Today we’d like to introduce you to Ashley Niebles.
Hi Ashley, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I’ve always been drawn to art, fashion, photography, anything creative. Making things by hand was part of how I grew up. My mom has always crocheted, and it was just something that lived naturally in our home.
MAYSHA started when I wanted clothes I wasn’t seeing in stores. My mom began making pieces for me, and whenever I wore them out, people would ask where they were from. That curiosity is what planted the seed.
I always knew I wanted to build a brand, but I didn’t know when or how. I didn’t study fashion formally, and for a long time that made me feel discouraged, like I wasn’t “qualified” enough to pursue it seriously. Working one-on-one with my mom changed that. It created a safe space to be vulnerable, to experiment, and to trust the process without judgment. It felt like the perfect way to begin.
I would design the pieces, my mom would crochet them by hand, and eventually we went for it. We scheduled a photoshoot with friends, my sister built the website and helped with marketing, and we just launched. There was no grand plan. We just committed to showing up and kept going. We kept creating, kept releasing collections and eventually, my mom quit her job to dedicate herself fully to MAYSHA, which was a huge and emotional milestone for us.
Today, MAYSHA is still rooted in that same spirit—family, craftsmanship, and intention. We’re available online, stocked at The Webster, and have an international retail partner in Spain. It’s surreal, and something we’re incredibly grateful for.
We all face challenges, but looking back would you describe it as a relatively smooth road?
What makes MAYSHA MAYSHA is also our biggest challenge. Every single piece is handmade by one person, my mom. The process is slow, but it’s part of our DNA we believe in intention, craftsmanship, and honoring the time it takes to create something meaningful.
That said, it can be hard not to compare ourselves to brands that can move faster, release more frequently, and chase trends as they come and go. We’ve had moments of doubt. But over time, we’ve learned that our pace is actually one of our greatest strengths.
We don’t release newness just for the sake of it or to stay relevant. We’re happy putting out one main collection a year. Pieces that are timeless, versatile, and meant to live in your wardrobe long-term. We’ll do small capsules when it feels right, but always with intention. Staying true to ourselves has mattered more than keeping up.
Being fully self-funded also comes with challenges. Two-thirds of the team still work full-time jobs, so time, resources, and scaling production are constant considerations. Made-to-order has helped, but growing while staying true to handmade production isn’t easy.
Our product is also niche, both in design and price point, which means finding the right customer takes patience. But we believe the right audience values the story and the work behind each piece.
Appreciate you sharing that. What should we know about MAYSHA?
Maysha was born from a shared love for art, clothing, and making things by hand. What started as a personal project grew into a brand focused on blending traditional crochet techniques with modern, wearable silhouettes. Every piece is designed with intention, from the colors and textures to the yarns and stitches, inspired by the beauty in everyday details.
Our sole artisan learned to crochet over thirty years ago in Managua, Nicaragua and has been perfecting her craft ever since. Today, Maysha is a women-owned brand founded by two daughters and their mother, with roots in both New York and Miami. At the heart of everything we do is a deep respect for craftsmanship, family, and slow, thoughtful creation.
Do you have any advice for those just starting out?
Do it because you love it. If money is the main motivation, it’s going to be hard to keep going when things get tough. The work never really stops, and the goals are always shifting.
Passion is what keeps you from walking away.
Another piece of advice that’s shaped my career and MAYSHAs journey is to say yes. Obviously, stay aligned with your vision, but saying yes to stylists, photographers, creatives, small influencers, and collaborators can open doors you never expect. Do it for free, do it scared, but do it.
Some of the people we said yes to in our first year are still part of our community today or led us to opportunities we couldn’t have planned. You never know who you’ll meet or where one connection might lead.
Trust your intuition, move with intention, and don’t rush something that deserves time.
Contact Info:
- Website: https://www.maysha.us
- Instagram: https://www.instagram.com/maysha_____
