#startasidehustle
So if you feel like a swift or sudden exit is too intense, start small and start on the side. Don’t throw it all in if you can do it all instead; that is, keep the lousy job while you work on the big stuff.
Do it like Elle did. Elle Macpherson’s Intimates range launched around the height of the supermodel’s powers. In 1989/90, when she was just 26 years old, Elle inked a deal with intimate apparel company Bendon to produce an eponymous lingerie line. As one of the elite species that ruled the fashion, celeb and glossies worlds at the time, Elle the Entrepreneur was doing her day job while building her business on the side.
It paid off. In 2014, when her licensing deal with Bendon abruptly ended, analysts valued Elle Macpherson Intimates — the brand alone — at $300 million. While she’s shut shop with Bendon, Elle’s empire still has joint ventures WelleCo, her wellness company, and Elle Macpherson Body to rake in the cash. What’s priceless, though, is Elle’s attitude. Dumped by Bendon at 50 years old in favour of a certain German supermodel, the ‘exit Elle, hello Heidi’ moment energised the original Body to kick WelleCo into high gear.
Elle’s focus on wellness is a natural extension of her health-conscious image that, at her supermodel peak, defied the waifish look on the runways at the time. After capitalising on that fit form to sell lingerie, she now capitalises on her healthy vibe to sell wellbeing.
So first step is to think of an idea that could turn your natural vibe or your hobby into a business. What are you known for? What do you love to do? Read gossip mags? Create glam make-up looks? Edit music vids? Then you could be a blogger, beauty vlogger or DJ at your bud’s par-tays. Imagine if things snowballed and suddenly you’re a major beauty influencer, with more than 6 million YouTube subscribers (nice work, Carli Bybel), your own $550 million cosmetics line (crushing it, Huda Kattan) or a partnership with the likes of MAC (à la Desi Perkins).
Make this your career and you could end up a serious style influencer invited to sit beside US Vogue’s Anna Wintour in Balenciaga’s frow (and paid major money for endorsements). But you better eat, sleep and breathe your love. Those who make it know their stuff, know how to work their social networks and have a little bit of the ‘it’ factor. (Or, let’s face it, have a little help from well-connected friends.)
Remember that the aim is to start a side hustle, that is, earn wads. It’s great to blog on your own site but consider how to monetise your genius. If your talent lies in interior design, write up a series of blogs and pitch them to an online giant like Houzz. Be a contributor to an interior mag that is still published in print; you could help promote the mag online by republishing the print articles on your site and through your social media.
