Why I Started Craft Uncommon

If you’ve been following me for any length of time, you know I’m into craft. Like, really into craft. I have an inexplicable desire to pick up any textile art that crosses my path, my apartment is home to three sewing machines and one spinning wheel, and I seriously debated forgoing a couch in order to fit my floor loom (thanks, Mum, for keeping it warm for me!)⁠. My cupboards are full of handmade ceramic mugs that I’ve picked up on my travels and my shelves are lined with things the women in my family have made.

I believe craft (both the making and consuming of it) is an important part of our lives for so many reasons. Craft is a reminder that joy is found in the details, that dedication to the process is more important than attachment to the outcome. Craft is how we tell, store, and transport our stories. It’s a time machine, able to remind us of what was and symbolize the vote we’ve cast for the future. Craft, like any form of art, helps you make sense of the world. The act of making can be cathartic and empowering, while the act of living with it can serve as an anchor—a daily reminder of what you stand for and where you want to go.

Most importantly, I believe that being around someone else’s expression of their art can’t help but encourage you to share your own. And if there’s one thing this world needs, it’s your art.

The business of craft, however, has been an increasingly tricky thing. The way we make craft may not have changed much over the last decade, but the way we consume it has. From retail models and sales cycles to technology and social media platforms, our world is changing at an unprecedented pace. The way we talk about, share, and sell craft hasn’t kept up.

I didn’t see anyone working on both sides of the industry to champion makers—both generating demand from consumers and providing a viable retail model for makers to sell their work and share their craft—so I decided to build it. Because everyone deserves to experience the power of craft.

I have many ideas of things I’d like to do with Craft Uncommon, but I imagine much of the path will unfold as we walk it. I don’t have any illusions that this will be simple, fast, or easy. Much like craft itself, the act of building this business will be slow and intentional. It will be driven by principles over outcomes. And above all, it will be built with and for makers. 

As Seth Godin says, we can “make things better by making better things.

That’s what I’m here to do. I’m here to find the path forward, to make things better by making better things.

Thank you so much for being a part of it. I’m excited to see what we build together.

All my love,


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