Hustle on Hard Mode: Building a business

<p>What started with a simple problem—finding jewelry that actually fits—evolved into a creative, family-run business built around crystals, jewelry, carvings, and the relentless hustle of the event circuit.</p><p>On this episode of <strong>Homegrown Hustle</strong>, host <strong>Matt Eickman</strong> sits down with <strong>Alyssa Fuller and Jeremy Streit</strong> to explore the evolution of their business, from small farmers markets to major county fairs, conventions, and themed events across the Midwest.</p><p>Alyssa and Jeremy share how they discovered their niche by going beyond traditional crystal products, sourcing directly from mines and women-owned factories, creating memorable products inspired by pop culture, and learning which events are actually worth the investment. They also discuss balancing entrepreneurship with full-time work, parenthood, travel, unpredictable event logistics, and the possibility of eventually turning their side hustle into a full-time operation.</p><p><br><strong>KEY TAKEAWAYS:</strong></p><p><strong>Solve a real problem:</strong> Twin Rituals began by addressing the lack of inclusive jewelry sizing.</p><p><strong>Differentiate or disappear:</strong> Unique crystal carvings helped the business stand apart from crowded jewelry markets.</p><p><strong>Niche products create new customers:</strong> Pop-culture carvings introduce people to crystals through things they already love.</p><p><strong>Go closer to the source:</strong> Direct sourcing from mines and factories can dramatically improve margins.</p><p><strong>Events can be a serious business model:</strong> A business doesn&#39;t need a traditional storefront to generate meaningful revenue.</p><p><strong>Know the economics of the event:</strong> Higher booth fees can be worthwhile when the audience size and buying behavior justify the investment.</p><p><strong>Say yes strategically:</strong> Taking on bigger opportunities can reveal capabilities you didn&#39;t know you had.</p><p><br><strong>CHAPTERS:</strong></p><p>00:00 — Welcome to Homegrown Hustle</p><p>01:05 — The Story Behind Twin Rituals</p><p>01:32 — Turning a Personal Problem Into a Business</p><p>02:46 — From Small Markets to 84 Events</p><p>03:41 — The Pivot Into Crystal Carvings</p><p>05:11 — Expanding Beyond Traditional Jewelry</p><p>06:12 — Alyssa&#39;s Creative Origins</p><p>07:34 — Learning the Event Business</p><p>08:59 — Finding a Bigger Market</p><p>09:18 — Sourcing Directly to Protect Margins</p><p>10