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Etsy Rallies Its Artisanal Troops: ‘Start Making Face Masks’

Some crafters are working 12-hour days to meet surging demand.

A woman makes fabric masks with a sewing machine in her home in Bologna, Italy on April 3.
Photographer: Massimo Cavallari/Getty Images

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Etsy crafts never seemed like essential goods. But on Friday, the same day the White House announced guidelines that Americans should wear masks outside of the home, Etsy Inc. sent a push notification to every craftsperson on its website in the U.S.: “Calling all sellers,” it said. “Start making face masks.”