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How Much to Pay Yourself

What kind of work are you doing?

You are selling physical items or actively participating in every sale that you make.

Example: custom made or ready-made products, coaching/mentoring, sponsored posts

You make the work once and then the item can be sold again and again automatically without you actively doing anything.

Example: patterns, e-books, courses, affiliate links

Is this your part time or full time job ?

There is a big difference in what you need and what you want to earn.

If this is your full time job you might both have the time and energy to focus on your job and therefore be able to make more money. But if it’s just a part time job and you don’t depend on it, you can work less (and work when you want to) and therefore you don’t need to earn that much.

If you are in-between and you want to make this your living, my advice is to keep your other job so you know that you can pay your bills – if you are able to go down in hours so you just earn what you need, then you can spend the free time you have on your own business but still be able to take it slow and do it your way.

How much to pay yourself

Penge, Card, Forretning, Kreditkort, Betale, Shopping

Money: You need/are satisfied with 175 euro per week – 700 euro per month.
Time: You want/are able to work 40 hours a week – 160 hours a month.
Your hourly rate: 175/40 = 43,75 euro

Let’s say you can make 10 active products a month.

700/10 = 70

That means that your product has to cost 70 euro.

Let’s say a passive product costs 5 euro.

700/5 = 140

That means you have to sell 140 passive items a month to earn 700 euro.

How to price your products

Option 1.
You can look at all the individual factors regarding the product and then calculate how much that is.

– How much time did you spend making the item (and how much do you want to pay yourself an hour)?
– How much money did you spend on materials?

You spent 15 hours. You pay yourself 43,75 euro per hour. The materials cost 10 euro.
15×43,75 = 656,2 + 10

666,2 euro is what the product should cost.

Option 2.
Forget about the time and money spent and instead find a fixed price for that item.


– How much time, money and energy did you spend on this product? Is this a product you made as a “test design” where you were just playing around?
– How is the quality of the product and materials? Is the work kind of slobby or is it done with a lot of effort and precision?
– If you saw this in a shop, how much would you pay for it?

What amount do you think is fair when keeping these factors in mind?

Custom made or ready-made products

In my opinion custom made and ready-made items should be priced differently as there is much more work going into custom made products.

– communicating back and forth with customer
– working with their specific measurements
– making the item in the color, material and style that the customer want
– pricing can be difficult as the item may take longer for some customers than others
– the customer doesn’t exactly know what they get before they receive the item – this can cause uncertainty and stress for both creator and customer

– the product is already made in the color, material, size that you want
– in the listing you can state all the details about the product – this way the customers knows what they get
– easy to price as you can just determine from the time, material or quality how much you think it’s worth

Setting a goal

It’s a good idea to have a goal in mind – what is your goal – how much do you want to earn and how much do you want to work? Even though it might seem unrealistic right now it’s good to have an idea about where you want to be so you can move towards that.

Final thoughts

Only you can decide what your time and effort is worth. Only you can decide what your hourly rate looks like and how many hours to work.

If you don’t want to work that much then that’s just perfect, there will always be people out there willing to pay a good price for your work. Remember to pick the customers that value you and your work.

At the same time it’s just as great to work 60 hours a week if that feels good to you!
There is no recipe on how to do it right. If you want to sell your items cheaply, then do that!

We are all different and the most important thing we can do is stay true to ourselves and what is important to us.

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What to Do if Someone Copies Your Work

We can’t help but be inspired by each other (even unconsiously). We can’t help but sometimes coincidentally getting the same idea as someone else, or seeing another creator make a design that we ourselves had in mind.

Mirabel top and necklace by FlurJewellery

There is a big difference in finding inspiration and copying, I think copying is okay when:

1) Recreating non-crochet items
You are recreating a regular design and making it in a crochet version. I’ve done that with a few of my designs – if the design is simple I don’t see anything wrong in making a crochet version of it.

2) Asking permission from the designer
If you have been in contact with the designer and asked if you can recreate their work and they said yes!

3) Mentioning and tagging the designer
If you are not are to ask permission then at least mention or tag the designer or write in the caption: “Design by…” or “Inspired by…”. This way people seeing the design will know who made it.

Mirabel top


Imagine there is a creator that has made a unique design. One of their followers recreate this design and post photos of the creation on their social media (wihtout any credit).

The people following this person see this and have no idea where the design originated from. These people might then either repost the photo or recreate the design for themselves, and suddenly the designer is forgotten all because one person didn’t credit.

The same goes if you recreate another’s design and sell the design to a customer. If the creator doesn’t give credit to the designer, the customer of the creator will only give credit to the creator, this way when we are at the 3rd or 4th or 5th link people will have forgotten all about the person who actually designed the item.

The person who is recreating or copying the design is responsible for mentioning the desginer (and also giving this information to their followers/customers so they can give credit too). This is so important to protect the work of the designer, this way people will be able to find their way to the source of the copied design and the desginer gets the credit they deserve.
Yes, you made their design and you did it beautifully – but someone else got the idea, made the drawing, pattern writing, measuring, trial and error and they deserve the credit.

This is also important when you make another creators design from pattern – mention or tag the pattern designer so people will know who the designer is!

Think about big brands like H&M – the only time you really hear about the designer is when celebrities design a collection. The designers working behind the facade you never hear about. Neither do you hear about the factory workers creating the clothes. It’s so important that we all get the credit we deserve.

It makes me so happy when I see someone post a creator’s work and also mention the designer! This is only possible if the creator mentions the designer too, let us make sure that at least the 3rd link from the designer knows who the designer is!


I’m not gonna say “see it as a compliment! your work is so good, that people are recreating it!”. I hate that, I’m not gonna appreciate someone crossing my boundary. I’ll take is as appreciation when they credit me. Let me just say this: it’s not embarassing to mention that you copied/recreated/were inspired by someone else – we all are! better to say it too much than not enough. We won’t be mad for you tagging us all the time, on the contrary! it’s a win-win – it’s nice to be appreciated and to appreciate others.

1) Leave it

If you don’t care about it, just leave it and focus your energy elsewhere. We can’t avoid copy cats completely.

2) Reach out

You don’t have to be rude or get mad at them (maybe they didn’t intend to copy your work or maybe it’s a coincidence), but a simple: “Were inspired by my design?” or “I just want to let you know that if you we inspired by my design it would be great if you would mention/tag me”.

3) Create more
See it as a motivation to just create more designs – maybe create something SO unique and special that whenever someone copies your work most will know that you’re the designer.

4) Get design protection
It’s expensive in Denmark and needs to be done with every design, but if you want the extra protection it can be a good idea. This way no one can make or sell your designs.

5) Ask for support
Reach out to your followers or family/friends or post a story or photo in your feed about your experiences. Many people will relate and want to support you!

6) Copy cats won’t have success
Relying on others work for success, relying on other’s creativity and hard work and not coming up with idea or being creative yourself? So sad!
The worst is the people who try to get appreciated for making someone else’s work, I find it so selfish and mean, that some people won’t even admit they have copied another’s work, because they’re so desperate to be liked themselves. If you are getting likes and compliments for copying another persons hard work, then that must mean that the designer did a great job – so why not compliment them by giving them credit?

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How to Become Self-Employed

Do you have a dream of becoming self-employed?
Are you unsure of how and where to start?
Then continue reading!

I’ve been self-employed for almost 16 months. I spent years before going full time just spending time practising my skills, posting to Instagram and sketching. But it took me 8-9 months from when I decided to go self-employed to being able to live off my income (kinda).

1. Figure out what you want to do and start doing that every day.

Spend your free time doing what you love and what you’re good at and experiment and grow your skills.

2. Have a savings account or a part time job on the side.

This way you can focus most of your time on your business but still make sure you get money to pay your bills.

3. Research the market you are in.

What are other businesses in your niche doing? What are they’re prices and who are their customers?

4. Use social media.

We’re so lucky we have social media to spread our message across continents. Use hashtag to describe what kind of work you do, follow and interact with other in the same field as yours and post consistently.

5. Define your brand.

Find out why you are doing this and what your niche is – what is your talent? How can you help your customers? What makes you stand out from other people in the field? How are you working – what’s your inspiration, what kind of work do you like to do in that field?

6. Work with other people.

Find other people in the same field as you or someone who you feel you can work with to help each other get more customers or just get your name out there.

7. Hang up flyers at your local library or reach out to a local newspaper.

You can try and get your name out there in your town or local area.

8. Continue to do what you love.

Even though you are not making any money it will happen for you eventually. It doesn’t mean that you have to break yourself and work 70 hours a week to reach that goal. It takes time and hard work but remember to stay true to your work and take breaks as well so you don’t wear yourself out.

Ideas on how to earn money on your talent:

For instance if your field is in playing an instrument, here are some ideas on how to make money:

– play gigs
– start a youtube channel
– post music to spotify
– play in the street (if it’s legal where you live!)
– play at weddings and other parties (try to reach out to your friends and family first if that’s easier)
– teach music (online or in person)
– write an e-book about music
– start a blog where you share your knowledge on music or review other’s music
– sell your music as royalty free music

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The Challenge of Being Self-Employed


Since I was a child I’ve dreamed of becoming my own boss! It seemed like something that would never happen, I believed I was not strong enough to do that but the longing kept growing inside me.

Back then I wanted to become a psychotherapist or a masseuse, but instead I’ve been taken down a different road – I never could’ve imagined that this was what I would be doing – I didn’t even know you could make money from crochet patterns!

There are so many things that drew me to a self-employed job but most importantly it was being the one in charge – that I am in control of my own time and no one else can decide for me.

I’m very uncomfortable with authorities and with someone having control over me and my life (like my parents did), therefore being in charge gives me a big sense of freedom and I still have to pinch myself everyday.

I’m doing it, I’m there!! I’m where I’ve always wanted to be.


Another big reward of being self-employed the way I am is that I get to make money from being creative! Something I also never thought would be possible for me.

But that is also the challenge. If I was running a non-creative business it would be more like having a list of things I could do, I could even shut off my brain for a bit and just let my hands do the work. The job would be the same way everytime, I would know exactly in what order and how to get the job done – there would only be one way to do it, and I wouldn’t have to rely on my creativity.


Being self-employed gives me an immense sense of freedom and the opportunity to switch between different kinds of creative work –
writing (posts, listings, patterns), photography, editing videos, designing, sketching and crocheting.

Not everything will earn me any money – most of what I do on my website (apart from the shop) is something I don’t earn money on!

Unfortunatly relying on my creativity for earning money can be tricky. When I am creatively stuck, not motivated or not feeling the need to create, I can start to panic.


These are some of the thoughts I get when I feel mistrust in my creative process:

You’ll never feel like creating again.
You should just give up now.
Find a regular job!
What are you doing!? You can’t do this.
Why did you choose to do this? You suck at it
People are maybe not complaining about you right now, but just wait – they will because they are thinking your work is bad and stupid
Look at x, x and x, maybe try do what they’re doing instead (even if it’s not your style), they have more success than you
Be what people expect you to be, don’t be yourself.
You can’t do anything, look at all your stupid and ugly projects
You should really start making other designs than what you’ve made until now
It’s not good enough.
I know you like to make very simple and neutral designs, but it’s so boring, maybe use some bold colors and do more “crochet style” designs then you might have some success!
What you’re doing now is not working.
Do you really think people will support your work? your work is not special or unique.
Do you even like doing this!? you don’t! and you probably never will again.

We can all get thoughts like these, and it doesn’t help to try and undo them or force yourself to think differently.

It’s NORMAL to judge ourselves. We all do in one way or another – some people don’t even realise how hard they are on themselves (I didn’t in the past), these thoughts were just a part of me.

But recognising the thoughts, actually realising that they’re there helps me to separate them from myself. These are my parents words that I have internalised – I know it’s not the truth but it can feel very true in the moment – I’m not perfect, and it’s okay to judge yourself.

I’m not going to start judging myself for judging myself!


I know that these thoughts are fear and mistrust speaking. I’m judging myself because I feel unsafe and mistrusting of my life and myself. I try and teach myself to let go and trust that I don’t have any trust. That it’s ok not to have trust or acceptance right now – it’s still gonna be okay. I can live and still be unsure of myself, I don’t need to strive to feel good about myself, because I don’t right now.

Even if I don’t make any designs or crochet anything for a while – I will still be okay.


The good thing – and what I’m realising day by day – is that making it is not about making money.

It’s more about strenghtening the community I have created. It’s about me being here. And I love being here everyday!

Creating means that I need some sort of motivation (and not to be too judging towards myself and my work) but being here has no requirements.

I can be here and be exactly who I am – both mistrusting, depressed and fearful and joyful, creative and excited.

I like sharing both my creations, other’s creations, posting from my everyday life or thoughts about healing – I like that on these platforms there is no right way to be or do.

I think that is what benefits both me, the community and my business the most – the consistency not in how much or little I create but my consistency in just being here, just being me.

And no that doesn’t make me any money, but it’s worth much more!

My creativity might not be reliable. But I am. I’m gonna keep being here – and even if I create less or not at all in some periods, I’m still here and I’m still going to share what’s on my mind and heart in whatever way, form or shape I feel like it. And that’s what keeps me going and will spark my motivation and creativity again.

Allowing to be and do and share/not share what I feel like right now, creates a sense of trust and safety and it expands so I start to trust the process again and ultimately I think that is what will make my business survive in the long run.


I’ve written a list – both for myself and for you to use – that I will look at every time I feel demotivated or not feeling like creating:

– update your website/patterns/listings/profile bio/picture

– take photos/make videos

-reach out to fellow creators (make a poll/quiz/ask questions)

– share other’s work!!!

– unravel old projects (it’s like free yarn!)

– visit your local yarn shop (avoid rush hour) and look and feel different yarns (and buy some!)

– go for a walk – look around and up, notice colors and shapes (look at what people are wearing)

– drink water, nap, buy a plant, cry, punch a pillow, turn up the music

– allow yourself to do less than regular (leave the dishes
and laundry, wear pj’s all day, eat chips instead of dinnerchips can be a meal too _justnanna reminded me of this!!)

– what if you were not a creative? what would you be doing instead?

– breathe <3 and remember we can’t constantly be “on”, sometimes we need to turn “off”, recharge or do something completely different!

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The Small Steps of Success

Who determines your success?

I was asked back in August by @ihaveitchyhands what my thoughts on success was, and since that day the topic has been on my mind multiple times.

First, my instant thought was that success (in crocheting) is that someone pays for my designs. That success must be equivalent to money. The more money – the more success, right?

But then I thought, well that’s not my opinion on success – that’s what I was taught by the society I grew up in. That if I don’t make money on my crochet – or am able to be self-employed then I won’t be successful with my creativity.
Well, maybe if I had a huge impact on helping people or ociety on a larger scale.

If the world around us determines when we are successful, will we ever feel successful?

Will it ever be enough? Will we ever settle in just feeling successful right now or will we strive for more success?

Failing instead of succeeding

Back in I August bought a cargo bike because I have a dream of being able to sell my food one day. Today the anxiety hit me, when I – as I do most days – looked out into the parking lot where the bike is chained to a metal pole. I started thinking of all the things missing before I can sell food from it. Or the fact that I’m not even mentally ready to go out into the street and start selling food.

I felt the anxiety of not succeeding, but instead failing with something.

The goal I set for myself is a goal I’ve had for 12 years or more. How can I expect to fullfil that in a couple of months?
And won’t I be OK if I don’t reach that goal – if something else comes along? and who know if my goal changes?…

Wanting to create a success in the future

Because I’ve had trouble sleeping the past week, I tried something new the past two days.

Instead of setting the goal “to go to sleep”, I said to myself:
“OK, you don’t have to sleep right now. You just have to focus on doing something to relax yourself”

It’s a big leap of faith to just trust the Now, because immediatly a voice comes into my head saying: “But what if you still don’t sleep?”

My inner critic starts to talk when I challenge it.. and I had to challenge it back “So what? at least I will be relaxing and feeling good right now, better to relax than not to relax”

And my sleep improved alot!

So I thought I could transfer the same technique to other places in my life – like the food bike. Maybe I can adjust my goal so I will feel success right now.

The smallest steps creates the biggest success

What if my goal instead of “I want to sell street food” (big goal) was: “To fix up my cargo bike” (small goal).

Hearing those words suddenly made me breathe easier. Because I’m already doing that – whenever I feel like it.

So my conclusion is that success doesn’t have to be a goal far in the future; something that makes us anxious because we notice that we’re still not there yet, something that makes us feel inadequate because we haven’t succeeded in that goal.

What if success can be to comfort ourselves right now in the anticipation anxiety of something we need to handle in the near future?

Or what if success can be to make the first few stitches on a new project that you’ve had in mind for a long time?

The small steps are the biggest steps we can take, because they can make us feel successful right here. That we are enough now.

Success we might have in the future shouldn’t limit us to not experiencing success now!

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Dealing With Low Self-Esteem (When Running a Crafting Business) + 10 Tips

Low self-esteem can affect all of us – whether or not we’ve sold one or hundreds of products.

It can hit us when we’re doubting our creations and whether or not we (and our work) is good enough.

I struggle with low self-esteem most of the time, both when creating a handmade piece, taking and posting photos, selling items and making patterns. But it’s getting better day by day. I often doubt whether or not I’m doing it “right” and “to the standard”.

When I dig deeper it’s actually not the fear of having flaws but the fear of someone getting mad at me for not doing my job perfect – or just doing it better. I was used to having a mother who would yell and scream over the tinyiest things, and I was always blamed for something that I hadn’t even done.

Linking my fears and insecurities to the way I was treated as a child helps me to understand what and why I fear and how I can help myself.


We have one of the most freeing jobs out there, where we can work when and how we want – there are no rules in crafting. There are no standards that determine what is “good enough”. We determine that ourselves.

If we can be proud about our work even though it has flaws, we’ve taken a big step.

Here are 10 things to remember when you are dealing with low self-esteem (when running a crafting business):

  1. It’s not black and white. It’s possible to both be a business owner and have insecurities.
  2. You’re a human. Your business might be a business but you’re also a human being – not a robot.
  3. Customers don’t pay you to be perfect, they pay for something handmade and unique.
  4. Others don’t see what you see. The flaws that can seem like is the only thing you can see, might be invisible to others.
  5. You’re not alone. You can be pretty sure that every other crafter is also feeling insecure about themselves and their crafting.
  6. It is not bad or wrong to have insecurities. We learn to treat ourselves how we were treated as children, so if we want to change that we can start by noticing when and how we were critiqued as children and noticing when we start critiquing ourselves now.
  7. “And so what?”. Whatever your worry is, ask yourself: “And so what?”. Usually we build up our fear to being catastrophical, that the crafting community will banish us, that we will never get any customers again, that people will get angry at us for not doing it good enough. But really we are magnifying our fear to try and protect ourselves from what we fear the most.
  8. Be kind to yourself. Imagine that you are a 5 year old child that is making something – that child only needs encouragement – not someone (us) telling them that they are not good enough and that they should do better next time.
  9. If you really do want to be better at your craft, this doesn’t happen with force. But by being in the present, respecting ourselves, taking all the time we need, exploring without judging. resting, complimenting ourselves.
  10. Talk to others. Crafters, friends, business owners, customers – be open about your insecurities and you will notice that other people either don’t care about the things we worry about or they can recognise the same fears that you have. It’s a relief to be open about our insecurities and it’s inspiring to others too.

Have you ever felt low self-esteem about your work/yourself? And what is your best tip to dealing with it?

Leave a comment below!

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How to Grow Your Instagram

… and your sales!

Followers are not everything. I’ve made many sales when I had 500 followers.

What is most important is engagement – how many people like, comments and share your posts and that the people who see your posts are interested in what you’re sharing.

Here I will share with you the tips I’ve used to both grow my following and my engagement on my Instagram account. I’ve gotten 5.000 more followers from January to June of 2020, but I’ve been active on Instagram since February 2017.

The first year I didn’t even use my stories and though I posted regularly I didn’t really have any planning regarding what, when and how I posted.

1. Name
Choose a simple name. Something that is easy to read, remember and write, so that people easily can search for you and quickly identify you.
My first Instagram name was Crochetedtops, which I think was too anonymous. It doesn’t tell me anything other than it’s an account with crochet tops. Then I changed it to Mati_Crochet and later to Mati_Denmark because I wanted to make sure people knew that the products are produced in Denmark.

2. Picture
Either use a picture of your logo or a photo which is easily recognisable – maybe with colors or an outline so people can tell what the picture is, even from just seeing the small icon on their smartphone.

3. Bio
In your bio you can write a few words or sentences either with your slogan, your first name or simply describe what your brand/Instagram is about.
You can also insert a link to your website/where you sell your products and attach an email or address (when you change your account to a professional account).
I’ve changed my bio (and will continue to change it) beause me and my brand changes all the time. It is for me a lot about defining my brand and that is something I think I’m continuing to do, because I have a hard time actually clearly defining what and why I do what I do in a way that makes sense to others as well, the more I keep changing my bio and my “About” page, the more I also figure out in myself where I am going, who I am and what I do.

4. Posts/captions
Post what you like to post. Post regularly and consistently, wether that be once a week or twice a day. Just get into a routine of posting, so people know what and when to expect something from you.
If you feel like writing something, do so. If not, it’s okay to just post a hashtag or an emoji or a few words.
I’ve noticed that long texts often don’t get alot of responses, but engaging with the audience like asking for advice or asking “which picture do you like the best, 1 or 2?” is a great way to get people to engage with your posts.

Sharing you insecurities, post that are not a great quality or doesn’t show your best angle is just as great, to show that you’re human too and not perfect. It gives your audience something to relate to as well.

Your feed doesn’t need to be perfect, with a color scheme, the same filter on every photo or planned all the time. People will feel the authenticity when you just post what you like to post, instead of what you think people want to see.
Play around with it, post whatever you want and see how it makes you feel, what response you get and what you like the best.

I’ve tried to take and post many different photos the past 3 years. This way I’ve found out what photos I like the most: like close-ups, photos in nature, photos focusing more on the clothes rather than the face and photos of customers. And all these are also the most popular posts.

5. Story/highlights
There is really no “right” way to use Instagram stories. Only 1 out of 9 followers watch my stories so I need to keep that in mind, if I have something important to share, this might be better to share in my posts, so more people will see it.
I like to post stories of behind the scenes, inspirational pictures, other peoples posts and also lifestyle photos – like what I’m eating that day or if I’m going somewhere. I like to see the stories as a way to get to know the person behind the Instagram more. The stories is also a great way to post something you sell. I’ve found that posting a layout with multiple items + the price and size of each item is the best way to make sales. But sometimes just posting a photo of a product I have for sale can work just as well.
Stories have so many features that are great for engagement: make a poll, a quiz or ask a question – a good idea is to ask something of your followers, because people always want to share about themselves, so give your followers the opportunity to do so!
I try to only have a few highlights regarding what I know most people are interested in.

6. Engagement
Share others posts that you like.
Repost when someone shares your posts.
Comment on and like the pictures you like. Even if it’s just an emoji.
Respond when someone comments your post.
Make polls, quizzes, ask questions etc. in your stories.

7. Influencers
Offer a free product to an influencer with more followers than you, this way you can get free exposure. Just make sure to find someone that you think can represent what your brand stands for or someone that fits your existing customers/audience.
Write them a short message, asking them if they would like to receive a free product and in return they post a photo with that item to their Instagram (and tag you). This is a great way for new people to notice you!
I’ve used about 4 influencers in my time on Instagram and that has been a great succes and all gotten me multiple sales.

8. Hashtags
I post hashtags to my comment section, so it doesn’t show in my caption. In “Notes” on my smartphone I have saved all the hashtags so I can just copy-paste. I try to use both popular hashtags but also hashtags of the name of my product (like #mirabeltop) and my own hashtags like #matidenmark and #maticrochet (which was my last Instagram name). You can search on google for popular hashtags in your niche.

9. Business Instagram
A great way to track your audience and their behaviour is to change your account from personal to professional and choose which area you work in. This way you can see which posts were saved, liked and engaged with the most. At what time of day your audience is most active, which countries your followers are from and much more. It’s such a game changer, if you want to grow your Instagram and also it just gives a much more professional vibe to your account.
Go to your profile. Click the three lines in the top right corner, click Settings, go to Account, scroll down and there you’ll see: Switch to professional account.

10. Act like you already have a huge following
This tip I got from one of my followers (and one that I also follow: and I thought that tip was so great. Write, post and act like a huge amount of people are already following and seeing your posts, even though your stories and posts only have 10 likes or 10 view, act as if it was 1000. Ask people for advice, share whatever you like, as though a lot of people were there to witness it.
It’s one of the mistakes I’ve made – and still sometimes make – that I forget that people are watching.

And I think this is why I didn’t write that many captions in the beginning, I thought people didn’t care about it or that people weren’t seeing my posts, but making captions and stories where you share what is within you is such a great way to let people really see and know you!

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How to Define Your Brand & Stand Out

Defining your brand is important for both you and your audience.

The way that you define your brand is the right way to define your brand. There is no right way to do it.
Keep in mind that you can keep re-defining your brand throughout the process.

Defining a brand is figuring out the you in the brand & what others can mirror themselves in. It’s personalising the brand, having crediability and giving a sense of trust and that others know what they can expect from you.

They have a sense of who you are as a brand and they will know very quickly if you represent something that they are interested in.


Figure out what it is you are creating and what your focus is.
Are you making art, clothes, sculptures or post cards? What is the genre of your craft?
What are you contributing with? What are your strengths, your weaknesses? What is your inspiration?
What is it you want to express or change in yourself or the world?
Make a brainstorm and write down as many adjectives you can think of when you think of your product and you.


Who are you? What defines you as a person? If you could use 1-3 words to describe yourself or the way you work, which words would you choose?
If you could talk to, help or listen to someone, who would it be? Who do you look up to?

Who is your audience? What kind of people do you wish to reach/inspire/sell to?
Who is your ideal costumer? Figure out all the information that this person would have; gender, age, ethnicity, hobbies, job/education, income, friends/family, lifestyle etc.


Why did you pick this craft and this niche?
Why do you like working the way you do?


Think of an animal, sound, movement, color or smell (or all the above) that captures your brand. Even though this is very simplified it can help you to narrow down your brand into a feeling or a thing, which you can have in mind when you define your brand. You can even look through Google or magazines and find pictures that inspires you or which you find interesting, beautiful or which speaks to you in some way.

What makes you you? What is one of your qualities that is really strong or prominent? What do you remember being good at since you were little? What interested you about the world? What kind of friend are you? All of these questions, even though they might be hard to answer, will help you point you in the direction of getting a clearer idea of your brand.


So when you’ve started defining your brand (remember – it’s an ungoing process), what can you use it for?

Well, you can find a slogan or make a logo or write a short bio for your Instagram, which in a few words gives a feeling or sense of what you and your brand is about.

You can also find a picture and write a little text and put on top of the picture, to bring out both via picture and text what it is that makes your brand and you unique.

When you bring yourself into the equation you can’t help but stand out as a brand, because people will feel the mind behind, and you are unique and therefore your brand will be unique.

It’s a misconception that you need to be clear or write very few words when defining your brand. It’s not true, that people need to know exactly what you do and how you do it.

You can just as well have a few words which are poetic and speak to you or a long text which describes deeper what your message is.

I’ve used a few slogans and texts throughout my process, here are some of them:

Finding unity in the divided.

Transforming nothing into everything.

Embracing body and mind.

Intuitive crochet.

Crochet helps me to create a path to be intuitive and present everyday – filling my life with what drives me, calms me and lifts me up.

I’m a 29-year old woman using crochet to express my vulnerability, creativity and intuition and helping others to do the same.

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My Self Care Tips

My self care tips to relax, boost mood, handle anxiety, depression, flashbacks etc.

1. Sunshine
– sitting on my balcony, lying on the grass or going for a walk in the sun

2. Calming sounds
– opening my window and noticing the sound of the leaves shaking in the wind

3. Essential oils
– especially lavender oil I will put into my hands and breathe it in

4. Taking a bath
– a hot one (to relax) or a cold one (to boost my mood)

5. Wearing earplugs
– it helps me to keep my focus inside and block out triggers

6. Preparing & eating delicious food
– taking my time preparing and eating food that is tasty and/or nourishing for my body

7. Reaching out
– texting a friend, sharing my thoughts and feelings with another, non-judging being, is so important to feel whole

8. Laughing
– I love to watch funny Youtube videos that can make me laugh and lighten my mood

9. Moving my body
wether that be by going for a long walk, jumping up and down on the spot, twerking, doing squats, high kicks, dancing or doing simple yoga excersises it instantly puts me in a better mood to move my body and get my heart rate going

10. Crying
crying is not necessarily a sign that something is wrong, mostly for me it’s a release of tension and stored energy in my body. It can feel scary to let go and allow myself to cry, but it’s necessary for me to do to be able to relax more – when I feel like crying but can’t cry my whole body tense up and I’m in a bad mood, as soon as I cry I feel more okay