Celebrities And Entrepreneurs Who Started Successful Businesses During The Pandemic

Any thorough analysis of the American entertainment industry is sure to show one thing; Hollywood and the entire entertainment scene have endured a series of difficult times and the industry consistently comes out stronger. Against the odds, Hollywood has endured as a light in American society, consistently producing iconic entertainment.

During the global economic recession of 2009, Hollywood witnessed a 17.5 percent increase in ticket sales with at least a 16 percent increase in box office viewership. In other instances, sporting events and music concerts hosted in honor of tragic events like the September 11 bombings, and hurricane Katrina are a part of the American entertainment culture. This ability to overcome unfavorable times while providing people with relief from such periods remains an endearing feature of the entertainment industry for people.

However, the pandemic of 2019 brought an abrupt halt to Hollywood’s ability to continue creating America’s favorite entertainment projects as massive million-dollar movie projects were paused as a result of lockdowns and restrictions. Though daunting, the challenges of the pandemic brought new realities that created innovative opportunities for lots of people to birth new business ideas and thrive.

Murad Islamov, the CEO of New York-style bagel cafe – Maya Bagel Express is one of such people inspired by the pandemic to kickstart a business.

“The pandemic changed everyone’s lives. Suddenly I was no longer playing soccer and chasing the Premier League. The halt in activities allowed me to get into a headspace where I decided to cater to my entrepreneurial interests and passions. It also gave me the time to do so. So, I decided it was time to open a business and maximize the unlikely opportunities created by the pandemic amidst the immense suffering all around.” Islamov stated. “This same trend has become a common part of a lot of new entrepreneurial stories from Hollywood to the streets of Kentucky.”

Broadway Stars Pivoting To New Businesses

Consequent to the disruptive effect of the pandemic, lots of broadway stars were afforded time out of their professional schedule to try out new things and explore other ventures. For some celebrities, that meant starting new businesses and building a dream enterprise.

After copping some free time from the break on Frozen’s set, theater dresser Fran Curry started off her own jewelry line GirlFran Jewelry which she describes as a dream come true. “Making jewelry was something that always cleared my mind and just gave me some creative outlet…It’s given me purpose and such a jolt of energy” says Curry.

Also, at the peak of the pandemic, broadway star Robbie Fairchild used the time away from the dance performance stage to create an at-home floral business with fellow performers Adam Perry and Sara Esty.

Talking to Town & Country Magazine, Fairchild said on the venture: “When the health crisis was happening in New York City, I was delivering bouquets at 7pm to Mount Sinai West workers. It just gave me that feeling that I don’t get as a performer anymore on stage, to be creative and make something for somebody, to see the face of the person I gave it to and their reaction.”

On the next steps for the ambitious enterprise he said: “My dream for this is to grow it to a point where I could employ Broadway performers who don’t have an outlet to perform and don’t have an option for income right now. If we can figure out a way to stay creative and do an act of service, because with performing there’s such a high reward, and you train for the audience enjoyment.”

“I thought, this is what I want to pursue, at least as a side hustle while the theaters aren’t working. I contacted that woman who reached out to me on Instagram, sat down with her and her business partner, and we laid out the plan.”

Like other promising entertainment-stars-turned entrepreneurs, Islamov’s path switched from a pro-footballing career to entrepreneurship during the pandemic. The break from sporting activities gave Islamov the clarity he needed to pursue a business idea he describes as a “higher purpose”. The creation of Maya Bagel Express which started out as a dorm room project now has a branch in Louisville Kentucky.

“Covid was the most terrible event in the lifetime of most people in my generation. However, amidst all the trepidation, the lockdowns, and the time it afforded Americans, brought clarity for lots of people on the entrepreneurial front. The pandemic shifted so many industries and created loopholes that the more entrepreneurially minded could fill, and it gave many others the time off work to pause and innovate.”

“The digitalization of almost every aspect of American work life – as well as the shutdowns in many industries – has been one of the highest contributors to rising entrepreneurship in America.” says Islamov.

Since the pandemic, America has witnessed a surge in the number of entrepreneurs seeking to apply for new businesses and looking to hire staff. Reports show a 23% increase between 2020 and 2021 in the entrepreneurial space.

Worldwide Impact

The ripple effect of the global pandemic in the entertainment industry and entrepreneurial space is a worldwide phenomenon. Celebrities all over the world have been cut off from work and faced with uncertainties as to their job status as a result of the unpredictable nature of the pandemic. This is particularly true for entertainment industries in worst-hit countries, like the Filipino movie industry.

Filipino movie stars Ara Mira and Rita Daniela are some of the notable celebrities to explore their entrepreneurial spirit since the pandemic hit. The two are now managing a vegetable business and a beauty business respectively.

Similar to most celebrity businesses, Islamov’s Maya Bagel Express has gained popularity amongst his fans. The Kentucky-based cafe is fast becoming a staple in Kentucky, garnering a lot of exposure and features in local and international publications like IBT, Louisville Business First, and WLKY.

Commenting on his vision for the business, Islamov stated “Building Maya Bagel brick by brick has not been easy. I want this brand to be known as a go-to spot for quality bagels, food and coffee and the like. Passion and consistency are key and it’s engraved within the brand and company’s foundation. I hope to have a brand that endures for years to come.”

Celebrity influence and celebrity endorsement are perhaps one of the most effective marketing tools in the entrepreneurial toolkit. Fan involvement gives celebrities immense power in product marketing and this reality has spilled over into what is now known as the influencer marketing model. This has also prompted businesses to start building more relatable brands and to build a fan base around their brands.

At the height of the pandemic when general sales margins were dropping, Aritza, the everyday luxury wear brand made an unprecedented 115% increase in sales, all thanks to Jennifer Lopez’s social media shoutouts and endorsements.

Ismalov admits the power of having a strong following and explains how it has worked for him in his own entrepreneurial journey. “I already had a loyal following as an athlete and this fanbase has contributed immensely to the success of Maya Bagels. Having people identify with your brand can be a game-changer. It is impossible to talk about the cafe’s success without recognizing the support of my fans.” says Ismalov.