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

Crews retrieved the overturned commercial truck from the crash scene on Friday, Nov. 20. Photo: Betsy Kline
UPDATE: Kootenay woman dies in Genelle collision

The incident occurred Thursday, Nov. 19.

A man wearing a face mask to help curb the spread of COVID-19 walks in downtown Vancouver, B.C., Sunday, Nov. 22, 2020. The use of masks is mandatory in indoor public and retail spaces in the province. THE CANADIAN PRESS/Darryl Dyck
104 new COVID-19 cases in Interior Health

IH is reporting the new numbers since Friday, Nov. 20

Trail RCMP seized illicit drugs, cash and a weapon following a traffic stop in West Trail on Nov. 18. Photo: Trail RCMP
West Kootenay man, woman face drug charges after traffic stop

Police report that three types of illicit drugs were seized as well as cash and a Taser

USA Today ranked the City of Rossland as it’s top Canadian ski town, and no. 2 in all of North America, while Nelson was ranked no. 10 overall. Photo: Jim Bailey.
Rossland and Nelson rank among top North American ski towns

USA Today ranked two West Kootenay communities among Top 10 Ski Towns in North America

Photo: Trail Times
Castlegar man and woman arrested in downtown Trail

Police allege the truck they were in had a stolen licence plate on the rear

People wearing face masks to help curb the spread of COVID-19 cross a street in downtown Vancouver, on Sunday, November 22, 2020. The use of masks is mandatory in indoor public and retail spaces in the province. THE CANADIAN PRESS/Darryl Dyck
B.C. reports 17 COVID deaths, 1,933 new cases as hospitalizations surge over the weekend

There are 277 people in hospital, of whom 59 are in ICU or critical care

An aerial shot of Cedar Valley Lodge this past August, LNG Canada’s newest accommodation for workers at the project site in Kitimat. This is where several employees are isolating after a COVID-19 outbreak was declared last Thursday (Nov. 19). (Photo courtesy of LNG Canada)
Forty-one positive COVID-19 cases associated with the LNG Canada site outbreak in Kitimat

Thirty-four of the 41 cases remain active, according to Northern Health

Workers arrive at the Lynn Valley Care Centre seniors home, in North Vancouver, B.C., on Saturday, March 14, 2020. It was the site of Canada’s first COVID-19 outbreak in a long-term care facility. THE CANADIAN PRESS/Darryl Dyck
Rapid tests ‘not a panacea’ for care homes, Dr. Bonnie Henry says

B.C. lacks capacity for daily tests of thousands of workers

(Delta Police Department photo)
Cannabis edibles found in Halloween bag lead B.C. police to illegal lab

Delta police arrested a man and a woman while executing a warrant at a residential property Nov. 20

A woman being arrested at a Kelowna Value Village after refusing to wear a mask on Nov. 22.(@Jules50278750/Twitter)
VIDEO: Woman arrested for refusing to wear mask at Kelowna Value Village

RCMP claims the woman was uncooperative with officers, striking them a number of times and screaming

B.C. Liberal MLA Shirley Bond questions NDP government ministers in the B.C. legislature, Feb. 19, 2020. (Hansard TV)
Cabinet veteran Shirley Bond chosen interim leader of B.C. Liberals

28-member opposition prepares for December legislature session

Motorists wait to enter a Fraser Health COVID-19 testing facility, in Surrey, B.C., on Monday, November 9, 2020. THE CANADIAN PRESS/Darryl Dyck
COVID-19: What do rising positivity rates mean for B.C.? It’s not entirely clear

Coronavirus cases are on the rise but the province has not unveiled clear thresholds for further measures

A rider carves a path on Yanks Peak Saturday, Nov. 21. Two men from Prince George went missing on the mountain the next day. One of them, Colin Jalbert, made it back after digging out his sled from four feet under the snow. The other, Mike Harbak, is still missing. Local search and rescue teams went out looking Monday, Nov. 23. (Sam Fait Photo)
‘I could still be the one out there’: Snowmobiler rescued, 1 missing on northern B.C. mountain

As Quesnel search and rescue teams search for the remaining rider, Colin Jalbert is resting at home

More than 70 anglers participated in the bar-fishing demonstration fishery on Sept. 9, 2020 on the Fraser River near Chilliwack. DFO officers ticketed six people and seized four rods. A court date is set for Dec. 1, 2020. (Jennifer Feinberg/ Chilliwack Progress file)
Anglers ticketed in Fraser River demonstration fishery heading to court

Sportfishing groups started a GoFundMe with almost $20K so far for legal defence of six anglers

Most Read