We had the good fortune of connecting with Erica Krutzen and we’ve shared our conversation below.
Hi Erica, can you walk us through the thought-process of starting your business?
I believe the universe has a plan for each of us which is revealed throughout our lives in many different ways. My journey from a thrift store loving teenager to owning my own clothing company is a big one but at the root of it is simply a passion for self expression. I’ve always loved clothes and dressing up. Growing up it was a creative outlet to upcycle and alter clothes as an extension of who I truly was. I enjoyed putting together different styles and would often receive compliments about my outfits from random strangers. Gradually this evolved into friends wanting me to make them something, and eventually local stores as well. It was rewarding to create a piece from scratch and see it being worn and appreciated by someone coming full circle. As my daughter grew older I continued to work in my profession as an art therapist but there was also the desire to channel my creativity in more than one way. I loved observing friends making clothes overseas selling their wares at festivals and markets and wondered if I could do the same? My passion and interests in designing continued to grow and I took a leap of faith and decided to go all in. I was inspired to travel to Bali with the beautiful textiles, surroundings and people, a place where creativity and passion could flow. This first trip was where the vision and manifestation of my clothing business, Loveprema was born.
Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I’ve always gravitated towards spirituality which is a big part of what informs my creative process. I’m curious about the universe and the greater mysteries such as why are we here and what are we meant to do in this lifetime. When I ask myself big questions like this, it helps me get a broader perspective if I’m stuck in the small stuff. It also brings inspiration and creates a magical curiosity around what unfolds creatively. I want the pieces I make to tell a story bringing more meaning to what we wear. Often I collaborate with other artists on one of a kind pieces and what unfolds is exciting and unexpected. My passion for creating unique and beautiful clothes that make people happy is deeply fulfilling. Any challenges along the way have made me more focused and stronger in my intentions. I’ve learned to be more discerning and to honour and trust myself in my creativity and decision-making. I often return to the advice of one of my mentors, “remember why you started not how you’re going to do it.” Working from this place of “present” allows there to be ease and flow, not worrying about outcomes, simply enjoying the process. My brand is built on bringing love full circle. As the garment industry is one of the worst polluters environmentally, it’s essential to my business to work with sustainability as much as possible and to follow fair trade principles. Giving back to local projects that are working to help improve people’s quality of life is an important part of the brand. I like the idea that when you buy something from us you support others and in turn feel good wearing the clothes, bringing love and care full circle.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’ve been in Bali for many more months than usual due to the Covid lockdown. I travel here every year to create new designs and buy textiles. It’s a blessing to be on this beautiful island with so much natural beauty, rich cultural traditions and kind hearted people. There is something for everyone from the surf shores and funky hangouts in Changgu and Uluwatu to the yoga retreats and healthy foods in Ubud to the incredible volcanos and views in Kintamani. There are many beautiful islands around to explore too. It’s a joy to witness daily life in Bali which revolves around temples and ceremony. There is so much to experience here!
The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My daughter. She is an amazing young woman who has stood by my side through this journey always encouraging and cheering me on through the ups and downs. My family for always showing up for me.
Other: Etsy: https://etsy.me/2XdmtLR
Ankit Yadav Janine Johnston Travis Wake Pauline Holden Thelightpalette