Hobbies to hustles: how Sithu built two creative brands with the power of social media

When she was just 19, Sithu hadn’t planned to become a business owner. She wasn’t mapping out revenue streams or drawing up five-year plans; instead, she was immersed in what she loved—creating beautiful art. But what began as a hobby quickly spiraled into something much bigger, thanks to the power of social media. Today, she proudly runs Whimzy by Sithu and Fancyque Shop by Sithu, two ventures that blend creativity, passion, and a touch of whimsy. Whimzy by Sithu specializes in delightful and cute gift items that showcase her love for all things ‘cute and girly’, while Fancyque Shop by Sithu focuses on her stunning resin art, offering unique pieces that captivate the imagination.

In a generation where entrepreneurship defies traditional rules, Sithu is one such example of how passion, combined with platforms like TikTok, can transform personal interests into extraordinary enterprises. Her story is not just about business; it reflects how this generation is redefining success and utilizing available tools to craft something unique.

From art lover to entrepreneur: A journey fueled by TikTok and passion

“I’ve always loved art,” Sithu smiles. “Even as a child, I was drawn to creating things. Resin art, in particular, captivates my imagination.” Her journey began with no intention of launching a business. However, as she shared her creations online, people took notice. What started as a personal project quickly evolved into something larger.

“I didn’t plan to launch a business,” she admits. “But the love and response I received on TikTok were impossible to ignore. That’s when I knew I had to take this leap.” She added that TikTok helped me realise that I can turn my passion into business and empower others.

While her journey may have started by chance, Sithu’s goals evolved rapidly. “I realized I had a bigger mission,” she explains. “I want to help others, especially young people, embrace their little passions. Whether it’s art, crafts, or something entirely different, those small interests can blossom into something amazing.”

Sithu’s businesses aren’t just about selling products; they aim to inspire. Her mission is to demonstrate that even the smallest or most unconventional passions have the potential to grow into something significant.

When social media becomes a superpower

In an age where a single post can go viral faster than you can say “machine moderation,” Sithu recognized that entertainment platforms like TikTok could unlock doors that traditional marketing couldn’t. “TikTok has been a game-changer for my journey,” she shares. “It wasn’t just about reaching people; it was about creating awareness for things like resin art, which many hadn’t even known existed.”

However, social media comes with its challenges. Sithu faced online negativity and hate. “It was challenging at times, but I found ways to manage it. TikTok safety tools - allowing me to choose who can comment, disable comments on specific videos, and report harmful remarks—enabled me to create a space where my business could thrive despite the negativity.”

Sithu’s connection with TikTok deepened when she was invited to speak as a panelist at a workshop. “That experience was life-changing,” she recalls. “Not only did I share my story, but I also learned so much from other creators and the TikTok team.” The workshop equipped her with essential tools for taking her business to the next level, from content creation strategies to audience engagement.

A message for the Dreamers

At just 21, Sithu has built her businesses from the ground up, harnessing the power of social media, especially TikTok. Her message is clear: “Social media can change your life if you let it. I started my business at 19 by leveraging platforms like TikTok to showcase my passion. There are countless ways social media can impact you, but the choice is yours. Use it creatively and strategically, and make your dreams a reality.”

If you think social media is just for influencers and dance challenges, think again. For Sithu, it’s a canvas—a space where creativity, passion, and a little hustle can transform something small into something big. And her question is, if she can do it, why can’t you?