Origin Story

The idea for Coastal Caviar sparked while Kelly was at the beach in June 2023, struggling to find a charm necklace for an upcoming vacation. Recognizing a gap in the market for customizable charm jewelry, she envisioned an interactive platform that would allow customers to design their pieces in real-time. This realization led to the creation of Coastal Caviar.

Launching the Side Hustle

Immediately upon returning home from the beach, Kelly took decisive action, purchasing a domain name and starting the website design. Her impulsive yet action-oriented approach is what propelled the business forward rapidly.

Resources Utilized

Cost-Effective Solutions

To develop their interactive website, the Bozigians utilized Upwork, which allowed them to hire skilled professionals at affordable rates. Kelly also highlights her membership in a freelance group, Freelance Founders, initially intended for client acquisition but later turned into a resource for talent recruitment.

Challenges and Lessons Learned

Preparedness and Product Quality

Reflecting on their journey, Kelly wishes they had prepared better for an overwhelming initial response. With significant sales during the launch month, the demand exceeded their capacity, leading them to work long sleepless nights to meet orders.

A Valuable Mistake

A notable challenge arose when an influencer requested a hastily developed product, bag charms, which were not adequately tested. This resulted in customer service issues but also emphasized the importance of upholding product quality over speed.

Growth Statistics

Coastal Caviar achieved remarkable success soon after its public launch, generating over $100,000 in sales in the first month. Kelly’s strategic use of TikTok included creating videos that highlighted the jewelry-making process, notably featuring influencers like Alix Earle. This content went viral, with videos amassing over 9 million views, and eventually, they reached over $1 million in sales within six months.

Time Commitment and Engagement

Running Coastal Caviar demands considerable dedication, with Kelly often working around 12 hours daily across most days of the week. Despite the challenges, she emphasizes the joy of connecting with their customer base through social media and the positive impact they’ve had on aspiring entrepreneurs who follow their journey.

Advice for Aspiring Entrepreneurs

Kelly’s key piece of advice is to take immediate action without overthinking. She encourages potential business owners to present their products or services to the market early, using feedback to refine their offerings. Her approach validated the business model swiftly thanks to the influence of social media.