Aware House - What Etsy Got Wrong and How She's Fixing It

In this episode, Ramon Vela sits down with Lauren Hidalgo, Founder and CEO of Aware House — a curated online marketplace built exclusively to support independent, small-batch makers.

Lauren shares how frustration with overcrowded platforms like Etsy led her to build something better: a discovery destination where quality, craftsmanship, and transparency come first.

* From frustration to founder. After watching Etsy get flooded with factory drop-shipped knockoffs, Lauren saw a gap and built Aware House to fill it — launching in 2023 with one clear mission: make shopping small easy and enjoyable.

* Curation is everything. Every vendor is vetted for at least a year in business, strong product photography, and a transparent supply chain before making the cut.

* 80%+ Made in the USA. The platform leans heavily domestic, and international vendors must have a direct, personal relationship with their artisanal partners — not just a factory contract.

* Marketing is the universal struggle. Getting discovered is brutal. Lauren's advice? Get as niche as possible — then go even deeper.

* Built without a roadmap. Lauren had zero entrepreneurial experience when she started, learned by doing, and didn't go full-time until August 2024.

* More than a marketplace — a community. With 150+ vendor partners and growing, Aware House gives independent makers real visibility and discerning shoppers something genuinely worth buying.

Lauren's story is a reminder that the best businesses often start with a personal frustration and the courage to just go build it.

For more on Aware House, visit: https://awarehouseshop.com/

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