How Samantha Perry Turned Her Side Hustle into Three Thriving Businesses (and Built a Loyal Community Along the Way)

If you’re a small business owner dreaming of turning your passion project into a full-time gig, Samantha Perry’s journey is one you need to hear. From repurposing roadside pallets to launching a sought-after wedding venue and beloved home décor storefront, Sam proves that entrepreneurship is as much about showing up as it is about selling out.

In a recent episode of the Social Goals podcast, host Kat Tepylo Murphy chats with Sam about how she grew Samantha Ann & Co into a multi-faceted brand built on community, creativity, and consistency. Here’s how Sam made the leap—and why Instagram became her biggest (and free!) business tool.

From Side Hustle to Full-Time Success

Samantha didn’t quit her 9–5 overnight. Like many entrepreneurs, she worked long days and longer nights, running her handmade business on evenings and weekends while saving up and refining her vision.

The turning point? A simple but powerful realization: Why am I working this hard if I’m not all in?

With encouragement from her family, a realistic financial plan, and zero fear of failure, Sam quit her job and jumped into full-time entrepreneurship. “If I fail,” she said, “I’ll find another way to make money tomorrow. I just won’t sit still.”

The Power of Pivots and Passion

Today, Samantha Ann & Co includes:

• 🏠 Samantha Ann & Co. Home – a cozy, inspiring home décor store near Peterborough, Ontario
• 💒 Pondview Estates – a stunning outdoor wedding venue built on her childhood property
• 🛋 Sightlines by Samantha – an in-home interior styling service

Each branch of her business complements the others, letting Sam switch gears with the seasons and avoid burnout while staying creative. “I love having the freedom to shift my focus,” she shares. “Just when I’m feeling tired of one thing, another season starts.”

Using Instagram to Build a Community, Not Just a Customer List

One of the standout lessons from this conversation? Social media is your job—and your best marketing tool.

Sam treats Instagram like a behind-the-scenes FaceTime with her best friend. Whether it’s a store tour, a new wedding setup, or her latest fashion find, she shows up consistently and genuinely.

“I want people to come to my feed and feel like they know me. Because when they do, they trust me. That trust builds community—and community drives sales.”

She breaks it down like this:

• Stories = Community nourishment
• Posts = Promotional, but personal
• Everything = Content (even if it’s just setting up a tripod while working)

Her Best Advice for Entrepreneurs on Social Media

If you’re struggling to stay consistent online, Sam suggests shifting your mindset:

• Think of content as a habit, not a task.
• Be okay with showing the messy middle.
• Talk to your audience like a friend.
• Always include ways to connect with you (don’t hide your contact info!).

And most importantly? “You’re not just selling a product—you’re building a relationship.”

Building Something Bigger Than Business

What drives Sam most isn’t just growth—it’s legacy. She dreams of moving back to the family farm where her shop and wedding venue are located, building a home, and creating a life where business and family blend seamlessly.

“To think I could turn this business into something that supports my entire family—that’s what gets me up every day.”

Authenticity Wins

Whether you’re planning your next product launch or trying to get more engagement online, Sam’s story is proof that being real beats being perfect. Focus on connection. Show up with heart. And use the tools you have—like Instagram—to serve, not just sell.