She Quit Her 9 to 5 — 35 Y.O. Woman Transforms Side Job Into A $141M Empire

"Without funding or assurances of what was ahead, we took the risk and set ambitious goals."

May

• Published in Interesting
• July 27, 2024

Some people are willing to take the risk and make that extra effort to achieve success. This is what eBay clothes seller Tori Gerbig did — and she made it big.

What started small eventually became one of the fastest-growing online retailers in the US, with an astounding $141 million in sales in 2021.

So, what was her strategy?

Tori was just 24 years old when she and her husband, Chris, established Pink Lily with a modest $300 investment in clothes to sell on eBay.

Initially, their gamble was paying off gradually, with monthly earnings ranging between $300 and $1,000 in the first few years.

They began to pay off student loans and reinvest in their business. As it grew, Tori realized that she could afford to leave her $35,000-a-year job in the insurance industry to focus on her side hustle.

By May 2014, Pink Lily's monthly revenue had skyrocketed to $100,000.

In a CNBC article she contributed, Tori shared that they had to be cautious with their business goals since they lacked external backing.

Without funding or assurances of what was ahead, we took the risk and set ambitious goals. I focused on leveraging my sales and social media knowledge to grow our outreach while Chris incorporated his finance expertise to structure operations.

It all started as a hobby when she was only 24.

Tori says that social media has been a game-changer for Pink Lily’s growth and success. From day one, they’ve been using Instagram and Facebook to connect directly with their customers.

She began by experimenting with selling clothes and accessories on online marketplaces such as eBay and Facebook. Her online community of friends and customers quickly grew from a few hundred to over 10,000 in a short time.

Tori realized she could combine her passion for affordable fashion with relationship-building to help women feel confident in their style choices.

Her business skyrocketed in sales an now generates an impressive revenue.

She frequently asks their 3.6 million social media followers for their input on what products they’d like to see on the website or which brands they should collaborate with. She uses their feedback to make immediate decisions.

This approach helps shoppers feel like they’re part of the process. Their daily interactions influence the product selection and drive Tori and her team to continuously improve how they support their community.

The company’s growth soared, and by 2019, it achieved a remarkable $70 million in sales. It also opened a flagship store in Kentucky two years earlier and expanded into several warehouses.

Today, the company sells thousands of products daily and employs around 250 people, making it one of the largest employers in Tori’s hometown of Bowling Green, Kentucky.

Tori attributes the success to a consistent business strategy, including clear branding and featuring customers who share their new outfits on social media.

She advises aspiring entrepreneurs to reinvest their profits and identify gaps in the market.

So if you have a hobby or passion, there could be a significant opportunity, as demonstrated by Tori’s success. All you need to do is get the ball rolling!

May