CRAFTING WELLNESS
When life gives you stress, craft your own calm.
MISSION
To empower individuals to nurture their creativity to cope with the challenges of life.
VISION
To craft a more creative and healthy world.
VALUES
CREATIVITY
Connecting new ideas
CURIOSITY
Pursuing possibilities
COMPASSION
Offering kindness
CONNECTION
Finding comfort in others
PRODUCTS & SERVICES
Crafting Wellness offers empowerment focused crafting classes, zero-waste crafting supplies, branded DIY merchandise, and a community space for crafters to connect.
Individual and Group Crafting Classes
Crafting your own calm
Research shows that crafting reduces stress, builds self-esteem, and promotes mindfulness. Our classes are taught through a therapeutic lens that creates a welcoming, non-judgmental, and supportive space. We offer a variety of fiber crafting classes for varying experience levels. Our classes weave principles of empowerment and psycho education into the learning process.
Recycled Crafting Supplies
Caring for the environment
Crafters are known for collecting materials and supplies. All our fabrics and notions are resourced directly from the crafting community helping reduce waste and increase sustainability. All crafting supplies are sold at affordable costs which allows greater access for those new to crafting.
Branded Goods
Greater opportunities for access
DIY crafting kits and subscription boxes increase the reach of Crafting Wellness to those who may be unable to afford classes, those who are hesitant to attend a class due to anxiety, or those who want to try out crafting individually without any commitment.
Community Space
Connecting with others
Crafting Wellness is both a business and a community space. We offer a place for crafters to gather, connect, and share knowledge. The community can use our space for social gatherings, celebrations, community service projects, and more.
WIDESPREAD NEED
Coping that's accessible, creative, and fun.
STRESS
We live in extremely stressful times. The pandemic has taken a toll on our mental health as the climate crisis continues. Many are struggling with depression, anxiety, isolation, and stress. There are simply not enough resources or attention to support this growing issue.
SOCIAL MEDIA & TECHNOLOGY
Increased social media use and technology advancements are impacting our mental and emotional wellbeing. The more connected we've become thru information and technology the more disconnected we are feeling relationally.
STIGMA
Societal pressures, internalized shame, and systemic discrimination make getting mental health support overwhelmingly difficult. Stigma remains a huge barrier for many to accessing help.
A CREATIVE SOLUTION
Care for yourself while caring for the environment.
Coping Skills
We offer a variety of individual and group crafting classes that teach skills that help build mindfulness, confidence, problem-solving and emotional regulation. This creative approach to coping creates fun and accessible ways to deal with life's stressors while stigma.
Education
Services are delivered through a therapeutic lens that integrates psychoeducation into the creative process. Individuals learn practical information and skills related to a variety of crafts while expanding their knowledge of the mental health benefits of creativity.
Empowerment
Our services help empower individuals to transform both their lives and environment. Crafting builds confidence, promotes relatxation, strengthens cognitive health, and provides individuals an opportunity for financial independence.
Community
Humans are wired for connection but advances in technology have
increased isolation and reduced social interaction. The pandemic has further intensified feelings of loneliness. Throughout history crafting has been a way for people to connect and build community.
UNIQUE & KIND
Expert Crafters of Relationships
Crafting Wellness is the first fiber focused reuse store that is also dedicated to supporting personal wellness. Our clinical knowledge means we are skilled at creating and maintaining meaningful relationships. Corporate crafting stores can be overwhelming, intimidating, and expensive. In contrast we offer affordable crafting supplies while providing genuinely kind service to customers and to the environment.
TARGET MARKET
Austin, TX is known for being a young, creative, and quickly growing city.
Women are the primary users mental health resources and crafting is historically a female-gendered activity.
$4.3B
CREATIVE ECONOMY
Creative industries in Austin generate over $4.3 Billion in economic activity.
20-35
YEARS OLD
The majority of the Austin population is 25-35 years old who tend to be eco-conscious and wellness focused.
220K
FEMALE POPULATION
There are over 220,000 women between the ages of 25 and 35 living in the metro Austin area.
33.7%
GROWTH
The decade ending 2020 saw a 33.7% increase in population making Austin one of the fastest-growing cities in the nation.
SALES & MARKETING
Kindness and Crafting are Contagious
Retail Store
100% Cost-to-Retail Ratio
Our inventory is completely sourced from the community at no cost which allows for high cost-to-retail ratios. Individuals who donate materials are likely to return as repeat customers creating and endless cycle of supply and demand.
Online
Expanding Impact while Increasing Sales
Our eCommerce shop increases access and opportunity for sales while subscription box services create steady and consistent sales. Social media is used as a creative marketing tool to build interest and community.
Word of Mouth
Happy Customers are Valuable Customers
Our dedication to building relationships helps increase loyalty and interest. Direct connections to both the crafting and therapist community allow access to a vast network of free marketing.
Partnerships
Strength in Collaboration
We value our community and want to build partnerships with local crafting groups, other small businesses, and community organizations. These relationships offer additional opportunities to increase business growth and development.
STARTUP COSTS
SPACE
Commercial Space
1500-2000 sq ft
Deposit & Rent
Utilities
Insurance
Store Fixtures
Signage
EQUIPMENT
Retail & Workshop
Sewing Machines
Cutting Table
Sewing Tables
Chairs
POS System
EDUCATION
Curriculum Development
Market Research
Marketing Materials
Contracted Teachers
ADMINISTRATIVE
Business Support
Accounting
Retail Manager
Communications Manager
TIMELINE & MILESTONES
How we started and where we are going
Broads and Boards
2016
Broads and Boards, a non-profit that focuses on empowering women and non-binary individuals in woodcrafts, is co-founded by Leeann Terwilliger, owner of Crafting Wellness. She serves as the primary teacher for workshops that are highly popular within the community.
Crafting Wellness Counseling
2018
Leeann establishes Crafting Wellness Counseling, a trauma-informed clinical psychotherapy practice that integrates values of creativity, curiosity, compassion, and connection into the therapeutic process. Crafting Wellness Counseling primarily supports young adult women struggling with depression, anxiety, and trauma.
Crafting Wellness
2021 and Beyond
The mental health impacts of the pandemic motivated Leeann to expand her business and blend her two passions to become Crafting Wellness. We are currently in the process of acquiring a commercial space for our retail storefront, education workshop, and community space. Once this goal is achieved we will then focus on sourcing inventory and education development.
TEAM
Leeann Terwilliger, LCSW
she/her
Owner/Crafter/Therapist/Teacher
Leeann's very first job was working in a fabric store. Since then she has pursued a career in creative and helping professions. She is a trauma-informed licensed clinical social worker, lifetime self-taught crafter, and thoughtful teacher. Leeann is a graduate of The University of Texas at Austin School of Social Work. She is also the co-founder of Broads and Boards, a non-profit that empowers women and non-binary individuals in woodworking.
Leeann has been crafting her entire life. At a young age her mom taught her to sew, knit, and cross stitch. At the age of ten Leeann was diagnosed with bone cancer. During that time crafting became a powerful tool for coping. Since then Leeann's curiosity has inspired her to learn almost every craft. She is passionate about sharing this experience with others.