I am a firm believer in personal touches, a concept thwarted by America’s obsession with mass production. Stores manufacture the latest popular items in bulk, which makes finding something personal and warm for loved ones nearly impossible. In the midst of attempting to avoid this year’s holiday madness, I utilized Etsy, my latest obsession.

Launched in 2005 by Rob Kalin and Jared Tarbell, Etsy is fueled by Kalin’s desire to bring the intimate, communal, and predominantly European aspects of shopping to people everywhere. The website promotes the handmade lifestyle; it’s goal is to “to enable people to make a living making things.”

Etsy empowers individuals and small businesses to sell their handmade items like clothing, accessories, art, and furniture,, and the site has grown to a network of over 100,000 sellers worldwide. Artists earn rapport with clients through a personalized experience. Says Etsy seller LoveLeeSoaps, “Once your Etsy shop takes over your life, the ideas are endless. I love bright colors, fun shapes and making people smile.”

Some sellers even tailor products for the specific requests of individual buyers. Glamarita, a special education teacher, turned to Etsy as an outlet for her creative side. She designs and constructs unique and incredible clothing, my favorite involving her use of neckties. Glamarita tells potential buyers to contact her if there is a certain color scheme or design they like and she is willing to cater to their individual needs and desires to produce a truly personal item.

Simply put, Etsy is an eBay-like website where a buyer can exchange money for a seller’s handmade item, but a deeper look reveals much more complex workings. Anyone can register for a free Etsy account, and members 18 years or older (and children under adult supervision) can open an Etsy shop free of charge. To get started, you have to complete the normal registration process, then click on the sell tab and follow the onscreen instructions to upgrade.

The website is divided into different sects, the most prevalent being the shop itself where buyers and sellers can display and purchase items. Resource provides different tools and strategies for promoting a successful Etsy shop. The Teams section is designed to unite people under common interests such as location or trade with the potential for collaborative projects. The Chat allows users to interact with one another and discuss topics of choice.

Storque is a crafter’s holy grail. It displays the featured buyer, handmade confessionals (a video confession of sellers who share the reason behind their passion for the handmade) and the fantastic How-To section. The How- to area provides detailed instructions for home projects and every Tuesday a new “How-Tuesday” project is taught via video blog. These resources are every do-it-yourselfer’s dream come true.

This week’s holiday inspired project was a guide for making felt garlands. The video gives easy-to-follow visual and verbal directions for every step and offers helpful hints to keep in mind.

Whether it’s a future in entrepreneurship, an afternoon craft, or a place to shop that you’re after, Etsy has something for everyone. It brings a new philosophy to the concept of shopping. Etsy gave me the chance to find gifts that were truly meant for the people I was shopping for. I found an exquisite Twilight mosaic collage photo for my vampire-obsessed best friend, a hand-carved wooden wine stopper to add to my dad’s wine-making arsenal, and an amazing 1950s vintage necklace for my usually impossible sister.

Etsy opens up a world of artistry and expression to everyday items. Buyers can find clothing and accessories that won’t be mass produced and commercialized. It’s also the ideal place to find that perfect gift with a unique flare for that special someone on your holiday shopping list.