We caught up with the brilliant and insightful Tabara Diaye a few weeks ago and have shared our conversation below.

Tabara, thanks for taking the time to share your stories with us today We’d love to hear how you think where to draw the line in terms of asking friends and family to support your business – what’s okay and what’s over the line?

I believe friends and family play an integral role in supporting a business, especially in its early stages. They are often the first people who truly understand your vision and can help amplify your message. For me, they’ve been invaluable in spreading the word about La Basketry over the past 8 years and sharing the love for what I do. If you can’t rely on your closest network to show some form of support—whether big or small—it can feel like a missed opportunity. However, it’s important to manage expectations and strike the right balance to avoid overburdening those relationships.
Financial support by purchasing your goods or attending your events is wonderful, but it’s not the only way to contribute. There are so many meaningful ways they can help, like liking and sharing posts on social media, spreading the word about new launches, or even nominating me for awards.
One of the most rewarding aspects of involving them has been their role as a sounding board. I’m fortunate to have a close-knit group of friends who’ve been part of my journey since the very beginning. When I’m on the verge of launching a new product, they’re often my go-to resource for feedback and brainstorming. For example, when I was developing a product aimed at the kids’ market, I turned to friends who are parents. They provided insights on colour palettes, age-appropriateness, and even tested some of the products for me. Their honest feedback was instrumental in refining the offering and ensuring it resonated with the target audience.
At the same time, I’m mindful of where to draw the line. It’s important not to make them feel obligated or guilty if they can’t support you in the way you might hope. For me, the focus is on creating an organic relationship – if they truly believe in what I’m doing, their support will come naturally.

Tabara, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Tabara N’Diaye, the founder of La Basketry, a brand that celebrates craftsmanship, creativity, and the artistry of basket weaving. Born in France to Senegalese parents, I grew up surrounded by the rich heritage of Senegalese craftsmanship, particularly woven baskets, which are a staple of Senegalese culture. This deep connection to my roots inspired the launch of my business eight years ago and continues to shape my work today.

La Basketry offers handwoven home decor products and accessories, including baskets, placemats, and fans, all created in collaboration with talented female artisans in Senegal. We also provide DIY kits to encourage people to try their hand at weaving and experience the joy of making something unique.

As a crafter myself, I find weaving to be a meditative and deeply rewarding process, and it’s been wonderful to share that with others. Our pieces are designed not only to bring beauty and functionality into homes but also to tell a story—one of heritage, empowerment, and sustainability.

I’m incredibly proud of the impact La Basketry has had – not just in the lives of the artisans I collaborate with but also in inspiring people to appreciate handmade products and the stories they hold. I’ve always believed in the power of connection through craft, and it’s been humbling to see our work resonate with customers who value authenticity, quality, and thoughtful design.

In addition to running La Basketry, I’ve also written two books, Baskets and Woven, which offer a modern perspective on basket weaving and encourage others to discover the craft for themselves.
Sharing my journey as both a founder and a crafter has allowed me to connect with a wider audience, showing them how rewarding it is to create with your own hands.

What I want potential clients, followers, and fans to know is that La Basketry is built on a foundation of care—care for people, for craft, and for the planet. Whether it’s through our handwoven products, our collaborations with artisans, or the workshops I host, the heart of my work is about creating something meaningful that sparks creativity, builds bridges between cultures, and enriches lives.

How about pivoting – can you share the story of a time you’ve had to pivot?

The biggest pivot I’ve had to make in my business came in 2020 during the height of the pandemic. Like many others, I faced significant challenges – import-export operations were severely disrupted, and I couldn’t bring my new collection of goods into the UK. It was a tough moment, but I knew I had to adapt quickly to keep La Basketry moving forward.

I decided to shift my focus and lean into the growing interest in crafting. During that time, people were reconnecting with their hands – I always say it went from making sourdough bread, banana bread and then exploring new creative hobbies. I recognised an opportunity to inspire and connect with my audience in a new way.

I launched a range of DIY kits that allowed people to experience the joy of basket weaving from the comfort of their homes and started hosting free crafting workshops over Zoom. It was incredible to see such enthusiasm for a craft so close to my heart. The workshops weren’t just about teaching people how to weave; they also highlighted the mindfulness and sense of calm that comes from working with your hands, something many of us desperately needed during such an uncertain time.

This pivot not only kept La Basketry afloat during a challenging period but also helped me reach a new audience, many of whom discovered the brand through these sessions. It reinforced my belief in the power of craft to bring people together and sparked a new dimension of the business that continues to grow to this day.

Looking back, I’m proud of how I was able to turn a difficult situation into an opportunity to innovate and connect with others in a meaningful way. That experience taught me the importance of flexibility, creativity, and staying true to your values, even when circumstances force you to change direction.

Any insights you can share with us about how you built up your social media presence?

When it comes to building my audience on social media, one of the key things I focused on early on was identifying the platforms where my target audience spent their time. For me, as the founder of a very visual brand like La Basketry, that meant leaning heavily into Instagram and Pinterest. When I first started, Facebook was a bigger part of the strategy, but over time, it became clear that Instagram and Pinterest were the platforms where I could best showcase the beauty of the craft and connect with people who appreciated handmade, design-focused products.

A major turning point in growing my audience was embracing the power of storytelling and becoming a more personal brand. At first, I wasn’t entirely comfortable putting myself out there – showing my face or sharing my journey felt vulnerable. But I quickly realised that people connect with people, not just products. They want to know the story behind the brand and the person creating it.

Once I started sharing more about my personal journey – how I got into basket weaving, the artisans I collaborate with, and behind-the-scenes glimpses of my work – it transformed my relationship with my audience. Showing my face, talking about my values, and giving people a peek into the creative process built a sense of trust and connection. That trust is so important, especially when you’re building a small, purpose-driven business.

For anyone just starting to build their social media presence, my biggest advice is to lean into your personal story. Don’t be afraid to share your journey – why you do what you do, what inspires you, and the challenges you’ve faced along the way. Authenticity is key. Social media can feel overwhelming, but it’s also an incredible tool for building genuine connections with your audience.

Also, focus on quality over quantity. You don’t need to be on every single platform; choose the ones where your audience is most active and where you can best showcase your brand.

Building an audience takes time, but if you stay authentic, consistent, and focused on storytelling, you’ll create a community that genuinely connects with your brand.

Contact Info:

• Website: https://www.labasketry.com
• Instagram: https://www.instagram.com/labasketry