Sue Chigorimbo's story of resilience, creativity and her entrepreneurial spirit
'The world breaks everyone, and afterwards many are strong at the broken places,' is a Hemmingway quote that captures Sue Chigorimbo’s journey to crochet-preneurship. When she first picked up knitting needles during the COVID-19 lockdown, she had no idea that this simple distraction would transform into a thriving international business. She was merely seeking solace during a period marked by both a global pandemic and personal challenges that made her days feel endless and uncertain.
"I was going through a really difficult time in my marriage so knitting became my therapy. I realized that when I was creating something with my hands, I would become so absorbed that my stress would take the backseat," she recalled. Sue had never learnt the craft except for a few lessons in primary school Home Economics lessons, however, she soon discovered not only a natural talent but also the emotional sanctuary she desperately needed.
She began with knitting simple headbands for her daughter, posting her creations on Facebook and orders from friends and acquaintances soon followed. Before long, she began experimenting with baby clothes which expanded her clientele on social media. Without realizing it, Sue had taken her first tentative steps into entrepreneurship.
From Necessity to Opportunity
Life took another unexpected turn when Sue's husband left during the pandemic, leaving her with the responsibility for their three children. What had been therapeutic suddenly needed to become profitable. "I now needed to take my craft seriously as my children were depending on me," Sue explained.
An invitation to exhibit at the Vumba Fair provided her a platform that caught the attention of an NGO, which later offered her a training opportunity. Rather than distributing unsustainable cash vouchers to less privileged women, the NGO hired Sue to impart her knitting skills. This arrangement proved mutually beneficial, providing Sue with initial capital and a broader recognition. She continued exploring various crafts including rope bags and upcycled bottles, until curiosity led her to crochet, which ultimately defined her business path. "I remember making my first crochet bag in December 2021 and receiving an order immediately after posting it on Twitter," she said. "I knew at that moment that I had found my niche."
Building a Brand: By Mapara
Sue's brand, "By Mapara," named after her Impala totem, evolved organically as her reputation grew. What distinguishes her products are her original patterns born from her imagination and crafted with her own hands. "Crochet has a business advantage because it is purely handmade and cannot be replicated by machines, this makes each item uniquely valuable," she explained.
The understanding of her craft's worth has shaped her business strategy. Rather than focusing on high volume production, she is targeting a niche market that appreciates and is willing to pay premium prices for high-quality handmade goods. "I realized that I do not need to make many bags to be profitable. I can create fewer pieces of exceptional quality for clients who understand their value," she said. Her expansion strategy focuses on adding value to her bags. Recently, she began incorporating genuine leather into her crocheted designs, elevating them further.
Going Global
Today, Sue exports her crochet bags internationally, with America being her largest market. "It surprised me that some clients were willing to pay more for my bags simply because they appreciate handcrafted items," she admitted. "As I continued my research on the craft, I discovered that some established brands sell similar crocheted bags for thousands of dollars and that is the market I aim to tap into."
Like most entrepreneurs, her journey has not been smooth. Sue recounted a challenging moment when a social media influencer ordered bags but delayed payment for months after receiving them. She explained that, "It was devastating because I had invested everything into fulfilling that order." She eventually applied pressure by posting the issue on social media without naming the influencer directly. Fearing exposure, the person finally paid what was owed.
My dream is to elevate crochet to greater heights and change how handcrafted art is perceived
Beyond Business: Creating Impact
For Sue, success extends far beyond financial gain as she finds her greatest fulfillment in changing perceptions about crochet as a viable career path. As a former banker turned crochet-preneur, she has discovered the profound value of working with one's hands in a field still underappreciated in Zimbabwe. "My dream is to elevate crochet to greater heights and change how handcrafted art is perceived," she said passionately.
As evidence for her love for the craft, she generously shares her knowledge by teaching and empowering other women to gain financial independence. "It gives me deep satisfaction to help women take control of their lives. Some are trapped in dysfunctional relationships or unfulfilling jobs because they see no alternatives. Crochet can be a way out," she stated. Although sharing her expertise potentially creates competition, she is convinced that her level of skill, creativity, and knowledge cannot be easily replicated. "Even if I train others, not everyone will bring the same persistence and passion that I have consistently invested in building my brand," she said.
Lessons Learned
"I wish someone had told me how challenging entrepreneurship would be, especially as a single mother funding both business and family from the same resources," Sue admitted. She conceded that while motivational speakers often glamorize entrepreneurship, the reality involves genuine challenges requiring determination and persistence. In her case she revealed that her children are her greatest source of inspiration. Her desire to see them thrive and reach their fullest potential drives her to stay motivated and to stay curious about innovative ways to improve her products. She is also determined to change a negative narrative around single mothers and their ability to thrive and raise successful children.
Finding Purpose in Pain
The difficulties that once threatened to overwhelm Sue have ultimately shaped her path forward. Although she faced untold pain, she now understands that her marriage had to end for her to discover her gift and true purpose. "Setbacks can lead to positive outcomes and personal growth because everything happens for a reason, even the painful parts of our lives," she reflected.
Her advice to aspiring entrepreneurs is to start where they are with what they have and not overthink about the process. She stressed that not all businesses had substantial startup costs, for example crochet, but what is truly essential is determination and grit.
Sue chose to embrace her pain, to release bitterness, and transform not only her own life but the lives of many others through her craft, whilst building an international brand. Her story stands as a testimony to the healing power of creative work and the resilience of the human spirit.
