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181 | How to Grow a Multi-Platform Online Business with Julie Oxendine

If you’ve ever dreamed of turning your craft into a full-time income, this episode of Creatives on Fire is for you! I sat down with my dear friend Julie Oxendine, the powerhouse behind Julie’s Wreath Boutique, to talk about how she built a thriving creative business across multiple platforms. From a humble kitchen table to a full-scale social media empire, Julie has mastered the art of selling, teaching, and growing an engaged audience.

How Julie Oxendine Built a Multi-Platform Business from Crafting Wreaths

From Hobby to Thriving Business

Julie started her wreath-making business nine and a half years ago with no prior experience in social media or online selling. After watching a YouTube video of someone selling wreaths on Etsy, she thought, “I can do that!”—and she did. Her first craft show resulted in $800 in sales, proving there was demand for her beautiful handmade creations. However, by the end of her first three months, she realized she had only profited $500 after expenses. That was the turning point.

Instead of giving up, Julie prayed for guidance and set a clear intention: If this business isn’t going to change my family’s life, I can’t do it. That same day, everything started to shift. A blogger discovered her viral sunflower wreath design and featured it on Good Housekeeping, leading to an explosion of traffic to her Etsy shop and social media pages.

The Power of Social Media for Creators

Julie credits social media with taking her business from a side hustle to a full-time income. She started with Facebook and Etsy, growing her audience organically by engaging with her followers and sharing content consistently. In 2017, she expanded to YouTube, where she quickly monetized her channel and began seeing real profits.

Key social media strategies that fueled Julie’s growth:

  • Consistent Posting: She schedules posts for Facebook and Instagram using Meta Business Suite to maintain a steady presence.
  • Engagement Over Selling: Instead of constantly pushing sales, she shares valuable, engaging content that her audience wants to interact with.
  • Leveraging Viral Content: She repurposes her most popular reels, tutorials, and projects across different platforms, making each post work harder for her.
  • Multi-Platform Strategy: She now creates content for Facebook, YouTube, Instagram, TikTok, and Pinterest, ensuring she reaches her audience wherever they are.

Today, Julie has over 2 million followers across platforms and is a sought-after social media business coach for creatives looking to scale their businesses.

Monetization: Making Money Beyond Handmade Products

Julie quickly realized that selling handmade products alone would cap her income. To scale her earnings, she expanded into digital products, coaching, and brand partnerships. Here’s how she diversified her revenue streams:

  1. Selling Digital Products: She created video tutorials that customers can purchase, allowing her to earn without physically making wreaths.
  2. Subscription Groups: She launched Julie’s Crafting Boutique for hobbyists and Julie’s Biz Boutique for creative entrepreneurs looking to grow their businesses.
  3. Brand Collaborations: She’s worked with Hobby Lobby, Cricut, Amazon, and other major brands, turning her expertise into high-value partnerships.
  4. YouTube Monetization: Her tutorials generate ad revenue, creating passive income from content she made years ago.
  5. Affiliate Marketing: She recommends tools and materials she loves, earning commissions on sales through her links.

Growing an Email List for Long-Term Success

One of Julie’s biggest regrets? Not starting her email list sooner! Social media platforms can change their algorithms or even disappear, but an email list is yours to control.

Julie grew her email list by:

  • Offering Freebies (like a free wreath tutorial) in exchange for email signups.
  • Running Exclusive Giveaways only for email subscribers.
  • Consistently Providing Value so her subscribers look forward to opening her emails.

Now, whenever she needs to promote something, she has a direct line to her most engaged fans—no algorithm required.

Advice for New Creators

Julie’s top piece of advice for those just starting out? Believe that you can do it.

She started as a stay-at-home mom with no business experience, no audience, and no clue where to begin. Now, she has multiple income streams, brand deals, and the ability to support her family without selling a single wreath.

“If you had told me 10 years ago I’d be working with Hobby Lobby, YouTube, and major brands, I would have laughed. But here we are. If I can do it, so can you.” – Julie Oxendine

Want to Learn From Julie?

If you’re a creative business owner looking to grow your brand and monetize your craft, check out Julie’s coaching programs:

You can also follow Julie online:

Julie’s journey is proof that with hard work, consistency, and smart strategies, you can turn your creative passion into a profitable, sustainable business. Whether you’re just starting out or looking to scale, take her advice—work smarter, not harder, and don’t be afraid to take that first step.

Let us know in the comments—What’s your biggest takeaway from Julie’s story?

Links Mentioned in the Episode:

Until next time, stay creative!

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