Shopify Masters4 Nov 2025

How Two Friends Built a Multimillion-Dollar Business While Keeping Their Day Jobs

Rachel Hochhauser and Jena Wolfe didn’t quit their jobs to build Piecework Puzzles—and that’s exactly why it worked. The cofounders share how they turned a stormy weekend experiment into a multi-million dollar lifestyle brand, all while maintaining full-time careers. As VP of Marketing for Goop Kitchen, and renowned Author and creative agency owner, the duo are mastering the art of balancing everything, in real time. From starting with just four puzzle designs shot in Rachel’s grandmother’s garage, to spawning an entire aesthetic movement in the industry, Rachel and Jena have made their mark. They aren’t afraid to do things differently, constantly learning and iterating from production nightmares and successful campaign launches.

Discover their unconventional approach to entrepreneurship, product development, and world building in this candid interview. They both reveal why bootstrapping gave them the creative freedom they craved, how they navigate being business partners and best friends, and the unexpected pivot that led to their viral cocktail napkin line.

For more on Piecework Puzzles click here.

In This Episode You’ll Learn:

Why NOT taking investor money gave them complete creative control
The “advice tour” strategy that helped them solve business problems
How they went from puzzles to viral tomato napkins (and why that shouldn’t have worked)
What happened when their manufacturer dropped them during the pandemic
Why working with your best friend can actually be brilliant
Their approach to brand partnerships with everyone from Goop to Better Homes & Gardens

Chapters:

00:00 Introducing Piecework Puzzles and The Stormy Weekend That Started It All

3:30 How to Find Your Gap In the Market & Stand Out

6:00 Design Philosophy 101: How to Create Products That People Connect With

8:40 The Importance of Creative Freedom & How to Obtain It!

10:45 How to Run a Successful Business with Your BFF

13:50 Starting Cultural Moments: The Origins of The Tomato Craze

16:20 The Product Expansion That Shouldn’t Have Worked (But Did)

20:15 Advice for Overcoming Manufacturing Nightmares

23:00 The “Advice Tour” Strategy That Has Saved Piecework Puzzles

26:49 Brand Partnerships: From Goop to Broccoli Magazine

29:15 Addressing Dupe Culture…

32:45 Leadership Tips For Building a Lean & Productive Team

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