My story

My name is Dianna Hubbard, also known as the "Crafty Diva," and my journey into crafting began with my grandmother, Ruth Imo. Grandma was a true pioneer—a visionary in the crafting world, and I often call her the ultimate crafter’s crafter. In the early 60s, she made a bold move that would change the course of her life: she sold the living room and dining room furniture in her home and transformed those spaces into a craft store, which she lovingly named "Imo's." At that time, craft stores were practically unheard of—no Michaels, no Joann’s, and certainly no internet to turn to for inspiration or supplies.

Every year, my sister, grandma, and I would board the train to Chicago and head to the McCormick Place Convention Center for the annual buyers' show. It was here that grandma would discover the latest products and stock up on inventory for the store. I remember walking through rows upon rows of beads, glass, wire, feathers, tools, lace, ribbon, papers, paints, and gems. I was in awe of the creativity surrounding me, and I felt so fortunate to be a part of it all.

Growing up, my sister and I spent weekends and summers working at Imo’s, counting beads, packaging sequins, and organizing supplies. But once the work was done, we were given the opportunity to create. The only rule? Our creations had to be of sellable quality. The pressure was on for a young girl! Yet, if we had an idea, grandma would always have the perfect glue, wire, or material to bring our vision to life. She was, and still is, my greatest inspiration—her creativity planted a seed in my heart that continues to grow to this day.

I’m often asked, “Where do you get your ideas?” The answer is simple: everything inspires me. People, emotions, words, a vibrant color, a random piece of lace, a torn scrap of paper—there’s beauty in all of it. As a night owl, many of my ideas come to me in the stillness of the night. Once inspiration strikes, I’m driven to create immediately. After spending an 18-hour day in my studio, I still struggle to pull myself away. How incredibly lucky and blessed am I to do what I love every single day?