people don't really care about southern stories and Appalachian stories. I didn't think they really cared about history.'
Preserving craft, creating markets
Nest's mission is rooted in van Bergen's own experience watching her grandmother and great-grandmother sew and quilt. The organization focuses on traditional crafts like basket weaving, ceramics, and candle-making, which are both income-generating and culturally meaningful.
Globally, the handcraft market is valued at $906.8 billion and a vital source of employment, especially for women, according to the data service Research and Markets. Nest helps artisans tap into this market by connecting them to brands like GAP, Ralph Lauren, Target, and Amazon.
In 2021, Nest partnered with Etsy to launch the Uplift Makers Program to support six heritage craft communities, including Gullah basket weavers from South Carolina, quilt makers from the Gee's Bend area of Alabama's rural Black Belt region, Afghan refugee craft business owners throughout the United States, Indigenous artisans from the United States and Canada, artisans from Oaxaca, Mexico, and craft makers from Appalachia.
Etsy supported the Gee's Bend quilters with a $50,000 grant and has since helped over 140 U.S. artisans generate more than $1 million in sales.
Recently, Nest received a $300,000 grant from the Mastercard Impact Fund to bolster its work with Appalachian artisans.
Meeting the moment
Nest has adapted to economic shifts and policy changes over the years. During the pandemic, it prioritized financial literacy and business development. Now, it's monitoring global trade policies — like tariffs — that could affect both artists and their retail partners.
Nest intentionally chose not to pursue microlending, which was popular among development groups in the early 2000s but sometimes left borrowers in debt. Instead, the organization focuses on partnerships with groups like Indego Africa, which works with over 700 artisans in Ghana and Rwanda. That partnership has helped connect Ghanaian craftswomen to retailers like Tory Burch, which sells their hand-woven straw tote bags for close to $500.
'Those partnerships are super valuable, both to us and to our partners, because the size of those orders tends to be quite large. It could be anywhere from 300 items to 1,500 items,' said Sara Wohlers, Indego Africa's director of marketing and communications. 'That creates a lot of consistent work for our partners, and consistent income.'
Empowering rural U.S. artisans
As Nest shifts to more U.S.-focused work, it is helping women who face similar economic barriers.
Among them is Cynthia Main, a Kentucky-based woodworker who has participated in Nest's Makers Future Fund, a program that provides professional coaching with a $5,000 grant. Main owns Sunhouse Craft, where she sells handmade brooms, dustpans, and other goods. Despite Berea's status as Kentucky's folk arts capital, its economy has suffered from industrial closures and persistent poverty — nearly 1 in 5 residents lives below the poverty line.
Main said Nest helped her overcome many financial and retail obstacles and build a broader client base for her products. She used her $5,000 grant to attend her first wholesale trade show in New York. That exposure helped double her company's annual profits, from $120,000 to more than $240,000.
'I just think the work that Nest is doing is so important,' Main said. 'I can't stress enough how being in a rural place, there's not a lot of help, or a lot of people who understand the uniqueness of a handmade business, and their advice has been so spot on.'
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My wife and I are in our 50s and have $11 million. We're not leaving it to our kids. Is that wrong?
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Time Business News
5 days ago
- Time Business News
How to Use AI to Write Product Descriptions That Rank and Convert
Product Production Manufacturing Supply Distribution Concept If you run an online store, you've probably wondered how to use AI to write product descriptions without sounding robotic. Good news: you can. With the right prompts, tools, and editing flow, AI helps you write compelling product descriptions using AI in minutes, not hours. You'll save time, stay on-brand, and lift conversions across Amazon, Etsy, Shopify, and beyond. AI product description generators lean on machine learning for product copy to spot patterns in high-performing listings. They learn what hooks readers, how to structure benefits, and which phrases nudge clicks to carts. You get speed and consistency, plus ideas you might not think of when you're tired or under a deadline. Scale without burnout: Generate hundreds of AI‑generated product descriptions while keeping tone and structure consistent. Generate hundreds of AI‑generated product descriptions while keeping tone and structure consistent. Stay on-brand: Train AI writing software for products with your voice, key phrases, and banned words for cleaner output. Train AI writing software for products with your voice, key phrases, and banned words for cleaner output. Optimize faster: Use AI text generation for marketing to test angles, lengths, and keywords quickly. Use AI text generation for marketing to test angles, lengths, and keywords quickly. Lower costs: Automated product description writing reduces outsourcing and revision cycles. You'll get the best results when you guide the model like a creative partner. Here's a repeatable workflow. Define the outcome: Clarify where the copy lives (Shopify product page, Amazon listing, Etsy description), target buyer, and desired action (add to cart, request size guide). Collect inputs: Add specs (materials, dimensions, variants), benefits, price, warranties, social proof, and any compliance must‑haves. The more concrete details, the stronger the copy. Choose the right AI copywriting tools: Pick an AI product description generator that supports your platform, tone presets, and bulk creation. Prioritize AI content creation tools with brand voice training and SEO fields. Craft a sharp prompt: Give structure, length, and SEO targets. Include a hook, bullets, and a call‑to‑action. Ask for unique value propositions and objections handled. Generate alternatives: Request 3–5 variations. Use different angles: benefit‑led, feature‑rich, storytelling, urgency‑driven, or social proof‑focused. Edit for voice and accuracy: Fact‑check specs, trim fluff, and swap generic claims for proof (tests, guarantees, awards). Keep sentences crisp and active. Optimize for search: Generate SEO‑friendly product descriptions with primary and secondary keywords, internal links, and schema fields where applicable. A/B test and iterate: Track conversion, time on page, and search impressions. Keep improving with data, not hunches. Not all AI tools are equal. Use this quick checklist to find the best fit for AI‑powered ecommerce content creation. Platform support: Works with AI tools for Amazon, Etsy, Shopify listings (fields, character limits, tone). Works with AI tools for Amazon, Etsy, Shopify listings (fields, character limits, tone). Brand voice control: Custom tones, banned words, and reading level settings to stay consistent. Custom tones, banned words, and reading level settings to stay consistent. SEO features: Keyword suggestions, readability scoring, and product listing optimization with AI baked in. Keyword suggestions, readability scoring, and product listing optimization with AI baked in. Bulk and templates: CSV import/export, category templates, and reusable prompt frameworks. CSV import/export, category templates, and reusable prompt frameworks. Evidence insertion: Fields for reviews, ratings, materials, and compliance to avoid vague claims. Fields for reviews, ratings, materials, and compliance to avoid vague claims. Collaboration: Roles, approvals, version history, and export to CMS or marketplace feeds. Roles, approvals, version history, and export to CMS or marketplace feeds. Localization: Native translation and localization for markets, not just word‑for‑word swapping. Native translation and localization for markets, not just word‑for‑word swapping. Pricing and limits: Transparent pricing, team seats, and API access for scale. Pro tip: Shortlist 2–3 AI copywriting tools and run the same product brief through each. Compare clarity, brand fit, and conversion cues. Keep the winner; iterate your prompts. Search engines reward relevance and clarity. Here's how to optimize product descriptions for search engines with AI without keyword stuffing. Primary keyword placement: Put your main term in the title, first 100 words, one H2, and once near the end. Put your main term in the title, first 100 words, one H2, and once near the end. Semantic coverage: Use LSI phrases like AI for ecommerce content, AI writing software for products, and AI text generation for marketing naturally within context. Use LSI phrases like AI for ecommerce content, AI writing software for products, and AI text generation for marketing naturally within context. Structure and skimability: Use a strong hook, scannable bullets, and short paragraphs. Aim for 2–4 lines per paragraph. Use a strong hook, scannable bullets, and short paragraphs. Aim for 2–4 lines per paragraph. Unique copy per variant: Avoid duplicate text. Use AI to generate tailored descriptions for each size, color, or bundle. Avoid duplicate text. Use AI to generate tailored descriptions for each size, color, or bundle. Schema and metadata: Fill meta titles, meta descriptions, and product structured data (price, stock, reviews). Fill meta titles, meta descriptions, and product structured data (price, stock, reviews). Internal links: Link to related products, size guides, or care instructions to keep shoppers engaged. Link to related products, size guides, or care instructions to keep shoppers engaged. Image alt text: Describe product features and context; weave in the primary keyword where it fits. Example prompt snippet you can adapt: Context: 'Create a 120–150 word Shopify description for a waterproof hiking jacket.' 'Create a 120–150 word Shopify description for a waterproof hiking jacket.' Audience: 'Outdoorsy millennials in rainy climates.' 'Outdoorsy millennials in rainy climates.' SEO: 'Primary: waterproof hiking jacket. Secondary: breathable rain shell, lightweight outdoor gear.' 'Primary: waterproof hiking jacket. Secondary: breathable rain shell, lightweight outdoor gear.' Structure: '1‑sentence hook, 3 bullet benefits, 1 CTA. Keep sentences under 18 words.' '1‑sentence hook, 3 bullet benefits, 1 CTA. Keep sentences under 18 words.' Proof: 'Include 20,000 mm rating and 2‑year warranty.' When you ask AI to 'write compelling product descriptions using AI,' go beyond adjectives. Build proof into every claim and remove friction. Lead with outcomes: Tie features to benefits customers feel (warmer hands, faster prep, fewer returns). Tie features to benefits customers feel (warmer hands, faster prep, fewer returns). Use social proof: Drop in star ratings, review quotes, or user counts; ask AI to format them cleanly. Drop in star ratings, review quotes, or user counts; ask AI to format them cleanly. Handle objections: Address price, fit, durability, or compatibility in a friendly, confident tone. Address price, fit, durability, or compatibility in a friendly, confident tone. Create urgency honestly: Note low stock, limited drops, or seasonal demand—never fake scarcity. Note low stock, limited drops, or seasonal demand—never fake scarcity. Clarify next steps: Add a clear CTA: 'Pick your size and add to cart,' or 'See the fit guide.' Data beats guesses. Set up A/B tests on headlines, bullets, and CTAs. AI helps you spin options fast; your analytics pick the winner. Vague copy: Replace 'premium quality' with specifics. Fix: Feed the AI materials, certifications, test results, and numbers. Replace 'premium quality' with specifics. Duplicate descriptions: Marketplaces penalize copy‑paste text. Fix: Generate variant‑specific copy and add unique photos and FAQs. Marketplaces penalize copy‑paste text. Overstuffed keywords: Stuffing hurts readability and rankings. Fix: Ask AI to keep keyword density under 2% and include semantic terms. Stuffing hurts readability and rankings. Off‑brand tone: Mixed voices confuse shoppers. Fix: Provide brand guidelines and sample 'gold standard' paragraphs. Mixed voices confuse shoppers. Compliance misses: Health or safety claims can trigger takedowns. Fix: List banned claims in your prompt; require disclaimers where needed. Health or safety claims can trigger takedowns. Copy this into your AI tool and swap brackets. Product: [Type, model, category] [Type, model, category] Audience: [Who buys, pain points, use cases] [Who buys, pain points, use cases] Platform: [Amazon/Etsy/Shopify + constraints] [Amazon/Etsy/Shopify + constraints] Voice: [Brand tone + banned words] [Brand tone + banned words] SEO: [Primary keyword + 3–5 LSI terms] [Primary keyword + 3–5 LSI terms] Facts: [Specs, materials, ratings, warranty, care] [Specs, materials, ratings, warranty, care] Structure: [Hook, bullets, CTA, length, formatting] [Hook, bullets, CTA, length, formatting] Compliance: [Claims to avoid, required disclaimers] [Claims to avoid, required disclaimers] Output: [3 variations + one short meta description + alt text] How do I generate SEO-friendly product descriptions with AI? Use a clear brief with primary and secondary keywords, specify structure, and request a meta description and title. Edit for voice, add proof, and test. Use a clear brief with primary and secondary keywords, specify structure, and request a meta description and title. Edit for voice, add proof, and test. Which are the best AI writing assistants for online stores? Look for tools with platform templates, bulk creation, brand voice controls, and SEO scoring. Test 2–3 options with the same brief. Look for tools with platform templates, bulk creation, brand voice controls, and SEO scoring. Test 2–3 options with the same brief. Can AI tools save time in writing product descriptions? Yes. Automated product description writing can cut creation time by 70–90% while improving consistency and scalability. Yes. Automated product description writing can cut creation time by 70–90% while improving consistency and scalability. Will AI hurt my search rankings? Not if you focus on originality, accuracy, and value. Produce unique pages, avoid duplication, and back claims with facts. Not if you focus on originality, accuracy, and value. Produce unique pages, avoid duplication, and back claims with facts. How can I use AI to enhance ecommerce sales? Pair AI‑generated product descriptions with A/B tests, improved images, trust badges, and clear CTAs to lift conversions. You now know how to use AI to write product descriptions that rank and convert: set crisp goals, feed rich product details, choose the right AI copywriting tools, and optimize for both humans and search engines. Start with one product line, A/B test a few angles, then scale your wins across Amazon, Etsy, and Shopify. Ready to turn browsers into buyers? Pick a product, grab the template above, and generate your first description today. TIME BUSINESS NEWS
