Two Evening Gowns Turned Into a $150K Side Gig

Identifying New Opportunities in the Market

Summer Fisher’s journey began with a simple idea that quickly evolved into something much bigger. While parked outside her daughter’s cheer practice, she received a message from a friend: “Dress rented!” This small moment sparked her interest in exploring new ways to make money. She had listed two gowns on a peer-to-peer site that morning, not expecting much more than an experiment. However, by the end of the day, she realized these dresses could become the foundation for a lucrative side hustle.

Her background in reselling gave her a unique perspective on identifying value in secondhand designer pieces. When a model friend mentioned dress rental platforms, it piqued her curiosity. She started researching sites like The Vault and By Rotation, noticing how people were looking for high-end looks for special events without the commitment of buying. This insight shifted her focus from one-time sales to recurring bookings, transforming her business model entirely.

Leveraging Established Platforms for Growth

Building a website from scratch was not an option for Summer. Instead, she chose to use established rental marketplaces to launch her business quickly. By uploading her first two dresses on these platforms, she tapped into existing audiences, which led to immediate interest from bridesmaids and gala-goers. This approach allowed her to bypass the complexities of website development and focus on sourcing and styling.

Using proven channels helped her validate demand before investing in her own infrastructure. This strategy proved effective, as her initial listings generated quick traction. As her business grew, she continued to leverage these platforms while also building her brand through social media.

Curating Inventory That Resonates With Customers

Summer’s experience in the modeling industry gave her an eye for what photographs well and what people want to wear. She focused on dresses that were recently released, ensuring they remained relevant and desirable. Brands like Zimmerman and Aje became popular choices when paired with trending color palettes and seasonal motifs. One spring evening, a pastel gown she had purchased on sale booked five times within a month, showcasing the power of aligning inventory with customer desires.

Balancing New Purchases and Secondhand Finds

Initially, Summer sourced most of her inventory from thrift stores, but she soon discovered that buying new at retail discounts offered more control over sizing and style. Using flash-sale codes or outlet arbitrage, she secured at least a 20% discount, allowing her to cover her purchase costs within three rentals. She still looked for lightly worn pieces on resale apps when the price was right, ensuring each rental recouped her investment.

Streamlining Logistics for Scalability

As her business expanded, tracking hundreds of garments became a challenge. Summer experimented with spreadsheets, Notion boards, and Dropbox folders before hiring an assistant to manage inventory full-time. They implemented systems such as QR code tagging, shipment logging, and automatic return reminders. Even when a dress arrived damaged, she turned the situation into an engaging behind-the-scenes moment by sharing her stain-removal efforts on Instagram.

Optimizing Pricing for Long-Term Success

Rental rates varied depending on the item, ranging from $80 for seasonal basics to $350 for red-carpet gowns. Summer calculated prices so that three to four bookings fully recouped her investment, making further rentals pure profit. One notable success involved a $2,500 retail gown that generated over $1,000 in rental revenue within its first month. Even damaged pieces found new life through outlet bundles, preserving cash flow.

Blending Platform Reach with Personal Branding

While marketplaces provided core bookings, Summer boosted her brand by sharing client photos and packing tutorials on Instagram. Renters often tagged her in event snaps, fueling word-of-mouth and driving direct inquiries. She hosted monthly Instagram Live sessions offering style tips and sneak peeks at new arrivals, creating a community eager to book her newest pieces.

Planning for Expansion and Diversification

With her dress rental business thriving, Summer closed her modeling agency to focus full-time on rentals and resale. Her next step is exploring men’s suit rentals and high-end accessory lending. She is also designing online courses to teach others her sourcing and logistics strategies. By expanding into related niches, she leverages her proven processes to capture new audiences without starting from scratch.

Lessons for Future Entrepreneurs

Summer Fisher’s journey from a $0 experiment to a $150,000 annual income stream shows that side hustles can scale into real businesses when you combine market insight with disciplined operations. She didn’t invent a new niche—she entered an existing one and applied her flair for curation, marketing savvy, and logistics know-how to outpace competitors. As you hunt for your next venture, remember that big wins often come from mastering fundamentals and daring to tweak the familiar. Keep testing small ideas, build systems that scale, and foster a community around your brand. Your own six-figure opportunity might be hanging in your closet right now.