The Wild Ride of Viral Success

By: Callie Goodwin, Sparks of Joy Co.

It all started with a simple yet effective TikTok video that immediately grabbed attention by showcasing a relatable problem for Stanley Tumbler owners and presenting our custom topper as the perfect solution. The timing was impeccable, coinciding with TikTok aggressively promoting its shop feature. The response was explosive, far beyond my expectations.

Three years into running my greeting card and personalized gift shop, Sparks of Joy Co., I encountered an experience that many small business owners dream of but seldom fully anticipate: a viral product launch. Our Stanley toppers, which we had introduced just a week prior, catapulted to internet fame through a TikTok video that attracted over 9 million views and generated $30,000 in sales in just 9 days. This story isn’t just about rapid success, however; it’s about the challenges and realities of managing such an unexpected

The surge in demand was thrilling but daunting. Initially, it was just me and a part-time assistant handling operations. Suddenly, we needed many more hands on deck. Family and friends formed a makeshift team of 15, rotating shifts in what became a full-blown production operation right out of my living room and kitchen. We scrambled to keep up, rushing orders from our acrylic suppliers and juggling the complexities of producing highly personalized items under tight deadlines mandated by TikTok.

Despite our best efforts, the high volume led to some mishaps. A heatwave caused the adhesive on several toppers to melt, compromising the quality of about 100 orders. We had to quickly address these issues and remake the affected products. Thankfully, our customers were understanding, but the incident underscored the importance of having contingency plans for product quality, especially when scaling up operations so rapidly.

The layout of my home transformed overnight. We pushed furniture aside to make room for packing stations and laser engraving operations, which ran nonstop. My dad became an impromptu laser technician, a role he’d never imagined assuming. This period was a stark lesson in scalability and adaptability, crucial traits for any small business caught in the whirlwind of viral success.

When the dust settled, and we finally paused orders to catch up, the quiet that followed was almost as shocking as the initial viral burst. The sales and traffic eventually tapered off, and while part of me missed the rush of those frantic days, I recognized the unsustainable nature of viral fame. The personal toll was also considerable—I juggled this with my day job, sleeping very little and running on adrenaline. The experience left me wary of seeking another viral hit, preferring instead a steady and sustainable growth path for Sparks of Joy Co.

The journey through viral fame taught me invaluable lessons about the need for preparedness, the importance of scalable business operations, and the reality that consistent, manageable growth is far preferable to unpredictable, albeit exciting, viral spikes. As I continue to steer my business forward, my focus is clear: to build a resilient operation that can thrive on steady success and maintain the personal joy that sparked my venture in the first place.

This tale, I hope, serves as both a caution and an inspiration for fellow small business owners in the laser community and beyond. It emphasizes that while the allure of viral marketing is strong, the foundation of a stable, lovingly crafted business is what truly sustains us.

Callie Goodwin is the Owner of Sparks of Joy Co. You can find her at @sparksofjoyco on TikTok/Instagram or visit the website at Sparksofjoyco.com