Knitting and crocheting, a hobby and skill that is lost in the layers of time. Yeh un dino ki bat hai, do you remember when your granny, sitting on her rocking chair, knitted sweaters, scarves, beanies, and more, for you all?
Wow, those were the gifts we waited to get.
However, in today’s fast-paced world, this is something which is missing, but Heena Patel, a Mumbai-based mother of twins, changed the course. What started as a calming hobby during her pregnancy is now India’s favorite hobby store.
Yes, we are talking about Magic Needles. If you, like me, have ever searched for knitting or crocheting, I bet you came across them for sure.
Story Time
It was 2013, pregnant with twins, Heena Patel was looking for an activity which was calming but productive. She picked up knitting. Another reason to start it was to make beautiful things for her kids.
If you know, you know, that finding good quality woolen products is very difficult, and imagine looking for them in 2013. Yes, facing the same result—no results found—Heena started knitting cute little things for the kids.
Encouragement Backed with Skill
Soon, she was making good clothes and accessories. Realizing her skill, her friends and family encouraged her to sell them online. Initially skeptical, but eventually giving in to their faiths, Heena put up her creations online.
Soon, the unexpected happened. She received an order from Asia’s largest kids’ store.
It was 2015, and this marked the beginning of Magic Needles.
Magic Needles has grown into a global brand, serving over 300,000 customers across 35+ countries. The brand’s commitment to quality and authenticity has earned it a loyal customer base.
Spreading the Wings
With growing orders and demands, Heena realized the need for a team, after all, managing kids and huge orders (which needed to be made by hand) was not an easy feat. She started looking for knitters around her for artisans and found some through local references.
Over time, expanded through word of mouth, many women approached Magic Needles for work. And what started with a couple of artisans, now is an ever-growing team.
Not Just the Job: Be the Change
Magic Needles not only hires artisans but also teaches them the skill virtually and in-person both. More than 300 women have been skilled by the company, and most of them are now effectively handling order processing, inventory, warehouse operations, and designing.
Through this, Heena is empowering women by giving them confidence, financial independence, and purpose.
Not Leaving Behind Our Environment
In a world of fast fashion, Magic Needles promote handmade, slow and sustainable fashion. With a growing team, Heena’s vision for Magic Needles also widened and took great shape. She slowly shifted the company’s focus towards sustainability at productivity level and business.
Shifting Offline
Starting as an online store in 2015, Heena opened 1st offline store of Magic Needles in 2020. The store is a dedicated space where Indian craft lovers can connect. It is like a huge community.
Heena was not just focusing on growing her profits and team, she was also looking for the gaps in the market that she can fill. And she has a keen eye, as she realized a lack of high-quality knitting/crocheting materials missing in the Indian market.
This gave birth to Hobby Store in 2022. It is a all-in-one store for crocheters and knitters, offering different types of wool, knitting/crocheting accessories, and more.
From Modest Beginnings to Crores in Revenue
Magic Needles was bootstrapped with Rs 1 lakh. But following steady and stable growth, the company is now making revenue of Rs 8.5 crore.
Stable Growth with Digital World
Initially, the brand was launched online, and that gave it a strong foundation. Social media played an essential role in the company’s growth.
First, they were spreading the word on Facebook, and slowly shifted to Instagram and YouTube, which are now their primary engagement platforms.
The team is active on social media and uploads tutorials, self-help videos, and free patterns. All in all, helping the hobbyist wherever and whenever they want.
What Now?
Creative founder Heena is looking ahead to spreading Magic Needles across India, making it the go-to brand for every craft lover.
Moreover, she is looking for potential partners to get high-quality yarns and handmade fashions, along with ways to strengthen the crafting community.
Furthermore, there are plans to add more products, like home décor and more.
So, 12 years ago, who would have thought that a lady with a hobby can change her life in a 360 turn? However, Heena Patel, a mom, an entrepreneur, a hobbyist, and a changemaker, is not just taking her company to new heights, but is also empowering hundreds of women in living with their heads up.
So, who needs a bundle of yarn? Magic Needles 🪄
