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Hawaiian Sisters Turn Their Love of Arts and Crafts into a Solid $500,000 ARR Business

A Tale of Selling Household Products To Achieve Financial Freedom

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In a world where starting and growing a business often requires a significant amount of capital, it's inspiring to hear the story of two Hawaiian sisters who turned their love of arts and crafts into a thriving business. And the most amazing part? They did it without any money!


Meet Jen and Jocelyn, founders of RXLA, a home and body fragrance company based in Hawaii. What started as a side project making candles as gifts #ad quickly turned into a full-fledged business with an annual revenue of $500,000. And they did it all without any initial funding.

The Beginning

Jen recalls how they got started: "My sister was making candles as gifts when she used to work at a big corporation. She had a lot of co-workers, so she made some candles as gifts as a side project. She did a Kickstarter to get some funding to try and do it on a larger scale. But then she got food poisoning and brought me in to help her finish the Kickstarter. That's when she said, 'Hey, if you help me finish this, maybe we can make this business together.' And from there, we hit the ground running."

With just a hundred dollars and their combined passion and determination, Jen and Jocelyn started their business from scratch. Every Sunday, they would take whatever they made at farmers markets and reinvest it back into their business. They worked day jobs to support themselves while pouring their heart and soul into RXLA.

Setbacks leading to Successes

But like any entrepreneurial journey, they faced setbacks. One major setback came during the COVID-19 pandemic when they decided to open a brick-and-mortar store. While they were making good sales, the expenses of running the physical store and the time it took away from their business became overwhelming. They eventually had to close the store to focus on their online presence and pop-up events.


Reflecting on their journey, Jen admits to a mistake they made early on: not collecting emails fast enough. She shares:

”As a small business owner, I would say not collecting emails fast enough was a big setback for us. We started off doing pop-ups and farmers markets, and I didn't know what to do with the emails. But now, with technology and apps available, collecting and utilizing emails has become much easier.”

- Jen

Jen highlights the importance of believing in yourself and your products. She candidly confesses that if she had believed in their products sooner, they could have expanded much quicker. Listening to their customers' feedback, collecting emails, and having a strong online presence are crucial for any business looking to grow.

When it comes to investing money, Jen advises entrepreneurs to focus on efficiency and scalability. Investing in tools and resources that make their lives more efficient and allow them to work on the business, rather than just in the business, is crucial:

“If you're always working in your business, you're not able to work on your business”

- Jen

Scaling on a Budget


For entrepreneurs starting from scratch or with a limited budget, Jen believes it's still possible. She suggests starting online without a physical product, especially if you have marketing and photography skills #ad.

One approach she recommends is doing pre-sales to gauge customer interest and use the funds to create the product.

As the conversation continues, it becomes apparent that Jen's biggest piece of advice is to listen to your customers. She encourages entrepreneurs to collect emails, utilize customer feedback, and constantly engage with their target audience to better understand their needs and preferences.

Jen's story is a testament to the power of passion, resourcefulness, and perseverance. She and her sister have built a flourishing business by following their passion, adapting to challenges, and constantly listening to their customers. Their journey is an inspiration to all aspiring entrepreneurs.

As Jen puts it, "Believe in yourself and your products, collect emails, listen to your customers, and never stop striving for growth. And remember, even if you start with zero money, there are still endless possibilities. The only limit is your determination and creativity."

So take a leaf out of Jen and Jocelyn's book, and turn your passion into a successful business, starting today!


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