What Powers Your Business? Discover your secret sauce!

Tabassum Khan is the amazing mom behind Craft Theory! She is the designer and creator of custom hand-stamped jewelry and keepsakes. The only word to describe this wonderful human being is MAGIC. She is talented and creative as she is kind and compassionate. Tabassum is a ray of sunshine. She is real, funny, and honest about life and motherhood. Her unique talent lies in her capability to interpret her client’s ideas and experiences and transformed them into one-of-a-kind keepsakes and jewelry.

Tabassum is in the business of creating unique pieces that touch your heart. She jumped on this business journey to create beautiful hand-stamped jewelry and ended up in the business of touching lives. She claims her clients’ ideas are the magic behind her business but I say she is the magic behind it all and the artist that interprets her clients’ stories and makes them a reality. With such a big heart, full of compassion and empathy she could only be destined to create a business from scratch that was rooted in touching people’s souls. She pours her heart into every single piece, knowing how much that design will mean to her client. From an empowering phrase on a keychain to a keepsake with the memory of a loved one. She is touching people’s lives through her art and making real and meaningful connections with the DFW community and beyond.

I truly believe in destiny and the value of the different people we meet in different stages of your life, and if you have met or worked or ordered from Tabassum you know why I am saying this. I reached to her with the idea to be featured on the blog, I texted her on Facebook because I was so impressed with her designs and with the genuine connections she was making online and ended up being blow away by her candor and her bright shiny soul.

Let’s meet TABASSUM


Who is Tabassum A Khan?

Honestly, I am no one special. I’m just another mom. I love my husband, kids, and family; I have immense faith in Allah, and I am extremely blessed to be able to do what I love- every day. I think the most special thing about how my business came to life is really taking a leap of faith and just going for it- and that’s how I do most things in life. I know it sounds impractical and whimsical, but life is meant to be fun, adventurous, and exciting.

Favorite quote? Why does it resonate with you?

This is a hard one… so I hope it’s okay if I pick two!

1- “No one can touch the sky.” These are the most humbling set of words that I’ve ever come across. The more you read it, the more profound it becomes. It doesn’t matter who you are, how much wealth you have, or what your background is— we are all the same. We are all human, and we are all one.

2- “If you argue correctly- you’re never wrong.” I studied International Criminal Justice, and had goals of being an intern at the United Nations, and then eventually becoming a diplomatic liaison to the United States. It really felt like my calling, and my parents would always tell me that I needed to study law- to pursue a career in the legal field, because I could argue a case till I am blue in the face, without any signs of defeat— even if I was wrong. It’s always just a difference of opinion, and my opinion is almost always right.

Share with us 3 mantras you use to motivate yourself?

  • Treat others like you’d like to be treated.

  • Organization is key.

  • A little bit of love goes a long way.

What can make you laugh out loud even when you are having a horrible day?

My family. They are the most absurd bunch of people that I am so grateful for. My husband and kids are my sanity. They always know how to get me out of my funk and brighten every moment of every day.

Netflix binge show on repeat? Why do you love it so much?

The Office— and now that it’s not on Netflix anymore, I’m having a major dilemma time keeping my subscription! I know that it’s not a show that’s too common, and not a lot of people find it entertaining, but the friendship and the comradely (plus the jokes) that you see in that show is the most genuine that I’ve ever come across. I love that the cast is so diverse, and the storyline brings every single character into the spotlight in any given episode.

I love that you are such a creative person. Tell us about your creative process?

Thank you! I wish I could take credit for the creativity behind Craft Theory, but it’s honestly my clients that have amazing ideas. Each and every person that I have the opportunity to speak to gives me the inspiration to make beautiful and meaningful pieces. They are the soul of the business, and they are the drive. I’ve been truly blessed to be able to make such meaningful connections with people, and they are the reason that I am able to be express my creativity through unique pieces.

What do you do when you feel stuck creatively?

Whenever I feel like I’m in a funk, I walk away and do something that’ll distract me. I spend a little extra time with the kids, and play with them, or I’ll make myself a cup of espresso and just step away from the studio so that I can take a breath and calm my mind. I always find that I get boxed in whenever I have too much on my plate, or when I have a lot on my mind. I’ve tried to work through the creative block at times, and that’s when silly mistakes happen- like you grab a wrong letter or stamp something upside down, and there are countless accidents that can happen when you’re in a creative block- like smashing your fingers, instead of the stamp (which happened to me today- OUCH!!). Super silly- and definitely could have been avoided with just a little breather.

You have traveled and lived in many different cities around the world and finally settled in Frisco. How is Frisco different from the rest of the world?

We love Frisco! It’s the perfect balance of suburb and city life. All my life, we’ve always lived in cities where everything was always moving. We were always moving. We were always busy, and we were always trying to catch a second of time that was never there. Here in Frisco, we still have that city feel with all the local shops and diverse restaurants, and just all the different cultures you can see just with a simple shopping trip to Target; but it also has the nice slow pace of suburbia. We are able to give our kids space to grow and to run around and they’re able to enjoy their home. They’re able to live in a diverse city, where we can freely practice our religion and our beliefs and our neighbors will come to join us with love, and openness. It’s truly such a fantastic city to live in, because of all of this, and so much more.

Let’s talk about the local mom community. They have been your biggest supporters, tell us more about how you have connected with the local women in North DFW and how are they becoming an essential part of your business?

My Frisco moms are the backbone of my business. Not one day goes by that I don’t find myself in gratitude for all the love and support that they’ve given me. We launched Craft Theory in the middle of the pandemic, and in less than a year, we have had so much success and support from local moms, that we have been recognized nationwide, as well as internationally. I remember when I received my first out-of-state order- it was from a referral from a local mom, and I had chills! It was one of my biggest accomplishments until we had our first international order! Because of all the local moms that I’ve been able to connect with, and because of their love and support, we have had immense growth and are so proud to be where we are today.

Tell us a story about one client that really moved you or inspired you?

This is a hard question for me because everyone inspires me differently. That’s the thing about this specific business- people tell me their stories, and they’re all unique to their needs, and they drive me to take that extra step to make something special. I am eternally grateful to have those special moments with every single person that I talk to, who feel comfortable enough to tell me their story- to share their love with me so that I can put it right back into what I am making for them.

What is the world missing? How are you contributing to the missing piece?

The world is missing a lot of love and selflessness. In today’s world, we see a lot of competition and people trying to outdo one another, and people who pretend to be your friend… I’ve had friends ask me about my vendors, and about my stamps, and directly ask me about my investment into Craft Theory, and while it always takes me aback, it’s only because of their lack of knowledge. I’ve helped friends create their businesses from the ground up I send them referrals if I’m unable to fulfill an order by a specific date and I give back to my community whenever I can, and I genuinely do it out of love. I don’t do it for recognition, or with hopes that maybe one day they’ll do me a favor; it’s really genuinely out of love and sincerity because that’s truly how we become successful- by supporting one another.

You transitioned from working a full-time job to a stay-at-home mom to a full-on mompreneur. Tell us about the transition and how you have found a new purpose in life through Craft Theory.

My transition between having a career, being a mom, and then mompreneur was one filled with anxiety, fear, and hope. After quitting my job at Southwest Airlines, I took a short break to focus on my family, and it was the best thing that I’ve ever done for us. Just taking a little bit of time off, brought us closer together as a family, and we were able to regroup and find each other again. My husband and I worked opposite schedules for five years- I’d be in bed by 10 PM, we could catch up for fifteen minutes before I had to strictly get myself in bed, so that I could sleep for four hours, before waking up to start another workday. Once we were able to reconnect as a family, everything else just fell into place. I started off my business as Desi Chai Designs and expanded to Craft Theory in two years. time. Desi Chai Designs just celebrated its second year, and Craft Theory will be celebrating its first year of business in June! Being an entrepreneur has shown me a different side of life, where you are a one-man team, and the work ethic you put into your products shows in the completed projects and ultimately either brings you success or defeat. With Desi Chai Designs, I’ve been able to master a few trades- one being hand-stamped jewelry and accessories. It’s a constant evolution- which is where we came up with the name. Theories, in essence, are ever-evolving and embracing change- and that is exactly what Craft Theory is to me. There are no machines stamping these pieces- they’re all done by hand, one letter at a time, and it’s taught me patience, and to put your genuine love and compassion into everything you do. Once you can break free from the static order process, and do things with love and with your whole heart, it’ll show in each and every finished piece.

All of us mompreneurs are making constant sacrifices to empower our business. What did you stop doing to make time for your business?

In all honesty- I shut out the negativity. I’ve always been a very quiet and private person- I don’t easily express myself, and I think that’s what gave me a huge leg up in being successful in what I do. I’ve learned to share my life with those who add value to it, rather than friends who will be with you for a season. When we launched Craft Theory, I remember disconnecting from friends and family for a short while. It was tough because they were my outlet, and my source of happiness… but it was a blessing in disguise. I slowly realized that the people that you think are closest to you, are the ones that will forget about you the fastest. Unfortunately, I’ve lost friendships during this new venture, but I have found myself and my happiness.

What is your advice to other moms starting their own business?

I think with all new ventures, you kind of get swept up in the glitz and glamour and focus so intently on what you’re doing to make it successful, that you forget about basic things like making time for your family. I’ve been lucky enough to dedicate so much time to Craft Theory, that I didn’t realize that I was sacrificing time with my family, to do something that I truly enjoy so much. This is not your typical 9/5 job, so every few hours, you’d find me in my studio while my kids watched TV, or played in the studio while I’m working… and I didn’t realize that I’d be working for hours. I unintentionally stopped spending time with my family because I was so focused on perfecting my niche. Now, don’t get me wrong… I’m not saying that this is the key to being successful because when I did realize this, it made life ten thousand times harder. I wouldn’t ever get those moments back, to be able to enjoy the little accomplishments of my kids or unspoken conversations with my husband… We all make sacrifices to do what we think is right, but when I really look back and can reevaluate my journey into where I am today, I would say that no matter how focused you are in being successful, always make time for your family because they are your biggest cheerleaders, and they are the ones you will go to first, to share your success and defeat with.

Tell us about a female role model in your life. A woman that inspires you on a personal or professional level.

I know this sounds cliché, but my role model is my mom. She has always sacrificed everything she has- even the clothes off her back, for her family. She has endured so much heartache in her life, that could last a lifetime, but she keeps going and is a force. She’s the most kindhearted and genuine person you’ll meet, and she is a firecracker too. She and my dad have always given my sister and I the best opportunities to make our lives better- starting with encouraging us to focus on our education, to even finding our husbands (we both had somewhat arranged marriages, and I will tell you these stories another day because it’s such good ones!) She inspires me in both my personal and professional life because of all the love and empathy she gives to everyone around her. Once you meet her, you feel like she’s a kindred spirit that you’ve always known. She is amazing, and she is not only my inspiration, but also my hero- one of my soulmates, and I’m just lucky enough to call her my mom.

What is a great piece of advice a fellow mom has passed on to you?

It’s okay to say no- you don’t have to take every single order, and you need to set boundaries. I’ve grown up to be almost exactly the same person that my mom is- to selflessly give without any reciprocation. Unfortunately, that’s not always the way to run a business. One of my really great friends, Maggie Curtis Zamanian (owner of Monogram Everything) taught me that it’s okay to say no and to fire your customers who aren’t the most pleasant to do business with. Thankfully, I haven’t had anyone who I had to fire just yet, but I have been practicing saying No. I’m truly very blessed to be able to see both sides of the businesses as both an owner and consumer, and when I see things that are not up to my quality or standard of how I like to run my business, I immediately say no, take a step back to reassess and evaluate and then go back to the drawing table to see where I can improve.

What is your parenting style?

I think my kids parent me more than I parent them, hahaha! I’m not a very rigid, stick to my schedule, sort of mom- but I was! When Shabab and I had Nisa, my brain would tell me to follow a strict feeding and sleeping schedule… but as all moms who have babies know- babies will do what they want at their own pace! It took a lot of time, and now having two amazing kids, it’s taught me to just slow down and “go with the flow.” Shabab and I believe that no matter what you’re doing, you need to be focused on school and be a good person. Alhamdulillah (Arabic for praise be to Allah), we have every opportunity to show both our kids how to be a good person and how to be a successful part of society, so that’s exactly how we guide our kids in their everyday lives- to be good human beings.

What is a funny thing your kids have said to you lately? ( Besides “did you get a new hammer today mommy?” lol)

My daughter, Nisa, said something so hilarious to me the other day— She’s always been really interested in NASA and loves stars and the night sky… so sometime last week, she was completing her school activities, and they were focusing on space and planets. She turned to me from her work station and said “Mommy, when I get a job at NASA, I’m going to look through the satellites to our house so I can see what you do all day.” And then my son came to us with an eraser and said “I’m going to erase you!” Kids are incredible!

What is the best way to your heart?

Lots of love, compassion, and lots of coffee! Hahaha! With it being Ramadan, coffee is the only thing I crave, and Shabab knows that it’s the best way to my heart— a good cup of espresso, or a Carmel latte… yum!

What do you want your children to see when they look at their mom?

I really, truly, want them to see that I am my own person. In our culture, women are overshadowed by their husbands and they always take a step back and are typically housewives and take care of the home— don’t get me wrong, it’s one of the most important jobs anyone could ever have, but I personally want my kids to see their mom as being independent, successful and a hard worker, while also being able to be a mom, wife, daughter, and friend. My first two roles as daughter and wife same with ease, but filling my role as a mom and entrepreneur are things that I struggle with daily, and I want them to see that being successful doesn’t come without hardship. You have to work for what you want, and that’s the only way that you will value anything you do.

When your kids are scared of doing something new how do you support them?

So something new that recently started to happen is that my daughter decided to be scared of heights. She’s a brave girl, but something in her brain told her to suddenly be deathly afraid of heights— totally unlike her! There’s this one slide at a nearby park that she loved, and now wouldn’t even attempt to try… so I went with her. I climbed up this kid’s obstacle course to the slide with her and showed her that it wasn’t as scary as she was imagining it to be. I think that’s the best way to teach your kids to overcome a hurdle— by showing them that it’s not as intimidating as they imagine, and all they truly need is a little bit of compassion and guidance. When we go to the park now, she’ll look for me and make sure I’m nearby when she’s ready to take on the slide.


Let’s talk about CRAFY THEORY

What is the elevator pitch for Craft Theory?

Craft Theory is fun, light-hearted, and as all theories are— an idea that is always developing and growing and embracing change. It’s my little love story to you guys, in the form of unique hand-stamped jewelry, accessories, and keepsakes. The connections that I make with real-life people who are purchasing these products and the love stories behind every piece truly make what I do so special.

How does your custom order process work?

Typically, I’ll get a message on my business page requesting more information about pricing or materials that I use, and from there, we have a short (or long) conversation about what exactly to make. I sometimes give suggestions as to what would best suit the occasion. Once the design and mockups are approved, the typical turnaround to receive the item is 3/4 days, but I do try to work on every piece as soon as every order is received.

What are your business goals for 2021?

I’m very focused on mastering my new equipment! It’s huge- intimidating and so exciting. I hope to be able to participate in local vendor events and there are a few that we have already signed up for— keep an eye out because we look forward to seeing you at some of our local markets!

Your products are so special. Which one is your current favorite?

My favorite piece is also somehow the most popular too! It’s the infinity pendant. They’re so exquisitely made and are so meaningful. They’re typically stamped with children’s names or a special date and are always made with such significance. The crystals are placed in a pavé style. The facets of the crystals themselves capture every single color and make the item sort of like a chameleon- adjusting its shade to show its brilliance while also being substantial enough to shine.

Want more? Check out her website


Follow Craft Theory

INSTAGRAM: www.instagram.com/craftheoryfrisco

FACEBOOK: www.facebook.com/www.instagram.com/craftheoryfrisco

The Craft Theory Frisco TX Engraving

Hi! I am Natalia, Founder of Power Up Brand and Design. 

Your brand strategist, creative visionary, entrepreneur at heart, and cheerleader for your brand's success. I'm here to empower you to elevate your business, connect with your target audience, and express your unique story through powerful brand design.  Let's collaborate, create, and make an impact together!

brand design



Hi! I am Natalia, Founder of Power Up Brand and Design. 

Your brand strategist, creative visionary, entrepreneur at heart, and cheerleader for your brand's success. I'm here to empower you to elevate your business, connect with your target audience, and express your unique story through powerful brand design.  Let's collaborate, create, and make an impact together!


web design

Natalia took everything that I wanted to represent about who I am and put that on to the page into a logo and a design that I absolutely adore. I used her not only for my logo and branding design, all of my colors, my fonts. I also had her build all of my Canva templates. And as a marketing mentor, I do a lot of my business on social media. It's a way that I get most of my clients, and I use them literally every day, multiple times a day. They're amazing. So if you're looking for someone to help you with your branding and your design, Power Up is the design studio you are looking for.

Sherry Sutton


Marketing Strategist and Mentor

Natalia created a brand that represented myself, that represented my personality, represented how unique I am. I love my website. I can't say enough things good about. The process was so easy.  I went from a business that I loved to the business of my dreams. It's very emotional to me because Natalia created the brand that I always wanted. I now have retired from some of the things that I didn't want to do in my business, but I had to do because of money, because she brought me the clients that I needed so I could elevate my brand. 

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We are getting more bookings from clients that are not holding back from spending the big buck! They are ready to get the Nailed Up experience ! 

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Nail Salon Owner + Lead Educator

Working with Natalia was fun and easy. She made it clear exactly what I needed to do, and turned around gorgeous results in no time at all. I am EXCITED to show up and obsessed with how professional my social media graphics look. I have been posting more frequently and putting out better content than ever because it's so easy with my branded templates! I am getting more engagement on IG, more clients booked through IG, positive feedback from followers noticing my graphics.

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