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Former Yelp Employee Turns Side Hustle Into Thriving E-Commerce Brand
Joey Coffin left his job at Yelp to focus on his e-commerce lifestyle brand Vacation Darts, which has generated over $112,000 in revenue.
Mar. 16, 2026 at 9:10am
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Joey Coffin was working at Yelp when he started an e-commerce side hustle called Vacation Darts. The brand, which sells merchandise around the idea of "vacation darts don't count," quickly gained traction. Coffin eventually left his job at Yelp to pursue Vacation Darts full-time, and the business has now generated over $112,000 in revenue in the past 12 months.
Why it matters
Coffin's story highlights the potential for a successful side hustle to turn into a thriving full-time business. His experience shows how leveraging social media, influencer marketing, and AI tools can help drive growth for a new e-commerce brand. Coffin's transition from a corporate job to entrepreneurship also reflects a broader trend of workers seeking more fulfillment and autonomy in their careers.
The details
Coffin came up with the Vacation Darts concept as an inside joke about taking a break from life's seriousness while on vacation. He started the brand as a side hustle in 2024 while working at Yelp, spending evenings building the website and product pages. The business quickly gained traction, with people stopping Coffin to ask about the brand when he wore the merchandise. In the past 12 months, Vacation Darts has generated over $112,500 in gross revenue. Seeing the potential for growth, Coffin left his job at Yelp at the beginning of 2026 to pursue Vacation Darts full-time.
- Coffin started Vacation Darts as a side hustle in June 2024.
- The brand began generating revenue in February 2025.
- Vacation Darts hit over $125,000 in total transactions in the past 12 months.
- Coffin left his job at Yelp at the beginning of 2026 to focus on Vacation Darts full-time.
The players
Joey Coffin
A 36-year-old former Yelp employee and founder of e-commerce lifestyle brand Vacation Darts.
Vacation Darts
An e-commerce lifestyle brand that sells merchandise around the idea of "vacation darts don't count."
Yelp
A technology company that connects people with local businesses.
What they’re saying
“I never really thought I was going to start a global brand — I just followed the dominoes falling.”
— Joey Coffin
“To have a consistent income and then suddenly remove that for something you're building for yourself is nerve-racking.”
— Joey Coffin
“That feeling of fulfillment — of bringing something to the world and building a community — is more important to me than the safety of a regular job.”
— Joey Coffin
The takeaway
Coffin's story demonstrates how a successful side hustle can evolve into a thriving full-time business. His experience highlights the potential for entrepreneurs to leverage social media, influencer marketing, and AI tools to drive growth for a new e-commerce brand. Coffin's transition from a corporate job to entrepreneurship also reflects a broader trend of workers seeking more fulfillment and autonomy in their careers.
