When Alexandra Rutkay’s son turned 18 months old, the New York makeup artist eagerly swapped her diaper bag for designer purses—only to discover a problem. “I couldn’t fit essentials like wipes or snacks in my Saint Laurent bag,” recalls Rutkay, 41. That moment sparked Citymouse, her now-thriving side hustle selling chic, convertible diaper bags that has generated nearly $600,000 in revenue this year alone.
Balancing Hollywood and Entrepreneurship
While working 16-hour days as a film and television makeup artist, Rutkay spent nights and weekends developing her business. She partnered with a Chinese manufacturer to produce her designs, launching through Shopify and TikTok Shop. Documents reviewed by CNBC Make It confirm the company’s rapid growth.
A Family Affair
Initially keeping the venture secret due to past side hustle failures, Rutkay now runs Citymouse with her husband David, who left his job to handle operations. The couple projects paying themselves $150,000 this year from the business.
Health Scare Fuels Financial Motivation
Rutkay’s drive intensified after a 2020 soft tissue sarcoma diagnosis. “After chemo and surgery, I thought about what I’d leave my son,” she says. Now cancer-free, she works 40 weekly hours on Citymouse alongside her makeup career, determined to build generational wealth.
Lessons From Failed Ventures
Previous attempts included a pizza-themed baby blanket sold via Amazon FBA, which lost $6,000. “I learned SEO alone doesn’t sell products,” Rutkay admits. With Citymouse, she invested in marketing and identified an emotional connection for customers—key differences she credits for success.
Business Insights From a Six-Figure Founder
In an exclusive interview, Rutkay shared hard-won advice for aspiring entrepreneurs:
On Replicating Success
“Solve a real need, but timing and luck matter. Treat it as a business, not a hobby—consistency is everything.”
Knowing When to Quit
“The market tells you. If you’ve tried all marketing avenues and get no response, that’s your sign.”
Most Overrated Advice
“‘Go on Shark Tank.’ Bootstrap instead—maintaining control is empowering. You don’t need investors to profit.”
The Road Ahead
While Rutkay dreams of selling Citymouse in 5-7 years to fund new ventures, she remains focused on growth. “Finding products that make people feel something? That’s how you hit gold.”
Editor’s Note: This story has been updated to clarify Rutkay’s initial secrecy about her business venture.
Relation topics:
- USC Football’s All-Access Blog Sets the Standard in Sports Media
- Gen Z Is Redefining How People Search Online
- Why Should Bloggers Embrace Multimedia Content Now?
