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This as-told-to essay is based on a conversation with Sydney Bencriscutto, a 34-year-old electrician-turned-entrepreneur in Milwaukee. It has been edited for length and clarity.Between 2010 and 2020, I split my time trying to succeed as a hip-hop artist while working as the grunt for higher-skilled electricians. I commuted two hours a day to a dirty, physical job and felt unfulfilled.
Double Oak Essentials now includes a line of wallets, candles, and more. I do everything from advertising, photos, and videos to branding, packaging, and website design myself.I started selling on Shopify and Etsy and use fulfillment centers across the country for some products but keep small items like wood chips and candles at home and ship them out myself.A few months later, my step-brother and I partnered to restart my once-failed brand Royal Clips, which sells fade kits.
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