Growing a small business to a $10 million powerhouse sounds like a big feat, right? It’s easy to think it happened overnight, but behind every big success story are years (10 years, as of June 30th!) of struggle, smart choices, and key milestones. My journey shows that with the right moves, you can turn a small Etsy shop into a strong brand. 

When I first started, everything was handmade. I painted canvases myself and sold them on Etsy. But doing everything by hand hits a wall pretty fast. It limits how much you can produce, especially as demand grows. If you want to grow, you need to get smarter about how you make your products. Outsourcing your production is a quick way to free up time and take on more orders without burning out.

A huge shift happened when I started designing stickers on my iPad. I found a local printer and started selling stickers when I didn't have to paint myself. The day I listed those stickers, I sold three in a single day. That was a huge turning point for me. Suddenly, I could send out hundreds of stickers with barely any extra work because I outsourced production. It meant I spent my time designing and marketing instead of painting, which led to more sales and less stress.

While in law school, I kept getting messages from small store owners. They wanted to buy my stickers in bulk. I realized this was actually a big chance to grow faster. Wholesale sales let me tap into new markets without much extra work. All I had to do was set up a simple system for bigger orders. I used a platform called Faire, which helps connect brands with stores. At first, I got rejected because I was small and not very polished. But I didn’t give up. I contacted them directly, and after explaining that my designs were already on their platform, I got approved. Suddenly, I was shipping to stores across the country. That turned my small Etsy shop into a wholesale business.

I downloaded TikTok in 2019, mainly just to see what it was all about. The platform was addictive, but I thought I’d never be good at making videos, so I deleted the app entirely. During the pandemic, I gave it another shot. Soon, one of my videos went viral. From that moment, my followers grew fast, and my Etsy shop got real attention. Within a few months, TikTok brought in customers. With consistent posting, I showed behind-the-scenes, product demos, and fun stories. This built trust and boosted sales. TikTok became the spark that took my business from tiny to a viable brand, all from a phone camera.

After a year of online growth, the small apartment I worked from was no longer enough. I leased a warehouse—about 2,000 square feet—for $1,100 a month. This gave me space to store my growing inventory, pack orders faster, and try new ideas. It was a huge step toward really growing my business.

Handling large deliveries was a challenge, especially because my warehouse was on the 2nd floor. One day, I received a pallet of planners in the pouring rain—while in a Zoom class. I left early just to get all the planners inside before they got ruined. That moment taught me how important proper planning and space are for growth, especially while I lugged box after box up the stairs

Running everything alone is exhausting. About a month after moving into my warehouse, I hired part-time staff through college job boards. It was a game changer. Then, in 2021, I hired a full-time marketing director, Jordyn, who helped grow awareness and sales. Delegating tasks allowed me to focus on creating products and growing the business. 

As my business grew, I added new product lines—like Kindle cases, reusable bags, and pickleball paddles. I also started selling on Amazon and got involved in licensing projects. This way, I wasn’t just relying on one platform or product. Diversification makes your business more stable.

Platforms like TikTok can change overnight. I watched their policies closely and built backups like wholesale and Amazon. When TikTok was banned for a day, I still had my website, Etsy, and wholesale platforms to keep me running. Having multiple streams keeps the business afloat during uncertain times.

Reaching $10 million in sales isn’t just about luck. It takes a long-term plan, trial and error, and a willingness to grow. Key milestones—outsourcing production, wholesale, social media, expanding warehouses, and hiring a team—are all part of the process. Don’t be discouraged by setbacks. Each step builds on the last, making your business stronger.

Building a business involves more than just making great products. It’s about strategic moves, timing, and never stopping learning. Every milestone—big or small—shapes where you’re headed. Keep pushing, stay adaptable, and don’t shy away from taking risks. Your own success story could be just around the corner.

If you’re just starting or aiming higher, remember: every step forward counts. Keep growing your business—your future self will thank you.