Why I Just Invested in Crafter, Maker of the Most Beautiful Arts and Crafts Kits in the World

I’m super excited about today’s company! Of all the startups I’ve looked at recently, Crafter might have the most compelling product. This San Diego-based company makes arts and crafts kits of the very highest quality and provides great instructional videos that will have you making beautiful crafts in no time.

A beautiful textile project from Crafter

I never thought I’d consider embroidery until I saw their product! Crafter, also known as The Crafter’s Box, can also help you make quilts, leather bags, and even stained glass! This post barely scratches the surface; you really have to check out Crafter.com and see all this cool stuff! Go ahead, I’ll wait here. 🙂

Learn to embroider!

The founder, Morgan Spenla, created Crafter after what was supposed to be a relaxing crafting experience turned into a nightmare. Morgan wanted to make a nice necklace, and found herself at Joann’s looking at a thousand different tools and materials. She had no idea what to choose. The store was about to close and her kids were going wild. Morgan wound up with a random assortment of materials and couldn’t find a YouTube video to show her how to turn them into the necklace she wanted. She wound up giving up in frustration. But she knew there had to be a better way.

I doubt Morgan is the only person to have this experience. Crafting has become increasingly popular during the pandemic. If you’re stuck at home, why not make a cool scarf? And I don’t see people giving up their fun new hobby just because things are reopening.

The venture capital world is largely male, and most of us probably don’t do crafts. But that doesn’t mean other people don’t! Arts and crafts is a $44 billion dollar industry that has grown by half in just 5 years, and it’s almost all brick and mortar retail. Crafter could completely disrupt this market. Etsy is the go-to for finished crafts, and Crafter may become the go-to for making crafts. Oh and by the way, Etsy is valued at $25 billion.

On a meeting with Morgan recently, I was impressed by her resourcefulness and dogged persistence. Founders giving up is the biggest killer of startups, and I don’t see Morgan giving up. She funded the company herself for nearly 5 years before raising venture capital, and continues to work long hours to make her dream a reality.

She also excels at recruiting the best people to help her. On a recent episode of This Week in Startups, Morgan shared her strategy of recruiting former Starbucks employees for customer service jobs. They excel at dealing with difficult customers, and if your tech startup can pay more than Starbucks, you’ve got them. This struck me (and the host, noted angel investor Jason Calacanis) as brilliant.

Take a look at Crafter.com and make yourself something awesome! And by the way, that link will save you 20%!

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