Women in The Hobby Spotlight: A Chat with Alaina Jonathan

On Collecting, Hobby Culture, and Inclusivity

Date: May 27, 2026

Topics: Cards and Culture, Trending

Length: 913 Words

Reading Time: ~5 Minutes

Alaina Jonathan’s path into The Hobby was not traditional, but that’s part of what makes her perspective unique. As women continue becoming more visible across collecting, breaking, content creation, and leadership roles, voices like Jonathan’s are helping shape a more welcoming and inclusive future for the space.

Now serving as Director of Communications at Dave & Adam’s Card World, Jonathan has witnessed firsthand how much The Hobby has evolved in recent years, and why authenticity continues to resonate with collectors of all backgrounds.

Alaina Jonathan, Director of Communications at Dave & Adam’s Card World, entered The Hobby after a career in news and sports media. Her story highlights the growing visibility of women in sports card collecting, the importance of authenticity, and why collectors should feel empowered to collect what personally excites them.

Alaina Jonathan discussed her journey into The Hobby with RIPPED, talking about the growth of women’s visibility in collecting and why personal connection remains at the center of the collecting experience.

A Chat with Alaina Jonathan

Ripped: How did you originally get into The Hobby?

Alaina Jonathan: I actually came into The Hobby through a completely different career path. I graduated from SUNY Brockport in 2020 and worked as a news reporter in Erie, Pennsylvania during COVID and the election, so it was definitely a hectic experience.

I have always loved sports growing up in Buffalo, and after moving back home in 2022, I saw an opening at Dave & Adam’s for an on-air personality role. I was trying to transition more into sports media, so I applied and got the job.

At the time, The Hobby was really starting to explode post-COVID, and companies like Topps were helping elevate the space even more. Once I got immersed in it, I naturally started learning more about collecting and eventually began collecting myself.

What kinds of cards do you enjoy collecting most?

I actually enjoy collecting obscure players more than major stars.

How have you seen women’s visibility within The Hobby evolve over the last few years?

It has grown tremendously. When I first started, I could probably only name a handful of women in The Hobby. Now there are so many more creators, breakers, and personalities becoming visible across the space.

I also think the rise of women’s sports cards has helped bring entirely new audiences into The Hobby and made the space feel more inclusive overall.

What is important when building content and community within The Hobby?

Accessibility and authenticity are huge. Not every collector is chasing million-dollar cards. Some people are just excited to pull a card of their favorite player, and that excitement matters too.

I also think it is important to show that there are affordable ways to enjoy The Hobby. Not everyone can buy Hobby Boxes, but there are still plenty of products that make collecting accessible.

What advice would you give women interested in entering The Hobby?

Honestly, just be yourself. I run an account called DA_NFLGremlin where I post about random players and cards that I personally enjoy, even if they are not what everyone else is chasing.

People connect with authenticity more than anything. If your passion is genuine, people respond to that.

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A post shared by alaina jonathan (@da_nflgremlin)

What challenges have you faced as a woman in The Hobby?

I think one of the biggest challenges is still being taken seriously in certain spaces. I recently walked into a small hobby shop looking for Topps Chrome Football, and someone immediately assumed I was shopping for my boyfriend. I had to explain, “No, these are for me.”

Moments like that remind you there is still progress to be made, especially in smaller Hobby spaces where older perceptions still exist. But overall, I do think The Hobby is becoming much more inclusive.

What excites you most about the future of The Hobby?

I think we are heading in a really positive direction. The more diverse the voices become within The Hobby, the healthier and more welcoming the community becomes.

Whether someone collects Hall of Famers or obscure backup quarterbacks, there is room for everyone to connect with something personally meaningful.

FAQs

Who is Alaina Jonathan?
- Alaina Jonathan is Director of Communications at Dave & Adam’s Card World. Her path into The Hobby began after working in news and sports media, eventually leading her into sports card content, collecting, and community building.
How did Alaina Jonathan get into The Hobby?
- Jonathan entered The Hobby after applying for an on-air personality role at Dave & Adam’s. With a sports background and media experience, she quickly became immersed in collecting and began building her own personal collection.
Why is women’s visibility important in The Hobby?
- Greater visibility helps make sports card collecting more welcoming and representative. As more women become creators, breakers, collectors, and leaders, The Hobby becomes more accessible to new audiences.
What advice does Alaina Jonathan give new collectors?
- Her advice is to be authentic. Collect what you genuinely enjoy, even if it is not the most popular player, team, or chase card. Personal passion often creates the strongest connection with other collectors.