Editor-DN
This Sidehustle Spotlight Q&A features Damien Primus, a 45-year-old musician based in Queens, New York. Primus launched an olive oil brand during the pandemic. First imports As a side hustle; The business has since grown into six figures. Answers have been edited for length and clarity.
Photo credit: Matt Dine. Damian Primus.
What was your day job or primary occupation when you started your career? Side hustle?
For over 20 years, I have worked as a classically trained musician. My love of art and music began at a young age, which led to my move to New York, where I earned my Bachelor’s and Master’s degrees in Music Performance from The Juilliard School. My career has taken me all over the world, and I’ve had amazing experiences working with some of the greatest musicians of all time (and my personal favorites), such as jazz legend Joe Zawenfel, The Who at Madison Square Garden and one The Tiny Desk Concert With Josh Groban and the cast of Broadway Sweeney Todd.
When did you start your side hustle, and where did you get the inspiration for it?
When the plague struck, Broadway Darkness fell, and the live music stopped. This meant I would be out of a job for a while, which was really scary. Will things return to normal soon? This was the question that was running through my mind. It was at this pivotal moment in my life that I began to reflect on what made me happy besides music and how I could use that passion. Stir to one side. I have always had a great sense of pride in the homeland of my grandparents in Evia, Greece. The rich culture, the beauty of the lands and the food really impressed me. So, I called on a friend of mine who produces great olive oil, the kind of extra virgin olive oil you can’t find on American supermarket shelves, and Primus Imports was born.
Photo credit: Courtesy of Primus Imports
Some of the first steps you took to get Side hustle Off the ground?
The first steps weren’t very easy, but I think it’s an essential part of any startup. Small business is like You need to experience “growing pains” as I like to call it. During the pandemic, most manufacturing and fulfillment either slowed or stopped. It took a while to get the first 150 liters of extra virgin olive oil from my grandfather’s town to New York, but when the product finally arrived, I was able to speed up the process of labeling each bottle by hand. I started selling to friends and family who spread the name of Primus Imports word of mouthand bottles sold out! It reassured me that there was a niche I could open in the US market and boosted my confidence to continue this new journey.
What were some of the biggest challenges you faced while building your side hustle, and how did you navigate them?
I must say there were many challenges. One of the biggest challenges I faced was getting funding. With a limited budget, I had to rely on the profits of each shipment to finance the next, which meant slower development. But in the past, it’s helped me avoid making costly mistakes and helped me invest in production Packaging.
I was also completely unfamiliar with the import process. It was overwhelming due to complex regulations, paperwork and logistics. I sought advice from anyone who could offer insight and persevered in seeking the right contacts for guidance.
Additionally, E-commerce presented their challenges. I had to learn new skills such as creating a website, organizing shipping and ensuring the safe delivery of delicate products such as olive oil in glass bottles. Factors such as weather and temperature during shipment also became major obstacles, but through persistence and trial and error, I was able to find a solution.
What does revenue and growth look like?
One thing to keep in mind about Primus Imports is that we were selling a small batch of olive oil that is harvested once a year. When a product is gone, it’s gone! Within two to three months, we were able to see consistent revenue and eventually sold out. Our primary crop is olive oil After a while. This meant we had to pivot to find more product until the next harvest in Greece. We found a southern hemisphere producer in Peru, which receives olive oil from the northern hemisphere at the opposite time of year. It helped sustain us. Brand awareness Provided continuous funding and growth for the business in the market and month after month.
Since we launched in 2022, Primus imports have steadily increased. In the first year, we grew by 200%, and in 2023, we grew by 305% from the previous year. DTC That’s where we see most of our sales, with a small portion coming from wholesalers and small retailers. What makes Primis Imports unique is our continued mission to source small producers with the highest quality products. In 2024, we started expanding our product line with two honeys from the islands of Milos and Thassos, and in 2025, we will launch more products in the snacking and cooking categories.
Photo credit: Courtesy of Primus Imports
What do you enjoy most about this side hustle?
I enjoy it. Side hustle Allows me to stay deeply connected to my roots and heritage. Partnering with small Greek producers not only strengthens local economies, but also helps share their craft with a global audience. I love the challenge of reimagining traditional products for the American market, especially through innovative branding that captures the consumer’s eye. The project also fuels my creativity – collaborating with talented artists across the country to design and create packaging is incredibly rewarding. Storytelling Which really resonates. It’s a combination of culture, purpose and art, and I couldn’t ask for more.
What advice do you have for others hoping to start their own successful side hustles?
My advice to anyone who wants to start a successful Side hustle Start small and prioritize quality over quantity. In today’s competitive market, consumers value authenticity and excellence. A beautifully branded product will only go so far if the quality isn’t there, so invest in getting it right from the start.
Real construction Relationships Equally important is with your suppliers. Be transparent about the scope and boundaries of your business. The right partners will understand your vision and grow with you. If they can’t meet you where you are, they may not be the best fit.
Patience is another key ingredient. success It doesn’t happen overnight, but the small, consistent steps you take every day will add up over time. Instead of chasing quick wins, focus on creating something meaningful and unique. When you approach your side hustle with care, persistence and a commitment to quality, the rewards – both financial and personal – will follow.
