DIY in her DNA
Meet Erica Domesek, entrepreneur, crafter extraordinaire and all around
creative badass with a keen eye for DIY.
What started as a craft club with a few girlfriends evolved into a contemporary lifestyle brand. Often referred to as the Millennial Martha Stewart, Erica, inspires other to create personalized unique pieces with easy step-by-step instructions that cater to everyone from the most novice crafter to a full blown expert. Let’s get crafty!
How did you begin crafting?
I often say DIY is in my DNA. I have always looked at things differently. Most little girls who wanted a doll house asked their parents to buy one, I made mine.
When did you start thinking about crafting as more of a career?
I started my career as a prop stylist and set designer. Through this field I was able to contribute to editorial photo shoots and lookbooks learning more about marketing and design strategy. I started a small craft club with a few girlfriends where they would come over and we would make a thing or two. I’ve always considered myself a visual storyteller and the brand just developed from how i live my life. Technology and storytelling will always be my happy place.
What project have you found the most challenging?
I love a challenge! Writing my first book was certainly challenging at times. We would be producing 10 different editorial campaigns in the matter of a few hours. It took me about a year and a half to produce.
Where do you get your inspiration from?
The places I get inspiration from are endless. It could be from popping into a store, walking down the street and see a girl with really cool style or scrolling through Pinterest or Instagram.
What is your secret to keeping all of your knick knacks organized?
I wouldn’t say I am the most organized person but I am a really big fan of finding ways to stay organized. I have a good mix of the crazy artist vibe and with a little OCD. Through the years I have definitely developed systems to keep everything organized.
What is the most memorable piece you have created?
One of the most memorable would probably be a feather necklace. A friend of mine wanted to purchase a very simple but expensive necklace. I ended up inviting her over to create her own version and our little craft club was born from there.
You often partner with different companies, can you tell us about one experience that really sparked you creatively?
One of my favorite experiences was partnering with Indego Africa. We went to Africa to meet these incredible women artisans who make everything from garments to basket weaving to textiles to jewelry to clothing. They are true makers who make everything by hand. It was an incredible experience to be able to help educate them using social media and technology to help grow a small business. Each and every one of them was a budding entrepreneur in their own right and through our site we were able to put a spotlight on their community and bring awareness to what they are doing. It was truly inspiring.