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

Just Posted

2021 graduate Annaliese Hunt-Owega with Burton Astleford in advance of the Reverse Grad Parade held Saturday, June 12 in Williams Lake. (Angie Mindus photo - Williams Lake Tribune)
Jenna Harvey. (Photo submitted)
RCMP looking for missing woman between 100 Mile House and Williams Lake

Jenna Harvey was last heard from a week ago and claimed to be hitchhiking north

Big Brothers Big Sisters of Williams Lake’s Robert Webster, who helps operate the organization’s Parking Lot Clothing Drive, and Angela Kadar, executive director, collect clothing at BBBSWL’s new, permanent cargo trailer location at the Williams Lake Stampede Grounds infield. BBBSWL will be at the infield parking lot from noon to 1 p.m. every Tuesday until the fall collecting soft goods including men’s, women’s and children’s clothing, outerwear, boots, shoes, hats, mittens, scarves, ties, socks, purses, wallets, bags, bedding, towels and jewellery. Kadar thanked the Williams Lake Stampede Association for being so accommodating and for allowing them to use the space to park the trailer. (Greg Sabatino photo - Williams Lake Tribune)
Big Brothers Big Sisters of Williams Lake Parking Lot Clothing Drive gets new, permanent location

BBBSWL will be at the Stampede infield parking lot from noon to 1 p.m. every Tuesday

Williams Lake Stampeders forward Dylan Richardson thwarts a Quesnel Kangaroos defender as he skates in for a shot on goal during the 2019/20 Central Interior Hockey League season. (Patrick Davies photo - Black Press Media)
Stampeders plan post pandemic return to ice in Williams Lake

The eight-team Central Interior Hockey League includes franchises in Quesnel and Williams Lake

Interior Health’s mobile COVID-19 vaccine clinic will be at the 150 Mile House Fire Department on Wednesday, June 23 for people to receive their first dose of the vaccine. (Monica Lamb-Yorski
Interior Health mobile COVID-19 vaccine clinic slated for 150 Mile House June 23

The clinic is for people who have not received a first dose

Marco Mendicino, Minister of Immigration, Refugees and Citizenship during a press conference in Ottawa on Thursday, May 13, 2021. THE CANADIAN PRESS/Sean Kilpatrick
Canada to welcome 45,000 refugees this year, says immigration minister

Canada plans to increase persons admitted from 23,500 to 45,000 and expedite permanent residency applications

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Emily Steele holds up a collage of her son, 16-year-old Elijah-Iain Beauregard who was stabbed and killed in June 2019, outside of Kelowna Law Courts on June 18. (Aaron Hemens/Capital News)
Kelowna woman who fatally stabbed teen facing up to 1.5 years of jail time

Her jail sentence would be followed by an additional one to 1.5 years of supervision

Cpl. Scott MacLeod and Police Service Dog Jago. Jago was killed in the line of duty on Thursday, June 17. (RCMP)
Abbotsford police, RCMP grieve 4-year-old service dog killed in line of duty

Jago killed by armed suspect during ‘high-risk’ incident in Alberta

The George Road wildfire near Lytton, B.C., has grown to 250 hectares. (BC Wildfire Service)
B.C. drone sighting halts helicopters fighting 250 hectares of wildfire

‘If a drone collides with firefighting aircraft the consequences could be deadly,’ says BC Wildfire Service

A dose of the Pfizer-BioNTech COVID-19 vaccine is pictured at a vaccination site in Vancouver Thursday, March 11, 2021. THE CANADIAN PRESS/Jonathan Hayward
NACI advice to mix vaccines gets varied reaction from AstraZeneca double-dosers

NACI recommends an mRNA vaccine for all Canadians receiving a second dose of a COVID-19 vaccine

A aerial view shows the debris going into Quesnel Lake caused by a tailings pond breach near the town of Likely, B.C., Tuesday, Aug. 5, 2014. THE CANADIAN PRESS/Jonathan Hayward
Updated tailings code after Mount Polley an improvement: B.C. mines auditor

British Columbia’s chief auditor of mines has found changes to the province’s requirements for tailings storage facilities

A North Vancouver man was arrested Friday and three police officers were injured after a 10-person broke out at English Bay on June 19, 2021. (Youtube/Screen grab)
Man arrested, 3 police injured during 10-person brawl at Vancouver beach

The arrest was captured on video by bystanders, many of whom heckled the officers as they struggled with the handcuffed man

Most Read