From Cancer Survivor to $533K Ecommerce Exit: How Jill Tucker Built and Sold Erilan

Turning Personal Tragedy Into Business Triumph

When Jill Tucker was diagnosed with breast cancer and faced the harsh realities of recovery, she didn’t just look for answers for herself. She noticed women in her rural town of Wagga Wagga, Australia, were struggling to find proper support post-mastectomy. Seeing an unmet need, Jill launched Erilan—a business that would not only supply practical recovery wear and accessories but foster community, understanding, and dignity for others navigating the tough road after breast surgery.

From Farm Life to Founding Erilan

Growing up on a farm in a town where everyone knew each other made Jill value connection. But medical care, resources, and specialty services could feel a million miles away. After her own mastectomy, the lack of local recovery solutions became glaringly obvious. Jill named her company 'Erilan'—blending her children’s names, Dylan and Erin—reflecting family, community, and hope.

Erilan started humbly, as a shop extension added to Jill’s home. What set it apart was her experience as a trained bra and prosthetic fitter. Women could come for private fittings in a safe, understanding space. Jill saw women in need not just of physical products but of a non-judgmental network, and Erilan quickly became that safe harbor where stories were shared and advice traded.

Online Expansion Sparked by Rural Life

Wagga Wagga had about 67,000 people and vast rural surroundings. Traveling several hours to the nearest specialty shop was not possible for everyone—especially after cancer treatment. Jill, spurred by the crippling droughts farmers faced in 2017-2020, realized the only way to reach women in need was online appointments. Her son Dylan helped build the ecommerce site. Jill, at first with little tech comfort, soon found the web store critical for serving remote customers. She offered video consults—a rare service for the category, which let her reputation for care spread far beyond her town.

Growth Built on Word of Mouth, Empathy, and Practical Marketing

Jill had zero experience in ecommerce or fashion retail. She juggled Erilan with managing a speech and drama school for 10 years, applying teaching skills to customer engagement, like hosting charity fashion parades or community group meetups. Staff recruitment happened organically: Sarah, hired via word of mouth, started part-time and became integral to daily operations.

Digital marketing was not her obsession—social posts came sporadically, emails even less so—yet, with basic Shopify setup and a little Google Ads, Erilan started to snowball. Explosive growth arrived after Jill left teaching in 2018 to focus fully on the business. The numbers show just how steep the climb became: 128% revenue increase in 2019-20, 84% the year after, and in May 2022 a further 49% surge over the previous year, all while maintaining a loyal 32.51% repeat customer rate.

Bootstrapping, Delegation, and Hitting a Ceiling

Running Erilan stretched Jill—there were three part-timers, her husband often pitched in, and Dylan managed the online side on top of his other work. Tech was learned on the fly. Shopify proved a friend for ecommerce, and processes were often powered by Google Workspace and casual chat. The annual revenue pushed above $1 million USD by 2022 and monthly profits topped $21k, all with only several staff and a shoestring marketing spend.

But after her husband retired at 70, Jill realized she also wanted a new chapter: travel, grandkids, and freedom after years working on call. With no local buyers, she listed Erilan on Flippa, with Dylan’s help handling the online sale. Flippa’s support and reach meant the broader market could appreciate Erilan’s numbers and brand value, and Jill learned her business was worth more than her accountant estimated. She eventually found a trusted buyer—a doctor—who kept Sarah on, ensuring Erilan’s culture stayed intact. There were logistical hitches, like moving $100k in stock to staff homes, but Jill stayed involved until the last handover step.

Results: Sale and Reflection

Erilan was sold for $533,460 USD, nearly double what Jill was initially told it was worth. The secret was less fancy branding or viral ads and more a realistic understanding of the unique customer, steady online growth, and building a team that cared about the work and the women they served.

Jill says she doesn't miss the business—she’s happy with her exit, though would have broadened her product range earlier. She now devotes time to family, playing croquet, traveling, and tending her garden. For her, the biggest reward was, and still is, knowing she changed lives for the better, and created lasting bonds among women facing breast cancer recovery.

Lessons for Founders: What Actually Worked

• Deep, personal relevance to the founder created trust and authenticity.
• Online expansion started with a simple Shopify site and remote consults, not big budgets.
• No over-engineered tech stack—basic ecommerce tools plus Google Ads worked.
• Delegate where expertise lacking, especially technology and digital marketing.
• Staff recruited through local reputation stayed on even after the sale.
• Exited at a multiple (2.1x profit) thanks to third-party marketplace reach and local word-of-mouth growth.

Numbers at a Glance

• Sale price: $533,460 USD
• Annual revenue: $1,067,634 (approx. $88,970 per month)
• Monthly profit: $21,647
• 32.51% repeat customer rate
• Growth rates: 128% (2019-20), 84% (2020-21), 49% YOY (May 2022)

Conclusion: Real Impact Beyond the Numbers

Erilan’s success wasn’t about chasing every trendy tactic. It stemmed from combining genuine community connection with just enough tech to scale nationally. Trust, relentless empathy, and a focus on real needs—those are the pieces that made the brand special. Selling online isn’t all about ads or posts, but solving real problems others ignore.