KERSTIN DEEKE Crochet Candy
facebook @CrochetCandyDoha Instagram @ crochetcandy
Kerstin puts lots of her love in making her gorgeous little crochet creations. We wanted to know more about her creative talent and her local small business. Read an interview we had with Kerstin at our event at Katara on 1st May 2015. What is your background and when and why did you decide to start your own small business? I have a Master’s degree in Human Resource Management which is not so creative in itself. Having learnt how to crochet from my late grandmother many years ago (and almost forgotten it), I picked up a crochet hook about 2 years ago making a pair of baby booties for a pregnant work friend – then I was “hooked”. It felt so rewarding after a long day at work sitting in front of the computer creating something tangible with my own hands. Moving to Doha last year and taking a career break, I was able to hone my skills and create my own little business. QatART handmade community
May 2015
What sort of products do you market?
Mainly, I crochet accessories for babies and children: baby booties in different style, headbands, hair clips, baby blankets, etc. I also do small home accessories like garlands, picture frames or pillowcases.
How does your work differ from others of its genre?
Wherever possible I like to use yarn from 100% cotton, especially for baby booties. It feels nice on baby’s sensitive skin and I find it nicer to work with than acrylic or blended materials. Also, I am a perfectionist – so I spend lots of time and care to achieve high standards of quality.
How do you stay inspired?
The internet is a great source obviously. There are specialized site for knitting and crocheting where one can get patterns and ideas. In addition, I collect ideas on Pinterest and follow some Instagram users that have a similar style. Also, customers have ideas for personalization which I find very refreshing.
Where do you buy your supplies?
I think all of us face the same challenge of getting the right supplies here in Qatar. For me, it’s okay, however the yarn is more expensive here than back home in Germany. So, I try to stock up on my trips or ask friends to bring some when they visit me.
How does your creating process work?
I normally work off patterns but I tend to alter them and add individual touches. For example, I made 7 pairs of baby espadrilles from the same pattern but all are a bit different – different color combinations, different embellishments, different stitches. I try to learn new techniques and add them where possible.
What's the best thing about setting up your own brand?
Well, you OWN your brand, thus you are free to decide which route you want to take with your business. Freedom to act and being passionate about what you do sums this up.
Who are your customers and where do you sell your work?
My customer base is quite varied – all nationalities and all ages. Products are often bought as gifts, like baby booties for a baby showers. I like custom-orders: when I am selling at QatART’s handmade markets in Katara, I often go home with a list of special orders. Customers like my work but need different sizes, add personal touches like a garland spelling the name of a child or request different colors. I also get orders via Instagram and Facebook, but I am currently doing local orders only.
Why do you like being a designer in 10 words or less? Being able to put ideas and passion into tangible objects.
Name something you do in your spare time.
Having recently started a full-time job again, my spare time has become less and less. However, I really enjoy sports. I am an indoor cycling instructor as well and love motivating people in my courses.
Where would you like to travel to next?
Besides a family reunion back home, I don’t have any concrete travel plans. I would love to visit Vietnam or Thailand in the near future.
Any exciting news to share?
There are a few more ideas for collaborations between fellow QatART members and me. Also, I am planning to share my new logo soon and grow my online presences broadening my customer base.
What recent project have you enjoyed doing?
Two projects: one was a collaboration between Dominika Bozic and myself: her illustration with one of my crocheted frames (find it on Little Majlis). The other was a custom order for a baby blanket in white and green (representing the baby’s nationality) embellished with a crochet camel (as the baby was born here). The customer came up with this idea for this great baby shower gift herself. I loved bringing her ideas to life.
What do you love about being a QatART Member?
I really like the community – we all share a great spirit and are passionate about our work. It is very beneficial to spread information and ideas growing personally and as a group. I felt very honored to have been asked to join the board team last year and so can actively contribute to building the brand name of QatART – handmade and produced locally.
Do you feel QatART helped your business to grow and in which way?
Yes, manyfold. Being able to participate at the handmade markets is one benefit, but there are many more. Being affiliated with QatART shows your work is special and of qualitative value. The more prominent QatART becomes, the more people will get to know about your business as well. Also, the workshops for members helped me personally to develop my branding as well as reevaluating my market positioning.
Tell us 5 words to describe yourself.
Passionate, dedicated, perfectionist, sport-enthusiast, food-lover.
What are your 5 favorite finds at the Katara QatART Handmade Market? (photos on the next page) QatART handmade community
May 2015
QatART handmade community
May 2015