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My First Million

My mother-in-law's side hustle made $1M selling pillows?!?

41 min episode · 2 min read
·
Smithee Sodine

Episode

41 min

Read time

2 min

Topics

Career Growth, Productivity, Health & Wellness

AI-Generated Summary

Key Takeaways

  • Starting without expertise: Smithe launched her e-commerce pillow business with zero internet knowledge, learning Shopify, Photoshop, and Canva from scratch through Google searches and breaking skills into small daily chunks. Within two weeks of deciding to start, she had an operational Etsy store, proving technical inexperience should not prevent launching a business in your fifties or beyond.
  • COVID timing advantage: Opening the Etsy store in January 2020, sales jumped from $300 in month one to several thousand dollars monthly by March-April 2020 during lockdowns. The pandemic created massive demand as people focused on home decoration. She handled all production, packing, and shipping solo for nine months before hiring subcontractors to manage growth.
  • Made-to-order model: Instead of stocking finished products, Smithe maintains 400 fabric rolls and manufactures pillows only after orders arrive, shipping within three to five days. This approach minimizes inventory risk, allows customization including customer-supplied fabrics, and maintains a 5% return rate on Wayfair. The business operates with five to six subcontractors in a New Jersey workroom.
  • Revenue without reinvestment: The business generated $60,000 profit in year one, matching her teaching salary, then grew 100% in 2025 to reach seven figures. She never invested beyond the initial $10,000, maintaining healthy margins by focusing on direct customer relationships rather than scaling aggressively. She prioritizes work-life balance over maximum growth, spending Wednesdays with grandchildren.
  • Platform diversification strategy: Smithe sells through three channels: Etsy with 17,000 orders and 4.9-star ratings, Wayfair for volume sales, and her own website for direct customers. She also offers labor-only services where interior designers ship their own fabrics for pillow construction. She rejected Bed Bath and Beyond partnership after testing because their business model did not align with her operations.

What It Covers

Sam Parr interviews his mother-in-law Smithe Sodine about building a seven-figure decorative pillow business from scratch at age 50. Starting with $10,000 in January 2020, she grew Smithy Home Couture to over $1 million annual revenue through Etsy, Wayfair, and her own website, maintaining healthy profit margins while working flexible hours.

Key Questions Answered

  • Starting without expertise: Smithe launched her e-commerce pillow business with zero internet knowledge, learning Shopify, Photoshop, and Canva from scratch through Google searches and breaking skills into small daily chunks. Within two weeks of deciding to start, she had an operational Etsy store, proving technical inexperience should not prevent launching a business in your fifties or beyond.
  • COVID timing advantage: Opening the Etsy store in January 2020, sales jumped from $300 in month one to several thousand dollars monthly by March-April 2020 during lockdowns. The pandemic created massive demand as people focused on home decoration. She handled all production, packing, and shipping solo for nine months before hiring subcontractors to manage growth.
  • Made-to-order model: Instead of stocking finished products, Smithe maintains 400 fabric rolls and manufactures pillows only after orders arrive, shipping within three to five days. This approach minimizes inventory risk, allows customization including customer-supplied fabrics, and maintains a 5% return rate on Wayfair. The business operates with five to six subcontractors in a New Jersey workroom.
  • Revenue without reinvestment: The business generated $60,000 profit in year one, matching her teaching salary, then grew 100% in 2025 to reach seven figures. She never invested beyond the initial $10,000, maintaining healthy margins by focusing on direct customer relationships rather than scaling aggressively. She prioritizes work-life balance over maximum growth, spending Wednesdays with grandchildren.
  • Platform diversification strategy: Smithe sells through three channels: Etsy with 17,000 orders and 4.9-star ratings, Wayfair for volume sales, and her own website for direct customers. She also offers labor-only services where interior designers ship their own fabrics for pillow construction. She rejected Bed Bath and Beyond partnership after testing because their business model did not align with her operations.

Notable Moment

When Smithe first met Sam at her daughter's San Francisco apartment, he arrived at the botanical garden on a motorcycle holding a hot dog dripping with sauerkraut and ketchup. Her initial reaction questioned whether her daughter should date him, but his immediate FaceTime call to his parents to share their apartment view convinced her he valued family relationships appropriately.

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Episode Transcript

How do you create a multimillion dollar business starting with only $10,000 without having much of a plan, without doing a lot of research, without even knowing how to use Shopify, or, basically, you had to learn the Internet from scratch? Well, we have talked about this a little bit on this podcast, but I finally wanted to do an episode with a very special person, my mother-in-law. So about five years ago, my mother-in-law sat me down. She goes, Sam, I have this idea for a business. I wanna start this pillow company. Can you teach me how to do it? I gave the most generic advice ever on how to do it, not expecting her to do anything. Turns out she listened and she Googled and found actually significantly better advice, and she built a company that is now making millions a year in revenue. She started it in her early fifties, and it's killing it. And after years of just kinda quietly chugging along and building this epic business, I asked my mother-in-law, Smithee Sodine, to come on the pod and give her story. If you are in your thirties, forties, or fifties, and you are thinking about starting a business and you're sort of overthinking, you're not sure what to do, or even if you're in your twenties and you wanna figure out how to change your life, this is probably the most relatable and, I think, inspirational episodes that we have ever done. So it's a very special episode for me for obvious reasons. I love her to death, but I think you guys are gonna like it. Check it out. So let me set the stage here, Smithee. Okay. Smithee, do you even listen to the podcast? I do. I do, listen to some episodes. Alright. So the story is this. Basically, you came over, in your early teens as an immigrant. You had some kids, and you're a stay at home mom. And then the kids grew up and you were like, well, I'm not really sure what to do next. And so you kind of were, like, trying a bunch of different stuff. I think at one point, you got your real estate license and you did something a lot of people want or they think about. They think, like, I wanna start something. I wanna, like, do something. And you thought about it for a couple years, I think. And then all of a sudden, we had a conversation, and you basically told me what you were going to do. And I wasn't sure if I even believed that you were going to do it. But, basically, you were like, I'm gonna start a pillow business. You had done zero research. You didn't do any market research. And then all of a sudden, two weeks later, you have this online store. And before I know it, you had a bunch of sales. And now after doing this for six years, you've …

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Keep Reading

Books, tools, and gear mentioned in this episode

SignalCast may earn commission on purchases via these links.

Tools

  • by Shopify

    learning Shopify, Photoshop, and Canva from scratch through Google searches
  • by Adobe

    learning Shopify, Photoshop, and Canva from scratch through Google searches
  • by Canva

    learning Shopify, Photoshop, and Canva from scratch through Google searches
  • by Etsy

    grew Smithy Home Couture to over $1 million annual revenue through Etsy, Wayfair, and her own website
  • by Wayfair

    grew Smithy Home Couture to over $1 million annual revenue through Etsy, Wayfair, and her own website
  • by HubSpot

    Sponsors: HubSpot
  • by Hampton

    Sponsors: Hampton (joinhampton.com/reveal)

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