If you’re not already familiar, let me introduce you to one of the most satisfying rabbit holes on TikTok: the restoration of vintage Coach bags.
Each video typically begins with someone purchasing a scuffed, well-worn bag for $20 or less at a thrift store. They take it home, lather it up with leather soap, and expertly return the Coach pieces to their early aughts glory.
In late 2024, Jonathan Adona, a 32-year-old human resources professional, became captivated by the videos. A few months later, he even picked up the hobby himself.
Now, restoring vintage Coach bags and building his own collection has become both a passion and a beneficial side hustle.
Jonathan Adona got his first Coach bag in 2022. Now, he owns 45.
Adona, who lives in Brooklyn, got his first Coach piece — a small camera bag — in 2022.
The brand was in the middle of a transformation at the time. Its modern designs caught the attention of Gen Z shoppers, and its vintage styles came back into vogue right alongside them.
Coach became the it-girl again.
It was in December 2024, though, that Adona’s interest was really piqued. Adona had been watching people restore vintage Coach bags on TikTok, and he’d been gifted the brand’s Lana shoulder bag from his partner. Instantly, he became a fan.
“I saw how great vintage Coach bags are, and I really fell in love with the quality and design,” Adona told Business Insider. “They’re classic and timeless.”
What he didn’t expect was what happened three months later. In March 2025, Adona had to give up his favorite hobby, running, after an injury. He suddenly had new free time to fill, so he started restoring vintage Coach pieces himself.
“I found a bunch of Coach bags at a local flea market, and that was it,” he said. “I started learning about the designs, the history of the dyes, and where the bags were made.”
As Adona started restoring them, his collection was born. Today, he said he owns 45 Coach bags — some vintage, and some modern. At its peak, though, he once owned nearly 60 bags.
“Me owning a bag becomes a part of its story,” he said.
A self-funding collection
Adona’s goal isn’t to collect every Coach bag in existence. Instead, he’s curating a purse wardrobe filled with styles that speak to him.
“I’m a big believer that bags should be used, and not just displayed,” he said. “When I find that I haven’t used a bag in a month or so, then it’s time to rehome. If I’m not using it, then it’s unfair to the bag.”
That’s where his newfound side hustle comes in. When Adona decides it’s time to part with a Coach bag, he sells it to other collectors. Occasionally, he also buys secondhand bags with the intention of restoring and reselling them — a fashion rescue, of sorts.
Regardless of a bag’s origin, Adona can still generate decent profits from the accessories.
Coach, an accessible luxury brand, sells most new bags at prices between $95 and $695. It also offers more extravagant styles priced at $10,000 each.
Vintage bags are equally valuable. On platforms like eBay, you can find older Coach styles priced upward of $3,000.
Adona knows this firsthand. There was the Coach Pocket Zip Ergo 9033 bag in the color mahogany, which he bought on Facebook Marketplace for under $100. After he cleaned up the 1997 piece, he sold it on Instagram for $380.
“There is always demand for vintage Coach,” he said. “People want luxury-style bags at more affordable prices, and I like the idea of helping others find bags they love.”
Adona said he’s sold over 30 Coach bags so far, with the profits going toward purchasing new purses.
He noted that he could make more money; he sells bags at below-market prices. However, big earnings aren’t his goal.
“I want these bags to stay accessible to Coach fans and handbag lovers, while also allowing me to grow my side hustle doing something I’m passionate about,” he said.
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