Alexandra Rutkay, a full-time makeup artist, experienced a turning point in her entrepreneurial journey when her side hustle, Citymouse, gained viral attention on social media. Citymouse is a brand known for its fashionable mini-diaper bags designed for mothers who want style without compromising on functionality.
Rutkay had been managing her side hustle for two years, but the breakthrough came when two glowing reviews of her bags went viral on TikTok and Instagram. Within days, her inventory of over 500 bags sold out, generating approximately $53,000 in sales. This surge prompted Rutkay to invest further in her business, leading to over $635,000 in sales for the year.
Working alongside her husband, who recently transitioned to a full-time role at Citymouse, Rutkay employs a part-time assistant. The couple projects a combined salary of $150,000 this year, with Rutkay dedicating around 40 hours per week to her side hustle while still maintaining her makeup artistry career.
The motivation to create Citymouse was deeply personal for Rutkay. After giving birth to her son and overcoming significant personal challenges including a battle with cancer, she was driven by a desire to build generational wealth that she could pass down to him. This desire fueled her determination to create a profitable business that not only supports her family but also offers the freedom and legacy she envisions.
Citymouse bags are priced affordably, making them accessible to mothers seeking chic alternatives to traditional diaper bags. Rutkay aims to scale her business to new heights, with hopes of surpassing $1 million in sales by year’s end.
Rutkay’s journey exemplifies how harnessing social media effectively can transform a simple side hustle into a thriving business, providing inspiration to many aspiring entrepreneurs.
Source: CNBC
