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The Side Hustle a Mom Started in Her NYC Apartment Hit $50K in 3 Days, Then Surpassed $1.7M in Sales: ‘A Power Move’

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The Side Hustle a Mom Started in Her NYC Apartment Hit $50K in 3 Days, Then Surpassed $1.7M in Sales: ‘A Power Move’

Alexandra Rutkay, a makeup artist on film and television sets, has a parent-friendly side hustle.

This Side Hustle Spotlight Q&A features Alexandra Rutkay, 43, a New York City-based makeup artist who works on film and television sets. Currently, she is Mariska Hargitay’s personal makeup artist for Law & Order: SVU. Rutkay also runs a side hustle out of her apartment: citymouse, which sells a minimalist crossbody diaper bag for parents. Her side hustle, launched in 2022, hit seven figures within a couple of years — and even surpassed $50,000 in three days over one weekend. Responses have been edited for length and clarity.

When did you start your side hustle, and where did you find the inspiration for it?
I launched citymouse at the end of 2022 out of our New York City apartment, and 2023 was our first real year. The night I realized the brand needed to exist was when my husband, son and I were heading to dinner post-pandemic. I reached for a cute small bag and realized I couldn’t fit my son’s sippy cup, diapers, baby wipes and a few of my things inside.

I couldn’t find a diaper bag geared toward those in-between years where you don’t need everything but still need some things. Especially a transitional bag that a woman would want to grab or wear even if they didn’t have kids. The baby gear industry offers what I call “single-serve items” because so many of them never get touched again after a few months.


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