From working in tourism and IT to an independent bookstore, things changed for Iryna Ilina—and millions of other Ukrainians—in February 2022. In the face of uncertainty, creativity became her anchor and Crafty by Illlina was born. Crafting handbags that are more like wearable art than simple accessories, Iryna’s pieces are truly statement-making. She shares her story so far.
The idea wasn’t born from a sketchbook or a business plan — it was born from anxiety. In 2022, like millions of Ukrainians, I had to flee my home because of the war. I landed in Ireland safe but shaken, with my nervous system completely out of rhythm. That’s when I turned to craft — not as a career move, but as a way to calm my mind.
Hand-stitching became my form of meditation. It grounded me. Helped me breathe. Gave my hands something to do when my thoughts were racing. At first, it felt like self-therapy. But over time, it also started to feel… joyful.
And it turns out, there’s science behind that! Fine motor work supports brain health and emotional regulation — so no, it’s not just placebo.
What began as a personal tool for healing slowly grew into a business idea — and in 2024, Crafty by Illlina was officially born. I create handmade statement bags inspired by desserts — colourful, sculptural, and designed to spark emotion. A little joy you can carry.
So my ‘why’ is simple: I make beautiful things that help people feel good — because that’s how it all started for me.
My business goal is to build a bold, joyful accessories brand that’s stocked in the best concept stores across Europe — and loved by customers who are tired of boring fashion.
In the next three years, I want Crafty by Illina to grow into a sustainable, international business with a strong artisan team, 3–5 key retail partners, and a cult following online. I see it as a design-led brand with a big personality — and a story people actually care about.
As we scale, I also want to grow the production side into a supportive space for women makers — especially those who need flexibility, like mothers, newcomers, or anyone rebuilding their confidence through creativity.
My dream is to prove that you can build a profitable business that’s joyful, ethical, and emotionally intelligent — all at once.
At first, I was creating just for myself — making things by hand to calm my nerves and feel grounded. It was my way of coping after leaving Ukraine and starting over. But something unexpected happened…
People started noticing my work. They’d stop, smile, ask questions — sometimes even gasp a little. I kept hearing things like, “Where did you get that?” or “I’ve never seen anything like this!” And I realised: maybe this isn’t just helping me… maybe it brings something special to others too.
So I thought — why not take the risk and share it with a wider audience? What if these little creations could bring joy, surprise, and beauty to more people?
That’s when Crafty by Illlina was born.
From personal project to the beginnings of business
Honestly, I started with almost nothing — just some savings from my unemployment support. I used what I could to buy basic materials, and created my first content using only my phone — no professional photoshoots, no big equipment.
When I realised this could become more than a personal project, I applied for the Back to Work Enterprise Allowance. That was a turning point. It gave me the structure, support and confidence to treat my craft as a real business.
Without that support, starting would have been much harder — especially as someone rebuilding life in a new country. I’m very grateful for it.
I have been quite proactive in terms of business training and schemes. My first step was reaching out to my Local Enterprise Office, where I found both practical training and incredibly supportive mentors.
Next step was ICE (Inner City Interprise), where I took their “How to Start a Business in Ireland” course — a huge boost of motivation and insight for a newcomer like me. I also completed Phase 1 of the New Frontiers programme, which helped me shift focus not just on my brand and its mission, but also on structure, numbers, and planning for growth.
Since then, I’ve continued to attend webinars and workshops run by LEO and ICE to close knowledge gaps in different areas — from retail to digital marketing.
In July 2025, I also joined The IMAGE Business Club, which has been another incredible decision. Even at the first event, I met brilliant, supportive women who truly understand the ups and downs of building a business.
That said, I still feel I’m learning — especially about how retail works in Ireland and Europe. I’m actively seeking opportunities to grow my knowledge and experience, and I really hope to join Phase 2 of New Frontiers next year, when I can fully commit to scaling. The mentorship and structure would be an incredible support on that journey.
The best piece of financial advice I ever received came from a fellow maker — quite unexpectedly — and it stuck with me ever since: “Never undervalue what you create.” As creatives, we often doubt whether people will pay for what we love doing. But that advice reminded me that value isn’t just in the materials — it’s in the idea, the time, the emotion, and the joy it brings others. It helped me price my work with more confidence, and understand that respecting your own effort is the first step to building a sustainable business.
I didn’t go through the Irish education system myself, so I can’t speak from personal experience about whether it supports entrepreneurship, but what I can say is that since moving to Ireland, I’ve found an incredible support network outside the classroom — from Local Enterprise Offices to New Frontiers, ICE, and now the IMAGE Business Club.
So while I can’t vouch for what’s happening in schools or universities, I’ve definitely felt encouraged, welcomed, and supported as a new entrepreneur here. And that says a lot.
Fear as a useful tool
Doubt is part of the job. Some days I wobble between “what if I fail?” and “what if I’m the next big thing?” (in short: from worrying I’ll end up under a bridge to picturing myself a millionaire). That swing is normal — every founder has it.
How I cope:
- I test fast. Markets and pop-ups are my live lab: quick feedback, real customers, real money. Data calms the nerves.
- Small steps, big picture. I break big goals into tiny tasks so progress feels real every week.
- Plans and numbers. I track costs, margins and sales — hard figures make the fear manageable.
- Seek help. Mentors, LEO sessions and peer chats keep me wise and honest.
- Make time to make. Crafting is my reset — handwork is my meditation and the best anxiety antidote I know.
So yes, fear is there — but it’s useful. It keeps me cautious, curious and pushing forward.
For me, the most important thing is to stay a good human throughout this whole entrepreneurial journey. I want every interaction with my brand to feel light, playful and kind.
Even in B2B, it’s still about people — on the other side of any business deal there’s always a human being. That human-centred approach is something I hold onto very tightly. Whether it’s with customers, stockists or collaborators, I believe business works best when it’s built on empathy, honesty and a little bit of joy.
I wouldn’t call myself a reckless risk-taker, but definitely a bit of an adventurer. I always weigh the big risks carefully — the ones that could make or break the business. But if the potential downside is small, I’ll happily take the leap.
That said, life has taught me that you can’t control everything. No amount of risk management could have predicted a global pandemic or a war breaking out in my home country. Those experiences showed me that if you try to eliminate all risk, you’ll end up doing nothing at all.
So I’d say I’m someone with a healthy dose of adventurous spirit — cautious where it matters, but never afraid to try when the potential is exciting.
I don’t really see myself as a traditionally ambitious person. I’m not chasing fame or headlines — if my face ends up in a magazine or on TV, it’s only because it helps the business, not because I crave it.
What I do have is a sense of play — almost like healthy competitiveness with myself. I love setting challenges and then asking: “Alright, you managed that… but what about this?” That spirit keeps me moving forward, curious and energised.
So for me, ambition isn’t about status. It’s about the thrill of growth, the drive to stretch myself, and the joy of proving — first of all to myself — that I can do it.
‘Resilience is pure persistence’
For me, the craft itself supports my wellbeing as a business owner. Making bags isn’t just work — it’s also therapy. When I’m stitching or shaping, my mind slows down, my thoughts get organised, and I can be fully in the moment.
And then there’s my partner, who insists I actually take weekends off (thank goodness for him). Plus, our little toy poodle — who makes sure I get out for walks three times a day, no excuses. Between the craft, the love, and the dog, I somehow stay balanced.
For me, resilience is pure persistence. You just have to keep going — even when it feels hopeless, messy or completely meaningless. Keep trying, keep failing, keep adjusting, keep moving.
It’s not about being fearless or unbreakable — it’s about showing up again and again, even when no one’s watching. Some days you crawl, some days you fly — but you keep going.
That, to me, is the real superpower of any entrepreneur.
I actually love building a team. In my previous career as a project manager, building and leading teams was one of my favourite parts of the job. I enjoy inspiring people, helping them grow, and seeing how different strengths come together to create something bigger than any one person could do alone.
For me, a good team isn’t just about efficiency — it’s about energy, trust, and shared excitement for what we’re building. I can’t wait to bring that same spirit into my brand as it grows.
Delegating, on the other hand, is a work in progress! I’m definitely still learning to let go. I have a bit of a perfectionist streak, and for me, delegating starts with accepting that someone else might do the task differently — and that’s okay.
I still tend to hold on to the parts of the business that feel most important or personal. But on the flip side, I’m very happy to delegate the things that don’t come naturally to me (and there are a few of those!).
So yes — I’m learning to trust, to release, and to remind myself that “done” is often better than “perfect.”
Work/life balance and essential risk-taking
I like to believe a work/life balance is achievable… just maybe not for me right now! I genuinely love what I do, so switching off is hard — my work gives me energy, purpose, and a sense of belonging.
But if I’m honest, there’s also a bit of sublimation in there. As a displaced person, I don’t yet have close family or old friends around me in Ireland, so work fills that emotional space too. It’s not ideal, but it’s real.
So yes — I’m working on my work-life balance… though I suspect the “life” part might need to send me a calendar invite first.
My favourite thing about running my own business? Seeing people’s faces light up when they discover my bags — that moment when they can’t decide which one they love more and end up buying two! I also love challenging myself, raising the bar higher every time, and proving that something that once seemed impossible can actually happen. What I like least? Social media. I know it’s important, but it doesn’t come naturally to me. I’d much rather be creating, making, or talking to real people than chasing algorithms.
The most rewarding risk I ever took was quitting my job and starting a business in a new country — with no friends, no network, and no real understanding of the culture. It was terrifying and exciting all at once. But it turned out to be the best decision I’ve ever made. Ireland became the place where I rebuilt myself, found my voice, and turned a small act of self-care into a brand that now brings joy to others. Sometimes the biggest risks are the ones that lead you home — just not the home you expected.
As for advice for fellow businesswomen at the start of their entrepreneurial journey, I would say: Action is everything. Don’t wait for perfect—start, and let clarity catch up.
Do something new every week, keep doing what works, and drop what doesn’t. Make mistakes, take notes, adjust, repeat. That loop is the real MBA.
Protect your energy: small goals, daily momentum. Track your numbers so feelings don’t drive decisions. Ask for help sooner than feels comfortable. And most of all—keep going. Persistence beats perfection every time.
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