Almost a decade after running Craftiviti, started by co-founders Wei Yein and Eugene Tham, the business has emerged as a pioneer in the field of DIY crafting and entrepreneurship.
With a rich background in communications and a passion for creativity, the couple embarked on a journey that has evolved from small beginnings into a thriving company that now inspires other entrepreneurs.
build a creative empire
In 2010, Wei Yein and Eugene co-founded the events company Caesar Paper Stone SB.
However, the constant demands of the events industry ultimately led us to pivot to new frontiers: retail and e-commerce.
“Operating an event company was fun, except for the late night preparations, rush deadlines, crisis management stress, and aging bones.”
“So we decided to venture into retail and e-commerce to expand our target market and capitalize on the e-commerce trend that was growing in 2015,” said Wei Yein.
Moving from corporate events to arts and crafts, Wei Ying and Eugene began a steep learning curve, leveraging their expertise to carve a niche in the market.
“During the MCO period, event companies were not operating, so I am glad we took the risk,” Wei Yein told Vulcan Post.
Initially operating as a general arts and crafts retailer, the company gradually shifted its focus to candles and DIY personal care products made from natural materials.
We have streamlined our inventory while maintaining select products such as epoxy resins and mold making materials.
create resilience
Although they have encountered similar businesses since their inception, they do not consider them competitors. Rather, people see this as an affirmation of a thriving market for creative movements.
“We will not react to the competition, but will work with them. To date, we have cooperated and built partnerships with many craft companies. We believe that we need to support this,” Wei Ying said.
Although this approach is unconventional, it has proven successful as long as it protects brand values and maintains consumer trust.
In fact, Craftiviti has also launched a Business Starter Kit, a strategic initiative aimed at helping aspiring entrepreneurs step into the world of handmade products.
The creation of these business starter kits was born out of the company's desire to help individuals realize their dreams of starting businesses such as handmade candles, soaps, lip balms, and DIY personal care products.
We understand that DIY craft research and development is a difficult journey, often limited by limited budgets and margins for error, and we designed our Business Starter Kit to alleviate these challenges. said Wei Yein.
“Today we launched business starter kits for candles and lip balms. We are working on more business kits as we speak,” she said.
This kit allows entrepreneurs to easily start their business and gives them the option to produce between 20 and 100 candles or 150 lip balms at significantly reduced costs.
“Our Business Starter Kit minimizes this pain and makes the product creation process as seamless as possible, allowing entrepreneurs to focus on building their brand and selling well-made products from the get-go. By doing so, we aim to support budding entrepreneurs,” she said.
sailing in waters with strong waves
For four years, they flourished at their peak, until the rise of e-commerce giants like Lazada and Shopee and an influx of cheap goods from China.
They tried to compete with market prices, but prioritized maintaining product quality.
However, they later realized that price competition is not always worth fighting.
Therefore, in late 2023, amid economic difficulties, both companies boldly decided to increase prices while introducing a reward system for loyal customers to ensure mutual growth and sustainability.
Despite initial concerns, the decision garnered unexpected support and demonstrated the enduring trust and loyalty of customers.
“Customers come from all over Malaysia to visit our compact store located within the office premises,” she added.
Craftiviti's vision
Amidst the tumultuous waves of entrepreneurship, Wei Ying and Eugene emphasize the importance of resilience, adaptability, and effective communication in sustaining partnerships.
Looking to the future, Craftiviti envisions harnessing the transformative power of technology and AI to expand its reach and expand its footprint internationally.
“In the next 10 years, we will enter the international market. Currently, our website also accepts orders from overseas and we hope to grow this market beyond Malaysia.”
“Last month, our Crafti-kits were listed on Amazon and Etsy. We also started taking orders from Brunei and Singapore with affordable shipping,” she added.
We also aim to curate more DIY beginner kits, expand material choices, and foster creativity around the world.
As they embark on the next chapter of their journey, Wei Ying and Eugene are on a mission to realize the full potential of the Craftiviti brand, one creative endeavor at a time.
- Learn more about their business here.
- Read other articles we have written about Malaysian startups here.
Featured image credit: Craftiviti