In this Q&A, Side Hustle spotlights Karen Frederick (43), the company’s founder Kole Jax designsonline brand selling personalized jewelry and accessories. Responses have been edited for length and clarity.
Photo credit: Courtesy of Kole Jax Designs. Karen Frederick.
What was your day job or predominant occupation when you started working on the side?
I used to be a stay at home mom with a baby and a toddler, each boys. My husband also left his profession and closed his insurance agency to work full time at Jax Circle for five years. His former insurance agency office is actually the space that now houses Kole Jax Designs!
When did you begin your side business and where did you discover the inspiration for it?
I founded Kole Jax Designs in January 2012. I have at all times loved jewelry and the way it makes me feel. I used to be inspired by this and my have to create. My goal was to create a fulfilling, home-based profession that may allow me to earn money from my passions and be present for my children. The name Kole Jax comes from my sons’ middle names: Grayson Kole and Tucker Jax.
What were the first steps you took to interrupt away from the game?
I ordered supplies and learned how one can cut glass and solder by watching YouTube videos. I opened an Etsy shop and took custom orders. I published mine business side on Facebook, I posted every latest project I created and offered giveaways. The Kole Jax Designs Facebook page has really taken off. I remember I used to be capable of gain 10,000 followers pretty quickly by using Meta ads to advertise Page Likes. At that point, a key element of development was promoting page likes. So much has modified since then.
Photo credit: Courtesy of Kole Jax Designs
What were the biggest challenges you faced in building your side team and how did you overcome them?
The plan was at all times to run an e-commerce business, and finding a regular flow of online customers may be a challenge in the starting. When Meta first created its business management platform in 2014, I didn’t know what I used to be doing, but I knew social media marketing could be key to the longevity of my business. I got involved and did what I could to campaign. Shortly thereafter, Facebook called me and I used to be assigned Meta Pro. We talked every month, which helped me develop my Facebook promoting strategy.
How long did it take for you to realize stable monthly income? How much did the side hustle earn?
The regular income didn’t last greater than a year. It took the company about three years to succeed in six-figure annual revenue.
You have since turned your side hustle into a full-time business. What does growth and revenue appear to be today?
We achieved our first seven-figure year in 2018 and have continued to grow steadily year over year since then. Since joining the million dollar club, we have generated over $10 million in revenue.
Most of our growth comes from promoting on Meta. Meta’s advances in artificial intelligence have fueled our growth and enabled me to spend less time on marketing and more time on other points of the business.
More specifically, a key element that helped me drive growth and sales was the use of Meta Gen Lead Gen, Advantage+ Shopping and static creatives, in addition to organic posts and videos to draw latest customers. As a result, Kole Jax Designs has experienced tremendous growth over the past year. Here are some statistics about the best results:
- Year-on-year (y/y) sales growth of 70% from July 2023 to July 2024.
- YoY growth on Facebook and Instagram by 665% YoY
- 302% increase from the starting of the year (YTD) on FB and IG
- Orders increase by 129%. YoY
Photo credit: Courtesy of Kole Jax Designs
What do you enjoy most about running this business?
I’m glad to have the ability to maintain the creative spirit I’ve had since I used to be a young girl alive and strong. I like hearing stories about how my projects touched the hearts of others. I like that my boys are learning about business and developing a desire to be involved in it. This makes my mother’s heart glad! I started all this so I could work and be with them.
What is your advice for others seeking to start a successful side hustle or their very own full-time business?
Just start. Don’t think about it too much. There is no perfect time to begin a business. If you’ll be able to, put your earnings back into the company at first. Accept changes and failures. Having run a company for almost 13 years, I firmly consider that failure is an opportunity to learn and that change is the gateway to innovation and growth. Invest in yourself – not if, but when things get tough, remember why you started in the first place.
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