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Celyne Diaz

Creative Experience Officer: Eli Winkelman and Her Craft Revolution

Eli Winkelman and her dog wearing matching tie dye shirts in her craft studio

As the founder of CRAFT, a DIY craft studio, in Austin, Texas, Eli Winkelman embodies resilience and creativity, proving that everyone can create something beautiful. Her inspiring journey shaped by personal challenges and innovative thinking sparks a call for us all to tap into our own creative potential.


Eli’s story began in Austin, Texas, where her entrepreneurial father and compassionate mother nurtured her creativity from a young age. “I learned how to wrap gifts on the counter of his bookstore when I was really young,” she recalls, an early lesson in entrepreneurship that would shape her future. Her mother’s small acts of kindness like stopping to help hurt or lost animals and volunteering to care for triplet babies to give their mom a break—instilled in Eli the importance of making a positive impact in the world. “She helped me see the little opportunities, and that they could have a profound impact.” A self-described blend of both her parents, she adds, “My dad helped me see big opportunities and that the little opportunities could be multiplied on a bigger scale.”


Eli hosting a crafting session at her studio, CRAFT

After high school, Eli attended Scripps College in California and founded the nonprofit Challah for Hunger as a student group. The initiative took off, catching the attention of President Bill Clinton, who praised it in his book Giving: How Each of Us Can Change the World. But life took an unexpected turn when Eli faced a personal tragedy. “I spent two months pretty much just in bed,” she shares. When she was ready to get back to life, all she wanted was to create art. “Walking through craft stores, I wanted to use everything but didn’t want the burden of owning it all.” That desire led to a breakthrough idea: why not create a space where anyone—whether seasoned or new to crafting—could unleash their creativity? And so, in 2013, CRAFT was born. “I figured other people probably felt the same way,” she explains. Her vision was simple: a gym for crafting, focusing on the joy of making rather than the pressure of perfection.


Imagine a lively room filled with paint, glue guns, and endless materials all waiting to spark inspiration. That’s what CRAFT offers—a community hub where people can come together to create, learn, and connect. “Instead of treadmills, we’ll share paint, glue guns, googly eyes, and wood scraps,” Eli describes. Over the years, CRAFT has become a beloved spot, hosting workshops and events that not only ignite creativity but also foster a sense of community.


Eli from CRAFT drying a tie dye shirt for a craft session

Running a business isn’t easy, and Eli knows it all too well. “'I'm a little down right now to be honest” she confesses. “The biggest challenge is maintaining focus without a team all rowing in the same direction.” As a small business owner, she often feels the weight of responsibility, especially when it comes to bringing her vision to life. “I mostly have to do that for myself,” she notes, highlighting the solitary side of entrepreneurship. To manage the pressure, Eli embraces the “80% rule”, a principle that helps her find balance. The rule suggests that striving for perfection — reaching 100% — is often unnecessary or unrealistic, whereas aiming for 80%, allows one to prioritize what truly matters.  “My values sometimes conflict, like balancing low-cost crafting for the public with offering a living wage to my team,” she explains. “The 80% rule reminds me to aim for balance and sustainability, not perfection.” This mindset keeps her grounded and serves as a reminder that it’s okay to embrace imperfections. Despite the challenges, Eli’s passion for community-driven creativity remains strong.

A student at CRAFT holding up a tie dye bandana

When asked about her future goals, Eli replied, So many, but I'm not ready to share!” Good things take time, and whatever she pursues next will surely align with the purpose of CRAFT: to connect people through creating art.


Eli Winkelman is more than just a business owner — she’s a source of inspiration for anyone looking to make a difference. She emphasizes that starting small and embracing imperfections is okay, that community matters and that art can heal. “If I’m going to accumulate a ton of art supplies, I might as well share,” she says, a philosophy that reflects her mission at CRAFT. 


Eli reminds us that every craft, no matter how small, can spark joy and connection. So next time you’re feeling uninspired, remember Eli’s journey, grab some supplies, and let your creativity flow. As she shows us, the world is your craft room! Whether you’re a seasoned maker or just getting started, Eli Winkelman’s story encourages us to embrace our unique talents and share them with the world.


Looking for a place to get crafty? It’s time to “doodle” your dreams into reality! Check out the CRAFT website and Instagram for more information.


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