Micro-Niches Matter. In a time where big-box retailers dominate the market and online ads can feel like a shouting match, it’s easy to feel like your small business doesn’t stand a chance. But here’s the truth: small is powerful — especially when you lean into your niche.

We recently sat down with the Jim Gillis the owner of KRRJ Collectables. It is a local collectible toy store in Bakersfield, California, and what he shared was a masterclass in what it looks like to leverage micro-niches, community, and authenticity into real revenue.

Niche Isn’t Limiting — It’s Liberating

When Jim first opened his shop, he didn’t try to compete with the Targets and Amazons of the world. Instead, he leaned hard into collectibles — a space filled with passionate buyers, nostalgic collectors, and devoted fans.

He didn’t stop at general collectibles either. He focused on micro-niches like:

• Vintage Masters of the Universe toys
• Lesser-known horror-themed Funko Pops
• Cult-favorite games like Sally Face

And here’s the kicker: one of those niche products almost flopped.

“My daughter told me about this game called Sally Face… I stocked up on the Funko Pops even though they didn’t sell at first. But over time? They skyrocketed in value — 10x what I paid.”

That’s just one reason micro-niches matter: small, passionate audiences with high intent to buy.

Personal Branding Converts

The store’s Instagram isn’t polished to perfection — but it’s real.
Jim made a point from day one to put his face on the feed, even if it felt awkward at first. Why? Because customers connect with people, not logos.

“It lets people know I’m a real person — not just some warehouse in China trying to take your money.”

By showing his face, engaging authentically, and sharing unique products, he built an online presence that attracted more than just fans — it attracted celebrities.

Gabriel Iglesias followed after a casual comment exchange. WWE legend Mick Foley not only came to do an in-store signing but returned by request because the experience was so positive.

These partnerships didn’t require big contracts or marketing deals — they came from building a niche brand that stands out.

Word-of-Mouth Wins in Micro-Niche Markets

While many businesses are burning through ad spend to reach the masses, this shop has grown by talking to a very specific audience — collectors, gym bros, nostalgic 80s fans, and people who want that “I can’t find this anywhere else” feeling.

“Most of our growth has been word-of-mouth. WWE fans tell each other. Gym guys talk. Bakersfield isn’t exactly flooded with places like this — so when people hear about us, they come.”

By being one of the only stores in the area offering authentic, rare, and carefully curated collectibles, they don’t have to convince everyone. Just the right people.

Micro-Niches Matter: Profitable Takeaways for Business Owners

If you’re a small business owner — especially in retail, e-commerce, or content — here’s how to apply this story to your own strategy:

1. Own Your Niche — Then Go Smaller

Don’t just sell fashion. Sell sustainable fashion made of specific materials.
Don’t just make content. Make behind-the-scenes videos for indie filmmakers.
Find the passionate corner of the internet that loves what you love — and show up for them consistently.

2. Use Instagram to Build Trust, Not Just Aesthetic

Show your face. Tell your story. Give people a reason to follow you that isn’t just a discount code.

3. Support Other Niche Businesses

This shop regularly promotes other local businesses in their Stories — not for clout, but because community builds community.

4. Leverage Relevant Celebrity Partnerships

Their events with WWE stars weren’t just photo ops — they were traffic drivers and credibility boosters.
If a celebrity naturally aligns with your niche, even a simple repost or signing event can generate huge buzz.

5. Stay in the Game Long Enough to Win

Even if something flops at first, it may just need time — like those Sally Face toys.
Jim compares it to the story of the Nevada silver mine:

“One guy gave up too soon. The next guy hired the right help and found the biggest silver deposit ever.”

Final Word: Niche Down to Level Up

You don’t need 100,000 customers — you need the right 1,000.
You don’t need to go viral — you need to be memorable to the right people.

Whether you’re selling vintage toys, handmade clothes, or your own story as a brand — there’s room for you in the market. In fact, your smallness might just be your biggest strength.

So keep showing up. Keep being real. And never be afraid to go weirdly specific. That’s where the magic — and the money — lives, because micro-niches matter.

 

Check Small Business Celebration out on YouTube, Facebook, Instagram, or LinkedIn

Reach out to our guest’s website: KRRJ Collectables