In March of 2020, professional interior designer Sierra Cuda had a problem. Covid-19 had just ripped her from the hustle and bustle of HOK — one of Kansas City’s most prestigious architectural firms — and planted her firmly at home with her dog and a computer screen. There were no happy hours to attend, no girls’ volleyball teams to coach, and no way to see family.
Down but not out, Sierra would soon begin a new personal venture that would change her mindset and feed her artistic soul. We recently sat down so I could hear how she went from a little lonely to the master of her own online macrame shop, the q.collective.
Q: Why macrame? There are so many avenues for hobbies these days.
A: I’m always drawn to the boho aesthetic, so macrame fits that vibe for me. I was mentally stuck during lockdown and knew I needed a project to get my mind off all of the things I wasn’t doing. I had seen macrame in shops around town and thought, “I could do that.” One day I ordered a pattern on Etsy and just tried it out. And I realized I was actually pretty good at it.
Q: Were you trying to create a side hustle?
A: I was only looking for something to stay busy. I found that in the evenings, when I would be upset or sad, I could throw on a podcast and work on a custom pattern. Time passed faster and my mind was focused on the art rather than missing my friends. I randomly posted a few completed pieces on social media and almost immediately started getting custom order requests.
Q. And was your dog excited?
A. Leo is the biggest fan of macrame because it means I’m at home all the time working! Leo is head of the q.collective fan club.
Q. Have you found that your career as a professional interior designer helps you with your art? In what way?
A. As a designer, I often have to set personal taste aside for a project. I may not love the client’s color choice, but I listen to them. When I’m working on a macrame piece that is commissioned, I can set my personal aesthetic aside to create their vision. But for pieces in my own shop, I get to do what I want. It is 100% freedom. With my design background, I can straddle the line both ways. Additionally, as a designer, I take pride in detail and perfection and that certainly shows up in my work.
Q. What is an unexpected result from you starting this?
A. I teach virtual classes. A lot of them! When I was first approached I never thought I could pull it off. How do you virtually teach macrame? Will people actually pay to do this? But they were a hit. And I think it showed people how difficult and time-consuming the process can be.
Q. I took your very first virtual class and I can personally attest to how hard it is! Any stories of macrame gone wrong for you?
A. Not wrong per se, but definitely not going to repeat! I had a client request a pink dip dye. I wanted to do a natural dye process and researched that you can do it by cooking down avocadoes. I know, it sounds crazy. The piece turned out great, but for the amount of time it took…it didn’t bring me enough joy. I still love dip dye but no more avocado!
Q: Let’s talk shop. Your macrame shop, the q.collective. Where’d you get the name?
A: In college, I was in rowing. We all went by our last names, and mine is pronounced Q-da, not Coo-da, and people always get it wrong. My team called me “Q” and I loved it. So I picked the q.collective because it leaves room for me to grow the business outside of macrame if I ever decide to expand.
Q. What’s been the biggest learning experience for you in all of this?
A. I have learned so much about my worth as an artist because that’s what this is to me. It’s art. I used to see pieces on Etsy and couldn’t believe how much they cost and now I totally get it. The time, energy, love, and attention each piece gets — it’s a piece of me. I struggle with pricing my pieces because I never want someone to walk away, but I have to know what my time is worth.
Q: What makes your art different than the stuff in a store for less money?
A. I create this art myself, here in my home in Kansas City. Also, materials truly matter. I source a yummy cord from Unfettered Art & Supply that has so much dimension; you feel the difference versus a synthetic material. At the end of the day, the q.collective name is on this. It’s my art and I refuse to cut corners.
Q. What’s your favorite piece to make?
A. Oh I love them all. Wall hangings, pacifier clips, plant holders, keychains, coasters, garland, ornaments, hat hangers, dip-dye stuff. I love every single thing and if I haven’t made something yet, I can’t wait to try it!
You can see Sierra’s work at the-q-collective.com or on Instagram at @the_q.collective.