Loveleen - Founder

I started crocheting in Dec , 2022 when I was bed ridden due to a sudden back injury. one winter evening i asked my mom to teach me what she had been doing every winter.

day one was meh but i picked it up few days after since i had recently left my job and was unable to do much physically. this time i created a pouch with a few irregular stitches ofcourse. so i decided to do it one more time just to satisfy my curiosity to create a fine piece and this time i made a sling bag with quite clean stitches. soon this turned into an obsession and i started exploring youtube videos and made a heart, flower, leaf, ghost miniature. my love for miniatures goes way back and now i was able to create them, what?? 

one random day i decided to turn those miniatures into earrings and started planning to open an insta store. it was May, 2023 when i posted the pictures and got sold out within the first week. ofcourse most of them were my friends but i got a few orders from other people too. just kept going with it and in 2024 started looking for other crochet artists so i could handle the social media but none of the aunties i met were open to learning micro crochet (to create earrings we need finer threads, strong eyesight, and physical endurance) so i had to pivot- aunties were really good at making granny squares, bags, blankets so i launched a line with floral bags inspired by designs i found on pinterest. it was an okayish response and did not work really well as a business since i couldn't crack a price point that customers would find decent and also would pay the aunties well and leave me with some profit. so i had to sell some of the stock at less than cost price. we still do bags but they are made to order.

then we pivoted again and found jaimalas-a sustainable keepsake for people in love? wow!!! we jumped right into it and it fortunately made sense as a business too. the aunties were really good at it and the sales paid aunties well and left the company with some profit to scale.

And if you’ve read this far, you already know - this is the chapter ICT is in today.