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"It’s beautifully made and very delicate. I love it, love it, love it!" "Yoola is professional, creative, accommodating, and makes excellent products. This is so unique!" "The necklace is an absolute dream, so delicate and beautiful. I know it will draw attention everywhere I wear it." I can't agree more. Yael Falk, founder of YoolaDesign, produces some of the most delicately chic pieces that tuly inspire enchantment. She learned the basic technique of wire crocheting in Montreux, Switzerland and began developing unique designs. Soon YoolaDesign was born providing exquisite pieces of art, including bridal jewelry and home accents. She now is based in Isreal, and has even began sharing the art of this technique with beginners and artists alike, through workshops, jewelry making kits, and wire crochet patterns. We are privileged to share in Falk's inspirations, challenges, and dreams in this weeks #SmallBizSpotlight.
What inspired you to get started?
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.
What was your background? Was it in what you are doing now?
I am a trained Industrial Designer, and have always being working as one. I combine both careers and each one fulfills my creative soul in their different ways.
What challenge have you had to face that led to a big growth for your company?
I faced a challenge a few years ago that actually become a huge positive impact to me sales.
I nurtured a fear that by sharing my knowledge on-line would decrease my finished items sales. On the other side of the scales, the idea that a design I developed on one side of the planet, will be prepared on the other side, profoundly enchanted me.
In the spirit of a global and green village, and in order to enable people to own pieces they cannot afford unless they do them themselves, I decided to go forward. The first educational PDF (decorative pomegranate) I edited was a big success, many orders immediately started coming in, it was a truly enthralling experience.
I continued writing more tutorials, offered various e-learning combinations and so on. My shop was flourishing unpredictably; my fear that finished products would sell less because of the DIY option appeared to be unnecessary, the patterns sale actually gave a boost to my finished items.
Some people would purchase both finished pieces of jewelry, and the instructions on how to make them, as well as other items in the same transaction.
What do you have going on in your business right now that you're excited about?
So much is always going on! There are great dynamics with Yoola! I'm always on the hound for for new jewelry lines, new DIY instruments after all I am an industrial designer ...
Also, I have encountered new business opportunities, and I'm really excited to move my workshop to a new larger studio.
I always keep in mind this adage that if you don't move forward, you'll end up going backwards. I don't move, I run !
Where would you love to see your business in 5 years?
I would love to see my finished items in more galleries, I would love to see my educational products and tools in shops as well, maybe partner up with a bigger player...
More than anything else, I want the future to bring me surprises (good ones) and take me to places I wouldn't even dream of....
