Yoola – Yael Falk

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Yael Falk of Yoola on EtsyYoola by Yael Falk on Etsy

There all sorts of things you can do with crochet and Yoola by Yael Falk is an amazing example of that. When I came across Yael’s page, I fell in love! Not just because I love crochet in general, but because what she was creating was so incredibly unique and amazing. I knew I needed to showcase her here because Yarn Obsession is about possibilities and Yael shows one very amazing aspect of that!

I also have to say, she was so very sweet in her correspondence. I truly enjoyed getting to know her better as a person and entrepreneur and I hope you will too. Yael has also developed a Wire crochet tool kit that can get you started learning how to make lovely items with wire. View the brief introductory video to get an idea of what the kit includes.

Who are you, where are you from and what makes that place unique? My name is Yael; or as people call me, Yoola. I was born and raised in Israel, a young, small and creative country. I believe that when land resources are low one must be creative to survive.

What was the first item you ever crocheted? LOL… As if I remember…  I’m not a very nostalgic person, I rarely keep things for long, and I love looking towards the future, to the next project.

How long have you been crocheting? I started crocheting with wire about 7 years ago; I was relocated for a period in Switzerland and finally had time to be creative for the sake of it. It’s one of the best things that ever happened to me (except of course of my hubby and kids…). I fell in love with the idea of using such fine wires to create volume designs. And the rest is history…

When did you start your crochet business? I started my crochet business by chance. I wasn’t really looking to start a business, as I already had my industrial design firm and was only looking to sell necklaces that I enjoyed making as a hobby. I was just making too many to keep giving gifts to anyone I knew.

What was the biggest challenge you had when you began your business? How did you overcome it? “A picture is worth a thousand words”. Taking good photos is one of the biggest challenges when selling online; the whole story needs to be read in a glance.

When I first started, I had no idea how to take nice photos of my items; I was really bad at it. Luckily I got some advice from my younger sis, who already had a shop on Etsy at the time.

I believe you can overcome this obstacle only if you refer to it as a mission you are going to enjoy. So I did tons of experiments, tried all sort of lighting, backgrounds, and always kept my finger on the pulse to see what worked best.

What is the best advice you can give to someone starting a crochet business?
My first and most important advice is to find your own voice. Be unique, don’t follow others, and find a way to lead. I’m not saying that trends should be ignored, but my suggestion is to give it your own interpretation.

And as I previously implied, always look forward, stay on the hunt and keep progressing. A wise man once told me, “If you stay in place you actually go backwards”

If you knew you could not fail, what would you do?
Phew… that’s a tough one! But I know the answer… I would find a way to Martha Stewart. I’ve learned that exposure is key, and what could be better than being on her show?

Yael can be found online