Behind the Craft: Chloe Cruz on Celebrating Passions, Creative Risk-Taking, & Finding Confidence Through Making
Step into the imaginative world of Chloe Cruz, the creative force behind By Chloe Cruz—a brand that turns behind-the-scenes film magic into meaningful gifts and tools for creatives. With a deep love for storytelling and a background working on sets like Avatar and Riverdale, Chloe has built a business that shines a light on the often-unsung heroes of the film industry. In this feature, she shares how she got started, the inspiration behind her designs, and what it means to grow a business that connects so personally with others.
Can you tell us a bit about yourself and your craft?
⭐️ “I’m Chloe, owner of By Chloe Cruz, a fun and creative brand I’ve been building for the past five years. I design gifts like pins and keychains that highlight diverse roles on film sets, along with tools for creatives such as the original storyboard sticky notes. Each packaging card is thoughtfully curated and can be reused as a bookmark. I love everything about filmmaking and have explored different roles both in front of and behind the camera. I’ve worked on sets for shows like Avatar, Riverdale, Batwoman, and Arrow. Many of my products are inspired by films, dreams, and personal experiences. It means so much to me to bring my ideas to life and to see people smile when they connect with something I’ve created.”
What inspired you to start your business?
⭐️ ”When I was 19, I just wanted to try as many different things as I could to figure myself out. I was looking for a challenge that pushed me outside my comfort zone. Starting a business definitely gave me that. It taught me so much, from putting myself out there to making sure every part of the business was running smoothly.
Even though I was already working in the creative industry, I often felt like I was just helping bring someone else’s vision to life. I really wanted a space where I could express my own ideas and creativity.
What truly inspired my business was working on film sets. Most people only recognize the director or the actors, but I was blown away by how many different roles it takes to pull off even just one shot. Like, did you know there’s an actual department just for the plants in the background? Their job is literally finding and planting flowers and trees for certain scenes! That kind of detail really stuck with me.
After working in a variety of roles, I developed a deep appreciation for the entire crew. I wanted to celebrate them through my work. I personalize my packaging cards with thoughtful details and inside jokes I’ve learned, so each crew member feels recognized and valued.”
How did you first hear about Makers?
⭐️ “Metrotown Mall has always been my go-to mall here in Greater Vancouver. One day, I was shopping with a friend when she pointed out Makers. She mentioned that it’s filled with products from small business vendors. We decided to check it out, and I instantly fell in love with the store. I love how everything was local and so unique. It quickly became my first stop whenever I’m looking for gifts for friends and family.”
What inspired you to showcase your work in a retail setting like ours?
⭐️ “When I started my business, I honestly thought I was being a little ambitious in dreaming that my products could be sold in a mall. It actually happened because of Makers. It feels like a dream come true to have the opportunity to share my creations in such a high foot traffic mall.
Before partnering with Makers, I was only selling through my website, Etsy, wholesale, and craft markets. Those channels were great, but I’ve always believed it’s important for people to experience my products in person, especially when it comes to quality and design.
What I really appreciate about Makers is that, creators keep 100% of the profits. Unlike going through traditional retailers where I need to pitch my products or invest a large amount into opening a brick-and-mortar store, Makers made it possible for me to be in a mall without those barriers or a huge investment. On top of that, the team is responsive, helpful with technical issues, and genuinely supportive. You can tell they actually care about helping small businesses grow.”
How has your business changed since becoming a Makers artisan?
⭐️ “My routine has definitely become busier with packing and restocking for Makers, but it’s been incredibly rewarding. I’ve gained more exposure through local film productions and tourists who often inquire about the custom gifts I offer. The additional revenue has allowed me to reinvest in my business, giving me the freedom to create more of the products I’m truly passionate about.”
How has this creative journey impacted you personally or professionally?
⭐️ “Personally, it feels really special when people recognize me or my work. Sometimes they’ll say, “Oh, I’ve seen your stuff at Makers!” or “Are you the one who makes those pins and keychains?” It’s such a cool feeling to be recognized for something I’ve created. Honestly, it still surprises me because I never experienced that before. I’ve gained more confidence and discipline through this journey, especially since running a business means figuring things out without anyone telling you what to do. This is something I’ve consistently thought about and worked on since the beginning, and the more effort I’ve put in over the years, the more it has grown.
Professionally, I still love everything about film, but right now my main focus is on my business. I’m not working behind the scenes on crew anymore because I’m pouring my energy into creating and growing what I’ve built. I still do background acting because I love being on set and meeting new people. This shift in focus has also given me more time in my personal life. Definitely a nice change especially since set hours can get pretty intense.”
What’s been the most rewarding part of running your business?
⭐️ “It’s been amazing to see my designs go further than I ever imagined. It’s been sold worldwide, used as costumes on TV shows, featured as props in commercials, and gifted as wrap party souvenirs for cast and crew. Watching where my creations end up has been incredible. I love the whole process of taking an idea and turning it into a product. Some of the best moments are when customers message me to say my designs made them smile. A few have even thanked me for making them feel seen in the film industry. That kind of connection makes it all worthwhile.”
What do you do to stay inspired when creativity feels tough?
⭐️ “I first look through my notes to revisit those spur-of-the-moment ideas and see if I can build something from it. I know it’s not good to rely only on random ideas, so I set a timer for 30 minutes of focused brainstorming. If I still feel uninspired after that, I don’t force it. Currently, I’m exploring sword fighting, dancing, voice acting, and other new interests to give myself a break to open up fresh ideas. Trying new things and traveling help me step away from the usual. It sparks creativity in unexpected ways.”
What advice would you give to other artisans considering selling in Makers?
⭐️ “1) Make a mock-up of your display.
Before moving in at Makers, I measured everything and created a digital draft to experiment with how the setup would look. It really helped me visualize the layout, from incorporating my brand colors to using different heights and making sure everything was easy to reach. Taking the time to plan it out makes your display more eye-catching, organized, and accessible for customers.
2) Use short-form videos on social media.
There is so much power in creating content to expose your business. I’ve noticed that sometimes my sales go up depending on the time of the day when I post. Share behind-the-scenes clips, restocking your products at the store, and little moments that show the effort behind what you do. I also find it more engaging when you show your face and tell your story. It helps people connect with you and understand who they’re supporting.
3) Take that risk!
Once you have a range of products for customers to choose from, there is someone out there who will love your work—it’s just waiting to be discovered. Even if you’re testing it out for a few months, you’ll gain valuable insight into what people are actually drawn to. I’ve noticed a big difference between what sells online and in person. Being in-store has helped me figure out which products to highlight or expand on. It’s all part of the learning process, and it can really help your business grow.”
From celebrating unsung film heroes to designing tools that inspire fellow creatives, Chloe Cruz brings intention, heart, and a touch of magic to everything she creates. Her journey is a testament to the power of taking risks, staying curious, and carving out space for your own vision. We’re so proud to have her as part of our community—and can’t wait to see where her creativity takes her next.
