From Stay-at-Home Mom to Craft Business Pioneer: The Story Behind M’s Factory
How It All Began
M’s Factory is now a well-known name across Japan for its colorful craft band creations. But how did it all start? The company’s founder, Hiromi Matsuda, once appeared on a Japanese TV show that featured her inspiring journey. The episode detailed how she built a company that would go on to generate over 10 billion yen in annual sales.
A Hobby That Sparked a Passion
Hiromi was a full-time homemaker, raising a young son and daughter. One day, a friend invited her to a scrapbooking session, where she first encountered craft bands—flat paper cords originally sold in home improvement stores as packaging string. At the time, craft bands weren’t considered trendy. Her friends were more interested in chatting than crafting, but Hiromi was captivated. Within two hours, she had made a decent-looking handbag.
Though not clumsy, Hiromi wasn’t particularly fond of sewing—needles and thread were not her thing. But with just glue, scissors, and clips, craft bands were approachable and fun. Soon, she was making three new bags a day.
From Utility String to Fashion Statement
The craft bands Hiromi used were plain brown and originally meant for tying rice sacks—not exactly stylish. Still, they were cheap, lightweight, and durable. She even let her daughter take one of her handmade bags to preschool. That bag caught the attention of classmates and their parents.
One particularly outgoing mother asked Hiromi to teach her how to make the bags. Inspired by Hiromi’s talent, she suggested inviting more friends to join. What started as a few casual lessons at home turned into a full-blown craft circle. Within six months, over 100 students were attending Hiromi’s informal workshops.
Teaching and Innovating
Although Hiromi was naturally introverted, she found joy in watching others be moved by craft bands just as she had been. She began teaching basic techniques—initially just five styles—entirely self-taught. To expand her repertoire, she studied architecture, Greek columns, and even snake patterns for design inspiration. Today, she has developed over 100 unique weaving methods.
A Turning Point: The First Big Order
Despite the growing popularity, Hiromi didn’t profit much from her classes. She only charged for materials, happy just to share the joy. Then, while pregnant with her third child, she brought her craft to the hospital. A nurse noticed one of her handmade baskets and said it would be perfect for holding baby supplies.
At the time, maternity wards used paper bags to gift diapers and formula to new mothers. The nurse proposed using Hiromi’s baskets instead. Soon, she was receiving monthly orders for up to 200 baskets. It was more than she could handle alone, so she began paying her students to help. Together, they formed a team—and that marked the beginning of her business.
Creating Colorful Craft Bands
Hiromi soon realized that the lack of colorful materials was limiting craft band’s appeal. Determined to change that, she used her remaining savings—just 70,000 yen—and tracked down a paper manufacturer over 200 kilometers away. She offered 20,000 yen to have them produce vibrant colored bands.
Moved by her passion, the factory agreed. Hiromi started ordering bands in new colors and combinations, believing that “cute and colorful” would open up craft bands to a wider audience. She trained new instructors, expanded her palette, and created an ecosystem that supported both crafters and manufacturers.
Expanding the Business Online
With her final 50,000 yen, Hiromi launched a website where people could order materials from anywhere in Japan. The online store took off, and M’s Factory quickly claimed 90% of the craft band market share. While competitors appeared, none could match her variety—over 300 colors—or the instructional support she offered through her crafting association, which now includes 3,500 certified instructors spreading the joy of craft band weaving.
Building a Company with Heart
After launching her website, Hiromi rented a small apartment room for her growing operations. At 41 years old, just four years after discovering craft bands, she officially founded M’s Factory with her friends. Fourteen years later, the company had grown to earn 700 million yen annually.
Hiromi insists that only employees who can actually weave are allowed to answer customer inquiries—because passion and knowledge go hand in hand.
Success and Solitude
Despite her remarkable success, Hiromi faced unexpected loneliness. The hobby that had once brought her friends now made her “the boss.” Some stopped inviting her out for tea. She laughs about it today, but it reflects the personal sacrifices behind the growth.
Hiromi’s journey—from an ordinary homemaker to a beloved entrepreneur—was shaped by genuine human connections and a love for crafting. Her life, like the bands she weaves, is colorful, resilient, and beautifully intertwined.
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