Imagine turning your love for vintage fashion into a thriving side hustle. That's exactly what one HR professional did, and his story is both inspiring and a little controversial. But here's where it gets interesting: Jonathan Adona, a 32-year-old from Brooklyn, transformed his passion for collecting and restoring vintage Coach bags into a profitable venture—all while keeping the bags accessible to fellow enthusiasts. And this is the part most people miss: he’s not just hoarding these treasures; he’s actively buying, restoring, and reselling them, proving that luxury can be both sustainable and affordable.
If you’ve ever scrolled through TikTok, you might have stumbled upon the mesmerizing world of vintage Coach bag restoration. These videos typically start with someone snagging a worn-out bag for a bargain at a thrift store—think $20 or less. With a bit of leather soap and some elbow grease, these bags are transformed back to their early 2000s glory. It’s a trend that’s not only satisfying to watch but also incredibly lucrative for those who master it.
Jonathan Adona first caught the bug in late 2024. After receiving a Coach Lana shoulder bag as a gift from his partner, he was hooked. 'I saw how great vintage Coach bags are, and I really fell in love with the quality and design,' he told Business Insider. 'They're classic and timeless.' But what really kicked his hobby into high gear was an unexpected twist: a running injury in March 2025 forced him to give up his favorite pastime, leaving him with ample time to explore his newfound passion.
Adona began scouring flea markets and online platforms for vintage Coach bags, diving deep into their history, designs, and even the dyes used. His collection quickly grew, and today he owns 45 bags—a mix of vintage and modern styles. At one point, he even had nearly 60. 'Me owning a bag becomes a part of its story,' he reflects, emphasizing the personal connection he feels with each piece.
But here’s the controversial part: Adona doesn’t just collect; he curates. 'I'm a big believer that bags should be used, not just displayed,' he says. When a bag sits unused for a month, he rehomes it by selling it to other collectors. This approach not only keeps his collection dynamic but also funds his side hustle. He’s sold over 30 bags so far, often at below-market prices, prioritizing accessibility over maximum profit. 'I want these bags to stay accessible to Coach fans and handbag lovers,' he explains.
Coach, known for its accessible luxury, offers new bags ranging from $95 to $695, with some extravagant styles reaching $10,000. Vintage pieces are equally valuable, with some selling for over $3,000 on platforms like eBay. Adona’s keen eye for a good deal has paid off—he once bought a 1997 Coach Pocket Zip Ergo 9033 bag for under $100 on Facebook Marketplace and sold it on Instagram for $380 after restoration.
So, here’s the question: Is Adona’s approach to collecting and reselling sustainable, or does it risk devaluing the vintage market? Let us know your thoughts in the comments. One thing’s for sure: his story proves that with a little creativity and passion, you can turn almost any hobby into a rewarding side hustle.
