I think that the connections you are able to foster are definitely a rewarding part of having a small business. Something that I also appreciate about small businesses is that when they grow, it is an organic growth. Your designs have been seen on some pretty big names; how does it feel to know your work is reaching wide audiences now?
Yeah, it was definitely insane. I guess I never, in a million years, would have thought that it would be worn by celebrities. Even when the business was taking off, I was like, 'Oh cool. I have a small little business where it's just going to be, you know, regular people. It's not going to make it to Hollywood.' Because the way I was thinking of it was like, 'Oh, it's crochet, it's very homemade.' It's not all glitz and glam. So, yeah, I didn't think that it would reach that area. It kind of just happened — one stylist would reach out, and then once one person wears it, then it kind of trickles like that. The first time it was ever worn by anyone, with like a big name, it was Ella Emhoff. At the time it was actually really funny because I didn't know who she was, but I was DM-ing with her. She was very sweet and I loved her work. She also knits. So we were in contact, but I just didn't know — I thought she was like a knitwear designer. We did a trade and exchange and that's when I found out, I was like, 'Oh my gosh! She's, you know, the vice president's daughter!' So that was super cool. And then once she wore it, that kind of brought my work into the spotlight because it never ever was in that world at all. I think she was kind of the bridge honestly, because she lives in Brooklyn and does knitwear and crochet too. So she's kind of in that world, but then she's also in the world of fame. To me, once she wore it, she kind of carried my brand with her. I just couldn't believe that she wore it and tagged me. Then it just took off. So thank you Ella!
I know you said that the design process is collaborative, usually over the phone between you and your mom and the other women who crochet for you, but how exactly do you come up with the patterns and colors you use in your designs?
It's mostly whatever comes to me, but I have a lot of inspiration from vintage crochet patterns that are timeless. So some of it comes from that but usually my creative process — I guess I don't really have one, so it sounds weird saying it, but what I would do is first figure out what colors I'm going to use. All of my colors come from different inspirations, for example, I’ll use red and white to signify the Indonesian flag or different colors from Indonesian foods. Or sometimes I use very ‘American’ colors from certain brands, like the FedEx colors. From there I figure out what kind of stitch I'm using. And then I start off with little swatches to kind of get an idea of what I like. For example, the plaid style sort of came out of nowhere. It was just me grabbing inspiration from 2000s plaid fedoras. I made a few plaid swatches and then I kind of just put it out [on Instagram]. What I like to do, also, is a very customer-oriented model because I'm not at a point where I can make something and everyone's like, 'Wow, I love it.' I still need them to tell me if that's what they want. And I have that ability because I am Instagram based and it's great. To me, it's really important to try to listen to them, even though I can't listen to everyone, I can do polls and ask them if they like a certain colorway, or if they're into this or if they're into that. Being able to do that, then I can kind of test it before I actually go into production. With the plaid, I was kind of questioning it, but I posted a picture and I received so many DM's saying, 'When is that gonna drop?' So then that went into production and I feel like that's how I'll continue to run my business. Instagram is just so amazing to me because I can talk to the people that want to buy my things — otherwise, without them, there's nothing. So it's an ‘I'll make what you want me to make’ kind of thing.
What is your favorite design you have made, whether one of your traditional ones or a custom order?
I'm thinking — I have a few. I can't tell if I like certain pieces because I just like them or if it's because I haven't made them in a while. Sometimes that's really special to me — when I don't make something too many times. Every time I make a hat, I'm like, 'Another hat!' But I think it would have to be my vest. So, I only recently started making vests in the spring and that was totally out of the blue. It was a custom for someone that was willing to commission and she said, you know, 'I love these colors and these colors, please. Like, I'll give you the freedom.' And I was like, 'Oh shoot. First of all, I've never made a vest. Second of all, you're giving me too much freedom! I don't know if I know what you want,' but it turned out perfectly and she loved it. It was basically a multi-colored checkered vest. The front panel and the back panel were totally different, so it didn't mirror. It took a really long time, but it was worth it. And to me it's such a piece of art because I think it took me three full days, like eight hour days, and 19 rolls of different colored yarn. I also just really like the idea of a vest and I would love to do that in the future for production, but one thing at a time. But I feel like vests are just super easy to wear for anyone. They're genderless, they're classic, you can wear them in the spring with nothing or you can wear them in the winter over something. It's a perfect kind of statement piece. To me, it's like you're wearing art.
So will the vest become a more permanent thing? What does the future have in store for Memorial Day — any plans to grow the brand?
So I think right now, definitely focusing on figuring out my hat manufacturing, because I feel like right now my main focus is the hat. I wouldn't be anywhere without my hat and I have to make sure that I'm able to produce ethically and meet the people that are helping me and just be able to get that part covered. I feel like eventually, yes — I mean I do accessories and bikinis and I've made balaclavas before — but I think kind of expanding more on the accessory designs would be cool. So kind of being able to produce balaclavas, neck warmers, things for the winter, still sticking to accessories and then later down the road, maybe I'd get into clothing. But I feel like that's a huge step and I'm kind of starting slowly with the accessories, and maybe a more permanent vest. I just have to figure out the best way to manufacture this without losing that special touch. Because once it goes into clothing, then it's a bit more complicated; you start to go into a factory style mode of production. Not that factories are all, you know, unethical, but you just kind of lose the love. So I have to figure out if it's possible to have clothing made one by one like that, which is why vests are great as a bridge because it can be an imperfect situation.
