This is the concept that reflects the worldwide mission and impact of this custom marketplace website. The use of the word "keep" reminds us that all commerce began from a human relationship of trust between the seller and the buyer. And Etsy stands for the centrality of people in commerce. They revive the importance of people in their business model idea. It evokes the feeling of an era when sellers produced the products themselves and sold them to buyers with a few of their souls folded into the goods. This made commerce human back then.

That has changed in the 21st century. Commerce has wildly increased its momentum and turned into a crazy fast click-and-buy monster.
It's destroying human relations during a transaction. It's destroying sellers' and buyers' personalities. We no longer have the opportunity to meet the seller face to face, and we can only buy from a huge number of retailers. The way Etsy deals with this situation is by creating a platform where the seller and the buyer meet face-to-face and can discuss the product. They can improve it together and can give a lot of positive emotions to each other, creating a pleasant sense of community around commerce.