Editor-DN
In this Side Hustle Spotlight Q&A, Joshua White, a 50-year-old father of six and grandfather of two, lives in Boca Raton, Florida. In 2019, White began a side hustle: The cell phone familythe brand behind the multifunctional STEM learning tool for kids that allows them to help with DIY projects around the house. Answers have been edited for length and clarity.
Photo credit: Rose Jeweler. Joshua White.
What was your day job or primary occupation when you started your career? Side hustle?
I am the principal and creative director of The Off White Companya multidisciplinary design firm. My journey began in traditional design, where I honed my skills in branding and design. This foundation eventually led me into the world of 3D animation and storytelling, working with industry legends like Christopher Reeve and other Hollywood A-listers to create compelling narratives.
While I worked on essential products or promotional items for the films I worked on, I expanded my expertise into manufacturing pipelines—creating everything from Cathay Pacific flight attendant Barbie dolls to the rebranding of popular coffee maker AeroPress. to do My approach has always been to deliver 360-degree solutions that are brand-centric, innovative and seamlessly integrated. Marketing and go-to-market strategies.
when did you start Side hustleand where did you get the inspiration for it?
I started. The cell phone family After a trip in 2019 Home Depot With my young daughter. We were looking for tools they could use, but quickly realized there was nothing on the shelves specifically for kids—nothing real, functional, safe, and certainly nothing that was just a Don’t be a toy. That moment sparked an idea for a better solution.
Photo credit: Courtesy of Handy Famm
What were some of the first steps you took to get your side off the ground?
After running a creative agency for over 25 years, I have been fortunate to work with iconic brands such as Chobani, Maple Hill, Jordan and Arrow Press, bringing their inspirational ideas to industry leading brands. Helped to change.
This experience taught me an important lesson: great ideas Solve real, relevant problems.. As a father of six, I know firsthand the challenges parents face – keeping kids away from screens while fostering family bonding. I set out to create something that was not only hands-on and engaging, but also educational, fun and safe — a DIY solution that brings families together.
I also knew the product needed to be versatile enough to be developed into a wide range of DIY tools and, as a branding expert, I wanted a strong, iconic element to tie everything together. . That’s how Handy Famm’s first product was born: a playful bird character with a design full of personality. It features a tape measuring tongue, an Eye-conic™ level built into its eye (both functional and visually entertaining) and a built-in angle finder protractor.
To get there, I spent time deconstructing tape measures with my team, sketching ideas with my kids, 3D printing prototypes and refining the design until it was just right. We gave the bird unique color options, fun names and distinct personalities, which added depth to the brand. This became the basis of Handy Famm’s approach – mixing with practical tools Creativity To make everyday DIY projects accessible and enjoyable for kids and families.
Although we started with a soft launch on Kickstarter, successfully raising our $10,000 goal, the real work took place during the COVID-19 lockdown. I used this time to improve the product, working closely with the factory to perfect my multifunctional tape measures. It wasn’t until October 2022 that I went full throttle, launching Handy Famm. Amazon And to take our mission of empowering the next generation of workers to a wider audience.
Photo credit: David Khabinski
What were the biggest challenges you faced during your build? Side hustleand how did you navigate them?
Inventing and Building a product from scratch Always challenging, but I’ve spent my career turning ideas into reality, so this was actually the “easy part.” The real challenge was sales: getting into Amazon, securing retailer sites, driving traffic from social to our website and navigating brick-and-mortar retail. Each step came with a learning curve—finding the right team members, building partnerships and understanding consumer buying behaviors. These are challenges I’m still navigating, but being flexible, embracing failures as learning opportunities and moving forward is key to our growth.
Another major hurdle was logistics. Finding a 3PL A partner that understands our growth needs and can consistently deliver without issues is critical to smooth scaling. Unfortunately, we went through several vendors early on, making mistakes and learning as we went. We’re actually in the process of transitioning again, and I’m optimistic that this next step will set us up for long-term success.
How long did it take you to see consistent monthly income? How Much Did Side Hustle Earn?
We were lucky to see. Income As soon as we launched on Amazon — it’s a great platform for us. However, it took about a year to get consistent results. In our first year, we made $185,000 in sales primarily through Amazon and our website.
What does growth and revenue look like now?
In late 2023, I recognized the need to raise pre-seed capital to acquire explosives. Development And fully understand my vision for the brand. This includes developing additional role-based tools and adopting social channels more effectively.
In 2024, we went full throttle – the invention, Patent And two years of product designing in less than six months. The rest of the year was spent traveling to China setting up factories, building our team in sales, social and operations and making sure everything was ready to scale.
Even with just our bird and dog tape initiatives, we’ve locked in $500,000 in sales for 2024 – a testament to our strength. Mission and products. With a strong foundation and a growing team, we are on track to shatter these numbers in 2025 and empower families through creativity and learning.
Photo credit: David Khabinski
What do you enjoy most about it? Side hustle?
As someone who loves. Building a businessIt’s incredibly rewarding to see how my simple walk through Home Depot with my daughter turned into a thriving business with an engaged community of customers and brand advocates. What excites me most is that parents, kids and even retail shoppers resonate with our mission to empower the next generation of workers. Knowing that we are at the forefront of reviving the skilled trades—carpenters, plumbers and creatives who are not afraid to use their hands—is deeply satisfying.
On a personal level, I love dreaming up new tools and products to enhance the Handy Famm experience. Bringing our 3D animated characters to life, personifying them and using them to energize the brand is endlessly exciting. Cracking the code on social media, our growing Youtube Maintaining and optimizing the retail channel are the challenges that keep me motivated and motivated every day.
But the best part? Knowing my six children and two grandchildren not only use these tools, but also proud of what their father and grandfather built. Seeing them scale, build and create—what I dreamed of—is a reality. Hearing them say, “My father made it” or “My grandfather made it” is everything. It is of this type Legacy Which makes every late night and early morning worth it.
Photo credit: Courtesy of Handy Famm
What advice do you have for others hoping to start their own successful side hustles?
Start with a real problem you’re interested in solving—something that genuinely excites you. Don’t get caught up in chasing perfection; Just start, test and tweak as you go. And remember, a side hustle isn’t just about extra income: it’s about building something meaningful that energizes you, challenges you, and adds joy to your life. Surround yourself. Positivityyou people want to share your journey with, and make it something you’re proud of.
