How Two Gamers Built a $140K Tabletop Accessories Brand

When quarantine hit in 2020, Ryan Hervey and Kesslan found themselves locked indoors with a laser engraver and a lot of free time. What began as a way to pass the days soon turned into Hexwood Forge — a boutique brand crafting tabletop gaming accessories loved by Dungeons & Dragons players and beyond.

Fast forward to 2024, and Hexwood Forge is a six-figure business, earning nearly $100,000 last year and projected to reach $140,000 in 2025. From custom spell templates to leather dice trays, Ryan and Kesslan have turned their shared love for geek culture into a thriving operation that now spans Etsy, pop-up events, and retail partnerships.

Their journey shows how a little creativity and strategy can turn a hobby into a thriving business.

The Story Behind Hexwood Forge’s Growth

In 2021, Ryan Hervey and Kesslan were navigating the aftermath of quarantine, juggling part-time jobs and searching for stability. Ryan, a creative writer and freelance web copywriter, knew the challenges of turning creativity into consistent income. “I hit some big writing milestones,” Ryan shared, “but they weren’t enough to pay the bills.”

Kesslan, meanwhile, had run a small cosplay clothing shop that folded due to the overwhelming demands of made-to-order products. “Custom orders weren’t sustainable — they burned me out completely,” she explained.

These hard-learned lessons shaped the foundation of Hexwood Forge. Instead of chasing unsustainable models, they focused on scalable, handmade products like Dungeons & Dragons spell templates, leatherette dice trays, and fantasy maps — items they wanted for their own games. Ryan’s experience in writing gave their brand professional polish, while Kesslan’s background in crafting taught them to prioritize efficiency and sustainability.

“Success is a skill, and the fastest way to learn it is through failure,” Ryan said. “We started Hexwood Forge to pay off our laser engraver, but what we’ve built since has far exceeded our expectations.”

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From Hobby to Tabletop Gaming Business

When Ryan and Kesslan first launched Hexwood Forge, their goal was simple: sell enough to pay off their laser engraver. Their early offerings — floral-engraved trivets, coasters, and wall art — saw modest sales. “We didn’t mind,” Ryan said. “Hexwood Forge was a side project to fund our gaming hobbies, but it quickly became more.”

Behind the scenes, however, they were designing tools for their own Dungeons & Dragons campaigns. These included custom spell templates, combat risers, and dice trays — items they created to enhance their own gaming sessions. Initially listed on Etsy as an afterthought, these gaming products quickly gained traction. “Those products blew up on Etsy,” Ryan said. “We sold more in a few weeks than we had in months with our original home goods.”

This success marked a turning point. Ryan and Kesslan decided to shift their focus entirely to gaming accessories to cater to tabletop gamers. Their Universal Spell Template, designed to simplify in-game spellcasting, became a breakout hit.

Their first in-person event at Lilac City Comicon further cemented Hexwood Forge’s place in the gaming community. “It was our first time connecting directly with gamers,” Ryan shared. “We learned so much about what players wanted and how they interacted with our products.” These face-to-face interactions inspired new designs and helped the couple refine their offerings.

By focusing on products they loved and staying connected with their audience, Hexwood Forge grew from a casual hobby into a profitable online business. “Passion is more memorable than branding and more effective than advertising,” Ryan explained. “It builds the kind of community every business needs to succeed.”

Revenue Milestones: Scaling Hexwood Forge

Hexwood Forge has come a long way since its early days of selling coasters and wall art. In 2024, the business earned nearly $100,000 in revenue — a remarkable achievement for one of several side hustle ideas that started with no grand ambitions. Now, with projections of $140,000 for 2025, Ryan and Kesslan credit their growth to strategic decisions and adaptability.

While their Etsy shop was instrumental in their early growth, they knew they couldn’t rely on it alone. The couple expanded their reach by attending Comic Cons, craft fairs, and forming wholesale partnerships with local retailers. Each new channel allowed them to connect with more customers and diversify their income streams.

Scaling also meant stepping outside their comfort zone. “We scaled faster than we were comfortable with,” Ryan said. “But those moments where we pushed ourselves — like committing to our first big pop-up event — always paid off. It was scary, but it forced us to grow.”

Their advice to others looking to scale? Embrace growth strategically. “Reinvest in your business, focus on what’s working, and don’t hesitate to pivot when needed.” 

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Mastering Pop-Ups and Fairs

In-person events like Comic Cons and craft fairs have become a cornerstone of Hexwood Forge’s success. While their products speak for themselves, Ryan and Kesslan quickly realized that the way they presented those products was just as important. “Our booth isn’t just a setup — it’s a reflection of our brand,” Ryan explained.

Their first in-person event, Lilac City Comicon, was both a challenge and a turning point. “We didn’t feel ready, but we dove in anyway,” Ryan recalled. The experience helped them refine everything from their product displays to their sales pitches. Now, their booth is a carefully curated mix of atmosphere and functionality, designed to draw in curious passersby and keep them engaged.

For those new to pop-ups and fairs, their advice is clear:

• Don’t aim for perfection. “Every show is a learning experience,” Ryan said. “Approach it with an open mind, and you’ll get better each time.”
• Create an experience. Whether it’s eye-catching displays or interactive elements, find ways to make your booth memorable.
• Engage directly. Talk to customers, ask questions, and listen to their feedback. These interactions often spark ideas for new products.

In-person events have not only boosted sales but also allowed Hexwood Forge to build deeper connections with the tabletop gaming community. “These events aren’t just about selling — they’re about being part of the culture,” Ryan said.

Marketing Strategies That Work

When it comes to marketing, Ryan has one guiding principle: let your products and customer experience speak for themselves. “Nothing drives sales more effectively than word of mouth,” he explained. “If your products are memorable and your customer service is exceptional, people will spread the word for you.”

To amplify their organic reach, Hexwood Forge has tapped into the power of community. They’ve teamed up with gaming influencers, sending free products in exchange for shout-outs on livestreams. They’ve also created lending programs for game shops, providing popular items like dice trays and spell templates to be used during in-store RPG sessions.

Ryan has also leaned into storytelling as a marketing tool. From crafting engaging product descriptions to sharing behind-the-scenes glimpses of their work, he has built a brand that feels personal and approachable. “Tabletop gamers are passionate about their hobby,” he said. “When we share our own enthusiasm and process, it creates a connection that goes beyond just selling a product.”

For aspiring side hustlers, Ryan offered these actionable marketing tips:

• “Leverage Communities.” “Find influencers or content creators who align with your niche,” Ryan advised. “Offer free or discounted products, and let their enthusiasm introduce you to their audience.”
• “Optimize for Search.” “Whether it’s Shopify or Etsy optimization, use keywords your customers are searching for, and don’t underestimate the power of good product photos.”
• “Focus on the Customer Journey.” “Create an unboxing experience that surprises and delights,” Ryan added. “We include small, unexpected touches like handwritten notes or free samples.”
• “Experiment with Partnerships.” “Think outside the box,” Ryan said. “Our lending program for game stores was a small idea that turned into a big win. It got our products into the hands of potential customers without any upfront cost.”
• “Be Consistent and Genuine.” “Post regularly on social media, but don’t just sell — share your story,” he explained. “Customers connect with authenticity.”

“Good marketing doesn’t always require a big budget,” Ryan concluded. “It’s about creating genuine connections and giving people a reason to care about what you’re offering.”

Product Development: Hits, Flops, and Customer Insights

Every product in Hexwood Forge’s tabletop gaming line starts as a solution for Ryan and Kesslan’s own gaming table. “If we wouldn’t use it ourselves, we don’t sell it,” Ryan explained. This personal approach ensures that every dice tray, spell template, or combat riser they create serves a genuine need within the gaming community.

However, success isn’t guaranteed with every product. One of their biggest surprises was the initial failure of their combat risers, which show the height of flying creatures in tabletop games. “They sold so poorly at first that we almost stopped carrying them,” Ryan said. “The problem wasn’t the product — it was how we displayed it. Once we adjusted our booth layout to highlight them, sales took off.”

This lesson reinforced the importance of presentation. “Even the best product won’t sell if customers don’t understand it at a glance,” Ryan noted.

Customer feedback has also been a vital part of Hexwood Forge’s growth. “Some of our best ideas have come directly from conversations with gamers,” Ryan shared. One example is their Universal Spell Template, now a bestseller, which was inspired by a fellow D&D player at an event.

Ryan encourages aspiring entrepreneurs to embrace open dialogue with their communities. “Your customers are one of your best resources for innovation,” he said. “Listening to them can take your products in directions you’d never expect.”

Overcoming Setbacks and Lessons Learned

No business is immune to setbacks, and Hexwood Forge is no exception. One of their most significant challenges came in 2023 when a series of issues forced them to discontinue their resin miniature product line — a category that had accounted for nearly 60% of their monthly revenue. “We lost most of our sales overnight,” Ryan said. “But it pushed us to come back stronger.”

Rather than give up, Ryan and Kesslan pivoted their focus. They doubled down on their existing tabletop gaming accessories, expanded their presence at in-person events, and worked to develop new product lines. “In hindsight, losing the resin miniatures was a blessing in disguise,” Ryan reflected. “It forced us to reevaluate and diversify, and now we’re in a stronger position than we were before.”

For aspiring business owners, Ryan’s advice is simple:

• Expect the Unexpected. “Challenges will happen — sometimes out of nowhere. Plan for disruptions and be ready to pivot.”
• Diversify Early. “Don’t rely too heavily on a single product or sales channel. A broad foundation gives you more stability.”
• Learn from Failure. “Every misstep is an opportunity to refine your business. Treat setbacks as lessons, not roadblocks.”

Through resilience and strategic thinking, Ryan and Kesslan turned their biggest challenge into a stepping stone for long-term success.

Insider Tips for Aspiring Sellers

After nearly four years of running Hexwood Forge, Ryan and Kesslan have honed their approach to building a sustainable and successful business. For aspiring sellers, they emphasize the importance of starting smart and focusing on long-term growth.

“If I could go back, I would have done two things much sooner: selling in person and building our own website,” Ryan shared. “Both were game changers for our business.”

Here are their top tips for getting started:

• Start Small, but Think Big. If you’re exploring small-scale business ideas, focus on a few key products or services that you’re passionate about, but make sure you’re setting up systems that can scale as you grow.”
• Sell in Person. “In-person events create opportunities you just can’t replicate online,” Ryan said. “They connect you directly with customers, open doors to wholesale partnerships, and provide invaluable feedback.”
• Build Your Own Website Early. Selling on your own platform saves fees and builds direct customer relationships.
• Prioritize Presentation. “Whether it’s your website, Etsy shop, or pop-up booth, presentation matters,” Ryan said. “Make sure customers can see, understand, and connect with your products instantly.”
• Listen to Your Customers. “Some of our best-selling products came from ideas we heard directly from our customers,” Ryan added. “Pay attention to what they want, and don’t be afraid to adjust.”

Their advice underscores a recurring theme: success doesn’t happen overnight. “Take your time, make smart decisions, and reinvest in your business,” Ryan said. “The more intentional you are in the beginning, the better positioned you’ll be for growth down the road.”

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Looking Ahead: Scaling and Future Goals

Hexwood Forge has grown from a hobby into a thriving business, but for Ryan and Kesslan, this is just the beginning. Their next big steps include launching custom dice towers and expanding internationally. Among their upcoming projects is a build-your-own dice tower line, which will give customers the opportunity to mix and match designs, colors, and features.

“Roleplaying games are personal,” Ryan noted in his responses, explaining their decision to expand into customizable products. “We want to give players tools that reflect their unique style and enhance their gaming experience.”

In addition to product innovation, they’re venturing into new markets, such as Renaissance Faires, to reach broader audiences. They’ve also set their sights on international conventions, with plans to take Hexwood Forge beyond its Pacific Northwest roots.

Their journey illustrates the power of combining creativity with a willingness to adapt. “We’ve adapted at every stage, learning from setbacks and refining our approach. If there’s one thing we’ve learned, it’s that growth comes when you embrace change,” Ryan shared. 

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