She Did It Anyway Vol. 01: Praveena of Kraftomania
From Lost to Found – The Journey of Kraftomania
I first met Praveena through a beautiful community called Mama on Palette — a gathering space for mom-artistes focused on healing through art. Even in a group full of passionate women, Praveena stood out. She was vibrant. Warm. Effortlessly creative. That same vibrancy led her to co-found her own community, Creative Circle SG (CCSG), with another powerhouse, Anciline.
But what truly struck me wasn’t just her business savvy or her beautifully branded art label Kraftomania. It was her heart. Over a lunch we shared, she casually mentioned something she does quietly: volunteering with children who have special needs. No social media post. No big announcement. Just pure giving. And that moment is what inspired this very first issue of She Did It Anyway.
Praveena has lived in Singapore for many years, and this year, her brand Kraftomania was chosen to sponsor 500 personalized artefacts for SG60 National Day. Her response? “This country has given me so much. This is my way of giving back.”
This is her story - in her own words:
From Lost to Found – The Journey of Kraftomania
There was a time I thought I had it all figured out. I started Kraftomania with a small idea - just a few pieces of handmade jewelry and greeting cards, created with love and curiosity. Each piece was a reflection of me, my creativity, and my need to express myself outside of daily routines. At first, it felt light, exciting, and full of possibilities. People appreciated my work, and slowly, Kraftomania was born. But life has a way of changing your pace before you even realize it.
Motherhood came with joy - but also, with a hundred invisible responsibilities. As my daughter grew, so did the demands of parenting. The free hours I once had were now filled with school runs, home routines, emotional management, and family needs. I was so busy being everything for everyone else that I stopped being something for myself.
Kraftomania slowly took a backseat. I would look at my unfinished supplies and wonder if I’d ever get back to it. There was guilt, frustration, and honestly - an emptiness I couldn’t name. On the outside, everything looked fine. But inside, I felt like I was slipping away from my own self.
And then one day, when my daughter was around five years old, she asked me a simple question:
“What is your profession, mom? What do you do?”
That moment pierced something inside me. I stood there - silent. I didn’t know what to say. I had been so caught up in being her mother, a wife, a homemaker, a scheduler, a multitasker… but not once in years had I thought about who I was.
That night, I cried. Not because of her question or because being a homemaker is underrated, but because of how lost I felt. I had dreams. I had talent. But somewhere, I had put them in a box and walked away from them. And in that breakdown, something shifted.
I promised myself: I will find my way back.
It wasn’t dramatic. It didn’t happen overnight. It started small - just picking up my tools again, buying new supplies, carving out a little time after my daughter slept. I started creating again - not for the market, not for sales, but just to feel like me.
From there, I slowly re-entered the world of business. I began learning new skills, watching tutorials, reading up on trends. I didn’t want to just return - I wanted to evolve. I experimented with new mediums like alcohol ink, resin, pressed flowers, quilling, and home decor. I was amazed at how every craft spoke to a different version of me.
The biggest challenge? Adapting to a world that had moved on. There were algorithms, reels, marketplaces, trends, and competition everywhere. I had to learn again from scratch. Marketing, packaging, pricing, photography, networking - it felt like I was building a business all over again. But this time, I had a deeper purpose.
I pushed myself to get in front of the camera - a huge step for someone who used to hide behind her work. I showed my process, spoke to the community, taught workshops, and connected with customers - not just as a brand, but as a real person.
And yet, even with all this progress, something was missing - people who truly understood this journey.
As an entrepreneur, especially a woman doing it all from home, it can feel incredibly lonely. Not everyone gets the late nights, the mental load, or the silent hustle. That’s when CCSG (Creative Circle SG) was born—a space I co-created for like-minded creatives and small business owners to connect, collaborate, and support each other. It was built from a place of deep need, and it grew into a powerful circle of women who got it.
Through this journey, I’ve worn many hats every single day—mom, entrepreneur, artist, photographer, packer, content creator, community builder. It’s not easy. But I’ve learnt to prioritize what matters, to ask for help when I need it, and to slow down when it gets too much.
Some days, I still feel overwhelmed. Some days, I still question myself. But I no longer feel lost. I’ve rebuilt myself with every product I create, every workshop I teach, every person I connect with. Kraftomania is no longer just a brand - it’s my way of telling the world, I’m here. I made it. And I’m not going anywhere.
I don’t measure success in numbers anymore. For me, success is when my daughter proudly tells her friends, “My mom is an artist. She runs Kraftomania.” Success is when a workshop participant smiles at their creation and says, “I didn’t know I could do this.” Success is when someone feels special because they received a gift made with heart.
This journey almost broke me - but it also made me.
To anyone reading this who feels like they’ve paused their dreams, I want to say: It’s never too late. You are allowed to begin again. You are allowed to redefine yourself. You are allowed to be more than one thing.
Life will stretch you, pull you, shake you -but it will also give you quiet moments where you can choose yourself again. Listen to those moments.
And if you’re ever feeling alone, know that I’ve been there too. But I found my way—through courage, creativity, and connection.
Still figuring it out? Same. Let’s build anyway.
If this story spoke to you, forward it to a woman who needs to hear it. Or hit reply and tell me your own.