Customers of Courage Cookies enter and leave the pop-up shop in Toronto on Saturday, October 24, 2020. THE CANADIAN PRESS/Tijana Martin

Customers of Courage Cookies enter and leave the pop-up shop in Toronto on Saturday, October 24, 2020. THE CANADIAN PRESS/Tijana Martin

As the COVID-19 crisis cuts jobs, Canadians cash in on hobbies with ‘side hustles’

Side hustles such as mask-sewing and cooking capitalize on what is often treated as women’s unpaid labour

For Chelsea Hearty and Ian Moores, the recipe for success began with a midnight snack.

When the COVID-19 pandemic hit in March, Hearty and Moores, who had worked in food and hospitality, were among the hundreds of thousands of workers who found themselves out of a job and with little to do during lockdown.

Moores decided to fill some time — and a late-night sugar craving — by baking. He got off the couch and put on an apron with a mission to make “the best cookie anyone’s ever had.”

After about an hour of tinkering with a family recipe, Moores had baked up what Hearty described as a “perfect little angel pillow” of a treat.

A few bites in, Hearty and Moores knew they had a buttery hit on their hands.

“We’ve always wanted to work for ourselves,” said Moores. “This was our opportunity to do that.”

As the pandemic prompts employers to slash jobs, a number of crafty Canadians are turning their hobbies into “side hustles,” supplemental sources of income that often double as a creative outlet.

From thrifting to mask-sewing to jewelry-making, almost any artisanal enterprise can find a customer base online.

Etsy Canada, an online marketplace that’s popular for side businesses, says new shop openings increased by more than 250 per cent during its most recent quarter, compared to the same period last year.

Some critics see side hustles as a symptom of a precarious labour market that leaves workers with no choice but to enter the gig economy.

But business owners like Hearty and Moores, whose snack led them to found Courage Cookies, credit the pandemic with giving them the push to abandon the daily grind for a shot at self-made success.

The “angel pillow” was the first flavour in their Courage Cookies repertoire. The operation has since expanded from the best-friends-turned-business-partners’ kitchen into an online delivery business operating out of a commercial space, and a semi-permanent pop-up store at Toronto’s Stack’d market.

The pandemic brought Jamie Rajf’s career in the music industry to an abrupt halt. But it also pushed her to follow a childhood passion for hunting down “treasures” in unlikely places by opening up an online vintage shop.

In between job applications, the 29-year-old spent months scouring garage sales and hole-in-the-wall stores for mid-century housewares, carefully curating each decades-old find to appeal to Instagram buyers.

Since launching Good Day Vintage, an Instagram business operated out of her Toronto home, in August, Rajf said she’s sold most of her inventory, turning a profit of a few thousand dollars.

“I have really learned from this that it’s important to have something that you work on that you have total control over,” said Rajf, who found full-time employment over the summer. “I can get out of it what I put into it, as opposed to working for someone else.”

Jeff Donaldson, a doctoral candidate at Carleton University’s School of Public Policy and Administration, said today’s workers need multiple streams of income as a form of “insurance” against industrial disruption.

“Side hustles are not meant to replace your main source of income,” said Donaldson, who specializes in emergency preparedness. “They’re meant to provide insulation.”

Shauna Brail, an associate professor at the University of Toronto’s Institute for Management and Innovation, noted that while some side hustles are passion projects, others are “survival jobs.”

“These are often short-term solutions, particularly for those … who haven’t necessarily chosen to work in the gig economy,” said Brail. “In a way, it’s chosen them, because it’s the last possible option.”

She pointed to women in the workforce who have shouldered the brunt of the economic fallout of the pandemic, particularly mothers who have been tasked with taking on extra caregiving duties.

Statistics Canada reported last month that employment among mothers with school-aged children had nearly returned to pre-shutdown levels. But the agency said the number of mothers working less than half their usual hours in September was still 70 per cent higher than before the pandemic in February.

Brail noted that many popular side hustles, such as mask-sewing and cooking, capitalize on what is traditionally treated as women’s unpaid domestic labour.

As Azure Johnson stitches together a sewing business from scratch, the mother of four has been thinking about what she’s lost and what she’s gained since March.

Johnson, who is Plains Cree from the Samson Cree Nation in Maskwacis, Alta., said her identity was wrapped up in her work helping vulnerable people build life skills at an Edmonton non-profit.

But when the shutdown left her without childcare, Johnson made the difficult call to take a leave of absence so she could look after her boys.

“I didn’t know how my bills were going to get paid, or the next time I could go get groceries,” she said. “All I knew is that we were home, and we needed to be safe, and we needed to have a backup plan.”

Then, Johnson ran into a problem that would lead her toward a financial solution.

Her right ear isn’t fully developed as a result of a congenital condition, so she can’t wear traditional masks. Instead, Johnson pulled out her sewing machine to create masks that tie at the back of the neck.

At first, she sold the masks to family and friends, then word got around she was making face coverings for people who needed different styles and sizes.

RAED MORE: Canadian companies uncover market for mask accessories amid COVID-19

Customers started placing so many bulk orders that her sewing machine couldn’t keep up, Johnson said, so she found a distributor. By late October, she estimates she’d sold a total of about 8,000 masks.

But Johnson didn’t stop there. She’d always had a flair for putting an “Indigenous twist” on familiar items. And her sons, who had dutifully helped her sew, trim and sweep, had some ideas of their own.

Azure and Co. has grown into a family business offering products ranging from teddy bears clad in traditional prints to T-shirts encouraging Indigenous men to take pride in their braids.

When she left her job, Johnson felt like she lost her “position in the community.” But she’s since found other ways to give back, including volunteering and making specialized masks for First Nations schools.

It’s not the same as what she had, but it is her own, and Johnson is looking forward to seeing where Azure and Co. can take her.

“I’ve come to a point where I think it just may be a choice for me to actually not return to work nine-to-five,” she said. “I’ll just do my own thing and help in my own lane.”

Adina Bresge, The Canadian Press


Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

Coronavirus

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Movie crews filmed a holiday parade in Summerland in July. The parade, filmed on Main Street in Summerland, is for the movie, The Christmas Yule Blog. (John Arendt - Summerland Review)
QUIZ: Test your knowledge of holiday movies and television specials

The festive season is a time for relaxing and enjoying some seasonal favourites

One of the Penticton Fire Department engines. (File)
Penticton fire chief proposes new engine, more staff for 2021

Council approved the requests in their budget deliberations on Nov. 24

Supt. Brian Hunter will be presenting first quarter RCMP stats to Penticton city council, tomorrow (April 21). (Phil McLachlan - Western News - File)
Penticton RCMP head wants to set up dedicated prolific offender task force

Supt. Brian Hunter plans to use the additional officers city council approved for the force

Vees goalkeeper Yaniv Perets stands watch while Tyler Ho takes the puck around the back of the net on Nov. 7. The BCHL press release did not name the player who tested positive.(Brennan Phillips - Western News)
Penticton Vees quarantining after player tests positive for COVID-19

The team, staff and billets are isolating while they are tested

Penticton’s Landmark Cinema has closed for the time being due to the coronavirus pandemic.(Google Maps photo)
Get a true home theatre experience with take-out popcorn

Landmark Cinemas in Penticton will be opening their concession stand for take-out orders

Mary Cox and Jack Plant dance in their pyjamas and slippers at the morning pyjama dance during the Rhythm Reelers’ 25 Annual Rally in the Valley Square Dance Festival in Chilliwack on June 4, 2011. Sunday, Nov. 29, 2020 is Square Dancing Day. (Jenna Hauck/ Chilliwack Progress file)
Unofficial holidays: Here’s what people are celebrating for the week of Nov. 29 to Dec. 5

Square Dancing Day, Disability Day and International Ninja Day are all coming up this week

Black Press Media and BraveFace have come together to support children facing life-threatening conditions. Net proceeds from these washable, reusable, three-layer masks go to Make-A-Wish Foundation BC & Yukon.
Put on a BraveFace: Help make children’s wishes come true

Black Press Media, BraveFace host mask fundraiser for Make-A-Wish Foundation

RCMP. (Phil McLachlan - Black Press Media)
RCMP issue warning after woman assaulted while walking in Kelowna

On Saturday, the unknown man ran up and grabbed her in an inappropriate manner before fleeing

Kevin Bieksa during his days playing with the Vancouver Canucks. (Photo: commons.wikimedia.org)
Bieksa to guest on free Canucks Alumni ‘Hot Stove’ on Zoom app

Former NHL player has become a game analyst on Sportsnet

A West Cabs driver is being investigated for an incident which allegedly took place this week. (West Cabs)
West Kelowna cab driver under investigation after altercation over his lack of mask

Passenger alleges cab driver became confrontational when asked about wearing mask

(Pixabay)
‘We need to be empathetic’; Kelowna support worker speaks out after disabled individual denied haircut

Individual with severe autism denied service at a Kelowna hair salon for not wearing mask

Parents are urged to be on alert after a potential child abduction attempt took place near Armstrong Elementary School Friday, Nov. 27, 2020. (amsas/neden photo)
Possible child abduction attempt at North Okanagan elementary school prompts warning

A letter from the school’s principal urges parents to be on high alert

British Columbia provincial health officer Dr. Bonnie Henry wears a face mask as she views the Murals of Gratitude exhibition in Vancouver, on Friday, July 3, 2020. THE CANADIAN PRESS/Darryl Dyck
COLUMN: Anti-maskers’ message misses the mark

Following COVID-19 restrictions now could determine just how happy our holidays are

Addie Pafiolis with her son, Theo, who died just five days after his birth due to a heart condition in 2017. For the past four years, Addie and her husband Chris have been supporting local families around the holiday season in Theo's memory. (Contributed)
Okanagan couple supporting local families in son’s memory this Christmas

Theo Pafiolis was five days old when he passed away due to a heart condition; now, his parents are supporting others in his name

Most Read