From Weekend Hobby to $4M+ Revenue: How a Couple Built a Thriving Business

ARCHYDE EXCLUSIVE: Plant-based Business Blooms During Pandemic, Pledges Millions to Empower Women Entrepreneurs

New York, NY – In a remarkable display of adaptability and entrepreneurial spirit, a bootstrapped business that pivoted a men’s product for women has not only achieved significant success but has also made a substantial pledge of $20 million to support women entrepreneurs. PlantOGram, a venture that saw an unprecedented surge in sales during the 2020 pandemic, is proving that passion, strategic adaptation, and a commitment to community can yield extraordinary results.

The company, founded by Vicky and Mickey Popat, experienced a dramatic increase in demand as lockdowns spurred a nationwide interest in home gardening. “We had plants going out like crazy,especially in New York,” Vicky recounts,noting that this pandemic-fueled interest in horticulture has persisted. “Those people from the pandemic times are still gardening today. they didn’t stop. They’re still more aware of their surroundings. They’re more aware of their carbon footprint.They’re more aware of everything now.”

Currently, PlantOGram is witnessing a strong demand for mango trees, with over 2,000 varieties available, alongside a growing popularity for avocado and olive trees. Vicky highlights olive trees, frequently enough symbolizing peace and prosperity, as a especially sought-after item in the corporate gifting sector.

The Popats, reflecting on their journey, offer crucial advice to aspiring entrepreneurs looking to transform their passions into thriving businesses. Their primary counsel is to move beyond mere discussion and take decisive action. Vicky emphasizes the importance of formalizing a business idea promptly. “If you’re really serious about it, go and get a license,” she advises. “Get an LLC, go get an S corp. Go do something. And then you can start talking about your ideas [and] really put it down. Don’t overthink it.”

Furthermore, the founders stress the enduring value of maintaining a lean operational model, the very strategy that underpinned PlantOGram’s early growth.”We watched every penny, [and] being lean allowed us to be profitable,” Mickey shares, underscoring how fiscal prudence was instrumental in their success.

What specific market gap did Sarah and Mark identify that led to the creation of Thompson & Bell Leatherworks?

Identifying the Opportunity: Niche Markets & untapped Potential

Many prosperous businesses begin not with a grand plan, but with a passion. For Sarah and mark Thompson, that passion was handcrafted leather goods.What started as a weekend hobby – making wallets and belts in their garage – quickly evolved into a $4 million+ revenue business, Thompson & Bell Leatherworks. Their story isn’t about luck; it’s about identifying a niche, understanding their target audience, and relentless execution.

The key wasn’t just making leather goods, it was recognizing a gap in the market. They noticed a decline in quality and craftsmanship in mass-produced items, coupled with a growing demand for personalized, durable products. This realization fueled their initial market research. They focused on keywords like “handmade leather wallets,” “custom leather belts,” and “artisan leather goods” to gauge search volume and competition. Tools like Google keyword Planner (accessible through Search Console) were instrumental in this phase.

The Lean Startup Approach: Validating the Idea

Before investing heavily, Sarah and Mark adopted a “lean startup” methodology. This meant minimizing risk and maximizing learning through rapid experimentation.

Etsy as a Testing Ground: They launched a small Etsy shop to validate product demand without critically important upfront costs.Etsy provided immediate access to a built-in audience interested in handmade items.

Direct Customer Feedback: They actively solicited feedback from early customers.this wasn’t just about product quality; it was about understanding their needs, preferences, and pain points.

Iterative Product Development: Based on feedback,they continuously refined their designs and offerings. This iterative process ensured they were building products people actually wanted to buy.

Minimal Viable Product (MVP): They started with a limited range of core products – wallets, belts, and keychains – focusing on perfecting these before expanding.

this initial phase, lasting approximately six months, proved the viability of their business idea and provided crucial insights into their target customer: individuals aged 25-55, valuing quality, durability, and personalization.

Building the brand: Storytelling & Visual Identity

Once validated, Sarah and Mark focused on building a strong brand identity. They understood that in a crowded market, a compelling story and consistent visual branding were essential.

The “Handmade with Passion” Narrative: They emphasized the craftsmanship and personal touch behind each product.Their brand story revolved around the dedication to quality and the joy of creating something lasting.

professional Photography: High-quality product photography was a non-negotiable. They invested in professional photos showcasing the texture,detail,and craftsmanship of their leather goods.

Consistent Branding: they developed a consistent visual identity – logo, color palette, typography – and applied it across all platforms, from Etsy to their emerging website.

Social Media Engagement: Instagram became a key platform for showcasing their work and engaging with potential customers. They used relevant hashtags like #leathercraft, #handmadeleather, #artisanmade, and #leathergoods.

Scaling Operations: From Garage to Workshop

As demand grew, Sarah and Mark faced the challenge of scaling operations. This required strategic investments and a willingness to adapt.

Investing in Equipment: They gradually upgraded their equipment, moving from basic hand tools to more efficient machinery like leather skivers and edge finishing machines.

Outsourcing Strategically: They initially resisted outsourcing, wanting to maintain control over quality. However, as order volume increased, they strategically outsourced tasks like stitching and hardware installation to skilled artisans.

Building a Website (and SEO): Recognizing the limitations of Etsy, they launched their own e-commerce website. This allowed them to build direct relationships with customers and control their brand experience. SEO became a priority, focusing on long-tail keywords like “personalized leather wallet for men” and “hand-stitched leather belt women.”

Inventory Management: Implementing a robust inventory management system was crucial to avoid stockouts and ensure timely order fulfillment.

marketing Strategies: Beyond Organic Reach

While organic growth through Etsy and social media was critically important, Sarah and Mark realized they needed to actively pursue other marketing channels.

Email Marketing: Building an email list became a priority. They offered discounts and exclusive content in exchange for email sign-ups. Targeted email campaigns promoted new products and special offers.

Paid advertising (Google Ads & Social Media Ads): They experimented with Google Ads and Facebook/instagram Ads, targeting specific demographics and interests.

Influencer Marketing: Collaborating with relevant lifestyle and fashion influencers helped them reach a wider audience.

Content Marketing: They started a blog featuring articles on leather care, styling tips, and the story behind their brand. This content attracted organic traffic and established them as experts in their field.Keywords like “leather care tips,” “how to style a leather belt,” and “benefits of leather goods” were central to their content strategy.