Meet Anna Aase

We caught up with the brilliant and insightful Anna Aase a few weeks ago and have shared our conversation below.

Anna, so great to have you with us and we want to jump right into a really important question. In recent years, it’s become so clear that we’re living through a time where so many folks are lacking self-confidence and self-esteem. So, we’d love to hear about your journey and how you developed your self-confidence and self-esteem.

I’ve been very confident in myself and my business since the start. A big part of that confidence comes from the people I have around me—those who cheer me on, support me, and make me feel loved through it all. Business-wise, interacting with customers and other business owners has been incredibly uplifting. I receive such kind and encouraging feedback that truly sticks with me. Most of my interactions are so positive that it’s easy to feel the love and let it fuel my self-esteem. Knowing that my work resonates with people and brings them joy reinforces my belief in what I do, making confidence feel natural rather than something I have to chase.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’ve been running Honey Loom Designs for over six years now, creating colorful, fun, and unique accessories that bring joy to everyday life. I originally started with polymer clay earrings, which were a huge hit! But during the pandemic, supply shortages and the rise of clay jewelry as a popular hobby led me to pivot—and that’s when my journey with needle-felted wool began.

Needle felting quickly became my new passion. Wool is another lightweight and versatile material that allows me to create bold, statement earrings without weighing down your ears. I love working with vibrant colors and playful designs, and I think that energy really shines through in my work.

Beyond earrings, I also make necklaces, keychains, car diffusers, magnets, garlands, and other seasonal goodies—all designed to bring a little extra happiness into people’s lives. One of the most exciting things about my business is the connection I get to build with my customers. The enthusiasm and love I receive keep me inspired, and I’m always dreaming up new designs to share!

As for what’s new—I’m always experimenting with fresh ideas and seasonal collections, so there’s always something fun on the horizon!

If you had to pick three qualities that are most important to develop, which three would you say matter most?

1. Just Start.

I know you’ve heard it before, but it’s true—not just in business, but in life. It will never be perfect, but start anyway. You gain so much knowledge and experience by doing—learning what works, what needs adjusting, and how to grow along the way. If you have the passion behind it, take that first step! I also recommend looking into free events, local community meetups, and small business workshops to connect with like-minded people and gain valuable insights.

2. Customer Experience & Retail Knowledge.
My background in retail and as a buyer manager for a local store in Portland was incredibly valuable. Working directly with customers gave me confidence when it came to representing my own business. Plus, my experience as a buyer helped me understand what people are drawn to, how to merchandise effectively, and how to grow my wholesale business.

3. Resilience & Adaptability.
Things don’t always go as planned, and being able to pivot has been essential. When polymer clay became harder to source, I didn’t let that stop me—I found needle-felting and turned it into something even bigger. Challenges will come, whether it’s supply issues, slow seasons, or self-doubt, but staying adaptable and willing to evolve is what keeps a business moving forward.

For those just starting out, my biggest advice is to stay open to learning and don’t be afraid of change. Surround yourself with supportive people, seek out inspiration and education, and trust that every step forward is progress—even the messy ones.

How would you spend the next decade if you somehow knew that it was your last?

I went full-time with my business last year, which has been an exciting but also unexpectedly challenging transition. One of the biggest adjustments has been managing my time effectively. When I was balancing my business with another job, I had a limited number of hours to work—so I had no choice but to make the most of them. Now, with full control over my schedule, I’ve had to learn how to structure my days in a way that keeps me productive without feeling overwhelmed.

I’m getting better at setting daily and weekly goals to keep myself focused, and that has helped a lot! I’ve also been experimenting with different routines and work environments to see what keeps me most motivated. It’s still a work in progress, but I’m learning that consistency, self-discipline, and giving myself grace are just as important as the creative side of running a business.

Contact Info:

• Website: https://honeyloomdesigns.com
• Instagram: https://www.instagram.com/honeyloomdesigns/