Creating a Crowd

Though working 9-to-5 in marketing is a dream come true for DANIELLE HEDGLEN, the desire to be creative outside the office led her to take the plunge and open Craft Cabana, her passion project and way to connect with others through crafting.

“I absolutely love making things by hand,” Hedglen says. “Seeing something on Pinterest and thinking, ‘I bet I could recreate that,’ is on constant repeat in my head. Making things myself naturally led to the idea of opening a studio where others can craft right alongside me.”

Hedglen says she thrives on connecting with people.

“Embracing all the stories shared around the workshop table, like people’s hobbies, joys, life updates, and everything in between, is truly what this business is all about,” she says. “At Craft Cabana, I get to be my authentic self, and the energy I put out into the world has returned to me tenfold in the incredible community and friendships built through this space.”

Hedglen attributes her love of crafting to the hours spent on creative projects with her mom. “Whenever she spotted something fun in the newspaper, a magazine or on Pinterest, she would head out immediately to pick up the materials so we could make it that same day,” she says. “I wanted to capture everything I loved about those special moments with my mom and translate them into a fun, interactive studio class.”

After moving to Wilmington, Hedglen was inspired to build out a hands-on DIY space specifically geared toward crafting.

“I missed working with my hands in a physical space,” she says. “Crafting gave me a way to blend both worlds: Running a business allows me to apply all my professional skills in marketing, tech, operations, and logistics, while directly providing a creative, real-world outlet for our community.”

Craft Cabana hosts fall and holiday crafts and parties and can accommodate gatherings from general get-togethers to bachelorette and birthday parties.

“Right now, our core offerings include door signs – our bread-and-butter offering – and junk journaling – an approachable, creative take on scrapbooking,” Hedglen says.

The Castle Street studio, which is located at 1124 Castle Street in unit 101, also offers open crafting for people and choose from the projects if they’re not booking in groups or through classes. Hedglen provides the supplies, and people often bring their own snacks and drinks.

Kids four and older can join in as well with parental supervision.

Early on, Hedglen was selling door signs at a market and met BILL DAVIS, with Harlequin Forest Works. He had a laser-cutting setup and helped cut custom shapes for Hedglen locally, which made testing new products easier than ordering online.

“He was a lifesaver for our first year,” Hedglen recalls. “When we expanded to our new space in October 2025, we finally had room to invest in our own laser cutter, which was a huge learning curve, but so rewarding.”

Starting a new business can be a daunting task, but Hedglen knew how to ask for guidance and when to work it out on her own.

“Another big lesson was recognizing when to collaborate,” she says. “Even as a marketing professional, staying consistent with content creation while managing studio operations is tough.”

Her best advice to anyone thinking about starting a new business is to be intentional with time and energy by placing focus on what works without saying “yes” to every new opportunity; adapt and collaborate with a support system, whether it be family or social media; and don’t be afraid to promote yourself and your business in everyday conversation – starting small and advertising the business through word of mouth and sustainable growth can help avoid the stress that comes along with lofty upfront financing goals.

“Mentioning what you do everywhere you go can feel intimidating at first, but sharing your passion naturally is often how your best partnerships, clients, and community connections begin,” Hedglen says. “I have had the absolute time of my life owning and operating Craft Cabana. It is so easy to feel inspired and driven when surrounded by so many amazing, talented, women-owned businesses right here in Wilmington. Growth takes consistency and patience, but finding joy in the community and the process makes every step worth it.”

To view more of photographer Terah Hoobler’s work, go to terahhoobler.com.

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