Today we’d like to introduce you to Heba Alshwaiki
Hi Heba, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve always had an innate pull toward crafting, but for the longest time, I couldn’t figure out where that passion truly belonged. I dabbled in so many different crafts, from embroidery to painting to weaving, but nothing ever felt like the one. Each time, I’d start with excitement, then slowly lose interest, as if something was missing. Deep down, I believed I was meant to build something meaningful, something uniquely mine—I just didn’t know what that was.
For five years, I built a career in marketing, but in January 2023, I was laid off. The sudden stillness in my life was unbearable. I needed something to occupy my time, so I invested in a Cricut Maker 3, immersing myself in the world of art machines and digital design. This creative pursuit soon evolved into a small business, where I designed intricate wall art and other stationary items. I even became a vendor at a local community bazaar, convinced that maybe this was it. But then, in May, I took on a new job, and just like that, my creative venture faded into the background.
That job, however, was a disaster. It was suffocating, micromanaged, and completely draining. And just as I was beginning to find my footing, I was unexpectedly laid off again, leaving me feeling like I was back at square one. That was the breaking point. I abandoned everything—my projects, my ambitions, even my Cricut machine. It sat untouched, collecting dust, while I convinced myself that maybe I just wasn’t meant to create.
Then, in December 2023, something shifted. A friend of mine got engaged, and I wanted to make her something personal. I was seven months pregnant, exhausted, and hadn’t crafted in months, but I dusted off my Cricut and made her a card. It was simple—almost too simple—but the process ignited something in me. A few weeks later, in January 2024, another friend had a baby, and I made her a card too. Looking back, those early designs were far from impressive, but they represented something much bigger—they reminded me how much I loved making things.
This time, however, crafting felt different. It wasn’t just about creativity; it was about technology. I’ve always been drawn to machines and automation, fascinated by the way you could program something and watch it execute your vision flawlessly. The Cricut embodied that in the most exciting way—it allowed me to blend artistry with precision, creativity with mechanics. For the first time, I felt like I had found something that truly resonated with me.
By May 2024, I decided to take a leap. I revived my abandoned business page and rebranded it as Cricuty Cricut—a name that came from a lighthearted conversation with a friend. She tossed it out as a joke, but something about it stuck. It was playful, memorable, and felt like me. That very same day, I designed a logo, set up my page, and started sharing my work.
At first, it was nothing more than a personal creative outlet—no expectations, no pressure, just a way to document my journey. But before I knew it, people began reaching out, asking for custom cards and Cricut-made gifts. I didn’t even have a fully realized brand yet, just a logo and a growing love for what I was doing. As I started posting videos of my process instead of just finished products, I noticed something—people loved seeing the behind-the-scenes magic.
That realization changed everything. I invested in filming equipment and began recording my work with more intention. This time, I wanted to do things right. In my first business, I had overlooked so many details—like branding colors. I had originally chosen orange, a color I felt nothing for. This time, I was intentional. I went with lilac purple, a color I adored. Slowly but surely, my page began to grow, and more people in my local community started noticing, supporting, and recommending my work.
By January 2025, I took another bold step and launched my Etsy shop, selling handmade stickers and bookmarks. Balancing motherhood with crafting was far from easy, but it became my sanctuary—a space where I could create, recharge, and reclaim a part of myself outside of being a mom.
Now, I’m constantly learning, evolving, and exploring new ideas, excited to see where this journey takes me next. What started as a simple hobby has blossomed into something deeply fulfilling. And for the first time in my life, I no longer feel like I’m searching for my passion—I’ve found it.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Running a small craft business comes with its fair share of challenges. One of the biggest struggles for me is keeping inventory in check—making sure I have enough materials on hand without overstocking, especially since I work with different types of paper, vinyl, and other crafting supplies. Tracking expenses is another challenge; between materials, packaging, shipping costs, and business investments, it can be tricky to stay on top of everything and ensure I’m pricing my products fairly while still making a profit.
Finding high-quality materials at a reasonable price is a constant balancing act. I want my products to reflect the best craftsmanship possible, but that often means testing different vendors, comparing costs, and sometimes facing delays or quality inconsistencies.
And then there’s my craft room—or at least my attempt at keeping it organized! With so many tools, paper stacks, vinyl rolls, and small embellishments, it can quickly turn into chaos. Keeping my workspace functional while still having everything accessible is a challenge I’m constantly working on.
Despite these struggles, I wouldn’t trade this journey for anything. Each challenge pushes me to find better systems, improve my workflow, and refine my business. It’s all part of the process, and I know that with time, I’ll continue to get better at it.
Appreciate you sharing that. What else should we know about what you do?
I bring five years of experience in digital marketing, specializing in B2B strategies for both large organizations and startups across a wide range of industries. Through this work, I’ve honed my ability to craft compelling content, engage with diverse audiences, and build strong digital presences. These skills have proven essential as I shifted my focus to running my own small business.
Now, I run Cricuty Cricut, where I create a variety of handmade crafts, from custom greeting cards and unique stationery like bookmarks, to personalized mugs and tumblers. I also have an Etsy shop where I sell stickers, each crafted with care and love.
What sets me apart is how I combine the creative and strategic elements of my work. My background in marketing allows me to approach my business with intention and growth in mind, while my passion for crafting drives the creativity and heart behind every piece. This combination has helped me build something truly meaningful, and I’m excited to continue growing and sharing my work with others.
How do you define success?
I define success as the ability to combine passion, creativity, and meaningful connections. For me, it’s not just about financial gain or recognition; it’s about doing something that brings joy, growth, and fulfillment. Success is creating something with my hands, building a community around my work, and finding a balance that allows me to nurture both my personal life and my entrepreneurial journey. It’s about taking risks, learning along the way, and seeing the impact my work has on others—whether it’s through the products I create, the relationships I build, or the inspiration I provide. Success, for me, is a blend of personal satisfaction, continuous growth, and staying true to what I love.
Contact Info:
- Website: https://cricutycricut.etsy.com
- Instagram: https://www.instagram.com/cricuty_cricut/
- Facebook: https://www.facebook.com/profile.php?id=61560826756444&mibextid=LQQJ4d
- Youtube: https://www.youtube.com/@cricutycricut
- Other: https://www.pinterest.com/Cricuty/
