The American Dream is Still Alive: $2Mil in Year Two White Labeling iCoat Products 

The American Dream Is Still Alive: $2 Million in Year Two White-Labeling iCoat Products

In 2021—and still today—America remains one of the best countries in the world to go from rags to riches. Opportunity abounds for those willing to seize it, envision their future, and put in the hard work. With sound business planning, best practices, data analysis, and digital marketing, anyone with the right product and the determination to sell it can build real wealth.

Amazon has fueled the rise of countless entrepreneurs, proving that if you can market and sell a product better than your competition, you will win. Making money while you sleep—thanks to 24/7 online orders—feels like magic. But the truth is, most of these success stories aren’t accidents. They follow a plan. They execute. They leverage local experience and scale it nationally and even internationally.

A Spark at a Local Craft Fair

In the fall of 2017, Steve Jones was wandering through a craft fair in his home state of Pennsylvania. He noticed several booths selling beautifully crafted items—tables, charcuterie boards, candle holders, coasters, river tables, and more. Though not much of an artist himself, Steve appreciated the craftsmanship and struck up a conversation with one of the busiest vendors. It wasn’t easy—their booth was crowded, and inventory was flying off the shelves.

Eventually, during a break in the customer flow, the couple explained that they made everything by hand in their Lancaster, PA workshop. Steve noticed a common thread in their products: epoxy resin and rich, vibrant colors.

Recalling a book he once read—The Business of America—Steve thought about Levi Strauss, who made his fortune during the California Gold Rush not by selling gold, but by selling shovels. That was Steve’s epiphany: “There must be thousands of artisans making these pieces of art… I’m going to become the one doing the best job selling them the epoxy.”

You Don’t Have to Invent to Win

Success doesn’t always require a patent, invention, or trademark. Often, it’s about buying and reselling products people already want—candles, soda, golf balls, cleaning products, and yes, epoxy resin. Most manufacturers don’t sell direct because it’s not part of their business model. That’s where channel partners come in—middlemen who specialize in distribution. It’s a foundational story of American business.

Discovering iCoat Products

In 2018, Steve attended the World of Concrete trade show in Las Vegas, where he discovered iCoat Products—a leading name in decorative concrete and epoxy coatings. He learned that iCoat had been quietly white-labeling premium products for over 25 years.

The company has deep roots: founded by a military chemist and passed down to his son, iCoat has built a reputation for superior quality and performance. After seeing the results firsthand, Steve knew he had found the perfect partner.

Building the Dream

Steve connected with a mentor who helped him draft a clear business plan. He invested modestly in marketing and advertising, began receiving shipments of white-labeled epoxy, and hit the ground running—selling at state fairs, craft shows, hosting classes, and moving into online platforms like Facebook, Instagram, eBay, and Craigslist.

His first year? $700,000 in sales.

Year two? Over $2,000,000.

Not bad for someone who, just a few years earlier, was at a personal crossroads wondering what to do with his life.

The Story Continues

This is the American Dream in action. As the epoxy resin industry continues to grow, there’s still massive opportunity waiting to be claimed. And Steve’s story? Year three is still being written.

Stay tuned.