Olivia Rodrigo handpicked Etsy founders for festival merch. Their sales soared more than 2,000%

FastCompany: In early May, Emma Mannino received a direct message on Etsy from someone she didn’t know. The woman, who said she worked for the platform, explained that Mannino had an opportunity through Etsy’s creator codesign program to work with an unspecified “talent” on some designs. The offer was so vague that Mannino, an artist and entrepreneur, thought to herself, “Oh, this is spam.” Mannino needed a gut check, so she called her mom, who is also an artist on Etsy . Mannino asked her, “Did you get this message from Etsy? Is this something everybody’s getting?” When her mom said she didn’t, Mannino realized it might be a real opportunity.

A few days later during a Zoom call, Mannino learned the talent in question was Olivia Rodrigo . The 23-year-old pop star—who was about to release her highly anticipated third album, you seem pretty sad for a girl so in love —wanted Mannino’s temporary tattoo brand, Saint Tattoos, to create a series of daisy-inspired designs. Immediately, Mannino knew this was “a huge deal” for her Fort Collins, Colorado-based business. “It’s a sort of a niche market,” Mannino says of her hand-drawn temporary tattoos, which she started selling in 2021 and has since expanded into about 700 retail stores.

“It’s still mind blowing that my shop was picked, out of the how many shops exist on Etsy?” Rodrigo tapped 10 female founders with Etsy shops, including Mannino, to create a line of handmade merchandise in honor of her inaugural Daisy Chains Music Festival. The one-day event, which Rodrigo announced in June, will feature an all-female lineup, including Chappell Roan, Doechii, Katseye, and Rodrigo herself, performing in Irvine, California, this August.

All proceeds are going to charities that Rodrigo says are “dedicated to advancing and advocating for women and girls.” The festival is the spiritual heir to Lilith Fair , the all-female music festival founded by Sarah McLachlan, which toured between 1997 and 1999 before being revived in 2010. The connection is not lost on Rodrigo, who appeared in the 2025 documentary, Lilith Fair: Building a Mystery , which chronicles the festival’s history and impact. The mission behind the merch has landed with fans.

Since the line launched last week on Etsy, sales have surged—enough to become the platform’s fastest-selling celebrity collection ever, topping those curated by other stars, such as Kacey Musgraves and Nicole Richie. Etsy says that half of the nostalgia-inspired collection—which runs from flower crowns and bracelets to bookmarks and patches—sold out within about seven hours. Inc. spoke with four of the founders who were part of the collection. All of them say sales have spiked over the past week with Rodrigo fans buying up not just the festival-specific items, but other products from their businesses as well.

Mannino called the reception wild. “My Etsy shop has been nonstop for the last week,” she says. Sales skyrocketing In the first four days after the collection went live, Laura Schwab watched visits to the Etsy page for her Coachella Valley, California-based jewelry brand, Laura Mar, skyrocket by 838%, compared to the previous four days. Over that same period, orders spiked by 2,366%. Revenue climbed 1,102%. Schwab, who started selling jewelry three years ago, anticipated an uptick in demand.

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The collaboration between a major celebrity and small businesses showcases the effectiveness of partnerships in brand strategy, making it significant for the industry while also presenting a relatively new approach to merchandise sales.