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

Joanna, looking forward to hearing all of your stories today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?

I had always questioned what career path would be fulfilling for me, especially in my last year of high school. I loved to be creative, but I worried about having enough money to be comfortable in life. I always heard that narrative that an English or Art degree was useless and would get me nowhere in life, so I felt pressured to find a different, more secure path. So I majored in marketing management my first year of college. I soon realized that it wasn’t something I was passionate about, so I made the leap to switch schools to study to be an English teacher, although I knew that path wouldn’t be easy. Throughout my college career, I was working on building up my crochet business, expanding my community, and trying to find my style by experimenting with different products and designs. It was something I loved so much, but it remained more of a side hustle and hobby for me. I felt that I needed to pursue a “stable” job as a teacher so that I could eventually make enough money to quit and go full time with my business. But once I began student-teaching my final year of college, my mental health took a huge toll and I was the most anxious I had ever been in my life. My plan for security and safety was no longer viable, and I didn’t want to spend my life doing something that made me unhappy. So once I graduated college, I decided to take the leap, go full time with my business, and take a chance on myself. It is something that I am so incredibly proud of myself for doing, because I know I could’ve just chosen a safer option. There are months where I have had such amazing highs and successes, and others where I have the lowest of lows. I sometimes question whether or not it’s worth pursuing a career that can be so uncertain at times. But being able to do something I’m passionate about and valuing my creativity and freedom is worth so much more than financial success or “stability” in society’s mind. Even a 9-5 office job is only stable to a certain point, where employers see their staff as easily replaceable. You can get laid off at any point. The truth is that life, as much as you may try your best, is unpredictable. Being a business owner challenges my need to be in control, and has allowed me to trust myself and my ability to sustain myself. So even when I find myself worrying about money or if it would be easier to have a regular job, I remind myself how lucky I am to do what I love for a living, and that no matter what life throws at me, I can always trust and rely on myself to persevere.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am a self-taught crochet designer from Brooklyn, New York. Honestly, I had no idea what crochet even was until my older sister randomly decided to buy yarn and hooks one day, and proceeded to teach herself how to crochet. I was so taken aback by what she was able to make, and I was convinced that we should start a business. She wasn’t crazy about the idea, but I was completely obsessed. So, I started an Instagram account for the business and began learning how to crochet at the same time.

Eventually, my sister got a full time job, and I decided to make the business my own solo adventure. I ventured into the world of designing crochet tops and other pieces of clothing, and began connecting with a community of crocheters who really inspired me to channel my creativity with just a yarn and hook.

Crochet has changed my life in such a significant way, and has really put me back in touch with my inner child. I started really enjoying playing with colors and bringing to life my sketches from childhood. I began making toys that my child-self would have absolutely loved to play with, and I felt in touch with my creativity for the first time in my adult life. Now, I’ve fallen in love with making unique crochet fidget toys and plushie patterns.

My designs draw huge inspiration from childhood, and they really aim to bring out people’s inner child. When I see other adult’s’ reactions to my toys at my markets, when I see their faces light up and when I hear their laughter, it reminds me of why I do what I do. Toys aren’t just for kids, and creativity has no bounds. I hope that my designs bring that same sense of joy to other people as they do for myself.

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

When I first started my Instagram page in August 2020, I was focused on finding my place within the crochet community. I realized that every niche interest already has a huge network of people who are already creating online. So I began first by making friends, building connections, and learning from those who had already built their platforms. I focused on trying new ideas, new ways of staging and photographing my products, doing some market research, and trying to create an aesthetic that I was happy with. I reminded myself that hard work pays off, and I didn’t stop trying, even when I felt stuck and like I wasn’t reaching anyone.With each new update to the Instagram algorithm, I tried to stay on top of it, particularly when reels became a huge part of the platform. I found myself initially resistant to this new form of sharing, but I tried to adapt and look at video creation as a new art-form and creative outlet. I started sharing more about myself, showing my face, sharing my journey, my insecurities, my obstacles, and my advice for those who may be feeling the same way I did. It felt like the more I was willing to show of myself, the more people responded to my content, and the more I grew. My biggest piece of advice to people who are just starting out is to really build a community of like-minded people. Find the people who inspire you, the people who are where you want to be, and don’t be afraid to talk to them, leave a comment, and show support. I wouldn’t have a platform without all the connections I made. It is very much a reciprocative relationship, and what you put out is usually what you get. I would also say to show your audience who you are, and really try to create a personal connection. I realized that the accounts I loved the most were the accounts where I felt like I knew the person behind it. The people who were vulnerable, who shared snippets of their life, and felt real and authentic. I took inspiration from other entrepreneurs who weren’t afraid to be themselves, and I hope that now I can be that role model for someone just starting out too. Remind yourself that at the end of the day, it’s just another person behind the business or the account. And if they can do it, so can you :)

Can you tell us about a time you’ve had to pivot?

I can’t even count how many times I’ve pivoted throughout the course of my business. I went from making plushies to abandoning them completely so I could focus on designing clothes. I then went from designing clothing for myself to creating and publishing written patterns for other crocheters. And when that no longer resonated with me, I focused my energy on creating decor and other wearables that made me feel inspired again. In December of 2021, I worked myself to exhaustion trying to rebrand my business, design and launch a website, and drop new products all within the span of a month. And when that launch failed, I shut down my website after 6 months of barely making any sales. I felt defeated and uninspired for a while after that. There were times I had no energy to even post on Instagram or market any of my products because I felt burnt out and directionless. Not too long after that, I went from being miserable as a student teacher to abandoning my education degree and going full time with my business in January of 2023. I rediscovered my love for making plushies, and decided to book my first ever pop up market in February of 2023. Since then, I’ve been to dozens of pop up markets across New York City, designed and launched a new website (that has not failed), have landed my products in 5 consignment shops, and completed a handful of wholesale orders all within one year of going full time. I think that pivoting and changing directions is part of being a business owner, and without my ability to constantly try new things or change directions, I wouldn’t be where I am today.

Contact Info:

• Website: https://Www.joella-crafts.com
• Instagram: @Joellacrafts

Image Credits

Some images were taken by @sampoppshops on Instagram.