For many, history is a subject confined to textbooks and museums. But for Ari Siegel, a lifelong history enthusiast, it became the unexpected foundation of a thriving, multi-million dollar enterprise that even caught the attention of the Sharks on national television.
The Genesis of History By Mail: A Passion Project Unboxed
Siegel’s fascination with history was ignited early, fueled by the compelling war stories shared by his grandfathers, both World War II veterans. This passion led him to an internship at the U.S. Senate, where he guided tours of the Capitol. It was during a visit to the Library of Congress that a serendipitous discovery sparked an idea.
Among a collection of long-forgotten documents, Siegel encountered an original letter from President Abraham Lincoln. The experience was profound, transporting him back to the Civil War era. He felt a deep conviction that such invaluable pieces of American heritage shouldn’t languish in storage. This moment was the catalyst for what would become History By Mail.
From Personal Replicas to a Subscription Empire
Initially, Siegel began replicating historical documents, starting with Lincoln’s letter, for family and friends. The enthusiastic response was undeniable. What began as a personal endeavor soon evolved into a regular request, prompting Siegel to formalize it as a subscription service. In January 2019, History By Mail officially launched with a Shopify site and a modest investment in Facebook ads, transforming a hobby into a legitimate business while Siegel balanced it with his job as a real estate developer in Brooklyn.
The Art and Science of Historical Replication
Bringing history to life through authentic replicas is a meticulous process. It begins with an exhaustive search for documents that not only possess a compelling narrative but also boast visual appeal. A fascinating story without visual interest, or a striking visual without substance, simply won’t captivate an audience.
Once a suitable document is identified, the crucial step of obtaining usage rights follows, often involving licensing agreements with museums, private collectors, or universities. The chosen documents then undergo a careful touch-up process, meticulously replicated on paper to mirror the original as closely as possible. Each replica is accompanied by a carefully researched and edited contextual story, enriching the subscriber’s understanding and connection to the past.
Building a Business Beyond the Documents
Beyond the historical curation and replication, Siegel navigated the multifaceted world of business operations. From marketing and sales to accounting, he initially managed every aspect himself. Today, History By Mail boasts a remote team of 12, a testament to the organic growth and the successful scaling of each business component from the ground up.
Strategic Partnerships and National Recognition
A pivotal moment for History By Mail arrived in 2020 with a partnership with Uncommon Goods. Securing this collaboration was no small feat, requiring relentless outreach to buyers across various platforms and attending industry shows. Uncommon Goods, seeking to venture into subscriptions, took a calculated risk on Siegel’s unique offering, making History By Mail their inaugural subscription partner.
Managing a subscription service presents unique challenges, from address changes and pauses to handling lost mail. Unlike a one-off purchase, a subscription fosters an ongoing relationship with the customer, sometimes spanning up to two years. The collaboration proved mutually beneficial, providing History By Mail with significant national press and exposure, which ultimately paved the way for an invitation to the highly competitive ‘Shark Tank.’
Conquering the Tank: A Masterclass in Preparation
Knowing the high stakes of ‘Shark Tank,’ Siegel approached his preparation with an unparalleled intensity. He enlisted a Broadway producer to fine-tune every detail, from on-screen presence, hair, makeup, and wardrobe to props, body language, vocal intonation, and scriptwriting. He meticulously studied every ‘Shark Tank’ episode, compiling a comprehensive list of potential questions and practicing his responses relentlessly for nearly a year.
His innovative preparation even included creating giant cardboard cutouts of the Sharks to simulate the pitching environment, helping him maintain composure under pressure. He further honed his focus by having his graphics team compile a YouTube video of the Sharks’ various expressions, allowing him to practice staying centered regardless of their reactions.
This exhaustive preparation paid dividends. When filming day arrived, Siegel was not nervous but exhilarated, delivering a pitch that was both fun and effective. On the show, he proudly presented five distinct historical documents, captivating the Sharks and securing a deal that propelled History By Mail to even greater heights, solidifying its place as a unique and successful venture that truly brings history to life.
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