We use cookies to understand how you use our platform and to improve your experience. Click “Accept All” to consent, or “Decline non-essential” to opt out of non-essential cookies. Read our Privacy Policy.
Category of One. How Craft Club Grew by Going Where No One Else Is | #674
Oct 18, 2026 · 1 hr 3 min · 20 segments
**Nakisah Williams’ first embroidery attempt was so bad she hid it in a drawer.** Years later, it became the reason every Craft Club kit is built to be fail-proof…
**Nakisah Williams’ first embroidery attempt was so bad she hid it in a drawer.** Years later, it became the reason every Craft Club kit is built to be fail-proof.
Nakisah launched Craft Club in 2021 with six cross-stitch designs. It now sells kits across a long list of crafts, ships worldwide and has its own community app with more than 8,000 members.
**In this episode:**
- Category of one - why Craft Club grows fastest in crafts nobody else is selling
- Testing without the risk - preorders and a Shenzhen warehouse that turns stock back into cash in weeks
- Owning the community - why Craft Club built its own app instead of relying on Facebook
**Connect with** Nakisah Williams
**Explore** Craft Club
Subscribe to the Add To Cart newsletter
SMS us to Suggest a Guest
Connect with Nathan Bush
Join the Add To Cart Community
**Nakisah Williams’ first embroidery attempt was so bad she hid it in a drawer.** Years later, it became the reason every Craft Club kit is built to be fail-proof…
