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Julianna Donovan: How One Hat Inspired a Handmade Business
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 Podcast
Creativity Connects with Mikki Wilson is a Creative Collective podcast that goes beyond the brand to explore women entrepreneurs’ real stories and “messy middles.” Hosted by Mikki Wilson, founder of Dot Connector Consulting. Produced by Randyll Collum for Peabody TV. Sponsored by Jenni Stuart Fine Jewelry.
Connect with Julianna Donovan
Website: salemstylestudio.com
Instagram: https://www.instagram.com/salemstyle/
Facebook: https://www.facebook.com/SalemStyleLLC/
TikTok: https://www.tiktok.com/@salem.style
View all episodes
By Creative Collective in Collaboration with Peabody TVIn 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 Podcast
Creativity Connects with Mikki Wilson is a Creative Collective podcast that goes beyond the brand to explore women entrepreneurs’ real stories and “messy middles.” Hosted by Mikki Wilson, founder of Dot Connector Consulting. Produced by Randyll Collum for Peabody TV. Sponsored by Jenni Stuart Fine Jewelry.
Connect with Julianna Donovan
Website: salemstylestudio.com
Instagram: https://www.instagram.com/salemstyle/
Facebook: https://www.facebook.com/SalemStyleLLC/
TikTok: https://www.tiktok.com/@salem.style