Meet Madi from Madcrame
Everyone say hello to Madi Hetico, the brain behind Madcrame– a shop centered around handmade macrame and textile goods. Her business is based right here in Saint Augustine, each good crafted on her living room floor. Find her on Instagram or at these locations: WSMS Surf Stop, Philosophie Salon, Southern Horticulture, and The Closet
Tell us about yourself! What made you want to start your business?
Upon graduating from Flagler, I felt a massive creative block once structure had left my daily life. Feeling nostalgic for friendship bracelets of my youth and the history of women in my family working with textiles, I ordered some thread and started to macramè to fill that void. Channeling my energy into a new outlet was refreshing and thus, Madcramè was born in on my living room floor. My macrame “side hustle” often happens on that same living room floor, surrounded by my pups, when I find the time in between everyday life.
What kind of challenges have you had to overcome as a small business owner? How has COVID-19 affected your business?
Starting out was tough, as nobody really knows how to start their own business. Or at least I didn’t. I began selling plant hangers on Instagram and at local markets. Eventually, I developed my skills and launched a website, only to revert back to Instagram sales over the last few months. I found that consumers were skipping my website and sliding straight into the dm’s so eliminating the extra steps was easier for me to keep up.
Covid also contributed to that as funds got tight and having a website is just another cost. The manufacturer I use to get thread is a little mom and pop shop out of Miami, and of course, they shut down production for awhile. It was hard to get around those obstacles at first but I figured out ways to use scrap and material that had been pushed to the back of the closet. Having a demand for something when things are a bit more difficult forces you to be thoughtful. I dropped plant hangers for a few months while sitting at home unemployed, and began using scraps to make wall hangings, key chains, ornaments, and car hangers.
What are your goals for the new year?
My goal for the new year is to keep local shops stocked. It is easy to get overwhelmed with demand and I am still working hard to find that balance. You can find Madcrame at WSMS Surf Stop, Philosophie Salon, Southern Horticulture, and The Closet. 2021 will hopefully bring some more large scale wall hangings, like the one seen at Sunday, and some more custom wedding pieces. There are a few collabs I have planned as well with other local makers.
What are you inspired by lately?
Inspiration lately has come from slowing down. My life was a three job hustle for years and this pandemic put that to a halt for me, literally. I was at home for two months with all the time in the world which really freaked me out at first. It’s so easy to see your worth as your productivity but slowing down made me actually sit down and look at the things surrounding me. It sounds cheesy but feeling the wind on my cheeks while sitting on my porch made me think about movement and how textiles can collaborate with their settings. My fellow creators and lady business owners have also sourced inspiration for me, especially my girl Ariel Kellogg. Sis is KILLLLLING it.
Any advice for people looking to start their own business?
Go at your own pace. Don’t compare yourself to those in the same medium as you but instead look to other businesses you admire. See how other makers are marketing, how they are branding, and who their clients are. I have found so much inspiration from a hair salon in Asheville and a motel in New Mexico, who woulda thought?
What is your creative process?
Things happen pretty organically for me. I generally just start cutting thread and see what would work best with what I have. If there is enough for a plant hanger, cool let’s go. Only enough for some fringe on a wall hanging, works for me. Customs are really the only time I sit down and sketch something before going for it.
You're based in St Augustine. What spots/businesses/makers are your favorite in town?
I admire so many people in this town. The creative community has exploded in the last five years. Ariel Kellogg, John Quick, Imagine Fine Art Printing, Stoned Handmade, WSMS, Codo Studio and Mad Carma to name a few.