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Episode Summary
What started with a simple problem—finding jewelry that actually fits—evolved into a creative, family-run business built around crystals, jewelry, carvings, and the relentless hustle of the event circuit.
On this episode of Homegrown Hustle, host Matt Eickman sits down with Alyssa Fuller and Jeremy Streit to explore the evolution of their business, from small farmers markets to major county fairs, conventions, and themed events across the Midwest.
Alyssa and Jeremy share how they discovered their niche by going beyond traditional crystal products, sourcing directly from mines and women-owned factories, creating memorable products inspired by pop culture, and learning which events are actually worth the investment. They also discuss balancing entrepreneurship with full-time work, parenthood, travel, unpredictable event logistics, and the possibility of eventually turning their side hustle into a full-time operation.
Key Takeaways:
Solve a real problem: Twin Rituals began by addressing the lack of inclusive jewelry sizing.
Differentiate or disappear: Unique crystal carvings helped the business stand apart from crowded jewelry markets.
Niche products create new customers: Pop-culture carvings introduce people to crystals through things they already love.
Go closer to the source: Direct sourcing from mines and factories can dramatically improve margins.
Events can be a serious business model: A business doesn’t need a traditional storefront to generate meaningful revenue.
Know the economics of the event: Higher booth fees can be worthwhile when the audience size and buying behavior justify the investment.
Say yes strategically: Taking on bigger opportunities can reveal capabilities you didn’t know you had.
Chapters:
00:00 — Welcome to Homegrown Hustle
01:05 — The Story Behind Twin Rituals
01:32 — Turning a Personal Problem Into a Business
02:46 — From Small Markets to 84 Events
03:41 — The Pivot Into Crystal Carvings
05:11 — Expanding Beyond Traditional Jewelry
06:12 — Alyssa’s Creative Origins
07:34 — Learning the Event Business
08:59 — Finding a Bigger Market
09:18 — Sourcing Directly to Protect Margins
10:16 — The Volume Game
11:19 — When a Hobby Becomes a Business
12:34 — Building Customer Loyalty
13:18 — Turning Products Into Experiences
14:00 — Balancing Business and Parenthood
15:04 — The Side Hustle Advantage
16:15 — The Brick-and-Mortar Question
17:14 — The “Lottery Dream”
18:28 — Preparing for the Event Circuit
19:45 — Can an Event Business Be a Long-Term Business?
20:11 — Why Bigger Shows Can Be Better
22:10 — The Power of Saying Yes
23:21 — Perseverance and Adaptability
24:15 — Why Being Nice Is Good Business
25:34 — Understanding Event Economics
27:28 — Increasing Margins Through Bulk Buying
28:27 — Matching Products to the Audience
29:30 — Building a Family Business on the Road
31:45 — Expanding Beyond Minnesota
32:23 — The Case for a Flexible Business Model
33:34 — Thinking Beyond Crystals
35:21 — Staying Original in a Competitive Market
36:12 — The Minnesota State Fair Dream
37:41 — Where Twin Rituals Goes Next
38:08 — Building an “AI-Proof” Business
39:30 — Running on Hard Mode
40:41 — Keep Hustling
GUEST RESOURCES:
Website: https://twinrituals.com/
Facebook: https://www.facebook.com/twinrituals
Tiktok; https://www.tiktok.com/@twin.rituals.crystals
Instagram: https://www.instagram.com/twin_rituals/
