MBABANE- Lockdown hobby blossoms into award-winning crochet brand through dedication and consumer support.
What started as a creative way to stay busy during the COVID-19 lockdown has blossomed into an award-winning crochet brand for Seluliwe Mdluli.
The founder of Crochet by Selu, based in Woodlands, Mbabane, recently celebrated a major milestone after being named a winner at the Consumer Choice Awards.
For Mdluli, the achievement is more than just an award, it is recognition that her creativity, dedication and handmade craftsmanship have earned the trust of consumers.
“I was honestly overwhelmed with emotion. I was so happy and grateful because I know how much work, prayer and dedication has gone into building Crochet by Selu,” she said.
She said learning that consumers had chosen her brand was particularly meaningful because it showed her that her work was being noticed and appreciated.
“Hearing that consumers chose my brand really touched me because it reminded me that the work I do is seen and appreciated,” she added.
The recognition also carries deep personal significance for the self-taught crochet artist, who began her journey during lockdown.
“This award means so much to me because it is a reflection of the support and trust people have shown in Crochet by Selu,” she said.
According to Mdluli, the award is proof of how far her once-small idea has come.
“Personally, it reminds me that the little idea I started during lockdown has grown into something that people genuinely value,” she said.
For her business, the recognition has strengthened her determination to continue developing her craft and promoting local creativity.
“It gives me even more motivation to keep creating, keep improving and keep representing local craftsmanship with pride,” she said.
Although she hoped for a positive outcome, Mdluli admitted that winning came as a surprise, considering the number of talented brands and artisans nominated.
“Honestly, I hoped for the best but I tried not to expect too much. There were so many amazing brands and artisans nominated, so winning was definitely a beautiful surprise,” she said.
Her name being announced as the winner became a defining moment in her journey.
“When they announced Crochet by Selu, it was such a special moment for me,” she recalled.
Looking back, Mdluli said the journey from picking up a crochet hook during lockdown to receiving industry recognition feels almost surreal.
“I never imagined that it would grow into a business and eventually lead me to an award like this,” she said.
She believes the achievement is also a reminder that her journey has a greater purpose.
“Looking back, I can see that God had a plan for Crochet by Selu long before I could see it myself,” she said.
For Seluliwe, the award is therefore not the end of the journey, but another reason to keep pushing.
“This moment reminds me to keep trusting the journey, keep working hard and keep believing in what I am building,” she said.
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