We recently connected with Darian Shuker and have shared our conversation below.

Hi Darian, thanks for joining us today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?

This time of year (January-March) is when I question my happiness as a business owner most. After the holiday season, sales drop immensely and it’s a time of funds heading out in prep for the market season. Would it be a little easier financially to get another job? Would my time be better spent there or with my business prepping for the upcoming market season? Will the upcoming market season be enough this year? These questions cross my brain A LOT during the winter. It’s hard to know how to strike the right balance between investing into the business and financial gain, or investing in my overall happiness. It’s challenging but worth it. For one main reason really…mental health.

I started Knitting By Darian in 2016 without much thought of it becoming my full time job. It was how I relaxed at home after stressful days at work and I had so many knits at home needing more love then I could give them. As time passed, my passion and confidence for KBD grew. I balanced working up to three part-time jobs while running KBD from 2017-2019 and bounced back and forth on whether I could really take it full time through 2020. When COVID happened, I knew I needed to do it.

Anxiety is something I have struggled with my whole life but only really recognized its significance and impact as an adult. The world changed in 2020 and I couldn’t handle it if I’m being completely honest. At the time I was managing a cafe. Well, I was a body in the cafe; my brain was lost in fear. It was overwhelming and I ultimately stepped back and took a sabbatical. (A huge shout out to the owners of Salt City Coffee in Syracuse, NY for the empathy and flexibility, and the chance to step away) This opportunity gave me the chance to truly put my needs first. I started therapy and took the time I needed to process this horrific time we were living through.

In 2021, KBD became my full time focus. While I complained about working 40 hours a week for someone else, I now work way more than that for myself. But working for myself allows me flexibility. Flexibility to put my needs first when needed and to help my loved ones in a pinch. I am able to show up better for those who show up for me and I am a firm believer that “it takes a village”. KBD wouldn’t be where it is today without the kindness/understanding of the cafe I managed, or the unwavering support from my husband, family, and friends. It wouldn’t be here without my village.

So am I happy as a business owner? Do I think about getting another job? Yes and Yes. Is being a small business owner also a wild and crazy emotional roller coaster? Hell yes but it makes me a better me and I’m here for that ride.

Darian, 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?

Hi! I’m Darian, the owner and maker behind Knitting By Darian. Knitting came into my life as I was ending my college field hockey career 10 years ago. When 40+ hours a week became free, I knew I needed something to fill that time. The first friend I hung out with after my last game was knitting and it felt like a sign.

Since 2014, KBD has gone through a few transformations. In the beginning, I made random items to learn new techniques and attended small markets without much success. As time passed I learned so much about who I wanted to be as a designer, what events work best for me, and how to run a business.

One aspect of my life that has inspired me as a designer is my love of music. There is something extremely deep and beautiful about the magic created through music. Music sends me to places I need to be and brings me back from dark holes that consume my mind. I feel the most authentically myself at shows and I want that energy to carry through into my work. This has led me to vending more music festivals, an environment that encourages expression, uniqueness and authenticity. Seeing all the amazing outfits at festivals is inspiring.

While growing as a designer, I picked up sewing in 2022, found a love for thrifting, and realized I needed some help. Keeping a handmade business stocked is hard so I asked for help from my mom, Vicki. She has been sewing my whole life and even made my prom and wedding dresses. Her style is a great addition to the KBD stock and it truly is wonderful getting the opportunity to work with my mom. This brings us to 2024 and the most exciting year yet because I feel like a true designer this year.

I am proud to say Knitting By Darian is producing a selection of one of a kind reworked/upcycled garments that incorporate knitting. We like to work with thrifted denim garments like jackets, dresses, and shirts. Our mission is to create one of a kind pieces for your one of a kind self.

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

Social media is a hard beast to wrangle. I don’t think there is any business owner out there that will tell you otherwise. What makes social media the most manageable, in my opinion, is authenticity, speaking to your target market, and doing what works for you. I find my target best through Facebook groups. It is so easy to compare yourself to others on social media. Don’t. Post when it works for you. Build a strategy that fits you best. There are so many influencers out there telling you how to make the best reel or when to post. Your audience wants you to be you. Do that.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I feel the most effective strategy for growing my clientele is recognizing that not everyone is my clientele. Once I was able to truly understand that, I focused on business opportunities that put me in front of my target clientele, like vending at music festivals and posting to Facebook groups of fans of the bands I love. Once confident in your target market it is important to identify events at which your clientele are likely to show up to.

Contact Info:

• Website: www.knittingbydarian.com
• Instagram: www.instagram.com/knittingbydarian
• Facebook: www.facebook.com/knittingbydarian
• Other: www.tiktok.com/knittingbydarian