From Diaper Bags to Dollars: One Mom’s Journey to Building a Six-Figure Side Hustle
Alexandra Rutkay’s life-changing moment came when her son turned 18 months old. No longer tied to a diaper bag, she eagerly reached for her stylish Saint Laurent crossbody purse. But a family dinner outing in New York revealed a harsh reality: her sleek bag couldn’t accommodate the essentials – wet wipes, snacks, and an emergency pull-up.
A Frustrating Problem Sparks a Business Idea
Rutkay, a full-time makeup artist, was determined to create a solution for fellow mothers. Her side hustle, Citymouse, was born – a line of cross-body diaper bags with interchangeable straps. Launched in June 2022, Citymouse has generated nearly $600,000 in revenue this year.
A Family Affair
Initially, Rutkay kept her venture a secret from her husband, David, due to past side hustle failures. However, he soon became the company’s sole full-time employee, overseeing operations, logistics, and customer service. The couple plans to pay themselves around $150,000 from the startup this year.
Driven by Passion and Purpose
Rutkay dedicates 40 hours a week to Citymouse, on top of her day job. Her motivation stems from a health scare in 2020, when she was diagnosed with a rare form of cancer. After surgery and chemotherapy, she was declared cancer-free in 2021. This experience fueled her desire to build wealth and secure a legacy for her son.
Lessons Learned: Consistency, Pivoting, and Emotional Connection
Rutkay believes that creating a business that fills a need is key to success. Consistency of effort is crucial, and knowing when to pivot is a vital skill. She advises entrepreneurs to identify their emotional connection with their product, as this drives passion and customer loyalty.
The Power of Bootstrapping
Rutkay is adamant that outside investments are not necessary for growth. She advocates for bootstrapping, which allows entrepreneurs to maintain control and make decisions independently. While she may consider selling equity in the future, she values the freedom and empowerment that comes with self-funding.
A Message to Aspiring Entrepreneurs
Rutkay’s story serves as a reminder that success often requires perseverance, adaptability, and a willingness to learn from mistakes. By identifying a genuine need and pouring her heart into Citymouse, she has created a thriving business that resonates with mothers everywhere.
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