There’s something powerful about hearing a business owner say, “This is what works for me right now.”

Not what everyone else is doing.

Not what social media makes it look like.

But what actually fits your family, your capacity, your values and your version of success.

That’s exactly what Emma has built with EM-MAgination Craft, a creative craft business based in Plymouth, Devon. From baby keepsake sessions and toddler messy craft, to after-school clubs, adult sessions and care home visits, Emma has created a business that brings creativity to all ages – while still working around the life she wants with her family.

From Speech Therapy to Craft Sessions

Before starting EM-MAgination Craft in June 2022, Emma worked as a paediatric speech and language therapist in the NHS.

“I thought my whole entire life would be speech and language therapy.”

Then life changed.

Emma had her first baby on the morning the UK went into the first lockdown. The maternity leave she had imagined – full of baby groups, outings and connection – disappeared overnight.

“I had this amazing maternity leave planned out… and that was literally taken away.”

Returning to work during the pandemic was incredibly difficult. Emma was going into schools wearing masks, visors, aprons and gloves, trying to deliver speech therapy to young children.

“As you can imagine, things weren’t easy and I actually ended up having a full six months off work with stress and anxiety.”

Finding the Creative Thread

Creativity had always been part of Emma’s life. From cross-stitch as a child to making resources for children in her therapy work, that creative spark had always been there.

“I’ve always been creative… sticking, gluing, the whole lot.”

After exploring franchise options, Emma realised she wanted to build something of her own.

“Someone said to me, just go and do it on your own. You can do this.”

And she did.

At first, the business began with craft boxes sent out to families, before Emma moved into face-to-face sessions after Christmas.

It was not polished. It was not perfect. It involved taking a baby, a toddler and her husband along to sessions.

But it started.

And sometimes, that’s the bit that matters most.

Learning Business From Scratch

Emma openly shares that she came into business without knowing the things many owners suddenly have to learn very quickly.

“I had absolutely no idea about accounts, marketing… any of that. That was all brand new.”

She had followed Krissy’s content for a while before joining the Market Like A Pop Star programme properly last year.

“I was one of those lurkers in the background.”

The timing mattered. Emma knew she had children at home and limited capacity, and she wanted to invest when she could actually make the most of it.

“I didn’t want to put that money in and then not fully commit to what I could get out of it.”

That honesty is important, because business growth is not one-size-fits-all.

Success Changes at Different Stages

One of the biggest themes from Emma’s interview is that success can look different depending on the season of life you are in.

Right now, Emma is still running her business part-time around her children.

“I’m doing mum stuff, I’m doing life.”

And that is the point. Her business gives her flexibility. She can turn the volume up when the time is right, but she can also keep it manageable while her children are little.

That does not mean she lacks ambition.

It means she is building in a way that works.

For Emma, the programme helped her gain tools she can use now, and later.

“Having the tools to be able to do that when the time is right… is quite a nice feeling.”

The Confidence to Say No

One of the clearest signs of growth in Emma’s story is not just what she has said yes to.

It is what she has learned to say no to.

“I’ve had a couple of opportunities come up… where I have actually said no because of time and because they don’t quite align.”

At the start of business, many owners say yes to everything. Emma remembers going to fairs, setting up tables, offering low-cost crafts and handing out leaflets, only to realise those people were not necessarily her ideal customers.

“I think I’ve learned a lot over the last few years around what I want the business to be.”

That clarity is huge.

Because the more you understand your business, the easier it becomes to protect your time, your energy and your direction.

What Emma Took From the Programme

Emma loved the live element of Market Like A Pop Star because it gave her structured business time.

“I love doing anything that’s live, that you book on and do at a certain time.”

That mattered because, like many class providers, her week is often filled with delivery. Sessions, after-school clubs, parenting, life admin – all the things.

The live sessions helped her stop and focus on the business behind the business.

Through the programme, Emma gained:

• Dedicated time to work on strategy
• Clear steps to complete each week
• Live coaching and real-time support
• Recordings she could revisit when needed

And that structure made a difference.

Making £1K Feel Possible

Emma has now completed the 1K in 7 Days challenge twice.

And both times, she hit the target.

“It almost seems impossible. You think it’s just never going to happen.”

But by working backwards, building an offer and taking focused action, she proved to herself that she could do it.

“I’ve done it though… I’ve done it.”

That is the real magic of learning a sales process properly. It is not just about one campaign. It is about knowing you can repeat it.

Emma now understands how to create an offer, promote it, sell it and bring bookings in when she needs to.

That confidence does not disappear.

From No Idea to Giving Business Advice

One of the loveliest moments in Emma’s interview is when she talks about helping other business owners.

“I was chatting to someone who’s just opened up a new business and I was like, well, you need to do this and you need to do that.”

Then she realised something.

“I do know this stuff now.”

That is a massive shift from someone who once felt brand new to business.

And it shows what happens when you stop guessing and start learning how to market, sell and make decisions with confidence.

What Emma Would Say to Anyone Sitting on the Fence

Emma’s advice is simple.

“Just do it.”

If there is a part of you that knows this could be right for you, Emma’s message is to back yourself.

“Ultimately, it has made a massive difference.”

Because the right support does not just help you fill spaces.

It helps you understand your business.

And once you understand your business, you can build it in a way that actually fits your life.

Watch the Full Interview

Want to hear Emma’s full story, including how she built EM-MAgination Craft around family life, learned business from scratch and hit the 1K in 7 Days challenge twice?

Watch the full interview on YouTube – especially if you’re ready to stop guessing and start building with more confidence.