Key Takeaways Hu came up with the idea for her beauty organizer brand Etoile in November 2016.
In 2019, she left her full-time job to grow the online business, using Shopify to do it.
This Side Hustle Spotlight Q&A features New York City-based entrepreneur Michelle Hu, 29. Hu was living in Australia and working as an investment banking analyst at Citi when she started the side hustle that would become her beauty organizer brand Etoile. Responses have been edited for length and clarity.
Image Credit: Courtesy of Etoile. Michelle Hu.
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When did you start your side hustle, and where did you find the inspiration for it?
The idea for Etoile hatched in November 2016 out of a passion and love for beauty. After years of accumulating products, I wanted the accessories and tools that could organize and bring a sense of calm to my daily routine. A few years later, in 2019, I left my full-time job to pursue Etoile.
“We ordered about 50 units for less than $2,000.”
What were some of the first steps you took to get your side hustle off the ground? How much money/investment did it take to launch?
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