Creativity Connects with Mikki Wilson is a podcast from Creative Collective that amplifies the voices and stories of women entrepreneurs who are members of the Creative Collective. In each episode, host Mikki L. Wilson sits down with a woman business owner from the Creative Collective community to explore her unique journey, what drives her, and where she’s headed next. Local economies thrive when women’s authentic experiences are shared and celebrated. That’s why this podcast goes beyond polished success stories to explore the real challenges, unexpected pivots, and genuine moments of inspiration that shape the entrepreneurial paths of Creative Collective members—sponsored by Jenni Stuart Fine Jewelry.
One Hat Inspired Handmade Crochet Accessories
Handmade crochet accessories define the story behind this episode of Creativity Connects with Mikki Wilson featuring Julianna “Jules” Donovan, founder of Salem Style. What began as one lovingly made hat evolved into a small-batch business rooted in comfort, legacy, and modern craft. In Jules’ hands, crochet becomes modern, magical, and anything but granny.
As a fifth-generation crocheter, Jules transforms yarn into warmth, confidence, and connection. In doing so, she stitches together family legacy, intentional craft, and the unmistakable magic of Salem For creative solopreneurs in the Collective community, her journey is a reminder that the most meaningful businesses often start with one quiet, love-filled moment.
“Yarn is therapy… whether it was a good day or a bad day, we’d go get yarn.”
Stitched from the Start
Jules learned to crochet at six years old, taught by her mom and grandmother—who were taught by their mothers before them. What began as a childhood pastime slowly became a generational inheritance. Over time, that legacy took shape through lacework from her great-grandmother, stories of her great-great-grandmother, and decades of creativity woven through the women in her family.
The turning point arrived wrapped in intention: she set out to make a hat for her boyfriend (now her husband). Teaching herself new techniques led to practice hats, curious coworkers, and the question no one expects to hear at work: “How much for one?”
That small moment of encouragement pushed her to open an Etsy shop on December 28, 2011—during that hazy week between Christmas and New Year’s—and the journey unfolded from there.
Behind the Hooks and the Hustle
Beyond the hooks and the hustle, Jules is a mom, an introvert who shines in one-on-one connections, and a creative who brings the same joyful honesty to her social content that she brings to her craft. Her commitment to authenticity resonates with customers who instantly recognize that what she makes is as real as she is.
Crochet is more than a skill; it’s a way to ground yourself. From road trips to quiet evenings, yarn becomes presence, meditation, and a way of processing life. Because of this, Jules avoids crocheting when she feels stressed. She doesn’t want that energy woven into her work.
“When I say it’s made with love, it’s really made with love.”
From Hobby to Handmade
The leap from maker to business owner didn’t happen overnight. After years of creating on the side, Jules returned to Salem State University for her MBA. And that’s where things shifted. Class lessons in forecasting, tracking profit and expenses, and strategic thinking breathed new life into her existing shop.
Through Salem Style, Julianna creates handmade crochet accessories that blend modern design with family tradition, proving that craft can evolve while honoring where it came from.
In 2018–2019, she formalized her business by establishing an LLC, registering a trademark, and developing structure and systems. The quiet Etsy shop had evolved into Salem Style. The mission became clear: keep crochet relevant, contemporary, and rooted in the magic of place, memory, and community.
“I don’t want crochet to be a vintage thing. I want it to be part of the now.” — Jules
A Touch of Handmade Magic
Every Salem Style piece is designed to feel like a warm hug: soft, cozy, confidence-boosting. Jules believes that even though she doesn’t know the future owner while she’s making it, the piece is already theirs – crafted with intention, comfort, and care.
“Everyone I make something for… even if I don’t know them yet, it’s made for them.” — Jules
Her decision to name each product after a place in Salem reflects the city’s influence: a mix of history, magic, and creativity woven into wearable art.
Community as Creative Fuel
Like many small business owners, Jules knows the loneliness of working alone, but she also knows the transformative power of belonging. Through Creative Collective, she found connection, encouragement, and proof that passion-led side businesses deserve space at the table.
Walking into a room of fellow creatives reminded her: you don’t have to be full-time to be fully legitimate. Community doesn’t just validate the work; it strengthens it.
5 Takeaways for Creatives
- Start with one small spark. A single handmade hat can become a business when you follow your curiosity.
- Honor your creative lineage. What you make carries the stories of who taught you.
- Let craft be therapy. Creativity can soothe, ground, and reconnect you to yourself.
- Introverts connect deeply. Follow-up is a superpower—and a relationship builder.
- Stay modern, stay magical. Reinvent traditions in a way only you can.
Continue the Conversation
Where might you bring more warmth, comfort, or creative lineage into your work? In that way, Julianna’s story becomes an invitation to follow what feels meaningful. Whether you’re drawn to handmade crochet accessories for comfort, confidence, or creative lineage, her journey reminds us that small beginnings matter. Let Jules’ story be permission to follow your heart, even when it starts with something small. Explore the Salem Style collection to carry a little bit of Salem’s magic with you into the holiday season.
Connect with Julianna Donovan
Website: salemstylestudio.com
Instagram: @salemstyle
Facebook: facebook.com/SalemStyleLLC
TikTok: tiktok.com/@salem.style
Credits. Creativity Connects with Mikki Wilson is a Creative Collective podcast hosted by Mikki Wilson. Randyll Collum produces this podcast for Peabody TV, your community media center serving the residents and businesses of Peabody and the North Shore area. Sponsored by Jenni Stuart Fine Jewelry.
In this warm and fuzzy episode of Creativity Connects, host Mikki Wilson sits down with fifth-generation crocheter and Salem Style founder Julianna “Jules” Donovan to explore how one handmade hat, a magical city, and a deep love of yarn turned into a modern crochet brand rooted in comfort, legacy, and community. From learning to crochet as a kid to launching an Etsy shop in 2011 and later making it official as an LLC, Jules shares how she’s keeping crochet “modern, magical, and anything but granny” while honoring the women who stitched before her.
Key Topics Discussed
- How a boyfriend’s hat became the inspiration for Salem Style
- Honoring five generations of crocheters while making crochet feel current
- Balancing a 9–5 with a ‘5–9’ creative business
- Why introverts are follow-up superstars
Memorable Quotes
- “Yarn is therapy… whether it was a good day or a bad day, we’d go get yarn.”
- “When I say it’s made with love, it’s really made with love.”
- “If I’m in a bad mood, I don’t crochet because I don’t want to put that energy into the work.”
- “I just want to keep crochet alive and relevant. I don’t want it to be a vintage thing — I want it to be part of the now.”
- “Everyone I make something for… even if I don’t know them yet, it’s made for them.”
About the Guest
Julianna “Jules” Donovan is the founder of Salem Style, a Salem-based crochet accessories company making crochet modern, magical, and anything but granny. A fifth-generation crocheter with over 25 years of experience, she creates small-batch, handmade pieces designed to help people feel cozy, warm, and confident wherever they go. Inspired by the places and energy of Salem, each item carries a touch of the city’s history and magic, honoring the generations of women who crocheted before her while keeping the craft alive for the next.
About the Host
Mikki L. Wilson is your host, a team member of Creative Collective and the founder of Dot Connector Consulting, where she builds sustainable support systems for women that amplify their value, voice, and visibility. Known as “The Dot Connector,” Mikki brings women together, creates spaces for real conversation, and builds meaningful relationships that move their work forward.
About the Podcast
Creativity Connects with Mikki Wilson is a Creative Collective podcast hosted by Mikki L. Wilson that goes beyond the brand to explore women entrepreneurs’ real stories and “messy middles.” Produced by Randyll Collum for Peabody TV. Sponsored by Jenni Stuart Fine Jewelry.
