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This Couple Started a Side Hustle Out of Their Volkswagen. It Made $1 Million a Month Last Year and Is 'So Fulfilling.' Husband and wife Joe Demin and Rachel Connors are committed to building Yellow Leaf Hammocks — and supporting artisans in Thailand along the way.

By Amanda Breen Edited by Jessica Thomas

Key Takeaways

  • The couple appeared on 'Shark Tank' during the pandemic, then pivoted their business from wholesale to DTC.
  • They encourage aspiring entrepreneurs to know their numbers and listen to their customers.
Courtesy of Yellow Leaf Hammocks
Joe Denim and Rachel Connors.

This Side Hustle Spotlight Q&A features Los Angeles-based husband and wife Joe Demin and Rachel Connors, who co-founded Yellow Leaf Hammocks in 2011.

The couple bootstrapped their venture while selling hammocks out of the back of their Volkswagen and balancing day jobs. Yellow Leaf Hammocks made $1 million a month last year and has seen more than $30 million in lifetime sales. Responses have been edited for length and clarity.

Related: In Her Late 30s, She Pursued Another Creative Side Hustle — Then Turned It Into a Multimillion-Dollar Business

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