Etsy.com artists pop up on Newbury St.

A group of crafts merchants who usually sell online have teamed up to open a brick and mortar store on Newbury Street for the holidays, saying they think Christmas shoppers will prefer having a place to go, to actually see and touch the goods — and where artisans can meet their customers.

"When you are shopping online, especially for something you are going to wear, you are unable to see it, you are unable to touch it," said Lara Gordon, who has organized The Newbury Handmade Market, a pop-up shop for local etsy.com sellers, at 301 Newbury St. Etsy.com is the premier online marketplace for independent artisans.

Gordon said most of the income from her jewelry business is done online, but it is hard to stand out there.

"There are many aspects of buying online that are not ideal," she said. "You can't see the exact color and sparkle of a gemstone."

Pam Kubbins, who will be selling her pashminas and scarves, said it makes more sense to sell her products in person.

"Your personality really comes through when you sell your own product," Kubbins said. "My business is my blood, sweat and tears, and to be able to share that with people, I really enjoy."

Jon Hurst, president of the Retailers Association of Massachusetts, said merchants, especially people selling handcrafted goods, need to have a presence both online and in person.

"Over the long haul, if you're brick and mortar you have to be online and if you are online you have to be brick and mortar as well," Hurst said. "That type of product line, people want to be able to feel and touch it before they make the judgment."

Open until Dec. 24, the shop sells products including jewelry, art and clothing.

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