Stoic Muse
About the Company
Stoic Muse focuses on Stoic philosophy-inspired designs, taking influence from thinkers like Marcus Aurelius. Jeff’s passion for Stoic teachings and creative arts led to the creation of merchandise showcasing meaningful quotes and art. The primary sales platform is Etsy, with additional attempts at leveraging Print-on-Demand (PoD) services such as Printful. Most products are designed to appeal to a niche audience interested in Stoicism and thoughtful, minimalist designs.
The business was initially established as a creative outlet, allowing Jeff to combine his love for graphic design and philosophical teachings. The designs primarily cater to audiences seeking inspiring, intellectual, and aesthetically pleasing merchandise. Stoic Muse has garnered a positive reception, evidenced by nearly 200 five-star Etsy reviews.
Idea Behind Company
Jeff's journey toward founding Stoic Muse began while living in Bali as a digital nomad. He was burned out from managing an Amazon FBA business and wanted to start a creative side project. Inspired by Ryan Holiday’s book The Obstacle is the Way, Jeff decided to create products reflecting Stoic philosophy, blending art and wisdom to inspire others.
The initial idea revolved around designing and selling T-shirts, stickers, and posters through Print-on-Demand services. The Stoic philosophy's timelessness, paired with Jeff’s creative vision, allowed Stoic Muse to stand out in a competitive market. By aligning the brand with a specific philosophical niche, Jeff was able to build a loyal customer base.
Creating the Company
Designing Stoic Muse’s products was a straightforward yet iterative process. Jeff utilized Print-on-Demand platforms, focusing on creating visually appealing designs tailored to T-shirts, stickers, and other merchandise. He began experimenting with multiple platforms, including Merch by Amazon and Redbubble, but quickly found that Etsy was the most effective for sales and customer engagement.
Jeff relied heavily on tools like eRank, an SEO tool for Etsy, to optimize his shop’s visibility. He also included personalized messages in each customer receipt, which helped generate positive reviews. Stoic Muse’s branding emphasizes simplicity, quality, and authenticity, resonating with its audience.
Launching the Business
The business officially launched with Etsy as its primary platform. Jeff experimented with cross-posting designs to other platforms, such as Amazon and Redbubble, but focused on Etsy after seeing higher sales. Social media played a minimal role, as Jeff admitted to disliking content creation and instead relied on organic traffic and reviews to grow the business.
A major challenge during the early days was fulfillment delays caused by COVID-19, which severely affected Print-on-Demand services. Jeff adapted by diversifying his Print-on-Demand partners to mitigate future risks. He also invested time in creating SEO-friendly listings and building credibility through customer reviews.
Earnings
Stoic Muse generates approximately $3,000 in monthly revenue, with a 40% profit margin. The business sells 100-150 T-shirts monthly, and Jeff aims to scale sales further. Key contributors to this success include quality designs, personalized customer interactions, and positive reviews on Etsy.
Jeff learned valuable lessons about managing thin margins, the limitations of paid advertising, and the importance of diversification within Print-on-Demand platforms. Despite its steady growth, Stoic Muse remains a side project, with future plans to expand its product range and further optimize its online presence.
