Rediscovering her hobby of making beaded jewellery during the pandemic, Yaxin Ma transformed her art form into a business that offers custom-made phone charms, bracelets, necklaces, rings, earrings, and hair clips.
Yaxin Ma was 11 years old when she started learning the art of making beaded jewellery back in China. And it wasn’t simply a hobby. She even had a master trainer.
But as life progressed and she moved to Canada for higher education, there was little time (or space) to continue playing with beads.
That was until the COVID-19 pandemic changed everything.
With little to do with her time, and needing a distraction to fight off the depressing atmosphere, Ma reconnected with her childhood passion.
This time, she was able to combine it with her degree in film studies. Slowly, her work was finding a new audience on social media.
It was a way for others to see my passion and creative expression.
During her final exams at Western University, one of her videos posted on December 11th, 2022 blew up on TikTok! With over 6 million views and 700,000 Likes, Ma knew she had to do something.
"This amount of people like my work! I have to have my shop as soon as possible. Otherwise, they would buy my stuff from other people who are copying my designs," said Ma.
To protect her art, Ma decided to transform it into a business; Dooro Studio.
It wasn’t an easy step to take. Ma recalls friends saying that no one would pay $30 for her beaded jewellery. A year into her business, it’s safe to say the critics were wrong.
Today, Dooro Studio offers custom-made phone charms, bracelets, necklaces, rings, earrings, and hair clips, all made with a wide array of coloured beads, designed by Ma.
Everything happens in-house, where Ma is surrounded by transparent boxes, each with its own unique sets of beads. She is the lead designer, and draws inspiration from her own life experiences, to create new patterns and styles that are then reproduced by hand with the help of her husband.
The beads themselves are produced in the Chinese city of Yiwu, which is a leading manufacturer of fashion jewellery. Last year, Ma visited the city and made several important connections with manufacturers that are integral to producing everything that she does.
And it’s not simply an online play. Since last July, Ma has showcased her products in over 40 markets in Toronto.
Late last year, Ma and Door Studio won entry into the Western Accelerator. Her first formal business training has already had an impact on her brand, thanks to the advice of Dr. Eric Morse.
"He said you have to approach customers’ needs, but not exceed their needs," recalls Ma.
When a customer just wants a simple phone charm, if your product is fancy - they would buy a charm from someone else. So don’t exceed their needs.
This led Ma to create a range of simpler phone charms that have been very well received.
During her stint at the Accelerator, she hopes to expand her digital footprint, growing her social media following on Instagram and TikTok, while also working on other partnerships and sales channels with retailers; including those at Western and the Ivey Business School.
She’s currently working on some custom-designed phone case charms for the Ivey Trading Company.
It’s been a little over a year since her work exploded on TikTok, and Ma is still learning and absorbing what it means to be a creative entrepreneur.
For Ma, Dooro Studio is a reflection of who she is. And she loves the feeling of knowing that others appreciate the beauty of her work.
"That’s the happiest thing for me."
And it’s a feeling that is mutual for everyone dangling her unique charms.