We had the good fortune of connecting with Leyla Norooz and we’ve shared our conversation below.

Hi Leyla, we’d love to hear more about how you thought about starting your own business?
I’ve always been more creatively inclined, but I’d never thought to start a business to sell any of my crochet pieces. Shortly after the first year of the pandemic, I was having trouble finding work as layoffs were common and my industry was flooded with people competing for limited opportunities. So, I took matters into my own hands and turned my part-time hobby into a full-time business. Two years later I’ve built priceless relationships with fellow vendors, helped people express themselves through my pieces, and grown as an individual.

Alright, so let’s move onto what keeps you busy professionally?
I think I fully became aware of my creative abilities in grad school where I designed electronic textiles (tech-embedded clothing) that helped kids learn about their internal anatomy/physiology. I taught myself electrical engineering, sewing, and 3D printing. It was a lot of prototyping, experimenting, and learning how to fail productively to take lessons from my mistakes. I especially loved when I got to share my creations with the kids or in a talk with fellow colleagues. I guess that’s why I love in-person events like markets now.

Crochet was always something I did as a way to keep myself busy. I hadn’t really had the opportunity to get very creative with it until more recent years. When I began pursuing the arts more regularly, I had a really hard time finding my voice and my artistic personality. To be honest I still feel like I’m figuring it out, but I also feel like that personality is ever-changing as I am also constantly growing. So I let my artistic style change with me. For me this applies to colors and the medium by which I make textile art (e.g., crochet, cross stitch, knitting, sewing). In the recent past I’ve gravitated toward bright, bold colors whereas lately I’ve been experimenting more with pastels and more muted tones, even incorporating some mixed media like chains and crystals to add dimension. I try not to ask myself why I resonate with something new, rather I’ve learned to let myself accept what catches my eye. That way my art is a true representation of my authentic self.

Mind you, I’m not professionally trained in any artistic abilities, but I think that gives me an edge because I don’t feel that my creativity is constrained by any rules. I simply make what I like and what I would want to wear.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Where do I start! Back when Revel was still around I would have everyone rent a moped and I’d give them a tour of the city. But since they’re not around anymore I think now I’d have us rent e-bikes for a tour of the city. I love having friends bike through Golden Gate Park in the Promenade, stop by the rose garden to smell the roses, check out the byson if they’re outside, and finally bike along the Great Highway at the beach. We would stop by Andytown Coffee Roasters for a yummy mocha to keep us going. After a day like that we deserve the best creamy vegan ramen in Japantown at Hinodeya. And of course you have to digest the meal, so we would walk around Japantown to explore and shop.

On a Sunday I love taking friends to the Clement St Farmers market where we get some delicious Spanikopita Quiche and Beet/Carrot Juice, oh and a chicken sandwich from Chickenbox! We would also pick up some fresh produce like Rise Bakery’s Ube bread, some fresh cheese and jam, and some basil and tomato if it’s in season to come home and enjoy an afternoon meal. Once we’re done, we head over to the 6th Ave Skatin Place to roller skate!

San Francisco has so many beautiful parks! I love to show my friends a view of Dolores Park on a nice warm day, maybe stop at BiRite to pick up some tasty fruit. Or perhaps we drive along Chrissy Field to get a view of the Golden Gate Bridge. For an even more spectacular view, I like to drive us along Lincoln Blvd to get sweeping views of the ocean in what feels like the setting of a car commercial. Any park in the city is a sure shot at beautiful scenery!

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 partner is my biggest cheerleader in almost every aspect of my life. Not only has he consistently encouraged me to keep going, he also genuinely loves every piece I’ve ever made him and wears them with pride. He shows up at my markets wearing my pieces and advertises their strengths and benefits even better than me! I also have to give thanks to my closest friends — especially from the roller skating community — who have not only supported me in purchasing my pieces, but who’ve also expressed their pride in my ambition and persistence, and who’ve humbled me in sharing that I’ve inspired them. Finally, my fellow vendor and artist friends are a constant source of support and comfort — a real community built on transparency and a desire to help everyone grow in their business. I can say with 100% certainty that I would not have been able to keep going had it not been for every single one of these people cheering me on!

Website: https://www.crocheyla.com

Instagram: @_crocheyla_

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.