The side hustle story of hannahmade Christmas and hannahmade marketing

I've interviewed a few of the business owners I've helped with starting their own businesses and specific marketing challenges, but I realised, I've never told my story. So, here goes: an interview with Hannah Thame founder of hannahmade christmas and hannahmade marketing.

What inspired you to start hannahmade christmas and hannahmade marketing?

I started hannahmade fun – a lifestyle blog – when I got diagnosed with colitis. It gave me a drive to live life and try something new every month. From my lifestyle blog and trying new things my creative interests grew. I’ve always had three overlapping passions:

1. Christmas

2. Trying new creative things

3. Solving challenges – helping business owners and makers find their voice, polish their message and share what they do with confidence.

Organically the three things I love formed into hannahmade:

• hannahmade christmas is my way of embracing the joy, tradition and creativity of the holiday season (and extending it beyond December). It’s about crafting meaningful, whimsical products or experiences that bring me fun and joy.

• hannahmade marketing is how I channel my marketing experience and passion for brand storytelling into helping other creators and businesses succeed.

Launching these side hustles felt like a natural evolution: I could continue the fun, creative work, but also lean into the strategic side of helping others.

When did you first realise you wanted a side hustle beyond your full time role at Resonates?

I’ve long considered hannahmade fun my base – the umbrella under which I explore creativity, make things and share stories. But as friends asked for help with branding, social media or marketing ideas, I found I really enjoy the consulting, advising and strategising part for sectors outside cleantech. Travel, fitness, food and lifestyle are fun sectors I want to explore more. But let's be real, I have bills to pay so hannahmade marketing is something I do reactively, in my spare time, outside of my full-time role at Resonates. And as for hannahmade christmas, it's a way to make some Christmas pressie money from doing something I love.

What challenges do you face balancing these roles?

Lots. But the top two that come to mind are;

I’ve had to guard against burnout and compartmentalise my schedule. Creative work (for Christmas or fun products) is energising in one way, but marketing and client work demands focus and discipline. I've created clear boundaries for crafting and marketing. And I've not taken on any time-bound commissions right now.

Because I've combined three things I love under one brand, I had the challenge of creating clear messaging about what each part of hannahmade is:

• fun = lifestyle blog

• marketing = services to help people promote and grow their business

• christmas = festive crafts

  
  

How do hannahmade christmas and hannahmade marketing support each other?

They really go hand in hand. Running hannahmade christmas gives me first-hand insight into the realities of being a small business owner – the excitement, the challenges, the constant balancing act. I know what it feels like to juggle product creation, customer service, sales, and all the behind-the-scenes admin – because I’m doing it myself.

On the other side, my 20+ years of professional experience in marketing means I have the expertise to step back, see the bigger picture, and apply tried-and-tested strategies. So when I work with clients through hannahmade marketing, I’m not just giving advice from theory – I’m bringing both perspectives: the lived experience of running my own business and the professional skill set of a seasoned marketer.

Together, the two sides reinforce each other. hannahmade christmas keeps me grounded in the day-to-day challenges my clients face, and hannahmade marketing gives me the tools and knowledge to help them navigate those challenges with confidence.

What’s one tool, mindset, or practice you couldn’t run your business without?

For me, it’s all about organisation through a content spreadsheet and tactical plan. Having ideas is the easy part but turning them into consistent blogs and social posts requires structure. I map everything out in a spreadsheet that acts like my content brain:

• It tracks topics, deadlines and publishing dates.

• It shows me at a glance what’s in progress, what’s ready to go and what needs attention.

• It helps me with a single view, making sure I’m not repeating myself, but also that key themes and seasonal moments are covered.

My tactical plan means I’m not starting from scratch each week. Instead, I can sit down and create with focus, knowing exactly what the priority is. It also gives me the flexibility to slot in spontaneous ideas without derailing the bigger picture.

Without this document, I risk letting inspiration run wild and if that happens, I know I'll fail to execute content.

Where do you see these two arms of your business in 5 years?

I'd like to see hannahmade christmas evolve. I'd love to host more workshops and maybe some collaborations. As for hannahmade marketing, I'd like to work with a few business on a regular basis instead of one-off strategy sessions or projects. It would be exciting to blend the two – offering combo packages (product + launch marketing), or for creative clients to lean into me as a trusted partner who gets both sides.

What advice would you share for someone thinking of launching a side hustle alongside a creative business?

I'd say start with what you enjoy. Don’t chase what you think you should do. It's important to be clear about roles and boundaries. You don't want to turn something you love into something you hate because you're burnt out. And before you design, create, or go to market, make sure your messaging, positioning and audience are solid.

Telling my own story has reminded me why I started all this in the first place – curiosity, creativity and connection. hannahmade has always been about the fun of making, sharing and helping others do the same. Whether it’s through a handmade bauble, a marketing plan, or a new idea sparked over coffee, I want hannahmade to keep growing in ways that feel fun, genuine and useful – both for me and for the people I work with. If my journey shows anything, it’s that your side hustle doesn’t have to fit in a box, it just has to fit you.