Valerie Nethery's LilyEmme Jewelry is among the first artisanal stores to be featured on Handmade, Amazon's new marketplace. LilyEmme Jewelry hide caption

toggle caption LilyEmme Jewelry

A sign at Etsy's Brooklyn office in 2007 encapsulated the company's ambitious goal: Take down big-box retailers by selling handmade goods. Now Etsy, which in 2012 began allowing some mass-produced goods on its e-commerce site, is filing for an IPO, and trying to maintain its values as it expands. Amit Gupta/Flickr hide caption

toggle caption Amit Gupta/Flickr

Rae Padulo creates handmade ceramics, like these holiday ornaments, for her Etsy-based company, mudstar ceramics. She's disappointed with the site's new policy to allow outsourced manufacturing. "There's nothing wrong with factory-made," she says, but "that's not what Etsy started out to be." Courtesy of Rae Padulo hide caption

toggle caption Courtesy of Rae Padulo

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