From Side Hustle to $2 Million: How History By Mail Made History

Ari Siegel turned a fascination with archival documents into a subscription empire, scaling from a basement project to a $2 million-a-year business. After securing a deal on Shark Tank and navigating the complexities of historical licensing, he now aims to reach his two-millionth letter sent by evolving beyond seasonal gifting.

The journey began at the Library of Congress, where Siegel, then a U.S. Senate intern, felt the disconnect between the public and the historical records hidden in storage. What started as a personal project—replicating an Abraham Lincoln letter for friends—evolved into History By Mail in 2019. The business model requires a rigorous cycle: sourcing compelling documents, securing licensing from museums or private collections, and producing high-quality replicas accompanied by context-rich narratives.

Growth accelerated significantly after a 2020 partnership with Uncommon Goods, which provided the national exposure needed to refine subscription management. Siegel’s preparation for Shark Tank was exhaustive, involving professional media coaching and even training against cardboard cutouts of the investors. This discipline yielded a deal with Daniel Lubetzky, whose team provided the operational support necessary to scale. Since 2019, revenue has surged from $2,300 to over $2 million in 2024, with projections hitting $3 million this year.

Moving forward, the company is shifting away from its reliance on seasonal gift-giving by targeting corporate clients and educational institutions. Siegel attributes this longevity not merely to his passion for history, but to an obsessive focus on the mechanics of problem-solving. As the business expands, he views each operational hurdle—from logistics to licensing—as a necessary component of sustaining his mission to make the past tangible.