Chloe Winstanley began making and selling polymer clay earrings as a hobby.
It was a decent side hustle, but the big unlock came when she started teaching other people how to make the jewelry.
“I just realized that I could make way more money from hosting people for workshops than I could just by selling the earrings,” she explained.
Her business taps into the “experience economy,” helping people get out from behind their screens and out in real life with friends.
In just a couple years, Chloe sold more than $100k worth of tickets to her in-person workshops.
Here’s how she did it.
Tune in to Episode 634 of Side Hustle Show to learn:
how to turn a hobby into a profitable business.
tips for attracting and keeping workshop attendees.
simple marketing tactics for local events.
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Turning a Hobby into a Business
Chloe kept things casual at first. She advertised her workshops on Facebook (no fancy marketing strategy here, just a few dollars in ads) and booked affordable venues at community centers for $30-$50 per hour.
As she got more comfortable, she realized something important: people were willing to pay for the experience. Why spend hours crafting for just one sale when she could teach 20 people at once and earn far more?
By the time Chloe got a handle on pricing and demand, she had bumped her workshop fees to $100 NZD per person as she realized her time, skills, and the overall experience were worth it.
How Did She Get Her First Customers?
“Honestly, Facebook ads worked great for me,” she said. “I didn’t need to spend much, and I’d get enough people signing up to make it worth it.”
Chloe loves Facebook ads. She kept things simple, using a small portion of her revenue (10%) to advertise her workshops locally, and it worked.
People saw the ads, signed up, and even better, they didn’t come alone. Groups of friends, work buddies, and bachelorette parties were eager to book these creative, fun experiences together.
Most people weren’t there for the actual crafting; they were there to have a good time.
She wasn’t trying to reinvent the wheel here — she just makes sure that her ads have a little personality. Puns, fun phrases, and emojis grabbed attention, making the workshops seem like a fun outing and not just another class.
Growing Pains and Validation
Of course, the journey wasn’t all smooth sailing. Like many entrepreneurs, Chloe faced imposter syndrome in the beginning.
“I’m not a professional artist. Why would these people want to come and learn from me?” she wondered, having only just learned the craft herself a few months prior.
But with each successful workshop, her confidence grew. And so did her prices.
One big win was realizing that people weren’t just paying for the end product; they were paying for the experience. The communal vibe, the fun, and the chance to get creative with friends — that’s what people valued most.
Tools and Tricks for Success
Chloe didn’t need a million-dollar setup to get started. Her go-to tools were straightforward and accessible:
Squarespace for her website and ticket sales
Canva for creating fun, eye-catching marketing materials
CapCut for editing videos of her workshops
These tools, combined with Facebook ads, were the backbone of her business.
For anyone looking to start something similar, Chloe recommends platforms like Eventbrite or Humanitix for selling tickets if you’re not ready to invest in a full website.
Just keep your costs down while you figure out if your idea works.
What’s Driving Sales Today?
Facebook ads are still a key driver of sales, but Chloe has expanded her reach with platforms like Eventbrite, AllEvents, and even local Facebook groups.
While some of these platforms take a small percentage of revenue, they help expose her workshops to a wider audience without much effort on her part.
And with her workshops growing, she’s focusing on repeat customers and word-of-mouth marketing to fill seats.
The Magic of Delegation
As her workshops grew in popularity, Chloe faced a good problem: she couldn’t keep up with demand and had to delegate some tasks.
So she trained a friend who also ran her own candle business to host workshops. This allowed Chloe to step back from the day-to-day, focusing instead on growing the business and scaling it beyond New Zealand.
By handing over the reins for the workshops, Chloe was able to expand her business to new cities (Auckland, Wellington) and even countries. She’s now set on bringing her pop-up workshops to the U.S.
Mistakes, Surprises, and Learning Along the Way
Like any entrepreneur, Chloe encountered her fair share of challenges. Not every workshop idea was a hit, and some of them had to be canceled due to low interest.
She also found that some ideas, like a soap-making workshop, just didn’t resonate with her or her audience. It was a learning process, and Chloe adjusted her offerings based on what people responded to.
One surprise was the importance of having an alcohol license for some of her workshops. By offering drinks, she was able to create a more relaxed, social atmosphere, which attendees appreciated. It takes aways the “I’m scared because I’m not creative enough” barrier of thought.
She also hired a bartender for larger events, which added to the overall experience.
What’s Next for Chloe?
Looking ahead, Chloe is excited about expanding her workshops across the U.S., with pop-up events in different cities.
The idea of traveling while hosting workshops has her fired up, combining her love of crafting with the excitement of exploring new places.
Beyond that, she’s focused on growing her 100kArtist coaching platform, helping other artists turn their passion into profitable businesses.
Final Thoughts
At the end of the day, Chloe’s success isn’t just about teaching people to make earrings—it’s about creating memorable, fun experiences for her attendees.
Whatever it is—a night out with the girls, a team-building activity, or a creative escape—Chloe has found a way to connect people and inspire them.
So, if you’re sitting on an idea, don’t wait. Take a page from Chloe’s book—roll up your sleeves, dive in, and see where it takes you!
Chloe’s #1 Tip for Side Hustle Nation
“Just go for it.”
Episode Links
100kartist.com
Squarespace
Canva | How to Make Money with Canva
CapCut
Eventbrite
Humanitix
AllEvents
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