Kelly LaVaute’s dream was simple: design quirky T-shirts, sell them online, and watch the cash roll in while she slept. Three years in, her Etsy shop, Homebody League, pulls in $500 to $1,000 a month—decent pocket money for the 33-year-old from Rochester, New York. But anyone picturing “passive income” as a hands-off goldmine is in for a reality check. Here’s what she learned about the grind behind the gig.
The Spark: A Niche That Clicked
LaVaute didn’t stumble into T-shirts by accident. A graphic designer by trade, she’d always loved witty one-liners and cozy vibes. In 2022, she spotted a gap: “homebody” gear that spoke to introverts like her. Her first hit? A shirt reading “Emotionally Attached to Fictional Characters.” She mocked it up on Canva, listed it on Etsy with print-on-demand service Printful, and held her breath. That debut design still sells—proof she’d tapped a vein. “It’s about knowing your crowd,” she says. “Niche is everything.”
The Hustle: More Work Than “Passive”
The passive income myth unraveled fast. Sure, Printful handles printing and shipping, but the upfront effort is relentless. LaVaute spends hours brainstorming slogans, tweaking designs, and researching trends—think 10 to 15 hours a week when she’s not at her day job. Then there’s the Etsy game: nailing SEO with keywords like “funny introvert shirt,” snapping mock-up photos, and setting prices ($20-$30 a tee). “You’re not just making shirts—you’re building a mini brand,” she says.
Her first year was a slog—$2,500 total, or about $200 a month. Year two jumped to $8,000 as she honed her catalog (now 150 designs). By 2024, she averaged $500-$1,000 monthly, peaking at $1,500 during the holidays. Passive? Hardly. “The money comes when the work’s done,” she admits.
The Costs: Fees Eat the Pie
Profit’s not what it seems. A $25 sale sounds sweet, but Etsy takes $2-$3 in fees, and Printful charges $12-$15 per shirt. Shipping’s another $5-$7. After the dust settles, LaVaute pockets $3-$5 per tee—sometimes less. “You’re not swimming in cash,” she laughs. Reinvesting in ads or new designs cuts deeper. Her bestseller, a “Nap Queen” shirt, moves 10-20 units a month, but scaling means more time, not just more sales.
The Wins: Small but Real
Despite the grind, LaVaute’s hooked. The extra $6,000-$12,000 a year funds vacations, car repairs, or savings freedom her 9-to-5 can’t match. And the thrill of a stranger wearing her art? “That’s the high,” she says. Her shop’s 1,200 sales and 300 five-star reviews fuel her drive. She’s even eyeing a full-time leap if profits hit $2,000 a month consistently.
The Takeaway: Effort Unlocks the Reward
LaVaute’s advice for wannabe T-shirt moguls? Ditch the passive fantasy. “It’s a side hustle with hustle,” she warns. Start small—five designs, one platform. Test what sticks, then double down. Trends matter (her “pickleball” tees flopped), but authenticity sells. And patience? Non-negotiable. “You’re planting seeds, not printing money.”
Her story’s no rags-to-riches tale—it’s better. It’s proof that a creative spark, a tight niche, and a lot of elbow grease can turn a hobby into a paycheck. Just don’t call it easy.