How I Started A $20K/Month Designer Smoking Accesories Brand

May 30th, 2020

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Monica Khemsurov

Founder, Tetra Shop

$20K

revenue/mo

Founders

Employees

Tetra Shop

shop-tetra.com

from New York, USA

started March 2015

$20,000

revenue/mo

Founders

Employees

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Klaviyo

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Later.com

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Plannthat

Discover what books Monica recommends to grow your business!

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Hello! Who are you and what business did you start?

I’m Monica Khemsurov, and I founded Tetra in 2015 with two friends. Tetra is an accessories brand offering beautifully designed smoking objects for aesthetically minded people.

When we launched the business four and a half years ago, there was no one else in the industry focused on developing products with an elevated sensibility, aimed at a more mainstream, style-conscious audience — we were the first. Being a longtime design curator and writer, it was personally very gratifying for me to be able to bring design thinking to a realm that was not previously known for it, but it was also good for business: Being first gave us a head start in brand recognition over the competition that has come along since.

Tetra actually started out as a retail store, selling products that we curated and commissioned from artists and designers. But as...

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