This Side Hustle Spotlight Q&A features Karen Frederick, 43, founder of Kole Jax Designsan online brand that sells personalized jewelry and accessories. Answers have been edited for length and clarity.
Image Credit: Courtesy of Kole Jax Designs. Karen Frederick.
What was your day job or main occupation when you started your side hustle?
I was one mom stays at home with a baby and a toddler, both boys. My husband also left his career and closed his insurance agency to work at Kole Jax full time for five years. His old insurance agency office is actually the space we now use for Kole Jax Designs HQ!
Related: This 20-year-old student started a side hustle with $400 — and made $150,000 over the summer
When did you start your side hustle and where did you find the inspiration for it?
I started Kole Jax Designs in January 2012. I have always loved jewelry and the way it makes me feel. I was inspired by this and my need to create. My goal was to create a fulfillment, home based career that would allow me to earn money from my passions and be present for my children. The name Kole Jax comes from my sons' middle names: Grayson Kole and Tucker Jax.
What were some of the first steps you took to get your hustle off the ground?
I ordered supplies and learned how to cut glass and solder by watching YouTube videos. I opened an Etsy shop and took custom orders. I published mine business site on Facebook, I posted every new design I created and offered giveaways. The Kole Jax Designs Facebook page really took off. I remember getting to 10,000 followers pretty quickly using Meta ads to promote page likes. Back then, promoting page likes was a key part of growth. A lot has changed since then.
Image Credit: Courtesy of Kole Jax Designs
What were some of the biggest challenges you faced while building your side hustle and how did you navigate them?
The plan was always to be one e-commerce businessand finding a steady flow of customers online can be challenging when you're first starting out. When Meta first created the business manager platform in 2014, I didn't know what I was doing, but I knew social media marketing it would be key to the longevity of my business. I went in and did my best to run campaigns. Shortly after that, I got a call from Facebook and they assigned me a Meta Pro. We had monthly calls, which helped me navigate my Facebook advertising strategy.
How long did it take you to see consistent monthly income? How much did the side hustle earn?
It didn't take more than a year to see steady income. It took about three years to reach six figures in annual revenue.
You've since turned your side hustle into a full-time business. What do growth and revenue look like now?
We hit our first seven-figure year in 2018, and since then, we've been very consistent sustainable growth year after year. We have generated over $10 million in revenue since joining the “million dollar” club.
Most of our growth comes from Meta advertising. Meta's advances in AI have fueled our growth and enabled me to spend less time marketing and more time for other aspects of the business.
More specifically, a key component that has helped me drive growth and sales has been the use of Meta lead generation ads, Advantage+ buys and static creative, as well as organic posts and scrolls to attract new customers. As a result, Kole Jax Designs has seen tremendous growth over the past year. Here are some key statistics:
- 70% year-over-year (year) sales growth from July 2023 to July 2024
- 665% YoY growth on Facebook and Instagram
- 302% Year-to-date (YTD) growth on FB and IG
- 129% increase in orders VOY
Image Credit: Courtesy of Kole Jax Designs
What do you enjoy most about running this business?
I like to keep alive and strong the creative spirit I've had since I was young. I love hearing stories of how my designs have touched the hearts of others. I love that my boys are learning about business and cultivating a desire to be involved in it. This makes my mom's heart happy! I started all this so I could work and be with them.
What is your advice to others hoping to start successful side hustles or their own full-time businesses?
Just start. Don't overdo it. There is no perfect time to start a business. If you can, put your profits back into the company first. Embrace change and failure. after running a business For nearly 13 years, I firmly believe that failure is an opportunity to learn and change is the gateway to innovation and growth. Invest in yourself – and not “if”, but when the going gets tough, remember why you started.