Latifah Ismail: Crafting a legacy with crochet

Latifah Ismail, a passionate entrepreneur in the creative industry, has turned her childhood love for art into a thriving crochet business. 

"I've always had so much love for art since I was around 10," Latifah shares. 

Her journey into crochet began after experimenting with various crafts like bead making and drawing, eventually finding her true passion in crochet.

Raised in Kibera, Latifah's journey is one of resilience and creativity.

Her story caught the attention of Citizen TV's Mwanahamisi Hamadi, who interviewed her three(3) years ago, providing Latifah with an early platform to share how she transformed a hobby into a full-fledged business.

"It was more of a plan B, not really a major career thing," she admits.

However, life circumstances led her to take crochet more seriously, starting in 2019. 

What began as a pastime soon became a full-time endeavour, with her foundational skills learned from her aunt and perfected through countless hours on YouTube.

Originally, Latifah’s plan A was to pursue a career in architecture alongside her love for crochet.

However, due to life’s circumstances, she found herself diving headfirst into crochet, turning what began as a hobby into her main source of income.

"It wasn’t easy at first," she recalls.

"I was only getting one or two customers, but I persevered." 

Despite the difficulties, including losing team members who left after learning her craft, Latifah pushed forward.

Over the past six(6) years, Latifah has honed her skills, creating a variety of items, primarily accessories such as bags, sandals, and hairbands. 

"My creative process involves a lot of maths," she explains.

"If you want your product to stand out, you have to conceptualise your designs, draft them, and then work on them with patience."

The time required to complete a piece varies, with some taking just a few days, while others, like clothing or intricate accessories, can take up to two weeks.

Her brand, Ismiley Crochet, is a tribute to the past, described as "a little vintage recreated."

The name reflects her hope to inspire her generation by reviving traditional crafts with a modern twist.

"I want Ismiley Crochet to be a big brand, a Kenyan brand that not only represents our culture but also provides employment for the youth," Latifah explains.

Materials play a crucial role in Latifah's work. 

She primarily uses cords, particularly for bags, due to their durability and neat appearance.

"I have this thing for neatness. My work needs to be perfect," she says with a smile. 

Latifah also experiments with different materials, including yarn and fabrics, always exploring new possibilities.

Challenges

Running Ismiley Crochet single-handedly, Latifah faces numerous challenges. 

"It's not easy, especially when it's your sole source of income," she admits. 

“Finding reliable help has been difficult due to past experiences with untrustworthy collaborators.”

The cost of materials, particularly yarn, adds another layer of complexity.

"Yarn is expensive, and trying to convince clients of this can be challenging," she explains.

Latifah’s upbringing was filled with hardships, and these experiences have fueled her determination to succeed. 

"I have no reason to enjoy my youth because I have a goal, and I want to work towards it. I don’t want my children to go through what I went through," she shares.

Her long-term dream is still to pursue architecture, but for now, crochet is her main focus.

Her pricing strategy involves meticulous cost accounting, ensuring that every aspect of the production process is factored in. 

Marketing, however, is an area where she continues to grow.

While her business benefits from referrals, she acknowledges the need to embrace social media more actively.

"I’m really embracing content creation this year," she notes, hopeful that her efforts will bear fruit.

Looking to the future, Latifah dreams of establishing a crochet studio where her work can be displayed and appreciated for its true value.

"My brand is my legacy," she declares. She hopes that people will come to understand the value of crochet as a pure, handmade art form, distinct from machine-produced knitting.

When asked how she stays inspired, Latifah reveals that crochet comes from a deep place in her heart.

"It's more of a calling," she says.

Inspiration strikes when she sees a product and envisions how she can recreate it, often with a better twist. 

Her keen eye for colour also plays a significant role in keeping her designs fresh and appealing.

Latifah’s advice to the younger generation is to follow their dreams without hesitation. 

"Don’t say 'I can’t do it.' Take the risk and discover your talent. Once you do, you’ll know if it’s meant for you," she encourages.

As Latifah continues to build her brand, she remains focused on her goals, determined to make Ismiley Crochet a household name and to create opportunities for others along the way.

"My brand is my legacy," she concludes. 

"And I’m just getting started."

In a world where mass production often overshadows handcrafted artistry, Latifah Ismail’s story is a reminder of the value of passion, patience, and perseverance in building a legacy.