Craft Schmaft
Location
Global
Agency
2019
Year
Startup
A content business inspiring hands-on creativity through technology.
THE STORY/
What began as a personal blog called Craft Schmaft became one of the great loves of my life. A mission to inspire hands-on creativity by sharing sewing patterns and craft projects with the world.
THE OPPORTUNITY/
What began as creative self expression became community building. I realised that most crafters weren't confident to create with instructions, they craved the experience of making but needed confidence of patterns and step-by-step instructions. There was a gap between inspiration and content for execution that technology could bridge.
THE BUILD/
In 2009 Craft Schmaft grew from blog into a global e-commerce business spanning digital patterns, DIY craft kits, and educational content. We built an engaged community of 25K followers across social platforms (equivalent to 100K+ today), tapping into emerging platforms like instagram (I was a Beta tester) and Pinterest. We leveraged emerging marketplace Etsy to boost awareness and drive sales, becoming a feature across the Australia front page and in pop-up installations.
THE TECH/
The most popular pattern, The Hot Air Balloons, was turned into a a full tutorial app - the first of it's kind in the world.
RESULTS/
Featured by Wall Street Journal, Inside Out, and Sydney Magazine.
The business model proved so sustainable that digital assets continue generating passive income over a decade later. Craft Schmaft demonstrated how personal passion could scale into profitable, lasting business through community and technology.
