I stumbled across this Etsy shop the other day, and my jaw literally dropped. Worldincensestore is pulling in over $123,000 a month. Yes, a month. We’re talking six figures from incense, crystals, and other spiritual goodies, and they’ve been doing it for years.
It turns out that the world of crystals, incense and the metaphysical can make you big bucks on Etsy. And with over 1M sales, the top shop Worldincensestore is proof of that.
Naturally, I had to dig in. What are they selling? How are they ranking so high? How are they making money selling crystals on Etsy? And most importantly…what can we learn from their strategy and most popular products to grow our own shops? Let’s break down exactly what they’re doing right, step-by-step.
Who is the Team Behind Worldincensestore?
Worldincensestore launched in 2018 after the team behind the shop – Jane, Brian and Sam Roberts – shifted careers in the early 2000s. They packed up and left their home in Suffolk, England to live in Ft. Myers, Florida.
Their first venture was a record store, which they ran for 10 years. A passion for all things incense and smudging led to the launch of Worldincensestore. Today, they also sell crystals and minerals. To date, the shop has had over a million sales.
How Much Does Worldincensestore Make?
With over a million sales under their belt, it’s safe to say that this Etsy shop is generating healthy revenue.
But how much exactly?
According to data from Alura, Worldincense store has:
- Generated over $11 million since its launch
- Has nearly 13k sales per month
- With an average sale price of $9.8, this shop is likely making close to $123k per month
One thing you’ll notice about this shop is that they have tons of listings – 1,948 in total. All of those listings definitely contribute to their high monthly revenue.
What Can We Learn About Their Marketing Strategy?
Worldincensestore, like so many other Etsy shops, likely relies on SEO optimization to drive visitors to their shop.
With nearly 2,000 listings, that’s a ton of opportunities to rank for a huge range of keywords.
One thing I’ve noticed in my own shop is that Etsy loves specific, long-tail keywords. I use tools like Alura to find those phrases buyers are already searching for. Here are the best tools you can use to find keywords on Etsy.
But they’re also not putting all their eggs in one basket.
Worldincensestore sells on multiple platforms, I also found that they:
- Have multiple shops online – their own website, an eBay shop, etc.
- Have an active Pinterest account (which usually works amazing for Etsy shops + Make sure to check my Pinterest guide where I share how to get free traffic from Pinterest)
Of course, they also have a physical location in Ft. Myers. Many of their customers probably search for them online after seeing or visiting their store, or they promote their Etsy shop in their store.
What are Their Most Popular Products?
We know a little bit about this shop’s strategy, but taking a closer look at their best-selling products can give you an idea of which keywords are in the highest demand.
Their Abalone Shells and Beginners Crystal Kit are some of their top-selling products.
Every month:
- Their Abalone Shells listing made $333 from 55 sales. That listing has brought in over $19k since it was launched.
- Their Beginners Crystal Kit listing makes $998 from 83 sales. That listing has generated over $71k since it launched.
But you can also see from the screenshot above that so many of their other listings are generating $100+ per month. With 1,800+ listings, that starts to add up.
What About Their Shop Reviews?
With over 286,000 reviews and a 4.8-star rating, it’s clear customers love shopping at Worldincensestore. A massive 92% of reviews are 5-star, with buyers raving about the beauty and quality of the stones, how well-crafted the pieces are, and how perfectly their orders matched the descriptions.
Many mention repeat purchases or buying as gifts – which is always a good sign for long-term customer loyalty. While there’s the occasional neutral or negative review (as with any high-volume shop), the overwhelming feedback is glowing.
For any Etsy seller, this is a reminder that delivering consistent quality and exceeding expectations is the fastest way to turn one-time buyers into lifelong fans.
Planning to Start an Etsy Shop? Here Are the Steps I’d Follow
If I were starting my Etsy shop today, I wouldn’t waste months figuring it out the hard way. I’d keep it simple, focus on what actually moves the needle, and do this right from day one:
- Research 20–30 high-intent keywords in my niche so I know what buyers are actually searching.
- Launch at least 10 listings, each with variations to boost visibility without extra work – make sure to use the keywords!
- Create 5-10 pins for Pinterest that link directly to those listings – make sure to pin daily – Pinterest love consistency and reward accounts that pin daily!
- Include a small freebie or bonus in every order to encourage glowing reviews
- Set up a simple email list so customers have a reason to come back again and again – You’ll need to get approval to send emails though, you can add a QR code or a link in your thank you note – where people can subscribe to get coupon codes and updates.
Want to learn more? Here are a few useful resources:
How to Get Traffic From Pinterest
How to Start an Etsy Shop – The Ultimate Guide for Beginners
Start a Blog to Boost Revenue – Guide
Final Thoughts
Since launching in 2018, Worldincensestore has turned a passion for incense and crystals into a six-figure-a-month Etsy shop, and they’ve kept that momentum going for years. They’ve built something sustainable, profitable, and loved by customers all over the world. If you’ve ever dreamed about turning your own idea into a thriving online business, their story is proof that it’s possible with the right products, smart marketing, and a whole lot of consistency.
