After learning to crochet in seventh grade, junior Umiko Morimoto quickly found a passion for the crafting process. As her crocheting continued, Morimoto began selling her creations to her friends and classmates around school.
“I enjoy crocheting, and I wanted to find a way to make money, and I also participated in [seahawk] marketplace, which was pretty fun, so I wanted to continue,” Morimoto said.
Starting in October of 2025, Morimoto expanded her business online by opening an Etsy shop under the name guruguruloops. Her shop currently markets homemade plush keychains and pen pouches.
“Opening a shop has always been a wish of mine, as I love seeing others enjoy my work. I wish to share happiness with others through the things I crochet,” said Morimoto.
Being a shop owner has given Morimoto the opportunity to connect with many of her customers, and she expresses her gratitude at having the chance to build those bonds.
“[My interactions with customers] have been pretty positive. I have the chance to talk to people, online and in person, and they’ve all been really nice, which has made the process pretty fun,” Morimoto said.
While her Etsy shop has been running successfully without any major complications, experimenting with products for a business can be a challenge. Junior Yususke Ono, who assisted Morimoto with Sehawk Marketplace and advertising her products, recounts a roadblock with developing the apple-themed pencil case that is now a popular item on Morimoto’s Etsy shop.
“She didn’t really know what mechanism to use for the opening and closing part. So she brainstormed for a little bit and then looked at other cases, seeing how others did it. And from that, she derived how she would make her pencil case,” Ono said.
Deciding how to market her products and aesthetic was a learning process for Morimoto, and from her experience, she has advice for anyone else interested in creating their own brand.
“I would [advise others to] be sure to take clear photos, or make sure you can properly market your products. And also stick with a certain theme when you package or promote your business,” Morimoto said.
While running a business can seem like a demanding task, Morimoto’s passion for crocheting is evident through her commitment to her Etsy shop. From the plush monkey to the apple pen case, Morimoto’s love for her hobby has taken away the hassle that many associate with time-consuming projects.
“It takes a lot of her time,” Ono said. “But I think it brings her a lot of joy.”
