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>10:16 — The Volume Game</p><p>11:19 — When a Hobby Becomes a Business</p><p>12:34 — Building Customer Loyalty</p><p>13:18 — Turning Products Into Experiences</p><p>14:00 — Balancing Business and Parenthood</p><p>15:04 — The Side Hustle Advantage</p><p>16:15 — The Brick-and-Mortar Question</p><p>17:14 — The &quot;Lottery Dream&quot;</p><p>18:28 — Preparing for the Event Circuit</p><p>19:45 — Can an Event Business Be a Long-Term Business?</p><p>20:11 — Why Bigger Shows Can Be Better</p><p>22:10 — The Power of Saying Yes</p><p>23:21 — Perseverance and Adaptability</p><p>24:15 — Why Being Nice Is Good Business</p><p>25:34 — Understanding Event Economics</p><p>27:28 — Increasing Margins Through Bulk Buying</p><p>28:27 — Matching Products to the Audience</p><p>29:30 — Building a Family Business on the Road</p><p>31:45 — Expanding Beyond Minnesota</p><p>32:23 — The Case for a Flexible Business Model</p><p>33:34 — Thinking Beyond Crystals</p><p>35:21 — Staying Original in a Competitive Market</p><p>36:12 — The Minnesota State Fair Dream</p><p>37:41 — Where Twin Rituals Goes Next</p><p>38:08 — Building an &quot;AI-Proof&quot; Business</p><p>39:30 — Running on Hard Mode</p><p>40:41 — Keep Hustling</p><p><br><strong>GUEST RESOURCES:</strong></p><p>Website: <a href="https://twinrituals.com/"><u>https://twinrituals.com/</u></a></p><p>Facebook: <a href="https://www.facebook.com/twinrituals"><u>https://www.facebook.com/twinrituals</u></a></p><p>Tiktok; <a href="https://www.tiktok.com/@twin.ri