In today's socio-economic landscape, where living wages and mental health concerns keep many up at night, traditional career paths often fall short. It can be challenging to find fulfillment in this kind of work and the result can be a lack of purpose and a dangerous path to burnout.
People are looking to the pursuits that bring them joy and they’re seeking creative ways to turn their artistic passions into profitable ventures. For many, the solution lies in creative entrepreneurship.
A lot of people begin monetizing their creative interests part-time, as creative side hustles. According to a Marketwatch survey, more than half of Americans–and two thirds of Gen-Z and Millenials–have taken on side hustles for extra income. From April 2021 to February 2023, inflation outpaced wage growth in the U.S. Even though that trend has reversed over the past year, 65% of Americans are still living paycheck to paycheck. Side hustles have become a popular way to add financial cushioning.
At the same time, it’s not just about the money. A survey by the American Psychiatric Association found that adults who reported very good or excellent mental health engaged in creative activities more frequently than those that reported good, fair or poor mental health. This underscores the double benefit of creative side hustles: they not only contribute to financial stability, but also support overall well-being.
As the SVP of Product and Marketing at Glowforge, the company that creates laser cutting and engraving machines for crafters and educators, I've seen a lot of people transform their creative passions into successful side hustles and, eventually, into primary income sources. Here are five steps that I’ve seen the most successful of them take.
Create a plan
Before starting any business, whether it be a side hustle or a full-time endeavor, it’s a good idea to conduct research and create a plan. Understanding current trends, the competitive landscape and different business models can help inform how you spend your time and creative energy. It can also help inform your pricing model, which then leads to better financial planning.
For example, Kate Slayton of Kate Slayton Lettering does extensive research and financial modeling for her custom sign business. “I look into trends from Pinterest, Etsy and Instagram to understand the market,” she explains. “Setting pricing is the most difficult aspect of this business–it involves estimating the design time, how long it will take to cut on the Glowforge and how many sheets of acrylic are needed.”
Sophy Wong, a wearable technology designer, created a vision book to outline what inspires her and what she is working towards. This helped her to visualize her path through the often-nebulous journey of creative entrepreneurship.
It’s important to be intentional about how much time you want to invest in your business and what kind of financial returns you expect. While outcomes can't always be guaranteed, setting benchmarks can help you measure your progress and decide when to double-down on your efforts, or when it might be time to change course.
Mark Estes, an engineer turned artist, did not initially aim to live off his art, but rather to fund his passion. “I started making art while I was working full time and I have since retired,” he shared. “So far, my art has funded more art with just a bit left over. I hope to gain some ground on that as I sell bigger pieces but I am happy to have it be self-funding.”
A catalyst is often needed to kickstart this journey—whether it’s an internal drive or an external opportunity.
Chelsea Andersson, the creative force behind ChelseaMakes, started her professional career as a landscape architect, making miniatures as a hobby. It wasn’t until she appeared on the NBC crafting competition TV show "Making It", Chelsea was finally confident enough to pursue her love of miniatures full time.
Create what excites you. When you run your own business people always have ideas of what you should make or sell.Chelsea Andersson
Define your product
Based on the things you love to create and the research you've conducted, you can determine the products you will sell. Many of the creative entrepreneurs I spoke with had found multiple revenue streams surrounding their creations.
For example, Andersson not only sells dollhouse miniatures and DIY kits but also creates miniature sets for commercials and films. “I love the challenge of shrinking a brand's product, or creating a perfect miniature room to surround it,” she shared.
Creative embellishments can also be used to expand existing businesses, as Jeff Forbes did by adding extra creativity to his family business, Honey Glow.
“We were selling honey and beeswax candles, and I was using my Glowforge to engrave the sides of our beehive boxes before assembly,” he recalled. “I decided to expand our offering by making votive holders for our beeswax candles out of solid cherry wood, as well as more engraved products like laser-cut earrings from reclaimed aspen wood pallets.”
Cristina Arlia, the founder of Pink Sapphire Co, has expanded her product offering over time. “I started first selling personalized jewelry boxes with embellishments. Then I got my Glowforge, which enabled me to create unique, customized pieces made out of acrylic. Now, I almost exclusively design and make large acrylic event and business signage.”
There are only so many ideas to go around and it's natural to be inspired by the work of your competitors. But I really try to put my own spin on the pieces I make.Cristina Arlia
Figure out your distribution strategy
There are a lot of different ways to sell your creations. While marketplace platforms like Etsy offer a built-in audience, they also take a cut of your profits and place you in competition with lots of other sellers.
Selling directly through your own website eliminates those challenges, but does require enough marketing to bring buyers to it. You can also sell in-person at venues like craft fairs and makers markets.
Many creative entrepreneurs, like Estes, have found ways to sell through multiple channels, to increase their exposure. He sells design files on Etsy, sells prototypes locally and sells his art in galleries.
Andersson sells primarily through her website but also lists her creations on Etsy, participates in craft shows, and places products in small local shops that support independent artisans.
Attract customers
To reach customers, Arlia leans heavily on social media, posting daily on Instagram and TikTok and sends emails to her website subscribers. “Marketing is a full-time job and making sure you're active and present on social media consistently, even when the algorithm isn’t favoring your content, is crucial.”
Slayton promotes her business through a mix of social platforms, including Facebook, Instagram, Pinterest, Etsy, Google Ads and through word by mouth from happy customers.
Wong enhanced her brand visibility by sharing tutorials on YouTube, detailing how she creates her wearable tech designs. This approach not only educates but also engages a growing audience interested in her unique craft.
Work towards your vision
The entrepreneurial journey is long and bumpy, and it's important to have a strong why and a clear vision to keep going. I asked these seasoned business owners for advice they'd give to creatives looking to start their own business.
Arlia encourages aspiring creative entrepreneurs to establish their own brand identity and to stay consistent with it. “There are only so many ideas to go around and it's natural to be inspired by the work of your competitors. But I really try to put my own spin on the pieces I make.”
Andersson emphasized the importance of staying true to your vision. “Create what excites you. When you run your own business people always have ideas of what you should make or sell. It’s great to consider those ideas, but the things that will really set your business apart are the items that come from your heart. If you love making it and love the finished product–other people will too.”
Echoing this sentiment, Estes advises, “My advice is to focus on making things that make you happy.”
“Don't wait to start, just go for it!” Slayton encouraged. “You will learn and make mistakes along the way. Those mistakes turn into positives eventually.”
Turning your creative passion into a profitable business involves more than just the initial spark of inspiration–it requires detailed planning, strategic product definition, thoughtful distribution, dynamic customer engagement and a commitment to your vision.
By following these steps and learning from those who have successfully navigated the journey, you can transform your artistic passion into not just a viable business, but a fulfilling lifestyle.