Transforming a Hobby into a Thriving Side Business: The Tale of Vintage Coach Bags
Are you ready to dive into a fascinating world where passion meets profit? Let’s explore the inspiring story of Jonathan Adona, a 32-year-old human resources expert based in the vibrant city of New York. What started as a simple interest has blossomed into a successful side hustle centered around the restoration and collection of vintage Coach bags.
Adona's journey began in late 2024 when he stumbled upon captivating TikTok videos showcasing the art of reviving vintage Coach bags. In these clips, viewers often witness individuals purchasing worn-out bags for less than $20 from thrift stores. Then, with some leather soap and skilled hands, they restore these treasures to their original charm from the early 2000s. It’s no wonder that this trend has captured the attention of many, including Adona himself.
In 2022, he acquired his very first Coach bag—a quaint camera bag—just as the brand was experiencing a resurgence in popularity among younger consumers. Coach's fresh designs began attracting Gen Z shoppers, while its retro styles enjoyed a revival right alongside them, making Coach once again the “it-girl” brand. Yet it was a gift from his partner, a beautiful Lana shoulder bag, that truly ignited Adona's passion for the brand.
"I quickly recognized the quality and timeless appeal of vintage Coach bags," Adona shared. "They offer a classic design that never goes out of style." However, his journey took an unexpected turn in March 2025 when an injury forced him to pause his favorite pastime—running. With newfound free time on his hands, he decided to try his hand at restoring vintage Coach bags himself.
Adona recalls finding several bags at a local flea market, sparking his curiosity about the designs and history of these iconic pieces. Today, he boasts a collection of 45 bags, a mix of both vintage and contemporary styles. At one point, his collection swelled to almost 60 bags, each with its own unique story.
A Unique Approach to Collecting
Rather than aiming to collect every single Coach bag available, Adona focuses on curating a collection that resonates with him personally. He firmly believes that bags should be appreciated and utilized, not merely displayed. "If I realize I haven’t used a bag in over a month, I think it’s time to let it go. Keeping it would be unfair to the bag itself," he explained.
This philosophy has naturally led to his flourishing side business. Whenever he decides to part with a bag, he finds new homes for them by selling to fellow collectors. Occasionally, he also purchases secondhand bags intending to restore and resell them, essentially rescuing these fashion items from obscurity.
Regardless of whether he buys or sells, Adona has discovered a lucrative market. Coach bags, known for their accessibility in the luxury segment, generally retail between $95 and $695, with some extravagant models reaching up to $10,000. The vintage bags hold their value well too, with some older styles fetching prices exceeding $3,000 on platforms like eBay.
Adona has experienced this firsthand; for instance, he bought a mahogany Coach Pocket Zip Ergo 9033 bag for under $100 on Facebook Marketplace. After cleaning it up, he sold it on Instagram for a remarkable $380.
"There’s always a demand for vintage Coach," he remarked. "People are looking for stylish luxury bags at more budget-friendly prices, and I enjoy helping them find pieces they love." So far, Adona has sold over 30 bags, using the proceeds to further expand his collection.
While it's clear he could maximize profits by pricing his bags higher, Adona prefers to keep them reasonably priced. "I want to make sure that these bags remain accessible for Coach enthusiasts and handbag lovers, all while nurturing my side hustle driven by my passion," he concluded.
What do you think? Do you believe turning a hobby into a profitable venture is achievable for anyone? Or is it just luck and timing? Join the conversation in the comments!
