KNOTS FOR YOU

woman @ work

Starting a creative journey is often like unearthing hidden treasures, filled with inspiration and passion. For Atiya Zubair, founder of ‘The Whatnots Shop’, that treasure was her mother’s crochet skills, which sparked a colourful adventure in handcrafted home décor and stationery.

Born and raised in Riyadh, Saudi Arabia, she grew up in a culturally rich environment which greatly influenced her artistic sensibilities. She completed her Bachelor’s degree there, which provided her with a solid foundation in her field. Eager to broaden her horizons, she pursued a Master’s in Design Management from an esteemed university in Izmir, Turkey.

From thereon, she set out to pursue her passion. From crafting adorable crochet items to innovative products like Islamic fridge magnets, Atiya’s journey reflects her dedication to meaningful designs. Each product tells a story, whether it’s the joy of learning or the charm of personalisation. With exciting plans ahead, Atiya aims to expand her offerings and inspire others to embrace their creativity. Let’s get to know more about her journey…

How did you begin?

My journey began after completing my A-levels while waiting for university admissions. I discovered a Facebook page showcasing handcrafted crochet items, which reminded me of my mother’s crochet skills. Inspired by her, I decided to explore crochet and eventually, start my own business.

Can you share the story behind the name ‘The Whatnots Shop’?

The name came from a brainstorming session with my family. ‘Whatnots’ captures the eclectic variety of products we offer, while ‘NOTS’ playfully refers to ‘KNOTS’ linking back to our crochet roots. It reflects our spirit of creativity and craftsmanship.

Your venture was inspired by your mother. Can you tell us more about her influence?

My mother was a significant influence on my journey. Watching her craft beautiful crochet items sparked my interest in creativity. I initially managed her business’s social media, but her encouragement motivated me to explore new horizons and expand our offerings.

What inspired you to diversify your product range?

After launching our crochet items, I felt the urge to expand beyond crochet. I wanted to create unique stationery products, inspired by designing a birthday card for a little girl. This exploration allowed us to enrich our product line and meet customer needs.

How do you come up with the designs and messages for your products?

My design process is personal, drawing inspiration from life experiences and customer feedback. I aim to create products that resonate with meaningful messages while ensuring they are visually appealing and aligned with customer values.

Can you walk us through your creative process, from idea to finished product?

My creative process starts with brainstorming ideas and sketching concepts. I create prototypes using various materials and refine them based on testing. Once satisfied, I move to production, paying close attention to detail to ensure quality.

What are some of your favourite products, and why are they special to you?

The Islamic fridge magnets and coasters are special to me. The magnets help children learn important religious messages in a fun way, while the coasters feature witty messages that add joy to everyday life. These products embody our mission of spreading positivity.

Which product was the most challenging to create and why?

The Islamic fridge magnets presented a challenge as I aimed to balance playful designs with meaningful content. It required several iterations, but the end result resonated with our audience, reinforcing the importance of addressing customer needs.

As a female entrepreneur, what challenges have you faced, and how have you overcome them?

Being a female entrepreneur in a male-dominated industry has its challenges, especially in establishing credibility with vendors. I overcame this by building strong relationships, maintaining professionalism, and showcasing the quality of our products.

How do you maintain a personal touch as your business grows?

I prioritise open communication with customers and actively seek feedback. Engaging with our audience through social media helps foster a sense of community and ensures our products reflect their values and preferences.

How do you balance the artistic and business aspects of running your venture?

Balancing creativity and business require careful planning. I allocate specific times for creative work and business tasks, allowing me to stay organised. Having a virtual assistant to manage social media and orders has also been invaluable.

Can you share a story where one of your products had a significant impact on a customer?

A customer once shared how our fridge magnets helped her children learn religious messages in a fun way. Knowing our products resonate with families and contribute to children’s learning is incredibly rewarding.

What has been the most rewarding part of your journey so far?

The positive feedback from customers is the most rewarding aspect of my journey. Each compliment reinforces my passion for creating and motivates me to continue expanding our offerings.

Is there a particular message or philosophy that you live by?

I believe creativity knows no bounds and that self-expression can significantly impact individuals and communities. Quality and authenticity are paramount, guiding my creative journey and mission.

Do you have plans to introduce new product lines or expand into other areas?

Yes, I plan to introduce three to four new products each year that align with our values and customer preferences. I also aim to collaborate with other artists to infuse fresh ideas into our offerings.

What advice would you give to women aspiring to start their own creative ventures?

I encourage women to believe in themselves and embrace their unique perspectives. Don’t shy away from taking risks, and build a support network of like-minded individuals. Perseverance and passion will lead to fulfillment and achievement.

Where do you see your venture in the next five years?

In the next five years, I envision becoming a well-known brand recognised for unique handcrafted products. I aim to expand our online presence and create a community of art and craft enthusiasts who appreciate our commitment to quality.