If you’d told me 10 years ago that my little Etsy shop would one day become a $12 million business with storefronts, a warehouse, and thousands of loyal customers, I probably wouldn't have believed you. But here we are—and I’m sharing exactly how I got here.

Let me start by saying this: none of it would’ve happened without a good product. You have to start there. I began by selling hand-painted art and eventually shifted into stickers—nothing innovative or new, just pieces that reflected my style and felt true to me. I created art people connected with, that’s what matters most. If people don’t love what you’re offering, nothing else—marketing, branding, social media—can save it.

Even once I found my groove, I didn’t stop tweaking my brand and products. I paid close attention to what people liked, what they didn’t, and which designs got the most love. I leaned into the things that resonated and slowly phased out what didn’t, even if I was personally attached to it (trust me, that part can be hard). Flexibility is key—stubbornness doesn’t scale.

Over time, I expanded our product line. It wasn’t just about stickers anymore. I added desk mats, Kindle cases, notebooks, planners, hair accessories, and more. Offering a variety of products gave customers more reasons to come back—and to bundle their orders. Someone might come for a sticker but leave with a matching desk mat and planner. That’s where growth really starts to happen.

Feedback is gold. Seriously. I watched comments and DMs like a hawk. When customers said they wanted more blue and purple designs, we made them. When they asked for smaller desk mats or right-handed Kindle case straps, we added those too. These tweaks didn’t come from a crystal ball—they came from listening and acting.

But having great products isn’t enough. People want to feel like they matter—and they do! If someone reaches out with a problem, my team handles it quickly. We respond to comments and truly listen. That trust we’ve built? It keeps customers coming back.

Every TikTok comment, Instagram DM, or casual mention at a market is feedback. When desk mats suddenly went viral, I paid attention. I expanded the sizes, added new designs, and boom—sales jumped. Trends change fast, so staying connected to your audience keeps you relevant.

When it comes to marketing, I’ve learned that being real beats being “salesy.” I love sharing behind-the-scenes peeks—whether it’s packing orders, designing new patterns, or talking through our process. People don’t just want to buy something—they want to connect with the person behind it. The more I share, the more my audience feels part of the journey.

We still pack our orders in our own warehouse. We could’ve outsourced to a 3PL, but keeping it in-house means better quality control, higher margins, and a personal touch. Yes, it’s more work (and yes, sometimes Layla playing is very distracting), but it’s 100% worth it.

Of course, running a warehouse comes with its own set of challenges. Leaks, traffic jams, surprise messes—we’ve dealt with it all. But owning our fulfillment process has helped us scale faster and smarter. 

I didn’t want to rely on just one income stream, so I branched out. We started on Etsy but expanded to our own website, wholesale, trade shows, TikTok Shop, Amazon, and even licensing. That way, if one platform slows down, others can carry the load. Diversifying has helped us stay steady—and grow.

Not every product is a winner. Some totally flop. And that’s okay! I’ve learned to let go of what doesn’t sell, even if I loved the idea. I clear out old inventory with clearance events and grab bags. 

Eventually, growth demanded more space. I started in a tiny 1,000 square foot warehouse and worked my way up to a 10,000 square feet. Signing that lease was terrifying—what if it didn’t work out? But looking back, it was one of the best decisions I made. Not having enough space can actually hold your business back. Sometimes, the boldest moves are the ones that pay off most.

At the end of the day, growing a business to $12 million hasn’t been about luck. It’s been about listening to my customers, showing up consistently, staying flexible, and reinvesting back into the business. I took risks, tried new things, cut what didn’t work, and doubled down on what did. I believed in my brand and worked for continued growth.

If you’re building something of your own, I hope my journey gives you some encouragement. You can grow something big from something small. Stay focused, keep experimenting, and don’t be afraid to think bigger than what feels comfortable right now.