Hi,
I’m Jelena — the designer behind THE QUEEN OF LOOPS.

Creativity and craft have been part of my life from a very young age, and I find real joy in bringing ideas to life. For me, creativity is about storytelling through colour, texture, and form. I love the gentle rhythm of the design process — from sketching ideas to shaping them into real pieces.

Design gives me the freedom to explore and express my vision while creating pieces that feel both beautiful and functional.

I love both crocheting and knitting, as each offers something completely different creatively. What can be achieved with knitting often feels impossible in crochet, and vice versa — and this contrast continually inspires me. When I design with knitting, I’m drawn to simplicity, clean lines, and a more geometric expression. With crochet, I naturally lean
towards bolder, more textured pieces, which continues to shape how I design.