From Makeup Artist to Entrepreneur: Alexandra Rutkay’s Journey with citymouse
Alexandra Rutkay, a 43-year-old New York City-based makeup artist known for her work on film and television, including as Mariska Hargitay’s personal makeup artist on Law & Order: SVU, has successfully combined her creative talents with entrepreneurial spirit. Out of her apartment, she launched citymouse, a minimalist crossbody diaper bag brand designed to fill a gap she personally experienced as a mother. Since its inception at the end of 2022, citymouse has grown rapidly, surpassing $1.7 million in total sales within just a couple of years.
The Inspiration Behind citymouse
Rutkay’s inspiration for citymouse came from a simple, relatable frustration. One evening after the pandemic, while heading to dinner with her husband and son, she reached for a small, stylish bag only to realize it couldn’t accommodate essential items like her son’s sippy cup, diapers, and wipes. She saw a glaring gap in the market for a diaper bag that fit the “in-between” years of parenting—a bag that wasn’t bulky or overtly baby-focused but still functional for parents on the go.
This insight led her to create a transitional diaper bag that would appeal even to women without children, challenging the “single-serve” nature of much of the baby gear industry, where many products are quickly discarded after a few months. By focusing on minimalist design and versatility, Rutkay aimed to offer parents a stylish yet practical alternative that could be used beyond the early stages of parenthood.
Launching citymouse: Investment and Early Steps
Rutkay invested approximately $8,500 of her own savings to start citymouse. She began with a rough sketch of a crossbody-style diaper bag designed to hold a drink and keep belongings organized. After sourcing a supplier on Alibaba and receiving a sample, she tapped into social media—particularly TikTok, a platform she had initially avoided—to introduce her product. The response was overwhelmingly positive, prompting a preorder launch that helped fund the initial production run.
Her approach highlights the importance of direct customer engagement and lean startup principles. Remaining fully bootstrapped allowed Rutkay to retain control over her business decisions and scale sustainably. She also leveraged affordable resources like the mentorship app Intro and modeling agency Newbook to build credibility and support marketing efforts within her budget.
Challenges and Lessons Learned
One of the key lessons Rutkay shares is the importance of setting up systems for inventory and order fulfillment before experiencing rapid growth. When citymouse went viral, the team scrambled to pack orders manually from their living room, causing sell-outs that forced them back onto preorder and interrupted momentum. This experience underscores the critical need for scalable operational infrastructure in ecommerce ventures.
Another challenge has been dealing with product imitation. Since citymouse helped start the small diaper bag trend in 2022, larger retailers like Target and various Amazon sellers have released similar products. Rutkay advises entrepreneurs to expect imitation but to focus on building strong brand identity and customer relationships—elements that competitors cannot easily replicate.
On the product development side, citymouse’s initial logo design, a rubber print on regenerated nylon, failed due to peeling. Rutkay learned that aesthetics must be balanced with durability. The brand now uses stitched logos, which provide both durability and style, reflecting a practical yet thoughtful approach to design.
Rapid Growth and Revenue Milestones
Citymouse saw consistent monthly revenue by 2024, with its first full year in 2023 bringing in approximately $135,000. A significant boost came in spring 2024 through TikTok Shop, including a standout weekend where the company sold $50,000 worth of bags in just three days. Combined sales across their website, TikTok Shop, and wholesale channels surpassed seven figures within 18 to 24 months.
Currently, citymouse has more than 20,000 customers and continues to grow steadily beyond viral spikes. Rutkay’s husband left his previous career to manage operations full time, signaling the brand’s transition from a side hustle to a full-fledged business. Recent expansions include launching on major retail platforms like Nordstrom.com and Maisonette.com, as well as introducing new bag styles in preparation for their largest holiday order yet.
Advice for Aspiring Entrepreneurs
Rutkay emphasizes the value of keeping a day job while building a business. Contrary to the popular narrative of quitting everything to start a company, she balanced her demanding makeup artist career—working over 50 hours per week—with launching citymouse. This approach allowed her to take risks without financial pressure and to avoid early dependence on investors.
Her key advice is to bootstrap for as long as possible, avoid unnecessary expenses, and scale only when financially ready. This strategy preserves autonomy and ensures that every decision aligns with the founder’s vision. Far from being a fallback, bootstrapping is a deliberate, empowering choice that supports sustainable growth and control.
Above all, Rutkay finds deep satisfaction in connecting with other mothers and seeing how citymouse empowers them during a delicate postpartum period. The brand’s community and family-centric foundation remain at its core, with even her young son invested in the company’s journey.
For more insights into Alexandra Rutkay’s entrepreneurial journey and the rise of citymouse, visit the original interview Here.
Key Takeaways
- Rutkay couldn’t find an ideal-sized diaper bag, so she designed one herself.
- She launched citymouse at the end of 2022, investing about $8,500 into the business.
- Citymouse made $135,000 in its first full year and has exceeded seven-figure total sales.
This Side Hustle Spotlight Q&A features Alexandra Rutkay, 43, a New York City-based makeup artist who works on film and television sets. Currently, she is Mariska Hargitay’s personal makeup artist for Law & Order: SVU. Rutkay also runs a side hustle out of her apartment: citymouse, which sells a minimalist crossbody diaper bag for parents. Her side hustle, launched in 2022, hit seven figures within a couple of years — and even surpassed $50,000 in three days over one weekend. Responses have been edited for length and clarity.
When did you start your side hustle, and where did you find the inspiration for it?
I launched citymouse at the end of 2022 out of our New York City apartment, and 2023 was our first real year. The night I realized the brand needed to exist was when my husband, son and I were heading to dinner post-pandemic. I reached for a cute small bag and realized I couldn’t fit my son’s sippy cup, diapers, baby wipes and a few of my things inside.
I couldn’t find a diaper bag geared toward those in-between years where you don’t need everything but still need some things. Especially a transitional bag that a woman would want to grab or wear even if they didn’t have kids. The baby gear industry offers what I call “single-serve items” because so many of them never get touched again after a few months. I really wanted to change that.
