This Side Hustle Spotlight Q&A features Damian Primis, a 45-year-old musician living in Queens, New York. During the pandemic, Primis launched an olive oil brand First import as a side turn; the company has since grown to a six-figure business. Responses have been edited for length and clarity.
Photo credit: Matt Dine. Damian Primis.
What was your day job or fundamental occupation when you started working on the side?
I have been working as a classically trained musician for over 20 years. My love for art and music began at a young age, which took me to New York City where I accomplished my Bachelor’s and Master’s degrees in Music Performance at The Juilliard School. My profession has taken me throughout the world and I have had incredible experiences working with some of the biggest musicians of all time (and my personal favorites) reminiscent of jazz legend Joe Zawinful, The Who at Madison Square Garden and Tiny Desk Concert with Josh Groban and the Broadway forged Sweeney Todd.
When did you begin your side business and where did you discover the inspiration for it?
When the pandemic hit, Broadway went dark and live music fell silent. This meant I could be out of labor for a very long time, which was really scary. Will all the things return to normal soon? This was a query that kept popping up in my head. It was at this pivotal point in my life that I started to wonder what else I enjoyed apart from music and how I could use this passion to create a side hustle. I have at all times had a great sense of pride in my grandparents’ homeland in Evia, Greece. The wealthy culture, fantastic thing about the land and cuisine really inspired me. So I called a friend who produced great extra virgin olive oil, the kind you could not find on American supermarket shelves, and Primis Imports was born.
Photo credit: Courtesy of Primis Imports
What were the first steps you took to interrupt away from the game?
The first steps weren’t very easy, but I think it’s an essential a part of what any startup or small business looks like. You have to experience “growing pains” as I wish to call them. Even during the pandemic, most production and order success were slow or suspended. It took some time to ship the first 150 liters of additional virgin olive oil to New York from my grandfather’s town, but when the product finally arrived, I used to be capable of speed up the technique of hand labeling each bottle. I started selling to friends and family who spread the Primis Imports name by word of mouth and the bottles sold out! This reassured me that there was a area of interest I could unlock in the US market and gave me the confidence to proceed on this new journey.
What were the biggest challenges you faced in building your side team and how did you overcome them?
I need to admit that there have been a lot of challenges. One of the biggest challenges I faced was securing financing. With a limited budget, I needed to rely on the profits from each shipment to fund the next one, which meant slower growth. But in hindsight, it helped me avoid costly mistakes and made me more cautious about investing in production and packaging.
I also wasn’t completely familiar with the import process. It was overwhelming attributable to complicated regulations, paperwork and logistics. I sought advice from anyone who could offer insightful knowledge and was persistent in finding the right contacts to hunt guidance from.
Additionally, e-commerce presented its challenges. I needed to learn new skills reminiscent of creating a website, establishing shipping, and ensuring the secure delivery of delicate products reminiscent of olive oil in glass bottles. Factors reminiscent of weather and temperature during transportation also became key obstacles, but through persistence and trial and error I used to be capable of find solutions.
What do revenues and growth appear like?
One thing to recollect about Primis Imports is that we sold small batches of olive oil harvested once a 12 months. Once the product is gone, it’s gone! Within two to three months, we managed to realize stable revenues, which we eventually sold out our early harvest olive oil shortly thereafter. This meant we needed to look for more product for the next harvest in Greece. We looked for a Southern Hemisphere producer in Peru who harvests olive oil at a different time of 12 months than those in the Northern Hemisphere. This helped us maintain brand awareness in the market and ensured continued funding and business growth from month to month.
Primis Imports has been growing steadily since launching in 2022. We have seen growth of 200% in the first 12 months and 305% growth in 2023 in comparison with the previous 12 months. DTC accounts for the majority of our sales, with a small portion coming from wholesalers and smaller retailers. What makes Primis Imports unique is our ongoing mission to provide smaller manufacturers with the highest quality products. In 2024, we started expanding our offer with two honeys from the islands of Milos and Thasos, and in 2025 we are going to introduce further products from the snacks and cooking category to the market.
Photo credit: Courtesy of Primis Imports
What do you enjoy most about this side hustle?
I like how this side hustle allows me to remain deeply connected to my roots and heritage. Collaborating with small Greek producers not only strengthens the local economy, but also helps share their craftsmanship with a global audience. I like the challenge of reimagining traditional products for the American market, especially through modern branding that catches the consumer’s eye. This endeavor also fuels my creativity – collaborating with talented artists from across the country to design packaging and tell stories that actually resonate is incredibly rewarding. It’s a mixture of culture, purpose and artistry. I could not ask for more.
What is your advice to others who want to start out their very own successful side hustle?
My advice to anyone seeking to start a successful side business is to start out small and select quality over quantity. In today’s competitive market, consumers value authenticity and excellence. A beautifully branded product will only go so far if it is not of the right quality, so invest in getting it right from the start.
Building real relationships with suppliers is equally vital. Be transparent about the scope and limits of your business. The right partners will understand your vision and grow with you; if they can not meet you where you are, they will not be the most suitable choice.
Patience is one other key element. Success won’t occur overnight, but the small, consistent steps you are taking every day will compound over time. Focus on creating something meaningful and unique relatively than chasing quick wins. If you approach your business with care, perseverance and a commitment to quality, the rewards – each financial and personal – will come.