Craft Affaire Collective Market Brings Handmade Creativity to Mazomanie
MAZOMANIE — For years, Joan Egen quietly drafted business plans in her free time, experimenting with numbers, ideas, and what-if scenarios. On Tuesday, Sept. 2, those dreams became reality with the soft opening of her new store, Craft Affaire Collective Market, located on West Commercial Street.
“It’s honestly a relief that everything came together so well,” Egen said. “I’ve been wanting to do this for years. During my downtime at home, I’d write business plans just for fun, hoping that someday I could open something of my own. Someday finally came.”
The shop had a strong first day, with customers browsing and buying handmade goods. Egen said she was especially proud that the first item sold was one she had made herself. Her personal creations include wreaths, painted wood décor, and Christmas ornaments, though the store is home to far more than her work.
Craft Affaire features the talents of artisans from across the region — sewers, rug makers, welders, resin artists, jewelry makers, and candle crafters, among others. Egen emphasized that the shop focuses only on handmade, original work, steering clear of corporate products like Tupperware or Pampered Chef. “I want everything here to be handcrafted from scratch,” she said.
The market is modeled after successful vendor-style shops Egen has visited in Wisconsin, including Creative Destination in Darlington, run by her former teacher Leona Havens. But instead of calling it a vendor market, she prefers the term “curated consignment,” describing her vision as a carefully chosen collection of artisans and goods.
Beyond retail, Egen hopes Craft Affaire will grow into a community hub. She envisions book studies, paint nights, and “meet the maker” sessions where locals can learn skills ranging from crochet to jewelry-making. Children are also welcome — a section of the shop is dedicated to young crafters under 18, who can sell their creations without fees. Her own eight-year-old has already contributed light-up ghost decorations.
The store currently highlights fall and Halloween displays, with Christmas merchandise set to roll out by mid-October.
Opening Craft Affaire wasn’t just about following a passion — it was also about finding balance. At 45, with a background in business administration and years of work for the Department of Veterans Affairs and Associated Physicians, Egen wanted flexibility, while building something meaningful. “I felt a really big pull from God,” she explained. “It felt like the right time.”
Vendors were recruited through a July information session at The Grove, advertising in local papers, and word-of-mouth through community groups and Facebook. Most of the store’s display furniture came secondhand from St. Vincent de Paul, reflecting Egen’s philosophy of giving things a second life.
The store’s grand opening is scheduled for the first weekend in October. Plans include cake, warm cider, and a raffle for a gift basket valued at $75. Looking further ahead, Egen hopes to eventually expand into the adjacent space.
For now, she’s focused on creating a warm, welcoming place that reflects both her creativity and her values. “I want people to come in, feel comfortable, and leave with not just something they purchased, but an experience they’ll share,” she said.
