It was a sign: Krystale Branden-Hind brings positivity to interior decor
Published:Saturday | November 12, 2022 | 12:06 AMKrysta Anderson / Staff reporter
In the chaos of COVID-19, Krystale Branden-Hind thought she had found harmony in taking care of her children as they attended school virtually while she worked from home. But then, she was asked to return to the office. Caught between the rock of her family and the hard place of face-to-face employment, she chose the former. Having no job prospects, she looked for extra motivation at home. And it was a sign that led to the establishment and growth of her new decor business.
“I wanted to tap into my creativity but I got that push out of necessity. I knew I could do great things, but I didn’t know I could do it so quickly,” Branden-Hind confessed to Saturday Living.
Her company, Krystal Kutz Designz, offers a wide variety of wooden masterpieces. The beautiful pieces range from affirmation boxes and wooden planters to customised keyholders, plants, and wooden signs for every occasion.
Once she made the tough decision to resign from her job, she recalled seeing her beautiful girls Gabrielle Seballo (age 15), Gianna (eight), and Gia Green (six) at the table one night eating dinner. Watching them in their element sparked a flame she never knew was still burning. She knew at that moment that she needed to get creative for the sake of her daughters.
Before her mother, Donnette Chester, had migrated to the United States, she built her career as an art teacher. So, creativity runs in the family. Leaving the profession to be a homemaker, Chester was actively involved in her children’s school life, encouraging them to tap into their artistic genius at any chance they could.
“It’s such a luxury when parents are active in their children’s lives. The same attention my mother gave to me and my schoolwork, I play my part in providing for my daughters,” she added.
With her creativity engaged and nurtured over the years by her mother, and her father, Andre Hind, playing his paternal role while being an entrepreneur, it’s no wonder Branden-Hind was able to return to her first love and pivot to a similar yet different narrative when her back was against the wall.
She owes that big break she received to her sister, Tiffanie Branden-Hind, an event planner, who prompted her to think bigger. Guided by her idea of using wood to create magic, Krystale had no experience in carpentry or vinyl printing. What she did was to initiate the creative process by taking a pragmatic approach to wood; pulling out a drawer of hers and trying to figure out how she could break it apart. When the father of her daughters, Gregory Green, came by, she sought his assistance.
For the sanding and vinyl element, she turned to the ‘university’ of YouTube to assist with knowledge and techniques. She left the choice of wood to the experts and she’s proud to be supporting a supplier that is reasonable in price. This, in turn, enables the affordability of her products.
With the material before her, the self-taught creative questioned what would garner attention while simultaneously doing some good in sending positive messages to the world. She started with intention and purpose: printing motivational quotes on wooden signs and affirmation boxes she sourced from her supplier.
Friends expressed joy in her pursuits, making promises beforehand to support her business. But she learned her first lesson in entrepreneurship early: strangers will support you faster than friends. She thought her stroke of luck had run out, but fate had plans for her products to shine.
She teamed up with Tiffanie on a promotional deal. And, once a popular social media influencer entered the chat, Krystale received a favourable outcome. “Tiffanie had a package to send to Tanaania Traceyfor promotion and I took a chance by going that route as well and sending two customised signs. She loved them,” the designer highlighted.
Before she knew it, people were sending her direct messages, requesting the exact sign. One order led to another and Branden-Hind was in business. Her calculated risk paid off.
Since opening almost two years ago, customers have sent in their very own messages to celebrate others or assist with coping with the global pandemic. “When people sent these encouraging words to others, they were healing me in the process, because I was consumed by anxiety from my previous job,” she admitted.
She is grateful to her sister, her supportive family, and friends like Makeda Lalor, owner of People Plus Management, who gave her sound financial advice along the way, taking her step by step through the proper process.
“To know that I can achieve this, I’m walking on cloud nine. If I get an idea, tears come to my eyes. I get emotional, overwhelmed with joy. I want to empower girls and women and encourage mothers especially to go for their goals. You can do this. I was under a financial crisis but I’ve pulled through. So can you,” she said.
She has other dreams of one day opening a shelter for women. She would not only create a haven for them but provide mentorship and training opportunities that would ultimately lead to a job so that they wouldn’t have to return to the world helpless or dependent.