How vintage entrepreneurs in Utah are building thriving businesses on Whatnot and at local markets by blending community, content, and commerce.
A new generation of entrepreneurs is proving that hustle, community, and content creation can drive real revenue in unconventional ways; and this week’s guests are living proof. As vintage resale and live online shopping explode in popularity, business owners like Cooper Jones and Russel Bills are showing that the secret to growth isn’t just in what you sell—but how and where you sell it.
According to Google Trends, interest in vintage clothing has skyrocketed in recent months, fueled by Gen Z’s passion for sustainability, nostalgia, and one-of-a-kind fashion. Platforms like Whatnot have turned reselling into live entertainment, and markets like the Cache Valley Vintage Market are building cult followings around community-driven commerce.
So what does it take to succeed in this fast-evolving industry? And how are today’s sellers blending digital strategy with real-world hustle?
What does the future of the vintage business look like—and who’s building it right now?
On this episode of Behind the Business, host Gordie Tamayo sits down with two powerhouse resellers shaking up the vintage market Utah scene:
- Cooper Jones, founder of CJs Vintage Vault, who’s become an expert at scaling online resale through platforms like eBay and Whatnot.
- Russel Bills, owner of The Vintage Vault in Logan, UT and founder of the Cache Valley Vintage Market, a physical pop-up experience redefining local entrepreneurship.
They share insights on how they got started, why their generation is thinking differently about commerce, and what it really takes to build a thriving vintage brand in today’s creator economy.
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In this episode:
- How Cooper and Russ turned secondhand style into full-time businesses
- Why Whatnot is changing the resale game with live-stream selling
- What it takes to stand out in a competitive vintage clothing market
About the Guests:
Cooper Jones is the founder of CJs Vintage Vault, an eBay and Whatnot-based business selling curated vintage clothing and collectibles. In just two years, Cooper has grown his brand into a consistent revenue engine; powered by digital strategy, engaging live shows, and a deep love for fashion history.
Russel Bills is the owner of The Vintage Vault in Logan, Utah and the mind behind the Cache Valley Vintage Market. A born entrepreneur raised in a family of business owners, Russ has turned vintage clothing into a local movement; giving vendors, collectors, and fashion fans a place to buy, sell, and celebrate together.
