Crafter’s Morgan Spenla on delighting makers with memberships, materials, and a marketplace | E1209

Market Positioning

Morgan Spenla, CEO of Crafter, explains how her company distinguishes itself from major players like Michael's by focusing on a more mature and sophisticated crafting audience. Unlike traditional stores that prioritize product availability, Crafter emphasizes the crafting journey, offering workshops led by renowned artists to create a community of avid makers 1. This approach not only enhances the crafting experience but also builds trust in the quality and origin of materials used 2.

We try and make a connection. Two of our biggest brand partners over the last couple of years have been Nordstrom, and that's where our audience lives primarily.

--- Morgan Spenla

By collaborating closely with artists, Crafter aims to provide a holistic experience that goes beyond mere product sales.

   

Crafting Motivations

The motivations behind crafting are deeply rooted in the human desire for creativity, community, and mental well-being. Morgan Spenla highlights that crafting offers a meditative escape from technology, allowing individuals to immerse themselves in the creative process and achieve a sense of accomplishment 3. This engagement not only fulfills a primal need to create but also serves as a therapeutic outlet, enhancing mental health and fine motor skills 4.

Craft or art therapy is widely used across the board. It does. It brings our heart rate back down. It allows us to focus.

--- Morgan Spenla

By fostering a sense of self-reliance and pride, crafting can significantly contribute to personal well-being and happiness.