In the wake of losing her husband to cancer, Michelle Hensley found herself at a crossroads, grappling with how to support herself and her family. With no prior business experience and having been out of the workforce for over a decade, the odds were stacked against her. Yet, driven by necessity and a spark of inspiration, Hensley launched Nifty Package Co. in 2015 at the age of 51.
What began as a small gift basket business quickly evolved into a thriving mobile gift wrapping service that now generates over $300,000 annually, with high-profile clients like Warner Bros., Kim Kardashian, and Meta seeking out her expertise. Today, Hensley’s business has grown by 180% in the last year alone, turning a side hustle born out of necessity into a lucrative career that has inspired others to follow in her footsteps.
The Birth of Nifty Package Co.
In the wake of losing her husband, Hensley found herself grappling with a daunting reality. As a stay-at-home pastor’s wife and homeschooling mom, she hadn’t been in the workforce for over a decade. “I was tossing and turning at night, overwhelmed by anxiety. How was I supposed to support myself and create income?” Hensley recalled. The thought of returning to a traditional job seemed impossible, especially with the responsibilities of homeschooling her children and the grief of her husband’s passing still fresh.
A conversation with her son sparked the idea for what would become Nifty Package Co. “One of my sons said, ‘Mom, you had a gift basket company when you were younger. Why don’t you do that again?’ That was the spark I needed,” she said.
Despite her lack of experience, Hensley’s vision was clear: start a business that mirrored the flexibility of Uber, but with a focus on creativity and service.
“I didn’t understand all the important facts of cost of goods, profits, margins, and marketing. I just started,” she admitted. She began by focusing on corporate gift baskets, recognizing that bulk orders would provide more stability than individual sales. These early efforts paid off, and Nifty Package Co. quickly gained traction.
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Launching the Mobile Gift Wrapping Service
By 2018, Nifty Package Co. was already gaining momentum, but Hensley’s entrepreneurial journey took an unexpected turn early one morning. “I was up at four a.m. to pray and read my Bible, which I had been doing daily for well over twenty-five years. I noticed that my van was sitting on the curb outside the house. I thought, ‘My van is not being used all the time. What could I do to use it more?’” she recounted. This quiet moment of reflection led to a lightbulb moment: Why not take her gift wrapping skills on the road?
Hensley quickly put her idea into action, creating a webpage for Nifty Package Co.’s new mobile gift wrapping service. The response was immediate. “Within about a week, I was wrapping gifts for one of my favorite corporate clients,” she said. Despite the initial challenges, like forgetting to label the first batch of gifts and having to rewrap them, the new service quickly gained popularity.
The turning point came in March 2019 when Too Faced Cosmetics discovered Michelle’s work on Instagram and reached out for a large-scale gift wrapping project. “It was one of the coolest jobs! It was my first big gift design and wrap job,” Hensley shared.
The success of this project not only brought in a wave of new clients, including celebrities and high-profile companies, but it also solidified the mobile gift wrapping service as a cornerstone of her business.
“After that, we started receiving requests from all over the U.S.,” Hensley explained. The demand for her services grew rapidly, prompting her to expand her team and explore franchising opportunities. The mobile gift wrapping service, which began as a spontaneous idea, quickly became the driving force behind Nifty Package Co.’s growth, accounting for nearly 70% of business revenue today.
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Navigating Challenges and Learning on the Go
The rapid growth of Nifty Package Co. came with its own set of challenges, particularly for Hensley, who was navigating the strategies of marketing a small business after being out of the workforce for over a decade. “I had been out of the workforce for fourteen years, so I really had no idea how business or marketing functioned,” Hensley admitted. Transitioning from a life of giving to one of asking for money and generating profit was a steep learning curve. “I’d never correlated sales with asking for money and creating a profit. I didn’t understand any of that.”
In the early years, Hensley’s lack of understanding about business fundamentals posed significant hurdles. Although Nifty Package Co. was doubling its sales year over year, the expenses grew just as rapidly. “Nifty started doubling our sales right away, but as we grew, so did the expenses,” she recalled.
Despite these challenges, Hensley and her team were able to adapt and thrive, particularly during the COVID-19 pandemic. “Because I started Nifty as a remote business, we were already prepared when COVID hit,” she explained. As many companies scrambled to adjust to remote work, Nifty Package Co. was able to step in and provide curated conference gifts, helping them sustain and even grow during the crisis.
However, 2022 brought a significant setback. Rising costs of goods and shipping led to a $35,000 loss, a blow that left Hensley feeling disheartened. “I felt like an utter failure!” she confessed. Instead of giving up, she decided to dive deep into the financial and operational aspects of her business. “In January 2023, I focused on understanding every single part of the business—KPIs, should I pivot, everything.” The intense focus paid off, as Nifty Package Co. grew by an impressive 180% that year.
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The Power of Branding and Strategic Marketing
As Nifty Package Co. grew, Hensley recognized the importance of strong branding and strategic marketing in setting her business apart. “Branding sets the tone for your reputation. It is paramount to building credibility with your clients and potential clients,” Hensley emphasized.
From the very beginning, she understood that her brand needed to represent beauty, quality, and professionalism—values that would resonate with her high-profile clientele.
Initially, Hensley relied heavily on Instagram and Pinterest marketing to showcase her work. “Most of our new business came from referrals and those two platforms,” she explained. Visual presentation was key; the beautifully wrapped gifts served as the perfect advertisement for her services.
However, Hensley faced a unique challenge: many of her clients, especially those in high-end markets, preferred to keep her services discreet. “A lot of clients don’t want others to know we do the wrapping and fulfillment for them. I consider us the gift fairies!” she joked.
Despite this hurdle, Hensley continued to refine her marketing strategy. She understood that in order to reach a broader audience, she needed to expand beyond just showcasing her work. “I have learned all kinds of great things through marketing, like the importance of keeping a good client and lead list,” she shared. Hensley also began exploring other platforms like Facebook and YouTube, using them to better understand her ideal client avatar and to start educating and inspiring others to start their own businesses.
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Nifty Package Co. operates year-round but sees significant spikes during the holiday season, which can account for up to 50% of annual revenue. “There is an element of seasonality to a mobile gift wrapping business, but we are used all year long for corporate, product launches, PR events, and holiday activations,” Hensley explained.
To manage these busy periods, Hensley emphasizes early planning and organization. “Planning your time is crucial to handle the workload,” she said. This includes sourcing and purchasing trending paper and supplies well in advance to be ready for the seasonal rush. She also maintains a stock of materials for various occasions year-round, ensuring consistent service no matter the season.
Diversification is another key strategy. In addition to gift wrapping, Nifty Package Co. offers gift baskets, event gifts, and branded merchandise, providing steady income during slower months. “For me, I have a gift business as well, so I can provide gift baskets, event gifts, and other branded merchandise through the year,” Hensley noted.
Hensley’s organizational skills shine during high-demand periods, particularly in handling large-scale orders. She has developed efficient systems for managing these projects, including wrapping and fulfilling corporate contracts for luxury brands like Van Cleef & Arpels. “When you open your business up for gift fulfillment, that also is huge,” she advised.
Scaling the Business
As Nifty Package Co. continued to flourish, Hensley began exploring ways to scale her once small scale business beyond its initial scope. The increasing demand for her services, coupled with the unique nature of her mobile gift wrapping concept, opened up new opportunities for expansion. “The gift wrapping side just grew like wildfire,” Hensley recalled. This rapid growth led her to consider franchising and licensing as viable paths to expand Nifty Package Co. nationwide.
The idea of franchising came naturally as Hensley received multiple inquiries from individuals interested in starting their own gift wrapping businesses under the Nifty brand. “I had been asked by several if I had a franchise,” she shared. In response, Hensley began laying the groundwork for a franchising model, but she didn’t stop there. Recognizing the need for structured support and training, she also developed a licensing and coaching program designed to help aspiring entrepreneurs, particularly women over 50, launch their own successful mobile gift wrapping businesses.
“I take women (or men) who are just like I was and unfamiliar with owning their own business,” Hensley explained. Her program covers everything from setting up a business name and brand to mastering marketing and operations. Through this initiative, Hensley aims to give back by empowering others to achieve financial independence and creative fulfillment, much like she has.
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The Importance of Faith, Resilience, and a Supportive Team
Hensley attributes much of Nifty Package Co.’s success to her faith, resilience, and the support of her team. “My success has been dependent on a few things: my faith in Jesus Christ, prayer, and ideas, then launching on those ideas,” Hensley reflected. Her faith gave her the strength and courage to take risks, even without all the answers. “I don’t wait even if I don’t have all the answers and pivot when I need to,” she shared.
Hensley also acknowledges the critical role of her family and team in Nifty’s growth. “My family has challenged me, and my team has been instrumental in the growth and success of Nifty,” she said. Their support and willingness to engage in open discussions helped guide the company through its ups and downs.
One of Hensley’s biggest challenges was mastering the financial aspects of her business. “If I were to start over, I would have trained myself in all things finance, CFO, and tried to find someone to teach me,” she admitted. A financial setback in 2022 pushed her to deeply understand every part of her business, leading to a 180% growth in 2023.
Looking forward, Hensley is focused on expanding Nifty Package Co. through franchising and helping others succeed. “I take women (or men) who are just like I was and unfamiliar with anything related to owning their own business,” she explained. Through licensing, coaching, and her upcoming book, Hensley aims to empower others on their entrepreneurial journey.
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Advice for Aspiring Entrepreneurs: Launch and Learn
Hensley’s journey from widowhood to entrepreneurship has given her valuable insights, especially for those hesitant to take the first step. “Just launch! Learn as you go, otherwise, you will find many excuses to not start,” she advised, emphasizing action over perfection.
For those considering a mobile gift wrapping business, Hensley highlights the importance of mastering the craft and understanding the market. “Learn the art of gift wrapping and selling it. It actually sells itself,” she noted, adding, “If you are going to charge $150 to $180 per hour, the gift wrapping better look good!”
She also stresses the importance of building a strong client management system from the start. “Keep a good client and lead list,” she suggested, using tools like a CRM to maintain organization and communication year-round. Hensley also advises taking plenty of high-quality photos as marketing tools to attract new clients.
Finally, she encourages investing in learning and utilizing resources to grow quickly. “I have a course where I teach all the needed lessons and techniques to grow quickly,” she shared. With the holiday season approaching, Hensley believes it’s the perfect time to start. “This can be very lucrative, especially during the holiday season,” she pointed out, confident that with the right skills and mindset, anyone can turn their passion for gift wrapping into a successful business.
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