Today we’d like to introduce you to Latorcha Bronson.
Hi Latorcha, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My creative journey didn’t begin as a business, it began as love, family, and a moment that reminded me of who I’ve always been. The project that changed everything was an oversized dollhouse I built for my granddaughter’s 18‑inch dolls. I thought I was simply making something special for her, but watching her excitement opened a part of me I had quietly set aside while raising a family and building a long career in Human Resources.
Around that same time, I bought my home and had almost no furniture. Instead of rushing to fill the space, I decided to build what I needed. That decision changed the trajectory of my life. I started with simple pieces, a console table, a shelf and each project gave me more confidence. Before long, I was creating custom end tables, decorative accents, and full‑scale home improvement projects.
What began as necessity quickly turned into passion. I started customizing my builder‑grade home, transforming plain walls into statement pieces with modern accent wall designs, upgrading rooms with hands-on home improvement projects, and reimagining spaces through interior styling. My home became my creative playground, a place where I could experiment, learn, and bring ideas to life.
Family and friends noticed the transformation first. They’d ask, “Can you make me one?” Then came requests for porch signs, party décor, custom furniture, home improvement projects, and interior design help. People weren’t just drawn to the pieces; they were drawn to the feeling behind them. The warmth. The intention. The sense of home.
That’s how Crafts by Abuela was born. It’s a brand rooted in family, creativity, and the joy of making things that feel personal. Today, I create porch signs, custom décor, furniture, accent walls, home improvement projects, interior styling work, and soon party rentals. Every piece carries that “Abuela energy”, warmth, intention, and the feeling that it was created with you in mind.
My grandchildren inspire so much of what I do. From the dollhouse to holiday décor to birthday party setups, they remind me that creativity is a legacy. It’s something you pass down. It’s something that connects generations. My Human Resources career taught me leadership, resilience, and how to support people through change. But my creative brand taught me how to support myself, how to reconnect with joy, trust my hands, and build something that reflects who I am outside of titles and job descriptions.
Today, Crafts by Abuela is more than a business. It’s my story, my family’s story, and a space where creativity, home improvement, and interior design come together. I’m proud of how far it’s come, from a dollhouse to a full brand, and I’m excited for everything still ahead.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
The road definitely hasn’t been smooth, but every bump shaped the creator I am today. When I first started building furniture and transforming my home, I was learning everything from scratch, tools, materials, measurements, and techniques. There were projects that didn’t go as planned, pieces I had to rebuild, and moments where I questioned whether I was in over my head.
Balancing a demanding Human Resources career with a growing creative brand was another challenge. I’d spend my days supporting people through complex situations, then come home and switch gears into hands on project mode, sanding, painting, designing, or building late into the night and weekends. It was exhausting at times, but creating became my outlet and how I decompressed.
As Crafts by Abuela grew, I had to learn the business side of creativity, pricing, inventory, branding, customer timelines, and the pressure of turning passion into something sustainable. There were seasons where demand spiked and I struggled to keep up, and seasons where I had to rebuild momentum from scratch.
Home improvement brought its own set of challenges. Accent walls that took longer than expected, tools that broke mid project, designs that needed rethinking, and the constant learning curve of transforming a builder grade home into something custom. But each challenge taught me patience, problem solving, and confidence in my ability to figure things out.
Through all of it, the biggest struggle was trusting myself, trusting that my creativity was worth sharing, that my work had value, and that I could build something meaningful from the ground up.
The road hasn’t been smooth, but it’s been purposeful. Every setback pushed me to grow, every challenge taught me something new, and every project, even the ones that didn’t go perfectly, brought me closer to the brand I’m building today.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Crafts by Abuela is a creative brand built from family, intention, and the joy of transforming spaces. What began as a single dollhouse project for my granddaughter has grown into a full home décor and design brand specializing in custom porch signs, modern accent walls, handcrafted décor pieces, home improvement projects, and interior styling that makes a home feel warm, personal, and lived‑in.
I’m known for blending hands-on craftsmanship with interior design, taking builder grade spaces and turning them into something unique through custom walls, shelving, décor, and personalized touches. Whether it’s a themed party setup, a handcrafted sign, or a full accent wall transformation, my work carries that signature “Abuela energy”: warmth, intention, and the feeling that someone made this for you, not just for sale.
What sets Crafts by Abuela apart is the combination of craftsmanship, creativity, and connection. I don’t mass produce; I create with purpose. Every piece has a story behind it, and every project is approached with the same care I’d give my own family. My Human Resources background taught me patience, empathy, and how to support people through change, and those qualities show up in my creative work. Clients trust me because I listen, I care, and I treat their homes and events like my own.
Brand wise, I’m most proud of the fact that I built this from the ground up, literally. Every skill, every tool, every technique was learned through curiosity, trial, error, and determination. I didn’t come from a design school or a creative industry. I came from passion, family, and the belief that handmade things carry a little extra magic.
What I want readers to know is that Crafts by Abuela is more than décor, it’s transformation. It’s storytelling. It’s legacy. Whether you’re looking to elevate your home, personalize a celebration, or bring a creative vision to life, my brand is here to make your space feel intentional, beautiful, and uniquely yours.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
Absolutely. I’m a lifelong learner, so I pull inspiration from a mix of creative, personal growth, and productivity resources.
For creativity and inspiration, I love watching makers on YouTube and Instagram. Seeing other women build, design, and transform their spaces motivates me to keep pushing my own skills.
For personal growth, I lean into books and podcasts that focus on mindset, discipline, and spiritual grounding. Anything that helps me stay centered, intentional, and connected to my purpose becomes part of my routine.
And for productivity, I use planning apps and digital notebooks to organize my ideas, map out projects, and keep track of client work. With a growing creative brand, staying organized is essential.
I think the biggest “resource,” though, is community, watching other creators, learning from people who share their journeys, and staying connected to inspiration wherever it shows up. Curiosity is the spark that keeps creativity growing.
Contact Info:
- Website: https://www.craftsbyabuela.com
- Instagram: https://instagram.com/craftabyabuela
- Facebook: https://facebook.com/craftsbyabuela
- Youtube: https://youtube.com/@craftsbyabuela
- TikTok: https://www.tiktok.com/@crafts_by_abuela
