It's a site created by Rebecca (http://soapdeli.etsy.com) and her husband and an amzing site at that! It was created in less than a week for only about $100.
Sellers from many venues, such as etsy, artfire, dwanda, 1000 markets, etc. are free to use this site to highlight their items in "Spotlights" which look like treasuries, do social networking, have your own page to upload photos, etc. Everyone is talking about this great new site.
Anyway, you can find my interview o the first page, just scroll down a bit: http://byhand.me