Yoma Craft is not your mother’s crochet
Published:Friday | April 26, 2024 | 12:09 AMShanel Lemmie/Staff Reporter
In recent years, due to both sheer market saturation and the success and innovation of designers like Rachel Scott of Diotima, crotchet has made a big splash in the world of fashion.
Capitalising on this prevalence, Jhenell Stewart decided to created Yoma Craft, with an aim of adding more luxury to the market.
“I started Yoma Craft in June of 2021. I wanted to show individuals how versatile crochet is and ultimately monetise a pastime I’m extremely passionate about,” she explained.
She continued, “Building a luxury crochet bag business has been a journey rooted in passion and dedication. From the outset, our vision was to redefine the perception of crochet, transforming it from a traditional craft into an emblem of elegance.”
Though Stewart spends her days helping people through her career as a nurse, she found that during the COVID-19 pandemic she needed a way to mitigate her own anxiety.
Explaining her genesis, she said, “During the Pandemic I developed moderate anxiety and a way to remedy this was through crochet. Though I’ve always been fascinated by the art form I didn’t know how to actually do it . I’ve always been pretty good with my hands and I’ve [always] welcomed any opportunity to learn a new skill and have my creative side shine, so, as the DIY girlie that I am, I took to the University of YouTube where I would, between my virtual university classes, watch tutorials and practice with my supplies.”
She went on, “I found that the more I poured into learning crochet my anxiety had significantly decreased and I never wanted to stop. I especially loved that I was able to explore and create through this medium very easily as it is quite versatile so I learned how to make clothes, storage material, decorative items for the home, and of course bags.”
While Stewart is known to push beyond the limits of what crochet is typically used for, her first love is bag-making.
“Personally, I love a good bag and at the risk of sounding like a hoarder, I like being able to pack all my essentials with me whenever I leave home so a bag is more a necessity from me and I know it is for many other woman and men so I made that my focal product. I actually think bags are the best accessory to have! Something beautiful and functional? I believe that a good bag can complete an entire outfit.”
While crochet is now one of the most common local craft items, Stewart says for Yoma Craft, she is most concerned with having a reputation of quality.
“My aim is for when someone sees a Yoma Craft bag they immediately think about their next vacation, dinner engagement, brunch or beach outing or even an arm piece that looks comfortable enough to take with them to church. I want customers and prospective customers to experience ease and comfort when they reach for a Yoma Craft branded bag. For me It’s not just about creating handbags and selling bags it’s about curating an experience, a piece of art that our customers can carry with them and I can’t wait for everyone to be a part of it.”
She continued, “I’m very interested in changing how the everyday person sees crochet. It doesn’t just have to be your grandmas favourite pastime or decorative sofa covers, It could be making a statement with a unique time piece bound to be a conversation starter. I want to show the world that there is so much more to offer where crochet is concerned.”
Though maintaining that her brand is a cut above the rest, Stewart says she is happy that crochet is getting it’s time in the sun.
“Crochet has definitely found its place amongst the younger crowd I think that’s mainly due to its versatility and how much individuals are realising how gratifying it is to have put their hands to work and find that the finished product is something beautiful.”