Actionable steps in every issue to transform and enhance your lifestyle.

If you’re opening up this week’s newsletter,

it’s probably because you haven’t started on any of the opportunities we’ve covered in past editions…

We’re glad you’re still here.

Because hey, at least you opened up to learn something new right?

The thing is…we get it. Starting anything, is just plain scary.


So this week,

let’s take a look at a success story for a bit of inspiration…and, of course, some actionable steps you can take to create one of your own.

Today:

🍼 She Went From a Maternity Leave Side Hustle to a $141M Company

🚀 The Humble Beginnings

📈 The First Million

💡 What are We Learning From Tori?

🌍 What’s Changed Since Tori’s Start

🛍️ What Should You Pick?

⚡ Are We Still Feeling Scared?

🍼 She Went From a Maternity Leave Side Hustle to a $141M Company

🚀 The Humble Beginnings

Back in 2013, Tori Gerbig wasn’t running a million-dollar company. She was on maternity leave, looking for a side hustle to bring in a little extra income.

That’s when she started selling clothes on Etsy and eBay. At first, it was a simple setup: she sourced clothing from vendors in LA and listed them for resale.

But as Tori realized there was a demand for affordable, trendy women’s fashion, her side hustle quickly grew.

Within six months, Tori and her husband, Chris, quit their jobs to pursue this business full-time.

By late 2013, they launched their own site, pinklily.com, marking the beginning of their rapid journey from small-scale sales to a multi-million-dollar company.

📈 The First Million

Pink Lily’s growth was far from slow and steady.

Just seven months after launching their website, the brand hit its first $1 million in sales.

So, what fueled such a meteoric rise?

1. Social Media Savvy: Tori knew how to leverage social media platforms like Instagram and Facebook to reach the right audience. This wasn’t just about ads—it was about building a community.

   

2. Customer Engagement: Pink Lily became known for its responsiveness and personalized customer experiences, building trust and loyalty with each interaction.

   

3. Exclusive Designs: Initially sourcing ready-made clothes, Tori later collaborated with designers to create exclusive Pink Lily pieces, adding a unique appeal to her brand that set it apart from the competition.

This combination of e-commerce focus, customer engagement, and brand uniqueness helped Pink Lily stand out, allowing it to scale rapidly without the overhead of a brick-and-mortar store.

💡 What are We Learning From Tori?

If Tori’s story has you inspired, here are some actionable takeaways you can apply to your own venture:

1. Spot Market Gaps: Look for unmet needs in your market. For Tori, it was affordable women’s fashion that struck a balance between quality and style. Identifying a clear gap can be the foundation of a successful business.

2. Reinvest Profits: Tori didn’t spend her initial profits—she reinvested them, fueling the company’s growth and helping it scale quickly. Use early earnings to drive expansion rather than cashing out right away.

3. Master Social Media: Building a brand community is essential. From Instagram to TikTok, social media lets you engage customers on a personal level. Learn the basics of each platform to keep your audience engaged and invested in your brand.

4. Use Brand Ambassadors: Tori turned loyal customers into ambassadors, boosting credibility and expanding Pink Lily’s reach. This strategy is cost-effective and authentic, perfect for brands just starting out.

   

5. Diversify Marketing Channels: Tori didn’t rely on just one platform; she used a mix of influencers, paid ads, and organic social media posts to spread the word. Try different channels to see which resonates most with your audience.

🌍 What’s Changed Since Tori’s Start

Tori Gerbig built Pink Lily in a very different e-commerce environment than the one we know today.

Here’s what’s different (and how it may even benefit you):

• Market Size: E-commerce has grown fourfold, from $260 billion in 2013 to $1.1 trillion in 2023. This means more customers but also more competition.

• Mobile Commerce: Today, most online shopping in the U.S. is done on smartphones. Make sure your website and marketing strategies are optimized for mobile users.

• Social Commerce: Platforms like TikTok and Instagram have integrated direct buying options, making it easier than ever to sell straight from social media.

• Technology: AI, augmented reality, and personalization tools have transformed the online shopping experience. Leverage these tools to offer an even more engaging experience for your customers.

🛍️ What Should You Pick?

While Tori eventually shifted to her own website, platforms like Etsy and eBay are still fantastic starting points, especially if you’re just testing the waters:

• Etsy is ideal for handmade, vintage, and craft items, offering lower fees and an audience looking for unique finds. It’s a great way to connect with a younger, artistic demographic.

• eBay is broader, with categories that span from fashion to electronics, and has a larger audience. The first 250 listings are free, though it does have higher overall fees.

If you’re unsure, test out both platforms.

Each has its unique audience and benefits depending on your product and niche.

⚡ Are We Still Feeling Scared?

Look, Tori didn’t build a $141 million business by waiting for the “perfect time” or second-guessing every step.

She started, learned as she went, and scaled from there.

The biggest difference between people who succeed and those who just dream about it? Taking that first step—messy, imperfect, but real.

Building a business isn’t about magic formulas or waiting until you feel ready.

It’s about choosing a path (whether it’s Etsy, eBay, or launching your own site or something else), sticking with it, and reinvesting every bit of progress back into the venture.

It’s work, it’s consistency, and yes, it’s sometimes uncomfortable.

New Year is in 56 days…

Watchu gonna do about it?