What started as two friends snapping food photos for fun turned into a thriving side hustle — with hundreds of brand partnerships and thousands in extra income.
Challenge
When Alexandra B. and her best friend Karen met for dinner in New York City, it was just another night out — two food lovers exploring the next buzzworthy restaurant.
But somewhere between appetizers and dessert, inspiration struck.
“Wouldn’t it be fun to share our foodie adventures online?” Karen suggested.
They laughed at first. After all, everyone and their dog already seemed to post food photos on Instagram. Still, they decided to do it — not for fame or money, just for fun.
What began as a few casual food shots soon snowballed into something much bigger.
Action
They launched an Instagram account, East Coast Contistas, blending their love for food, photography, and storytelling. Using their iPhones, they documented everything — from hole-in-the-wall bakeries to trendy rooftop brunches.
Within a few months, they hit 1,000 followers — not massive by influencer standards, but enough to catch the attention of local restaurants. Encouraged, they bought a domain from GoDaddy, built a free WordPress site, and began posting in-depth reviews and features.
At first, they worked completely for free, reviewing small businesses, attending food festivals, and meeting local chefs. It wasn’t glamorous, but it built relationships — and a growing portfolio.
When they realized their work had value, they decided it was time to turn their passion into profit.
They invested $1,500 in better gear — two DSLR cameras, a GoPro, and a few lenses. The quality leap was immediate. Brands began to notice.
Alex and Karen created a media kit with their stats, pricing, and portfolio. Then they built a list of dream clients and began personally pitching each one — leveraging their PR and media backgrounds to craft professional proposals that made it easy for companies to say yes.
Their persistence paid off.
Their first paid deal came from a national wine company. From there, doors started opening fast. They landed collaborations with restaurants, boutique hotels, and food brands across the East Coast.
They structured flexible packages to fit each client’s needs:
- Instagram posts: $300 per photo
- Editorial write-ups: $1 per word
- Video features: starting at $400
By the end of their first full year, they had earned $15,000 — all while keeping their full-time jobs.
In year two, they expanded beyond restaurants, partnering with boutique hotels and lifestyle brands. Just six months in, they’d already earned $12,000, putting them on track to more than double their revenue.
Result
Today, Alex and Karen have collaborated with nearly 200 brands. What started as an evening hobby has become a solid $30,000-a-year business that continues to grow.
They still run East Coast Contistas part-time, but the project has brought them more than income — it’s given them confidence, connections, and a creative outlet that never feels like work.
Their partnership works because they complement each other: Alex’s PR expertise and Karen’s creative direction keep the business professional yet authentic.
“It’s amazing to have someone who pushes you creatively,” Alex says. “And even better to share the wins — and the work — with a friend.”
Lesson
Alex and Karen’s story shows that you don’t need a massive audience to make money online — you just need consistency, quality, and a clear value proposition.
By combining storytelling with strategy, they built a brand that brands want to work with. Their journey is proof that you can start small, work smart, and still create something impactful — one meal, one post, and one pitch at a time.
Inspired by a true story originally featured on Side Hustle School by Chris Guillebeau. This rewritten version is independently produced and fully original.