Starbucks barista’s side hustle brings in $1 million a month

This Side Hustle Spotlight Q&A features Haley Pavone, 29, of San Luis Obispo, California. Pavone was a junior in college and working part-time as a Starbucks barista when she started the side hustle that became her full-time business. fashion shoesWhich sells convertible heel to flat shoes. Responses have been edited for length and clarity.

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When did you start your side and where did you get the inspiration from?
I founded Passion in 2016 after suffering a high heel related injury. I wore six-inch platform stilettos to my sorority spring formal and, obviously, I couldn’t dance in them. So, I solved that problem the same way most women do – I took off the heels and went on the dance floor barefoot. unfortunately, literally my inspiration hit When one of my sorority sisters, who was still wearing her heels, accidentally knocked the ballpoint of her stiletto off my bare foot!

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After enduring that crucifixion punishment, I had a light bulb moment: Why was I constantly being barefoot because of my heels? Why can’t we create a shoe product that blends signature high-heel style with sneaker-level comfort and practicality without any compromises? Thus, the idea of ​​fashion convertible heels was born.

What were the first steps you took to get your cause off the ground?
My first step was to enter my idea into startup competitions at my university. Over three contests, I was able to win $26,500 in equity-free grant funding. I then used that money to hire an initial footwear development team (ex-Nike, Ariat and Keen professionals) to bring the design to life. Once we had the initial prototype, I was able to use it for angel investment, ultimately raising $4.5 million to bring the product to life.

“I really wish I hadn’t spent as much time as I did playing the VC-fundraising game.”

Are there any free or paid resources that have been particularly helpful to you in getting this business up and running?
One of the best resources was building our ecommerce website on Shopify. The tools, support and sophistication of the resources available are top notch – and accessible at entry-level prices that are great for value. It makes it easier than ever to create and launch an ecommerce brand, and it can go with you from the early days all the way up to multi-million-dollar brands.

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If you could go back in your business journey and change one process or approach, what would it be, and how do you wish you had done it differently?
I really wish I hadn’t spent as much time playing the VC-fundraising game as I did. Unfortunately, much of the modern VC landscape doesn’t work well for consumer product brands. I wasted a lot of energy and time that could have been better spent marketing and operating my business (ultimately, the brand made more money than I successfully collected).

When it comes to this specific business, what is something that you have found particularly challenging and/or surprising that people who get into this type of work should be prepared for, but perhaps aren’t?
Managing cash flow in a product-based business. It’s an incredibly delicate dance, especially when you’re moving fast. Because of the time it takes to make a product (usually about four months or more), you have to constantly purchase levels of inventory that cost more than the cash you have on hand. We all want to grow our businesses fast, but when it comes to product companies, you need to be strategic and systematic with how you manage your growth. If you move too fast, your own success can bankrupt you.

“You have to focus on the immediate resources you have and what you can do.”

Can you remember a specific example when something went horribly wrong? How did you fix it?
One of our biggest crises in the history of business happened in 2022. We grew 450% in 2021 and were excited to maintain that growth rate, so we placed our largest inventory order ever in the new year, totaling $1.5 million. Unfortunately, the boat carrying that order was hit by the height of the supply chain crisis. The goods which should have arrived in four months did not arrive for 11 months., This led to a seven-month period where we not only had no money, but also had no new inventory available to sell to make more money.

We quickly shifted our marketing efforts away from seasonal styles and focused on promoting the core assortment we had to acquire new customers, with moderate seasonal support on the pre-order model. In the startup world, things will happen that you can’t easily control… in those moments, you have to focus on the immediate resources at your disposal and what you can do quickly to convert those assets into cash.

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How long did it take you to see consistent monthly revenue? What do growth and revenues look like now?
For the first two and a half years of business, we were in “stealth mode” while we acquired patents and built our supply chain. When we launched in 2019, we saw initial growth, but hit major hurdles when the pandemic hit soon after. We don’t see consistent monthly profits until 2022 or annual profits until 2023 – but we’re proud to have been a profitably growing business since then. In 2025, we’re growing 20% ​​year-over-year – recently posting our first $1 million net revenue in September.

What do you enjoy most about running this business?
Impact! Being able to have an idea and get it straight into the hands of the customer is such an exciting journey, and, being in fashion, we get the chance to do that with a new product line and marketing campaign every season. We are constantly innovating and pushing our creativity. It never gets old.

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What is your best specific, actionable business advice?
Listen to your customers like your life depends on it – your brand’s life literally depends on it. No customers means no business. Many founders treat customer service as an afterthought, but it may be the most important thing you can invest in.

This Side Hustle Spotlight Q&A features Haley Pavone, 29, of San Luis Obispo, California. Pavone was a junior in college and working part-time as a Starbucks barista when she started the side hustle that became her full-time business. fashion shoesWhich sells convertible heel to flat shoes. Responses have been edited for length and clarity.

Want to read more stories like this? agree money makersOur free newsletter is full of creative side hustle ideas and successful strategies. Sign up here.