Sometimes it takes a big life event to steer you in the right direction.
Last April, I spent my 29th birthday fighting Covid-19 in my bedroom. I had to take a break from my full-time job as a speech pathologist at a hospital in Providence, Rhode Island, to quarantine. The experience forced me to think about my future and what will truly make me happy in life.
Although I liked my job, I enjoyed working part-time Kenyarn selling hand-dyed yarn even more.
As the pandemic pushed more people into crafts like knitting and crocheting (to relieve stress), sales on Shopify skyrocketed. Gross sales increased from $20,000 in 2019, when I started the side hustle, to $125,000 in 2020.
I enjoyed connecting with customers and the community of knitting enthusiasts who also hand-dyed their own yarn. That’s why I continued to reconsider my priorities long after I recovered from Covid.
Finally, in January 2021, after saving three months of living expenses, I decided to quit my job and work at Kenyarn full-time.
This turned out to be a smart move. I’m on track to reach $200,000 in gross sales by the end of this year. My product prices are usually between $28 and $35 – and I receive between 200 and 500 orders per month in varying quantities.
Like most successful side hustles, it wasn’t a walk in the park. Here’s what I learned from turning my passion into a profitable full-time business:
1. Never say: “I don’t have time”
If you’re not willing to put in the hours, you can’t expect to make a ton of money from your side hustle.
When I started Kenyarn, I dyed yarn in my kitchen every Tuesday and Saturday – on the days I wasn’t working at the hospital. At some point I did it when I got home from work. During work lunch, I sat in my car and updated the website with new photos and product listings from my phone.
I posted on social media at least three to four times a week and spent every day networking and cultivating friendships in the knitting community on Instagram. I would also send weekly emails to subscribers announcing new articles and upcoming events.
To some people, side hustling looks so simple, but you get out of your business what you put into it. And when you see growth, you will work harder and smarter. Also be prepared to make sacrifices; Late nights and missed social outings were commonplace in the early stages of Kenyarn.
2. Be willing to experiment and don’t resist change
First, I had a clear picture of my product – a consistent batch of standard solid colors that were available to customers at all times.
But that didn’t last long. I found that people had their favorite dyers because the DIY yarn dyeing store was so crowded. So I experimented with things that would stand out, like a “jumbo speckle,” a large color splatter pattern across the yarn.
As I experimented with different creations, I noticed that limited edition patterns had higher sales, especially patterns with themes surrounding exciting fantasy and pop culture genres. For Halloween this year, I will be releasing a line called Bad Girls Club, which features yarn inspired by female villains like Ursula from Disney’s The Little Mermaid.
3. Find your audience and connect with them
I’m constantly connecting with other creatives who sell similar products and create similar content on social media.
Whenever I meet another yarn dyer, whether in person or online, I make it a point to compare their business structure to my own and build a relationship. Knowing your competition is helpful, but having a community of people with the same interests is just as valuable because it can create wonderful opportunities and lifelong friendships.
When Kenyarn was still a side business, I set up stalls at several farmers markets and held trunk shows. Presence in the local craft scene and personal contact with people helped increase brand awareness. I also met local yarn shop owners who now carry my products in their stores.
4. Be authentic
In just two years, Kenyarn’s Instagram following has grown to nearly 17,000 followers. This contributed significantly to the increase in sales.
How did I do it? First, I made close contacts with popular yarn bloggers who featured me on their websites and tagged me on Instagram.
I often share Instagram stories and posts that give people a behind-the-scenes look at my dyeing process. I’m very transparent about what it’s like to run my own business – about successes and challenges and even my mistakes.
Your voice should always be authentic. Customers want to know where their money is going and what the person behind the brand stands for. For example, every year I host a fundraiser for charities that focus on the queer community.
I feel incredibly lucky to be able to do what I love while contributing to causes that are close to my heart.
Jake Kenyon is the founder of Cool, a hand-dyed yarn company. Follow him on Instagram @isthatkenyarn and visit his website at Kenyarn.com.
Do not miss: