Shopify Masters Inside the Pivot That Helped This Family Business Hit Nearly $1 Million in Revenue
Nov 20, 2025
Stephanie and Mo Reid, co-founders of MiJa Books, share their inspiring journey from a home library to a nearly $1 million business dedicated to diverse children's literature. They reveal how customer feedback prompted a pivot from senior care to book fairs, leading to a thriving enterprise. Listen as they discuss the lessons learned from pop-up shops, the operational challenges of running school book fairs, and their innovative strategies using giveaways and automation to grow their reach. Their story is a testament to creativity and resilience in business!
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Hobby Became A Business Pivot
- Stephanie turned a pandemic hobby of building a diverse home library for her daughter into MiJa Books when her senior-care business stalled.
- Difficulty finding multicultural books sparked the pivot from a blog to e-commerce and then to selling books directly.
Treat Pop-Ups As Marketing Expenses
- Treat mall pop-ups as marketing billboards, not guaranteed profit centers unless AOV is very high.
- Budget mall leases as customer acquisition costs and expect uneven traffic outside holiday periods.
Book Fair Eureka Moment
- A PTA parent suggested doing book fairs and they ran one at a fall festival for two hours.
- That two-hour event made more than a week of store sales and revealed book fairs as a high-leverage channel.