Step 1: Know your landed cost
Your landed cost is everything it takes to get a finished, sellable pin into your hands:
| Item | Example (1.5 in. hard enamel, 100 pcs) |
|---|---|
| Pin, delivered with duties | $4.35 |
| Laser backstamp | $0.24 |
| Your own backing card | from a local printer, if you use one |
| Poly sleeve or bag | included |
Add your own packaging and shipping supplies. With us, shipping and import duties are already in the pin price, which removes the most common surprise for new sellers.
Step 2: Set prices
Most independent enamel pins sell for about $10 to $14 at retail. A common rule of thumb is retail price at three to four times landed cost, which leaves room for platform fees, shipping supplies, giveaways and wholesale discounts. Wholesale prices to shops are usually half of retail.
Check your numbers both ways: at retail, after platform fees and packaging, what is left per pin? At wholesale, is there still a profit?
Step 3: Choose where to sell
- Your own website: highest margin, but you bring the traffic
- Marketplaces: built-in buyers, with fees and competition
- Markets, fairs and conventions: great for testing designs and meeting customers
- Wholesale to shops: larger orders, lower margin, steady repeat business
- Subscription clubs and patron platforms: recurring income from loyal fans
Most sellers combine two or three.
Step 4: Photograph well
Photograph each pin straight on in soft, even light, at an angle to show texture or glitter, on the backing card, and worn or held for scale. Show the back if it has a backstamp. Good photos sell pins more than any description.
Step 5: Package and ship
A backing card in a cellophane sleeve, inside a rigid mailer or a padded envelope, is the standard. Pins are light, so shipping is inexpensive. Add a thank-you note or sticker.
Step 6: Plan your runs
Start with 100 pieces per design. Reorder your best sellers in larger quantities to lower unit cost, and retire designs that do not sell rather than discounting them indefinitely. Consider preorders to fund larger runs.
Quality checks before you sell
Inspect each pin: enamel fill, plating, posts and backstamp. Many sellers grade pins as A grade (perfect) and B grade (small flaws) and sell B grades at a discount. Ask your manufacturer what their quality standard is. Our photo check before shipping and guarantee cover pins that do not match the approved proof.
Legal basics
Sell only designs you own or have licensed; fan art of trademarked characters can lead to takedowns and legal claims. Collect sales tax where required. Keep records of costs for your accounts.
Getting your first pins made
Our page on enamel pins for creators explains specifications, packaging and backstamps. Learn the design side in how to design an enamel pin, then send your design on the quote form.
Written by the Enamelore team, who proof every order. Questions about this guide? Email hello@enamelore.com.
