When Justine Tiu and Adrian Zhang launched their crochet-kit business, The Woobles, in 2020, their product resonated with a newly homebound population that wanted to craft, and wanted it to be easy. Their audience was anyone who suddenly found themselves with free time, for whom learning to crochet a tiny penguin, fox, or bunny provided joy and distraction amid uncertainty.
Tiu, 34, had a background as an education UX designer, and she perfected their kits by watching real people use them to learn to crochet, quickly adjusting the product to remove barriers to entry. She ensured each kit was prestarted to get the hardest part of the crochet experience out of the way, replaced regular yarn with a custom one that doesn't fray, and created step-by-step online tutorials that customers could unlock after a purchase.
This wasn't what the husband-and-wife team expected to do with their careers. Tiu and Zhang, 35, who previously worked as a director on Wall Street, found themselves restless around 2016 and began rejecting the archetype of success they grew up with: get good grades, get into a good school, get a high-paying job, the end. "We did exactly that and still weren't satisfied," Zhang says. Tiu, meanwhile, started crocheting to get her mind off work.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
A Bankable Pet Project - How Moonshots Capital helped eTailPet scale up and attract a buyer in just three years.
Berenice Giannini's startup, eTailPet, wasn't a natural fit for Moonshots Capital. The Austin-based venture firm, launched in 2014 by Kelly Perdew and Craig Cummings, both of whom had previously served in the U.S. Army, frequently backs companies founded by military veterans.
Backers Should Have Your Back - The best capital provider for your business will offer a helping hand, not just deep pockets.
Three years ago, U.S. entrepreneurs were enjoying one of the best funding environments in decades. Venture capital and private equity hit all-time highs as banks loaned at historically low interest rates. All you needed to get a term sheet, it seemed, was a smile and a pitch deck.
Lift Off - Would you pay $50,000 to touch the edge of space?
Would you pay $50,000 to touch the edge of space? Meet the entrepreneurs providing a rarified clientele with a luxurious, once-in-a-lifetime journey.So you want to go to space. To take in the expansive curvature of the Earth glowing miles above the atmosphere, surrounded by pure darkness. To experience the mind-altering overview effect described by astronauts as a transcendent state of awe, staring back at the planet on which you've inhaled your every living breath.
There Will Always be Those Who Doubt You and Your Vision. Here's How to Tune Them Out. - Recently, I invited an experienced luxury hotelier to visit the new campus we were building near Santa Fe for Modern Elder Academy,
Recently, I invited an experienced luxury hotelier to visit the new campus we were building near Santa Fe for Modern Elder Academy, the midlife wisdom school I co-founded in 2018.
A Scientific Discovery that Unlocks Your Body's Healing Power
The founder of Stemregen, a company that creates powerful supplements that stimulate the body's natural repair system, explains how a \"fringe idea\" opened up a new world of stem cell therapy.
Transformative Growth: Agency Masters the Art of Evolution
As a destination marketer, Awestruck has mapped out a journey to success by constantly developing its services and its staff.
For the Love of the Restaurant Experience
The founder and CEO of DJB Hospitality shares his passion for the challenging and uniquely rewarding hospitality industry.
Custom PEO Solutions for Blue-Collar Industries
COMPEO is an HR management solutions provider with a jaw-dropping five-figure growth rate.
Homebuying Was BrokenMeet the Founders Here to Fix It
Cecilian Partners is a fast-growing technology firm providing end-to-end solutions for production homebuilders and land developers.
A Focus on Complete Solutions for Regulatory Environments
The Northcross Group develops sustainable processes for clients with compliance needs.