We’re excited to introduce you to the always interesting and insightful Hammirah Eletu. We hope you’ll enjoy our conversation with Hammirah below.

Hammirah , thanks for joining us, excited to have you contributing your stories and insights. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

In the crochet business, my biggest challenge to profitability is getting people to truly see the value of handmade work. Many compare my prices to mass-produced items and forget that each piece is created entirely by hand and can take hours or even days to complete. My prices reflect the materials, skill, time, and creativity in every stitch. Unfortunately, I sometimes have to undersell my work to make sales or gain recognition. For example, I once spent over 12 hours making a custom blanket, only for someone to tell me they could get something similar in a store for half the price. That mindset makes it hard to be profitable because it undervalues the dedication and artistry in my craft.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a crochet apparel designer and jewelry maker, and my work is all about merging artistry with personal expression. I started crocheting in my senior year of high school as a way to keep myself busy, but once I got to university, I saw it as an opportunity to share my art with the world. As a Black girl growing up in the suburbs, it was often hard to find inclusive spaces, so I decided to create my own through my craft.
My crochet pieces range from stylish apparel to statement accessories, and my jewelry designs complement them with a modern yet handmade touch. Every piece is catered to the individual, reflecting their personality through color, texture, and design. I solve a problem many clients face: finding clothing or accessories that truly reflect who they are, rather than mass-produced items that feel generic.

What sets me apart is my dedication to customization, inclusivity, and artistry. I’m most proud of creating pieces that not only look beautiful but also make people feel seen, celebrated, and represented. That is the energy I bring into every stitch and design, and it is what I want people to know about my brand. It is personal, it is creative, and it is a true labor of love

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

A lesson I’ve had to unlearn is trying to cater to everyone. Growing up and starting my business in Sudbury, a small and fairly conservative city, I struggled to find my target audience. A lot of people didn’t understand or appreciate self-expression, and my bold, creative designs often felt out of place. For a while, I tried to tone things down to appeal to the local market, but it left me feeling disconnected from my own art. Eventually, I decided to venture into Toronto markets, and that’s where everything changed. People not only understood my vision but celebrated it. They saw the value and skill in my work, and I realized the problem was never my art it was simply that I hadn’t found my people yet. Now I take up my own space unapologetically, regardless of who’s checking for me or not.

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

I built my audience on social media by creating unique, creative shoots that celebrated not just my crochet and jewelry work, but also my skills as a creative director, model, and content creator. I brought each shoot to life with my vision, often using people around me in my daily life to showcase my pieces. It was important to me to show that you don’t have to look a certain way, belong to a certain class, or be rich like many influencers to enjoy my products. My work is meant for anyone who sees the beauty in self-expression. That message resonated, and it helped me attract people who connected with both my art and my values, which quickly garnered a lot of attention.
My advice is to stay true to your vision and stop waiting for the ‘perfect’ moment or perfect resources to start. Use what you have and the people around you to bring your ideas to life. Don’t get caught up trying to mimic what influencers or big brands are doing that can water down your originality. Instead, focus on telling your story and showing your unique perspective. Consistency, creativity, and authenticity will always attract the right audience. And remember, not everyone will get it, but the right people will, and they’re the ones who matter.

Contact Info:

• Website: https://mimimadeit.square.site/
• Instagram: https://www.instagram.com/mimiimadeit?igsh=MWc4MngxNW5jMzdzeA%3D%3D&utm_source=qr