Shopify Masters How Two Friends Built a Multimillion-Dollar Business While Keeping Their Day Jobs
Nov 4, 2025
Rachel Hochhauser and Jena Wolfe, co-founders of Piecework Puzzles, discuss their journey from a fun rainy weekend project to a thriving multi-million dollar brand, all while balancing full-time careers. They delve into their unique bootstrapping approach, which allowed them creative freedom without investor pressure. The duo reflects on launching viral products like cocktail napkins and their strategies for navigating challenges together as best friends. Their insightful lessons around brand building, product development, and adapting in a competitive market are sure to inspire aspiring entrepreneurs.
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Rainy Cabin Sparked A Side-Project Brand
- Rachel started Piecework after a rainy cabin weekend where she discovered jigsaw puzzles and felt inspired to redesign them.
- She and Jena treated the brand as a creative side project while running a design agency, not an immediate full-time business.
Design Puzzles As Collectible Worlds
- Piecework treats each puzzle as a themed "world" with its own title and collectible spine for shelf display.
- They designed packaging to read like an art book so customers would display and photograph it, fueling organic social growth.
Bootstrap To Keep Creative Control
- Do not rush to raise outside capital if you can support yourself elsewhere; bootstrapping preserves creative control.
- Expect to work years without paying yourselves when you prioritize autonomy over investor funding.