D&D’s popularity paves the path for entrepreneurs 

The last few years have seen an uptick in adventurers — or, at least, people role-playing as adventurers in "Dungeons & Dragons." 

• Though the game’s been around since 1974, fantasy media including web series “Critical Role,” Netflix’s “Stranger Things,” and video game “Baldur’s Gate 3” has pushed D&D mainstream and drawn more diverse fans.
• The pandemic also drew new players, leading to a 33% pop in revenue for D&D maker Wizards of the Coast. 

The tabletop RPG’s rising popularity...

... has also opened the door for small businesses. For example: 

• Cantrip Candles, located in Los Angeles, makes scented candles designed to match game locations — woods, libraries, taverns, etc. — and further immerse players.
• Spain-based Irene’s Grimoire sells handmade tabletop RPG accessories like dungeon master screens (which allow game masters to hide info from players), dice, stickers, character journals, and more. 

Roll for initiative 

Irene Cabrejas, who owns Irene’s Grimoire with partner Saúl Parra, began playing D&D in college and initially made her own accessories out of necessity. 

“I realized I didn’t own anything to play D&D [nor have] the time or money to invest in it,” she told The Hustle. “So I grabbed a bunch of crafting stuff and cardboard. I started making… prototypes. My friends seemed to [like them] and insisted on me making more.”

She reinvested anything she made selling her wares into better machines and materials to increase and expedite production, allowing more time to focus on creative elements of the business. 

Marketing…

… occasionally involves networking and meeting new people at conventions, but the pair doubled down on ecommerce after a Christmas surge on their Etsy store.

Now, most of their income is thanks to their “treasure trove” — exclusive drops available to newsletter subscribers. 

• They have ~1k subs, which works well for their niche. Because D&D is a social game, Cabrejas said, good customers bring the whole group.
• It also allows them to manage inventory supply, and isn’t as taxing on the body as a three-day con. 

For other hustlers looking to sell their wells to weary travelers, the pair advise staying true to what you love, building a community, and working consistent — yet reasonable — hours to avoid burnout. After all, even in D&D, Parra noted, sometimes you’ve gotta take a long rest.

You have something in common with Irene’s Grimoire: You both read The Hustle. Thanks for that. We’re working to highlight more of our readers' businesses. If you've got one we should know about, tell us here.