This Side Hustle Spotlight Q&A features Joshua White, a 50-year-old father of six and grandfather of two based in Boca Raton, Florida. In 2019, White started a side hustle: The family of mobile phonesthe brand behind a multifunctional STEM learning tool for kids that lets them help with DIY projects around the house. Answers have been edited for length and clarity.
Image credit: Rose Tzur. Joshua White.
What was your day job or main occupation when you started? side hustle?
I am the main and creative director of Off White Co.a multidisciplinary design firm. My journey began in traditional design, where I honed my branding and design skills. This foundation eventually led me into the world of 3D animation and storytelling, collaborating with industry legends like Christopher Reeve and other Hollywood A-listers to create compelling narratives.
When the films I was working on required product or promotional items, I expanded my expertise into production pipelines—developing everything from Cathay Pacific Flight Attendant Barbie dolls to rebranding the iconic AeroPress coffee maker. My approach has always been rooted in delivering 360-degree solutions that are brand-centric, creative and seamlessly integrated marketing and market entry strategies.
When you started yours side hustleand where did you find the inspiration for it?
I BEGAN The family of mobile phones in 2019 after a trip to Home depot with my little daughter. We were looking for tools she could use, but quickly realized there was nothing on the shelves designed specifically for children – nothing real, functional, safe, and definitely nothing that wasn't just a toy. That moment sparked the idea for a better solution.
Image Credit: Courtesy of Handy Famm
What were some of the first steps you took to get your hustle off the ground?
Running a creative agency for over 25 years, I've been fortunate to work with iconic brands like Chobani, Maple Hill, Jordan and AeroPress, helping them transform ambitious ideas into industry-leading brands.
That experience taught me a crucial lesson: The best ideas solve real, relatable problems. As a father of six, I know firsthand the challenges parents face – keeping kids away from screens and building family bonding. I decided to create something that was not only practical and attractive, but also educational, fun and safe – a DIY solution that brings families together.
I also knew that the product needed to be versatile enough to evolve into a wider range of DIY tools and, as a brand expert, I wanted a strong and iconic element to tie everything together. Thus Handy Famm's first product was born: a playful bird character with a design full of personality. It features a tape measure tongue, Eye-conic™ level built into its eye (both functional and visually entertaining) and a built-in protractor for angle finding.
To get there, I spent hours with my team deconstructing tape, sketching ideas with my kids, 3D printing prototypes, and refining the design until it felt right. We gave the bird unique color options, fun names and distinct personalities that added depth to the brand. This became the basis for Handy Famm's approach – mixing practical tools with creativity to make everyday DIY projects accessible and enjoyable for kids and families alike.
Although we started with a soft launch on Kickstarter, successfully raising our $10,000 goal, the real work happened during the COVID-19 lockdown. I used that time to refine the product, working closely with the factory to perfect our multi-functional tape measures. By October 2022, I went full throttle, launching Handy Famm Amazon and taking our mission to empower the next generation of performers to a wider audience.
Image credit: David Khabinsky
What were some of the biggest challenges you faced during your build? side hustleand how did you navigate them?
Inventing and building a product from scratch it's always challenging, but I've spent my career turning ideas into reality, so this was actually the “easy part.” The real challenge was sales: getting on Amazon, securing retailer placements, driving social traffic to our website, and navigating retail sales. Each step came with a learning curve—finding the right team members, building partnerships, and understanding consumer buying behaviors. These are challenges I'm still navigating, but staying flexible, accepting failures as learning opportunities, and pivoting quickly have been key to our growth.
Another major obstacle was logistics. Finding one 3PL A partner that understands our growth needs and can deliver seamlessly is critical to smooth scaling. Unfortunately, we went through a few vendors early on, making mistakes and learning as we went. We are actually in the process of transitioning again and I am optimistic that this next step will set us up for long-term success.
How long did it take you to see consistent monthly income? How much did the side hustle earn?
We were lucky enough to see income we just launched on Amazon – it's been a great platform for us. However, it took about a year to achieve consistent results. In our first year, we generated $185,000 in sales, mostly through Amazon and our website.
What do growth and revenue look like now?
At the end of 2023, I realized the need to raise preliminary capital to achieve explosives growth and fully realize my vision for the brand. This included developing additional character-themed tools and more effectively embracing social channels.
In 2024, we went all out – inventing, Patent and designing two years' worth of products in less than six months. The rest of the year was spent traveling to China to set up factories, building our sales, social and operations team and making sure everything was ready for scale.
Even with just the bird and dog bands, we closed $500,000 in sales for 2024 – a testament to the strength of MISSION and the product. With a strong foundation and a growing team, we are on track to break those numbers in 2025 and continue to empower families through creativity and hands-on learning.
Image credit: David Khabinsky
What do you like most about it? side hustle?
Like someone you love building businessesit's incredibly rewarding to see how my simple stroll through Home Depot with my daughter evolved into a thriving business with an engaged community of customers and brand advocates. What excites me most is seeing parents, kids and even retail shoppers resonate with our mission to empower the next generation of makers. Knowing that we're ahead of the curve in championing the revival of skilled trades—carpenters, plumbers, and makers who aren't afraid to use their hands—is deeply satisfying.
On a personal level, I love dreaming up new tools and products to expand the Handy Famm experience. Bringing our 3D animated characters to life, building their personalities and using them to energize the brand is endlessly exciting. Cracking the social media code, our growth to YouTube retail channel presence and optimization are the types of challenges that keep me energized and inspired every day.
But the best part? Knowing my six children and two grandchildren not only use these tools, but are also proud of what their dad and grandpa created. Watching them measure, build and create – with something I've dreamed up – is surreal. It's about being heard saying, “My father did that,” or “My grandfather did that.” This is the type of LEGACY that makes every late night and early morning totally worth it.
Image Credit: Courtesy of Handy Famm
What is your advice to others hoping to start their own successful businesses?
Start with a real problem that you care about solving – something that really excites you. Don't get stuck chasing perfection; just start, test and tweak as you go. And remember, a side hustle isn't just about extra income: it's about building something meaningful that energizes you, challenges you, and adds joy to your life. Surround yourself with positivityyou people they want to share your journey with him and make it something you are proud of.