Introducing Lasawnha

This story follows a girl (now woman) who grew up disliking her name, only to do a complete 180 in adulthood, where her business is named after her.

Lasawhna Jordan, a Jamaican expat in Japan has a story as unique as her name. At 30 years of age, she is the proud owner of a brand named after herself – Lasawnha – and it came from a journey of accepting a name she did not know she had.

Lasawnha, the brand, specialises in “creating exquisite, handcrafted crochet bags designed to elevate your personal style and reflect your refined taste”. Each product made is a “labour of love, meticulously crafted with premium materials to ensure both quality and exclusivity”. It’s described as a business and brand “where craftsmanship meets elegance and every piece tells a story”.

What’s in a name?

“I don’t think anyone else in the world is named Lasawnha. So I was like, ‘why not name my business Lasawnha’?” Jordan explains, emphasising the distinctive charm of her unique name.

So, what’s the story behind her name? Lasawnha was supposed to be called another name. 

“Originally, my mother wanted to name me Natasha, and her friend wanted to name me Renee, and so my name was supposed to be somewhere around there. I think it was my grandmother who registered my name and date of birth [at the Registrar General’s Department] which is why my name is spelled the way it is,” Jordan explains indicating that her name should have been spelled Lashana.

However, Jordan was not aware that her name was spelled Lasawnha until she was 12. Many called her Lashana and that’s what she knew. “I only found that out because I had to present my birth certificate to do my Grade Six Achievement Test (GSAT) exams in Jamaica, and I saw my birth certificate for the first time. I was really upset about it. There was no Renee on my birth certificate, and I was like, ‘Oh, my gosh! I’m not Rene!’ And then I saw the spelling of my first name. I was like, ‘oh, I’ve been spelling my name wrong all this time!’,” she shares.

This new revelation was quite frustrating, upsetting and unsettling to the twelve-year-old as her reality felt topsy-turvy with an identity concern. Add to that the mispronunciations and misspellings from strangers who refused to yield to correction.

It took some getting used to and it was not without challenges as throughout high school and college, Jordan made it her mission to change the spelling of her name as soon as she was able to. 

“I told myself that I would update my birth certificate and change the spelling of my name, but never got around to doing it,” she shares, eventually accepting her name for its uniqueness.

From sewn clothing to crochet bags

Lasawnha, the brand, began with bespoke clothing but has since shifted to handmade crochet bags. “I didn’t start making bags until 2022, as my passion is deep-seated in fashion [from a clothing perspective],” Jordan recalls. The transition happened somewhat by accident, but it has become a defining aspect of her business. While she still creates custom-made clothing upon request, her focus now lies in crafting unique, handmade bags.

The inspiration for her company comes from her childhood, filled with memories of crochet curtains and runners made by her grandmother who was supportive of Jordan’s creativity. “Anything I told her I was interested in, she would encourage me to explore it further,” she reminisces. This early encouragement planted the seeds of her passion for crochet, which lay dormant for years until she rediscovered it in Japan.

The support from her grandmother was evidenced in a hilarious story Jordan shared  indicating the exodus of her journey into fashion.  “When I was in high school, I took down some of my curtains and made myself a new outfit”. Her grandmother, though initially upset, recognised young Jordan’s talent and creativity and bought her a sewing machine. This early support nurtured Lasawnha’s creative journey, leading her to where she is today.

Jordan often makes her own clothes to complement the crochet bags for her business, a decision born from a desire to stand out in a market dominated by fast fashion. “Fashion is a hard industry, and with a lot of these quick fashion companies, people don’t appreciate handmade clothing as much,” she reflects, expounding on her decision to go in the direction of bags.

“People gravitate towards the uniqueness of crochet bags and the effort that goes into making them. I also wear my unique bags as an easy form of promotion and marketing,” she says. If she receives a compliment while at a function, she takes that opportunity to tell people that she’s the creator. This often leads to a conversation about her business and has brought customers to her organically. Though her love for making clothes remains, she has embraced the art of crochet fully, ensuring her creations reflect her commitment to quality and uniqueness.

Lasawnha’s assurance of uniqueness

When asked about maintaining the quality and uniqueness of her products, Jordan explains her meticulous approach. “I buy my yarns online because there are more diverse options. I’ve given myself the grace to change over time, ensuring that the yarns I use are durable,” she shares. 

Her dedication to quality is evident in her attention to detail, from the choice of yarn to the inclusion of her logo on each bag.

“All my bags have my logo, whether it’s the gold double L sign on the outside or the lining on the inside.”

Despite the tedious nature of crocheting, Jordan is undeterred. “The longest time I’ve taken to make a bag is around eight hours, non-stop,” she reveals. Typically, it takes her about four to five hours to complete a bag, provided she has her essentials: a snack, some background noise, and a clear schedule.

Since launching her brand in 2022, Jordan estimates that she has made around 70 bags, many of which are one-of-a-kind custom orders. Jordan’s dedication to her craft and her ability to balance creativity with quality have made Lasawnha’s crochet bags a beloved addition to many wardrobes.

Staying updated with the latest trends is essential for maintaining uniqueness and authenticity in her products. Jordan’s approach is to do what others are not doing and this rebellious spirit ensures that her creations stand out in the market, appealing to customers who appreciate her distinctive style. This in turn makes her creative process as unique as her products.

“If I see the trending colour for spring is green and yellow, then I go for orange and purple.”

“When I get the yarn, I get inspiration from it. I usually look for yarn first and then envision a look.”

She experiments with different stitches and materials, including leather and gold parts, to find the perfect combination. “There are a lot of times when I start making a bag and then pull it out if I don’t like how it’s turning out,” she admits. This trial-and-error process is a testament to her dedication to quality and her willingness to perfect her craft.

Customer base & reach, and business challenges

Shipping her handmade bags to various countries, including the U.S., the U.K., Jamaica, and China, has presented its own set of obstacles. “Initially, shipping to Jamaica was difficult because my local post office wasn’t accepting shipments to Jamaica, and I had to use FedEx, which was triple or twice the cost of the item itself,” explains Jordan. Fortunately, these issues have improved, allowing her to include the shipping cost in the price of her bags without overburdening her customers.

Jordan admits that in the initial stages, she faced some level of communication barriers. However, that has since improved. As she is based in Japan, her local customers have typically spoken very good English and with a myriad of customers from other countries and cultures, this diversity among them has facilitated smoother transactions and communications, allowing her to build a strong customer base both locally and internationally.

Building a customer base has been a combination of online presence and in-person interactions. “I mainly did that through Instagram and in-person events. I wear my bags everywhere I go, and sometimes strangers walk up to me saying, ‘Oh my gosh, I love your bag,’ and I hand them my card,” she recounts. Her genuine engagement and commitment to her customers have helped her create a loyal and growing community.

A Glimpse into Lasawnha’s future

Looking ahead, Jordan is excited about the future of her brand. “I’m planning to start adding crochet hats and crochet slippers for this winter,” she shares. The vision is to create a cohesive collection that includes bags, hats, and slippers, all designed to complement each other. Each collection will have its unique name and style, ensuring that customers can mix and match items to suit their preferences. This, a practice she already started by naming the bags. So, with the additional products, they will be paired with bags and form the various collections.

Jordan also plans to explore crochet jewellery. “I’m playing around with the idea of combining crochet and beads to make jewellery,” she says. Though this is still in the experimental phase, it’s clear that her innovative spirit knows no bounds.

Lasawnha’s Lessons in Business

Jordan’s journey with her brand has imparted valuable life lessons that she holds dear. Here are four relatable lessons she’s learned thus far in the business world:

Business and Friendship Are Separate: “I have friends who support my business, but when I’m doing business, you’re my customer, not my friend. Mixing the two can lead to complications, so it’s important to draw clear boundaries.”

Not Everyone Will Appreciate Your Talent: “Not everyone is going to see you for the amazing, talented person that you are, and that’s okay. The right people will find you and appreciate your work.”

Stand Your Ground: “When I first started, my prices were ridiculously low because I saw it as a hobby, not a business. I had to reset my pricing and stand my ground. When you make a decision, stick to it.”

Never Give Up: “There have been times when I shut down my website because I felt disheartened. But I have a tight circle of people who encourage me, and I’ve learned to find new ways to approach challenges. Never give up. Just find a new way or change your approach.”

Lasawnha Jordan’s inspiring story showcases her creativity, and unwavering dedication to her craft. Her unique journey, the challenges she has overcome, and her passion for handmade artistry make her a standout in the world of crochet bags. As her brand continues to grow, her innovative spirit ensures a bright future filled with exciting new products and endless possibilities.

Find Lasawnha at the brand’s website and connect with her on Instagram @lasawnha

Signed,

The Suburban Girl JA®