Ari Siegel, founder of History By Mail, a subscription-based business that delivers replicas of historical documents directly to customers, has transformed a personal passion for history into a thriving enterprise. What began as a small side hustle, fueled by childhood fascination with his grandfathers’ World War II stories and a profound encounter with an Abraham Lincoln letter at the Library of Congress, has now achieved remarkable success, including a seven-figure annual revenue and an appearance on the popular business reality show "Shark Tank." This narrative delves into Siegel’s entrepreneurial journey, highlighting the key milestones, strategic decisions, and the relentless problem-solving that propelled History By Mail from a modest venture to a significant player in the historical collectibles market.

The Genesis of an Idea: An Encounter with the Past

Siegel’s lifelong affinity for history was deeply rooted in his family’s experiences. Growing up, he was captivated by the narratives of his two grandfathers, both veterans of World War II. These personal accounts ignited a spark that would later guide his professional path. His educational pursuits led him to an internship at the U.S. Senate, where he served as a tour guide at the U.S. Capitol. It was during a visit to the Library of Congress that a pivotal moment occurred. Witnessing historical documents, including a letter penned by President Abraham Lincoln, displayed in a state of disarray—simply stored in boxes—stirred a sense of injustice within him. He felt a compelling need to make these artifacts, which belonged to the American people, more accessible and appreciated.

This realization sparked an idea: to create faithful replicas of significant historical documents. Initially, Siegel produced these replicas for friends and family, not with a commercial intent, but as a way to share his passion. The overwhelmingly positive reception and consistent demand prompted him to consider a more structured approach. The concept of a subscription service began to take shape, offering a curated selection of historical documents delivered at regular intervals.

Building the Foundation: Shopify, Facebook Ads, and the Early Hustle

In January 2019, Siegel took a significant leap by launching a Shopify website and investing a modest sum in Facebook advertisements. This marked the formal transition of his passion project into a legitimate business, named History By Mail. At this time, Siegel was concurrently employed by a real estate developer in Brooklyn, demonstrating the early commitment and dedication required to nurture a burgeoning startup while maintaining a primary income source.

The operational process for History By Mail is meticulous and multi-faceted. It begins with a rigorous search for documents that possess both a compelling narrative and strong visual appeal. Siegel emphasizes that a document’s historical significance is only one part of the equation; its aesthetic quality is crucial for capturing public interest. Conversely, a visually striking document without a meaningful story would fail to engage customers.

Following the selection, the next critical step involves securing the necessary usage rights for replication. This often entails licensing documents from museums, private collections, or academic institutions. Once acquired, the documents undergo a careful restoration and replication process. The goal is to reproduce them on paper that closely mimics the texture and appearance of the original, preserving the historical integrity. Accompanying each replica is a meticulously researched contextual narrative, which is then edited for clarity and historical accuracy.

Beyond the creative and production aspects, Siegel shouldered the entirety of the business’s operational responsibilities in its nascent stages. This included marketing, sales, and accounting. As the business grew, so did the team. History By Mail now operates with a remote staff of 12 individuals, each contributing to the complex machinery of the company.

Accelerating Growth: The Uncommon Goods Partnership

A significant turning point in History By Mail’s trajectory occurred in 2020 with the establishment of a partnership with Uncommon Goods. This collaboration was the culmination of considerable effort and persistence on Siegel’s part. He recalls the arduous process of reaching out to potential buyers, sending samples, and navigating the competitive landscape of the e-commerce and gift retail sector. His proactive approach involved attending industry shows and persistently contacting buyers across various platforms, both online and in person.

The opportunity arose when a buyer from Uncommon Goods, seeking to expand into the subscription box model, recognized the unique value proposition of History By Mail. While Uncommon Goods possessed the market reach, they lacked the technical expertise to manage a subscription service. History By Mail, with its established subscription infrastructure, presented an ideal solution. This partnership proved instrumental in expanding the business’s visibility and customer base.

Managing a subscription service, Siegel explains, involves a level of ongoing customer engagement that differs from one-time purchases. Issues such as address changes, subscription pauses, cancellations, or lost mail require dedicated attention and a robust customer service framework. The relationship with a subscriber extends over the duration of their subscription, which can be as long as two years, necessitating a consistent and responsive customer experience.

The collaboration with Uncommon Goods yielded substantial national press coverage and exposure, a key factor that subsequently led to an invitation to appear on "Shark Tank."

Facing the Sharks: Rigorous Preparation for a High-Stakes Pitch

Recognizing the immense competitive nature of "Shark Tank" and viewing it as a potentially singular opportunity, Siegel undertook an exceptionally thorough preparation regimen. He enlisted the expertise of a Broadway producer to meticulously refine every aspect of his television appearance, from hair, makeup, and wardrobe to stage presence, body language, and vocal delivery. This comprehensive approach extended to scriptwriting and anticipating the critical questions likely to be posed by the Sharks.

For nearly a year, Siegel dedicated himself to practicing his pitch. He meticulously studied every episode of "Shark Tank," documenting common inquiries and challenges. These were then transcribed onto notecards for constant rehearsal. To simulate the pressure of a live pitch, he even created oversized cardboard cutouts of the Sharks, practicing his delivery and responses under the guise of direct interaction. This strategy aimed to build resilience against potential criticism and to maintain composure and positivity in the face of adversity.

Furthermore, Siegel’s team compiled video clips of the Sharks’ reactions, editing them into a half-hour YouTube compilation. This allowed Siegel to practice his pitch while observing the Sharks’ varied expressions—happiness, frustration, skepticism—enabling him to remain focused and unfazed regardless of their on-screen demeanor.

The intensive preparation proved invaluable. During the filming of "Shark Tank," Siegel reported feeling not nervous, but rather exhilarated and engaged. The experience was, by his account, genuinely enjoyable.

The "Shark Tank" Experience and Securing an Investment

On the show, Siegel had the opportunity to present five key historical documents, including a replica of the check used for the purchase of Alaska. He highlighted the fascinating narrative behind this document, noting how it often sparks curiosity about the transaction’s specifics—the cost, the signatories, and the place of negotiation. Such artifacts, he believes, possess the power to ignite deeper historical inquiry.

History By Mail successfully secured a deal on "Shark Tank." Initially, Barbara Corcoran and Daniel Lubetzky formed a joint offer. However, following the customary due diligence phase, only Daniel Lubetzky proceeded with the investment. Siegel has lauded Lubetzky as an exceptional partner, emphasizing the invaluable support provided by him and his team in navigating complex business challenges.

An Unexpected Encore: David Copperfield and an Update Segment

The "Shark Tank" experience proved to be more than a one-time appearance. Siegel was invited to participate in a filmed update segment that aired in January, featuring the renowned illusionist David Copperfield. This segment capitalized on Daniel Lubetzky’s friendship with Copperfield, who owns the world’s most extensive private collection of magic memorabilia. For the update, History By Mail was granted permission to replicate a letter from Harry Houdini, an artifact that held significant inspiration for Copperfield’s own career. The segment was filmed at Copperfield’s private museum, offering a unique glimpse into his world and the intersection of magic and historical artifacts.

The exposure and validation from "Shark Tank" marked a definitive shift in Siegel’s professional life. What had begun as a side hustle was no longer tenable as such. He made the decision to dedicate his full attention to History By Mail, transitioning to working on the business full-time.

Evolving the Business Model: Beyond Gifting and into New Markets

Following the "Shark Tank" appearance, History By Mail solidified its position in the market, particularly within the gifting sector. However, the inherent seasonality of the gifting market presented a challenge, leading to fluctuations in sales during traditionally slower months. To mitigate this, Siegel initiated a strategic diversification of the business model.

The company is actively pursuing opportunities in corporate gifting, a sector that offers a more consistent and year-round demand. Furthermore, History By Mail is exploring partnerships with educational institutions, including schools and museums, aiming to leverage its unique products for educational purposes and to reach new audiences. A significant focus is also being placed on initiatives surrounding America’s 250th anniversary, a landmark event that presents a unique opportunity for historical engagement.

Impressive Revenue Growth: A Testament to Strategic Execution

The financial trajectory of History By Mail underscores its remarkable success. In 2019, the company generated a modest $2,300 in revenue. The partnership with Uncommon Goods in 2020 catalyzed a dramatic increase, with revenues climbing to $153,000, representing an astonishing 6,500% growth. By 2021, the first full year with Uncommon Goods, revenue reached $639,000. This upward trend continued, with $824,000 in 2022 and $1 million in 2023. The company reported $1.24 million in 2024 and surpassed $2 million in the last fiscal year. Projections for the current year anticipate revenues of $3 million, indicating sustained and robust expansion.

Future Outlook: Driving the Ship and Embracing New Milestones

As a business owner, Siegel acknowledges the importance of setting and pursuing ambitious goals. The past few years have been heavily influenced by media-driven objectives, such as appearing on "Shark Tank" and participating in update segments. With these milestones achieved, Siegel now feels empowered to steer the company’s future direction independently.

A significant recent achievement for History By Mail was the dispatch of its one-millionth letter. This milestone directly aligns with the company’s core mission: to make history tangible and engaging for a broad audience. Each letter sent represents a step closer to fulfilling this objective, and the company is eagerly anticipating reaching the two-million-letter mark.

Siegel’s journey from a passionate history enthusiast to the founder of a successful business emphasizes that while passion is a vital driving force, it is not sufficient on its own to ensure long-term business sustainability. He posits that a fundamental requirement for any entrepreneur is a profound commitment to problem-solving. Every business encounters challenges, and these challenges tend to escalate in complexity with growth. The ability to identify problems, brainstorm solutions, explore various avenues, discard ineffective strategies, and continuously learn and adapt are indispensable skills that complement and support an entrepreneur’s passion. These problem-solving capabilities, Siegel asserts, form the bedrock upon which enduring business success is built.