Discover the inspiring story of Soukaina, the founder of Yeoja Makes, who has turned her passion for the craft into a successful business. As an advocate for sustainability and cultural diversity, Soukaina's work reflects her Amazigh roots and her love for incorporating meaningful symbols and motifs into her designs.
Graphics & Article by Rania Abdalla
Photos by Yeoja
Photos by Yeoja
Passion and Identity: Soukaina's Journey to Yeoja Makes
Soukaina, the founder of Yeoja Makes, is a passionate and talented artist who has turned her childhood hobby into a successful business. Her journey to becoming a full-time crochet artist has been fueled by her love for the craft and a desire to connect with her inner self. Soukaina's brand, Yeoja, which means woman in Korean, represents a new found identity as a woman, and reminds her that she can be independent and happy without finding a husband!
Soukaina's journey began when she was just 14 years old, spending time with her aunt, who is a seamstress and makes Moroccan kaftans and djellaba. She fell in love with fiber and textile arts, and she continued to develop her skills in crochet. With the pandemic, she had all the time to focus on crochet and rediscovered her passion for the craft.
Soukaina's Amazigh Heritage Inspires Yeoja Makes Designs
Soukaina's roots in Amazigh culture have greatly influenced her work with Yeoja. Growing up, she was surrounded by the Amazigh language and the customs of her parents' tribe. She spent many summers at her grandmother's house near Tiznit, where she was exposed to the traditional Amazigh way of life.
The Amazigh culture emphasizes the connection with nature, and Soukaina has taken this to heart in her crochet designs. She incorporates Amazigh symbols and motifs in her work, such as the use of the Amazigh symbols on her brand’s logo.
Soukaina's grandmother has been a major influence on her, and she admires the way her grandmother lives her life. She wakes up every morning at dawn to make her own bread and tend to her plants, embodying the Amazigh way of life. Her grandmother's house is a testament to the authenticity of the Amazigh culture, with handmade furniture and decorations.
Soukaina was inspired by her grandmother's personal pouch, and she created her own using crochet. The pouch is named "Dwayr zman," which is a term used in Morocco to signify savings intended for whatever the future throws into one's path, whether it's money, valuable jewelry, grains, honey, argan oil, or anything else. It's also commonly used by women in reference to their silver or gold jewelry, which serves as adornments or accessories but also as a savior in times of financial crisis.
Yeoja Makes: Preserving Cultural Traditions through Handcrafted Pouches
According to Soukaina, this pouch is a humble nod to the culture she grew up in, where people didn't need to have much to get by but still put some of the little they had aside for tomorrow's uncertainty. It's a culture of contentment with whatever the past left them with, a stable walk through the present, and a hopeful yet cautious stride towards the future. The pouch not only represents her love for her culture but also her desire to preserve its traditions and values.
In a world that's increasingly becoming homogenized, Soukaina's brand, Yeoja Makes, stands out as a representation of cultural diversity and pride. It's a reminder that there's beauty in our differences and that we can learn and grow from one another's cultures.
The Power of Feminine Symbolism in Yeoja’s Brand Image
GIF Credit: Dancing stone goddesses in ‘Seder-Masochism’ directed by Nina Paley
Inspired by Korean shows she has been watching for over a decade, Soukaina chose the name Yeoja for her brand, which means "woman" in Korean. The name was already familiar to her and held a special significance, making it the perfect choice for her crochet business.
While watching the animated movie Seder Masochism by Nina Paley, Soukaina was deeply moved by the filmmaker's exploration of her Jewish heritage and the stories from the Torah. One part of the movie that particularly caught her attention was the way Paley celebrated femininity and played with the symbol of the spiral goddess. Using the Venus of Willendorf, an ancient symbol of fertility, life, and beauty, Paley empowered women and their unique strengths. The spiral at the heart of Yeoja's brand image was inspired by Paley's animation and serves as a symbol of the immense power and intuition that women possess. By drawing on the rich history of early goddesses, Soukaina hopes to honor and uplift the feminine energy that shapes her brand.
In addition to using the spiral goddess symbol from the Seder Masochism animated musical, Soukaina also incorporated an Amazigh symbol into her brand's logo that is associated with femininity, birth, fertility, life, and openness. This symbol further represents the strong connection between Soukaina's personal heritage and the ethos of her brand, which seeks to empower women and celebrate the beauty and richness of their diverse cultures. By combining elements from various sources, including cultural heritage, contemporary art, and personal experience, Soukaina has created a brand that is both unique and deeply meaningful.
Crocheting a Message of Self-Awareness and Self-Acceptance: Exploring the Symbolism in Soukaina's Eye Mask and Horn Designs
With her love for colors and patterns, Soukaina's creativity knows no bounds. And when it comes to her crochet eye mask, it's more than just a stylish accessory. The center eye symbolizes the pervasive presence of the observing force in our lives - be it from family, society, cultural norms or religion. The voice of judgment we often hear when our actions are not in line with our surroundings is conditioned into us as we grow up. But Soukaina's eye mask is a gentle reminder that this voice is not all-encompassing and we have the power to listen to our own intuition. With each stitch of the crochet hook, she weaves a message of self-awareness and self-trust.
Intrigued by the power and mystery of the subconscious mind, Soukaina found herself drawn to the idea of incorporating horns into her crochet designs. These horns symbolize the aspects of ourselves that we often keep hidden away - our darker impulses, our deepest fears, and our most primitive desires. With this crochet piece, Soukaina challenges us to confront our inner demons and embrace the parts of ourselves that we may not always be proud of. Though some may have been taken aback by the presence of the horns in her designs, Soukaina relishes the controversy they have sparked, reveling in the way they have made her brand stand out in a crowded market. Like the wild and untamed creatures from which they are inspired, these horns represent a fearless and unapologetic approach to life - a reminder to embrace all aspects of ourselves, even those that may seem frightening or taboo.
Soukaina's Fairy Floss Crochet Design: A Playful and Elegant Creation
Soukaina's fairy floss crochet design is a beautiful creation that incorporates colors of cream and white, along with pearls and cream ribbons to add a touch of elegance. Soukaina chose to use only two colors in this design to explore the softer side of her creativity, and she wanted to see how these colors could work together to create something unique and special. The design was inspired by the bow jester, as Soukaina wanted to portray herself as a playful clown in this life. The combination of colors and pearls in the design creates a whimsical, yet elegant look that is sure to turn heads.Empowering Women Through Self-Love and Crochet: Soukaina's Journey
Soukaina's journey towards self-love and empowerment has been a long and challenging one. She has always believed in the power of a comforting gesture, like giving oneself a hug, to heal the wounds that society inflicts on us. The word "love" has always held a special significance for her, as it represents a complex mix of pain and pleasure. For this crochet piece, she uses Arabic words in Darija "lawa'et el hob" to convey her emotions and feelings that love is great yet it burns.
Growing up, Soukaina was taught to believe that her worth as a woman was solely defined by her ability to maintain a certain physical appearance and perform household duties. However, through her own experiences and personal growth, she has learned that true femininity is about knowing and loving oneself, and pursuing one's passions and interests with independence and confidence. Soukaina encourages all women to embrace their intuition, intelligence, and creativity, and to prioritize self-love as a means of unlocking their full potential. By cultivating a deep love for oneself, she believes that women can discover their unique talents and abilities and lead fulfilling lives full of productivity and intellectual growth.
Soukaina's Crochet Design Celebrates Moroccan Identity and the Power of Faith
In the midst of the frenzied excitement of the World Cup, Soukaina found herself deeply inspired by the Moroccan soccer team coach's wise words, "neya" or "dero el neya," meaning to set intentions and leave the rest to Allah. Fueled by this powerful and meaningful concept, she created a design featuring the words "al azema," a strong motivation to take action. Wearing a traditional Amazigh dress that symbolized celebration and was paired with the mask, she experienced a deep sense of connection to her Moroccan roots and the shared heritage of all Moroccans, including their Berber DNA. And, in a bold move, she even incorporated a Moroccan passport, a symbol of the newfound pride and patriotism sweeping the nation that carries a deep significance, reflecting a newfound sense of patriotism that has swept the nation during the World Cup. For Soukaina, her brand is more than just about crochet - it's about celebrating identity, culture, and the power of intention.
Empowering Women, One Stitch at a Time: The Inspiring Story of Yeoja Makes
Soukaina's story is an inspiration, showcasing the strength of pursuing one's passion and transforming it into a thriving business. Yeoja is more than just a collection of beautiful designs; it's a platform for empowering women to be true to themselves and pursue their dreams without the constraints of societal norms. The brand represents liberation, identity, and freedom, and Soukaina's leadership is paving the way for women to embrace their uniqueness and find happiness in their passions.
Yeoja offers a unique and authentic experience for her customers, as each design is a mix of her own creativity and concepts, as well as a reflection of her customers' personalities. Soukaina likes to connect with her followers and customers by wearing the designs herself and making custom orders. She uses her intuition and likes to know the person as much as possible to create designs that fit their personas.
Soukaina is also passionate about sustainability, and she tries to keep packaging to a minimum. She advocates for plant-based and innovative recycled plastic packaging, but it's challenging to access such materials in Morocco. Soukaina hopes that there will be innovative solutions executed soon to address this issue and promote more sustainable packaging practices in the country. She's trying to do her part in being environmentally responsible by using minimal packaging and sourcing ethical and sustainable materials.
Follow Yeoja Makes on instagram @Yeoja_Makes and support Soukaina.