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

Kindergarten kids from Evans elementary school in Chilliwack painted rocks with orange hearts and delivered them to Sto:lo Elders Lodge recently after learning about residential schools. (Laura Bridge photo)
Kindergarten class paints rocks with orange hearts in Chilliwack for local elders

‘Compassion and empathy’ being shown by kids learning about residential schools

Image by Free-Photos from Pixabay
Webinar looks at sexual abuse prevention among adolescents

Vancouver/Fraser Valley CoSA hosts free online session on June 15

Chilliwack potter Cathy Terepocki (left) and Indigenous enhancement teachers Val Tosoff (striped top) and Christine Seymour (fuchsia coat), along with students at Vedder middle school, look at some of the 500-plus pinch pots on Thursday, June 10 made by the kids to honour the 215 children found at Kamloops Indian Residential School. (Jenna Hauck/ Chilliwack Progress)
Chilliwack students make hundreds of tiny clay pots in honour of 215 Indigenous children

‘I think the healing process has begun,’ says teacher about Vedder middle school project

Jacqueline Pearce and Jean-Pierre Antonio received the BC Historical Federation Best Article Award on Saturday for their story about translating haiku written in the Tashme internment camp.
Article chronicling haiku in Japanese internment camp near Hope wins award

Tashme Haiku Club’s work was preserved and recently translated, authors write

Emergency services were on the scene of an apparent stabbing Friday afternoon (June 11) in the 2400 block of Countess Street in Abbotsford. (Photo: Kaytlin Harrison)
Two suspects arrested after apparent stabbing in Abbotsford

Incident occurs Friday afternoon in 2400 block of Countess Street

Canadian Prime Minister Justin Trudeau participates in a plenary session at the G7 Summit in Carbis Bay, England on Friday June 11, 2021. THE CANADIAN PRESS/Adrian Wyld
Canada donating 13M surplus COVID-19 vaccine doses to poor countries

Trudeau says the government will pay for 87 million shots to be distributed to poor countries

Cruise ship passengers arrive at Juneau, Alaska in 2018. Cruise lines have begun booking passengers for trips from Seattle to Alaska as early as this July, bypassing B.C. ports that are not allowed to have visitors until March 2022 under a Canadian COVID-19 restrictions. (Michael Penn/Juneau Empire)
B.C. doesn’t depend on U.S. law to attract cruise ships, Horgan says

Provinces to get update next week on Canada’s border closure

This undated photo provided by Girl Scouts of New Mexico Trails shows a scout donating cookies to firefighters in Rio Rancho, New Mexico, as part of the Hometown Heroes program. As the coronavirus pandemic wore into the spring selling season, many Girl Scout troops nixed their traditional cookie booths for safety reasons. That resulted in millions of boxes of unsold cookies. (Girl Scouts of New Mexico Trails via AP)
Thinner Mints: Girl Scouts have millions of unsold cookies

Since majority of cookies are sold in-person, pandemic made the shortfall expected

In this artist’s sketch, Nathaniel Veltman makes a video court appearance in London, Ont., on June 10, 2021 as Justice of the Peace Robert Seneshen (top left) and lawyer Alayna Jay look on. THE CANADIAN PRESS/Alexandra Newbould
Terror charges laid against London attack suspect

Crown says Nathaniel Veltman’s four counts of first-degree murder constitute an act of terrorism

Premier John Horgan speaks as provincial health officer Dr. Bonnie Henry, right, and health minister Adrian Dix look on during a press conference to update on the province’s fall pandemic preparedness plan during a press conference from the press theatre at Legislature in Victoria, Wednesday, Sept. 9, 2020. THE CANADIAN PRESS/Chad Hipolito
B.C. officials to provide details on Step 2 of COVID reopening plan Monday

Step 2 could allow for larger gatherings and a resumption of recreational travel

Indigenous Services Minister Marc Miller is seen during a news conference, Wednesday May 19, 2021 in Ottawa. THE CANADIAN PRESS/Adrian Wyld
Indigenous child-welfare battle heads to court despite calls for Ottawa to drop cases

Feds are poised to argue against two Canadian Human Rights Tribunal rulings

The Great Ogopogo Bathtub Race has been held in Summerland as a fundraising event. Do you know which Canadian city introduced this sport? (Black Press file photo)
QUIZ: A summer’s day at the water

How much do you know about boats, lakes and water?

Two-year-old Ivy McLeod laughs while playing with Lucky the puppy outside their Chilliwack home on Thursday, June 10, 2021. (Jenna Hauck/ Chilliwack Progress)
VIDEO: B.C. family finds ‘perfect’ puppy with limb difference for 2-year-old Ivy

Ivy has special bond with Lucky the puppy who was also born with limb difference

Most Read