In 2023, Sarah Thompson, a 34-year-old single mom from Austin, Texas, turned her garage-based candle-making hobby into a $10,000-a-month business. What started as a creative outlet became a thriving enterprise after she adopted a game-changing strategy: niching down and leveraging social media.
Sarah began making candles in 2021 to unwind from her demanding marketing job. She sold her soy-based, hand-poured creations at local markets, earning $500-$1,000 monthly. But growth stalled—her generic designs blended into a crowded market. “I was competing with big brands and struggling to stand out,” she recalls.
In early 2023, a friend’s suggestion sparked a pivot. Sarah noticed a gap in eco-friendly, Texas-inspired candles with scents like “Hill Country Lavender” and “Austin Cedar.” She rebranded as Lone Star Glow, focusing on sustainable materials and local pride. “I wanted candles that told a story,” she says.
The niche resonated. Sarah revamped her Instagram and TikTok, posting behind-the-scenes videos of her pouring process and sharing customer stories. A viral TikTok of her “Bluebonnet Breeze” candle racked up 500,000 views, driving $5,000 in sales in one week. She optimized her Etsy shop with professional photos and targeted ads, boosting conversions by 30%. By mid-2023, her side hustle hit $10,000 a month, with 60% profit margins.
Sarah credits her success to authenticity and data. “I studied my audience—mostly women, 25-45, who love eco-conscious, unique gifts,” she says. She used Etsy analytics to refine pricing and experimented with subscription boxes, which now account for 20% of revenue. Her biggest lesson? “Don’t try to be everything. Find your corner of the market and own it.”
Now, Sarah’s planning to quit her day job and expand into wholesale. She’s hired two part-time employees and leased a small warehouse. “It’s still surreal,” she says. “This started in my garage, and now it’s my future.”
Her advice for aspiring entrepreneurs: “Start small, but think strategically. Test ideas, listen to customers, and don’t be afraid to niche down. That’s where the magic happens.”
