How Kitten Co. Jewelry Turned $2K into $350K Annual Revenue

Introduction

Kitten Co. Jewelry began when Maya Portorreal, frustrated by itchy rashes from brass and copper pieces, decided to create skin-friendly, stylish accessories. With just $2,000 saved, Maya launched her Shopify store in early 2019 as a side hustle while still working retail in New York City. The goal was simple: offer trend-driven jewelry that sensitive skin could handle without a high price tag.

Background and Challenge

Before Kitten Co., Maya made $45,000 a year at a luxury apparel brand. She found high-end pieces out of reach and cheap materials caused irritation. Maya spotted a gap: affordable, hypoallergenic jewelry. Early months saw near-zero sales. She needed traction fast but had limited budget and zero ads experience.

Solution and Strategy

Maya started by private labeling existing designs, sourcing from manufacturers willing to brand her line. She launched 150+ SKUs including rings, necklaces, ear cuffs, and anklets. To drive initial awareness, she sent DMs to influencers whose style matched her brand. A handful agreed to post photos, sparking early interest. Realizing her pricing was too low, Maya raised rings to $30 and necklaces to $250 to reflect demand.

The final boost came from a $3,000 Facebook Ads course taught by Abu Fofanah. Equipped with ad-copy techniques, targeting strategies, and retargeting funnels, she created campaigns that exploded her sales. Ads became a core channel, fueling consistent growth.

Growth and Results

Within four months Maya’s sales jumped from $0 to $500, then to $10,000 per month. After year one she hit roughly $250,000 in sales—surpassing her retail salary. She finally quit her day job in 2020, recording $472,000 in gross sales. A dip to $350,000 happened in 2021 when her main manufacturer paused operations, but she bounced back by finding a new partner.

One of the biggest moments was when rapper Saweetie wore the Maiko butterfly necklace in a global hit video. That trend-driving placement drove dozens of influencer reposts and a spike in orders.

Future Plans

Maya plans to expand her line by adding 150 new items, branching into men’s jewelry categories, and offering more styles across her core collections. She aims to keep prices accessible and continue investing in influencer collaborations and ad campaigns.

Conclusion

Kitten Co. Jewelry’s journey shows how solving a personal problem, smart product sourcing, and targeted marketing can turn a $2K side project into a $350K-per-year business. Maya’s mix of private label, influencer outreach, and paid ads offers a clear blueprint for aspiring DTC founders.