Mom Turned Makeup Artist Founds $600,000 Diaper Bag Business Citymouse

Alexandra Rutkay: Transforming Motherhood and Entrepreneurship

When her son turned 18 months, Alexandra Rutkay, found herself able to abandon her diaper bag and bring out her designer purses. However, during a family dinner in New York in August 2021, she discovered that her sleek Saint Laurent crossbody bag could not accommodate the essentials required for her toddler. This inspired her to create stylish crossbody diaper bags through her side business, Citymouse.

Citymouse: A Fashionable Solution for Moms

Citymouse, launched in June 2022, caters to mothers seeking a fashionable and practical solution to carrying their baby’s necessities. Alexandra Rutkay, a full-time makeup artist, combined her career experiences and her needs as a mother to develop these stylish diaper bags. According to CNBC Make It, the company has already generated nearly $600,000 in revenue this year.

Balancing Citymouse and Personal Life

Despite the demands of her day job and running Citymouse, Rutkay has managed to maintain a work-life balance. She dedicates 40 hours per week to Citymouse on top of her makeup artist duties. Her drive to build wealth for her son, especially after a health scare in 2020, has fueled her commitment to the side business.

Tips for Aspiring Entrepreneurs

Rutkay offers several pieces of advice for those seeking to start a side hustle. First, consistency is key. Treat your side business as a business, not a hobby. Second, know when to pivot. Understanding when to let go of an unproductive side hustle is invaluable. Last, don’t rely on outside investments. Bootstrapping your company affords you full control and decision-making power, which can be empowering.

Looking Ahead: The Future of Citymouse

Looking forward, Rutkay envisions selling Citymouse in the next five to seven years and exploring new ventures. She’s a firm believer in the power of resilience, innovation, and self-reliance in entrepreneurial ventures.

Want to diversify your income? Sign up for CNBC’s online course How to Earn Passive Income Online to learn about the various passive income streams and gain insights from successful stories.