We’re excited to introduce you to the always interesting and insightful Marhiah Montoya. We hope you’ll enjoy our conversation with Marhiah below.
Marhiah , 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?
Yes, I am definitely happier as a small business owner. Castorena Creations LLC is my outlet for creativity and stress relief, powered by ADHD with a dash of autism. I make handmade crochet and knit items, along with digital art, often science-related. The process of creating something tangible that will make someone else smile brings me a sense of peace and fulfillment that my “regular” job as a postdoctoral associate can’t always provide. My business lets me manage the challenges of daily life while doing something that nurtures my mental health.
But there are moments, especially after a long day in the lab, where I wonder what it would be like to have just one “regular” job. I remember one evening, after hours of fungal research on Cryptococcus at Duke University, I felt drained. I was analyzing complex data, troubleshooting experiments, and trying to meet tight deadlines. My brain was exhausted from the intense focus required in the lab. That night, I caught myself thinking: wouldn’t it be easier to just have a single job, something simpler, with less weight on my shoulders?
I sat down to crochet a stuffed animal I’d been working on, and that’s when I realized—my business is the balance I need. It gives me control, creativity, and the freedom to work at my own pace. While science fulfills my curiosity and desire to solve big problems, my business allows me to create joy on a smaller, more immediate scale. Both bring meaning to my life, but in different ways. The thought of choosing between them never lingers for long—I know I need both to feel complete.
In the end, being a business owner allows me to prioritize my mental health while still contributing to the world in my own unique way. I may be juggling two demanding roles, but it’s the contrast between them that keeps me grounded and, ultimately, happy.
Marhiah , 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 Marhiah, the owner of Castorena Creations LLC, where I specialize in creating handmade knit and crochet items meant to be used and loved. My creations range from stuffed animals and baby blankets to clothing and household items, blending functionality with artistic flair. I also offer digital art, particularly science-themed designs for clothing, accessories, and glassware, with a unique focus on fungi—going beyond just mushrooms to showcase a broader array of these fascinating organisms.
My journey into fiber arts started as a way to manage the sensory and mental challenges that come with being neurodivergent. I have ADHD and autism, and knitting and crocheting have always provided a sense of calm and focus. What began as a personal passion quickly transformed into a small business when I realized how much joy and comfort my creations brought to others. Over time, my work evolved to include digital art, which allowed me to merge my love for science—particularly fungal research—with my artistic side.
What sets my brand apart is the quality and diversity of the materials I use, especially in my fiber art. Many similar local artists stick to specific types of yarn, but I love exploring a wide range of textures, colors, and fibers to create something truly special for each customer. My digital art also stands out because of its focus on fungi, especially those outside of the common mushroom species. This niche interest reflects my background in fungal research, and it’s something I don’t see anyone else doing.
I take great pride in every item I make, whether it’s a cozy baby blanket or a fun science-themed accessory. The attention to detail and craftsmanship is something my clients consistently appreciate. More than anything, I want people to know that my work is about creating pieces that spark joy, comfort, and curiosity. Whether it’s through fiber art or digital design, my goal is to offer high-quality products that make people smile, while also contributing to a greater understanding of science in a fun and accessible way.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
A lesson I had to unlearn was trying to “fit in.” During my journey through higher education—earning my bachelor’s degree and PhD—I was often in spaces where no one looked like me. As a Mexican Native American, I fall into what’s often called a historically excluded minority, and I’ve experienced the discrimination and harassment that can come with just existing in these environments.
For a long time, I believed that the best way to succeed was to blend in and downplay my cultural background. But everything changed when I did an internship at the CDC, working in the Office for Tribal Affairs and Strategic Alliances. It was the first time I had ever met another Native American involved in scientific and public health research. This experience was transformative. My mentors there taught me to stop trying to hide who I was because I will never truly blend in, and that’s okay. In fact, it’s powerful. Representation matters, and they helped me see that my cultural and ethnic background is something to be proud of, not something to minimize.
Since then, I’ve embraced my identity, realizing that it strengthens the work I do. My background offers perspectives and insights that others may not have, which informs my scientific research in ways that are unique and valuable. I’ve also carried this lesson into my small business, where I make sure to incorporate aspects of my culture into the items I create and the art I produce.
Unlearning the need to “fit in” has allowed me to embrace my authenticity, and it’s been one of the most empowering lessons of my life.
How did you build your audience on social media?
Building my audience on social media, particularly Instagram, has been a slow but organic process. I currently have 322 followers, which might seem low compared to other small businesses, but I genuinely value each one. For me, Instagram is less about the numbers and more about connecting with people who appreciate what I do. Because I balance a full-time job as a postdoctoral associate with running my small business, I don’t always have the time or energy to dedicate to frequent posting. But when I do, I try to be intentional—using trending music in my videos or sharing snapshots of moments that feel real to me.
I don’t know much about algorithms or how to optimize my content for maximum reach, though I do follow accounts that share tips on these things. Most of the time, my approach is pretty simple. I record videos of myself creating items, setting up at markets, or doing experiments in the lab. I post pictures of things I find interesting, and I show up as I am—sometimes with makeup, sometimes without. My dog, Goober, often makes an appearance in my posts too, especially when I’m at home crafting. I just try to be authentic and hope that my personality and work resonate with someone. If I can make at least one person smile with a post, then I consider it a success.
For anyone just starting to build their social media presence, my advice would be to focus on authenticity over perfection. Be yourself, post what feels meaningful to you, and don’t get too caught up in the numbers. It’s easy to feel pressure to keep up with trends, but the most important thing is to create content that you enjoy and that reflects who you are. Consistency helps, but more than that, I’ve found that people connect with genuineness. Don’t be afraid to show the real you—that’s what will ultimately build a loyal audience.
Contact Info:
- Website: https://www.CastorenaCreations.com
- Instagram: https://www.instagram.com/castorenacreations?igsh=MnRpMzBlMHU0a3Rp
- Facebook: https://www.facebook.com/CastorenaCreations?mibextid=LQQJ4d
- Linkedin: https://www.linkedin.com/in/marhiah-castorena-montoya-ph-d-253b164b?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
