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Can Etsy keep its folksy brand and make shareholders money?

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If craft seller Etsy goes public later this year it will be a test of how well the company can balance an explicit social mission with shareholder expectations for making money. Founded in 2005, Brooklyn-based Etsy sells everything from a $110,000 antique desk from the 1800s to a $20 handmade antler pendant, and everything in between. In 10 years it’s grown from a scrappy startup offering craftspeople a way to sell necklaces and needlepoint online to a marketplace of 54…

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