From Side Hustle to Million-Dollar Brand: An Exclusive Interview with Callam Delaney, the New Owner of It Really Works Vitamins

Introducing Callam

What advice would you give to entrepreneurs thinking about purchasing an e-commerce store?

What are the advantages of purchasing an e-commerce store?

What are the challenges you faced in scaling up the e-commerce store?

What is the best way to become financially independent?

Welcome back to my daily Financial Independence Retire Early (FIRE) blog! Each day I bring you fresh insights and strategies to boost your income and achieve early retirement. I’m Fortuna, and if you’ve navigated your way here, there’s a good chance you’re on the hunt for a more prosperous path, aiming to escape the weight of routine bills, and yearning to achieve true financial independence.

From my own experience, I’ve learned that the highway to financial liberation isn’t paved with a miserly mindset or living in self-imposed austerity. The real game-changer? Entrepreneurship. You might ask, “How can I start a business without a fat bank account?” That’s where the genius of the Side Hustle comes in. As Theodore Roosevelt wisely put it, “Do what you can, where you are, with what you have.” My aim is to help you cultivate a successful side hustle, providing you with the knowledge and tools to evolve your passion project into a thriving business.

Here’s my straightforward strategy:

  1. Kick off a side hustle,
  2. Grow it into a robust business, and
  3. Expand it into a million-dollar enterprise.

I’ve always been a massive fan of health and beauty products, and over the years, I’ve built up a treasure trove of knowledge on natural skincare and haircare. The idea of starting my own brand excited me, and I dove headfirst into research. If the thought of setting up your own supplement brand sparks your interest, take a peek at my full guide here. You can also get an inside look at my entrepreneurial journey here.

The launch of It Really Works Vitamins fell on the 5th of June (a sweet nod to my grandmother’s birthday), and by the 6th of June, we had our first customer! But let’s be real; it wasn’t all sunshine and rainbows. The early days were tough, with hard work often overshadowing rewards. Then, on a memorable night, November 16th, 2015, everything just clicked – the right marketing, channels, and timing, and my brand skyrocketed!

Fast-forward seven years of late-night brainstorming and early morning challenges, a mix of trials and victories, stress, and jubilation. By June 2022, I felt the burnout creeping in and decided to take a well-deserved break.

Selling my startup on was an adventure in itself (you can watch the whole saga in this video below!), and here we are now. Quite a ride, huh? I hung up my entrepreneurial hat at 36, but I’ve found a new passion in this blog, sharing all the nuggets of wisdom I’ve gathered and continue to learn.

I sold my startup on 👇🏾

Today’s interview is particularly close to my heart as it’s with Callam Delaney, the buyer and brand new owner of It Really Works Vitamins! I had a number of offers from buyers on

I chose to sell my startup to Callam for a number of reasons:

🚀 I really liked Callam’s vision for the future of my brand. Callam wanted to continue the brand’s relationships with our existing partners and retain all staff – which I was particularly keen on! Callam had big plans to expand It Really Works Vitamins across Asia and India and had a clear strategy in place.

🏴󠁧󠁢󠁥󠁮󠁧󠁿 As I was selling a valuable asset, it is particularly nice to work with a fellow Brit!

Let’s dive into the interview!

Hello Callam! Tell us a little about yourself:

Hi Fortuna! I’m a Software Developer from the West Midlands with an interest in business. I’ve purchased two startups and work in my spare time to grow & improve them.

What advice would you give to entrepreneurs thinking about purchasing an e-commerce store?

Find a store that sells products/services that you’re interested in and has the potential to expand and scale up. It’s best not to box yourself in when it comes to adding products/services in the future, so make sure to think of short and long-term goals for the business you’re going to purchase.

What are the advantages of purchasing an e-commerce store?

The great thing about purchasing an e-commerce business is that you will acquire a tried and true store with (hopefully) an already established and loyal customer base. This means that you will be making an income right from the off and have a solid foundation to improve on. It also omits the risks that come with starting your own business and can give you the feel of running an e-commerce store. You can then take the knowledge you’ve gained and start-up further stores with ease.

What are the challenges you faced in scaling up the e-commerce store?

Scaling up the store can feel frustrating at times as you can come up with loads of ideas but face challenges when it comes to implementing them. For example, adding new product lines takes longer than you’d think and comes with a cost, not to mention the time it takes to work on branding and unique packaging designs! Another challenge is staying relevant on socials and making sure you engage with your audience to drive sales. Social media is vital when it comes to e-commerce as your customers can only purchase products online, but with fighting algorithms and keeping up with trends, socials can be time-consuming and draining.

What is the best way to become financially independent?

I’m still working on it, but I think that buying & building businesses is amongst the best ways to become financially independent.

It Really Works Vitamins
the richest man in babylon

What’s the best advice you’ve been given about getting Financially Independent?

The best advice for me was from the book ‘The Richest Man in Babylon’ and I recommend everybody read it. Personally, I tried to save at least 30% of my income, and then invest that income to create more. As part of that I purchased It Really Works Vitamins from yourself (i.e me Fortuna!) – it’s an ongoing process but I think this will provide a good source of income in the future.

Thank you so much for taking the time out to catch up with me today!

Try It Really Works Vitamins at

And there you have it! My chat with Callam Delaney, the new captain of the It Really Works Vitamins ship, has drawn to a close. It’s been an insightful and inspiring conversation, one that reaffirms my conviction that there are few things as rewarding and potentially life-changing as creating, nurturing, and eventually selling your own startup.

Indeed, this whole journey might seem intimidating, especially the part about selling your “baby” to someone else. But believe me, it’s easier than you might think, and the potential rewards are well worth the effort.

The trick lies in dream-building, carefully laying the foundations, and fostering your business with passion and dedication. Just like planting a seed and patiently tending it as it grows, blossoms, and bears fruit. In the case of It Really Works Vitamins, my seed grew into a flourishing tree that eventually attracted buyers like Callam. I was particularly drawn to Callam’s vision, his commitment to our partners and staff, and his ambitious plans for expansion in Asia and India.

However, when it comes to selling your startup, there are a few things to keep in mind. Being aware of possible scams is crucial, as not everyone out there plays fair. It’s essential to approach potential buyers with a sense of caution and undertake thorough due diligence to ensure they are credible, trustworthy, and serious about their intentions.

Don’t rush into any deal, no matter how enticing it may seem on the surface. Take your time, consult with professionals if necessary, and ensure that the deal aligns with your vision and values. Remember, it’s not just about the money; it’s also about securing the future of your brand and taking care of the people who helped you build it.

For me, the process of selling my startup on was an overwhelmingly positive experience. They offered a secure platform and connected me with genuine buyers, effectively bridging the gap between sellers and buyers. It’s a platform I would highly recommend to any entrepreneur looking to sell their startup.

So, where does this leave us? The entrepreneurial journey isn’t for the faint of heart, but for those who dare to dream, the rewards can be immense. Remember, the easiest path to financial freedom isn’t via stringent austerity or chasing elusive promotions. It lies in embracing the power of entrepreneurship, in harnessing your unique ideas, and transforming them into a viable, profitable business.

As Theodore Roosevelt said, “Do what you can, where you are, with what you have.” I took these words to heart and built a successful business, eventually selling it and finding my own financial freedom. My hope is that you, too, will realize the potential you hold and embark on this journey.

After all, if I can do it, so can you!

Stay tuned, stay inspired, and remember: every Sunday, I share nuggets of wisdom and practical advice, straight to your inbox. These snippets can help you stay on track and motivate you to keep pushing forward.

Here’s to our entrepreneurial dreams, and the courage to make them come true!

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