From HOBBY to YOUTUBE EMPIRE! How one Woman Built a Community-Based Craft Business
“I didn’t just put up one video and cross my fingers. There was a strategy to it.”
What starts as a hobby doesn’t have to stay one — and Toni Lipsey is living proof.
In this week’s interview, I sat down with the incredible founder of TL Yarn Crafts, who turned her love of crochet into a YouTube channel, thriving community, and full-time business. But her story isn’t just about yarn. It’s about intention, strategy, and the courage to show up consistently even when the outcome is uncertain.
Toni’s success didn’t come overnight. In fact, her early days on YouTube were a masterclass in slow growth, experimentation, and long-game thinking. She went from teaching in-person workshops to launching a beginner-friendly video series on Tunisian crochet that now has over a million views — all by spotting a gap and filling it with content people actually needed.
She shared the mindset shifts, the trial-and-error, and the post-pandemic pivots that helped her stay relevant and profitable in a changing landscape. And spoiler: it has nothing to do with going viral and everything to do with consistency, clarity, and community.
“You have to stay flexible, because the rules change constantly. What worked for you last summer might not work for you this summer.”
Key Takeaways:
- Start with what you know — and grow from there. Toni built authority by teaching what she had just learned, not waiting to become an “expert.”
- Plan your content with intention. Her first YouTube series was a 5-part tutorial, released every three days — structured to educate and retain.
- Don’t chase trends. Serve your niche. By focusing on Tunisian crochet, she carved out a corner of YouTube where her content could stand out.
- Let your personality lead. Toni emphasizes that you are the constant in your content — not the tutorial or topic.
- Pivot when needed. After the pandemic, she shifted from quick tutorials to deeper, vlog-style content that blended storytelling with education.
- YouTube isn’t just a platform — it’s a business engine. From pattern sales to in-person events and a thriving membership, her channel powers every aspect of her brand.
Resources
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THE BEST YOUTUBE/PODCASTING EQUIPMENT
After interviewing HUNDREDS of successful YouTube creators, and being asked all the time what equipment I recommend for YouTubers, I created a list! Click here to see all my recommended equipment for YouTubers!
Podcast Music Credit: Boop by x50 @x50music
Music provided by Free Music for Vlogs youtu.be/o52xQkQWzyU
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**Disclaimers: all opinions are my own, sponsors are acknowledged. Links in the description are typically affiliate links that let you help support the podcast at no extra cost.
