Hi everyone! My name is Joanna Cosentino, and I am the owner of Joella Crafts.

Over a year ago in the summer of 2019, my sister Danielle purchased some yarn and hooks, and told us she was learning how to crochet. Before my family and I knew it, she began creating the most beautiful creations: starting with scarves, moving onto complex doilies, and eventually constructing intricate plush toys. I couldn’t help but feel she should share and sell her work. After some time and several family members’ encouragement, Danielle agreed, and the business journey began.

When I created our Instagram page in August of 2020, I was just beginning to learn how to crochet. I was determined to not only understand crochet, but also to create a successful business that had the ability to grow. Our Instagram page grew gradually, and I discovered an amazing community of artists like myself and Danielle who used crochet as a creative outlet and a tool for healing. I began to genuinely enjoy the process of crocheting and the peace that it brought me. The repetition of its motion and the act of creating something with my own two hands was a form of meditation that I valued deeply.

I realized soon that I could venture into the world of crochet clothing, and that unlocked a whole new world of creativity and healing for me. It wasn’t an easy task; the first top I created fell apart months later, and I took apart the second top because I didn’t like it. But the third top I created ended up becoming a part of my first pattern, the Groovy Fruity Collection. Once I realized I was capable of designing and constructing clothes, I felt so empowered.

My crochet journey has been a huge part of my healing journey. It was only when I started designing clothes that I remembered my love of fashion as a child. I had this huge brief case full of markers, pastels, crayons, and colored pencils, and I would spend so much time drawing and designing outfits. I must have had 20 or more sheets of them, and I would tape them on the wall of my bedroom for my grandma to come and “shop,” as if it were a store-front window of real clothes.

Now, as a designer who is creating physical clothes, I can say my child-self would be proud. This craft has helped me connect with and rediscover the creativity, the passion, and the spontaneity of my inner-child. It has been a catalyst for my spiritual growth, a way for me to express myself freely. It has been my solace when I become overwhelmed and stressed, and although it isn’t always easy, it challenges me to overcome my doubts and pushes me to reach my full potential. This is my soul craft. Thank you for reading my story and joining me on this journey.