Primrose Hill crafter empowers youth through skills and creativity

Michelle Markovic, of Thread Aura Euphoria Emporium in Primrose Hill, shares the passion behind her craft work, hoping to inspire a new generation of crafters.

Through her brand, she has positioned herself as a mentor, aiming to welcome young people who want to learn, grow and develop a skill that could one day put bread on the table.

With a focus on social change, Markovic understands how social ills such as drugs, crime and alcohol can easily take hold of young people, especially vulnerable teenagers.

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Markovic started her brand in 2023, with the hope of creating job opportunities that would help take youth off the streets.

“Most young people are doing drugs because they are looking for an escape. I am hoping to equip young people with skills,” said Markovic.

“Beading has been a passion of mine since I was 10 years old. My work is inspired by balance, calmness and creativity.

“When you first start, you have doubts about where you’re heading, whether it will take off, will people buy it, and what do I do if it does? Plenty of questions come to mind.

“The dream is to host skills and craft workshops, teaching techniques and helping young people unlock their uniqueness. I’d like to work with organisations like El-Shammah Home and Kitso Lesedi Youth Development, and also offer these skills to people with disabilities,” said Markovic.

Markovic recently had the opportunity to exhibit her work at the City of Ekurhuleni’s Dumisani Masilela Theatre during the launch of the Language of Fashion event. Fashion designers, clothing labels, visual artists, accessory creators and cultural innovators gathered to showcase their work while sharing valuable industry insights and best practices.

Speaking about the event, Markovic said it gave exhibitors exposure to be seen, recognised and network.

“In a space where collaboration is key, we get to see each other’s creativity and assess where we can improve. It was a great atmosphere with like-minded people.”

Markovic is no stranger to social systems, as she is a qualified psychologist with a Bachelor of Science degree.

Her journey into social work began when she joined the Victim Empowerment Centre at Primrose SAPS as a volunteer.

“There was a need for programmes to tackle gender-based violence, which led to the introduction of the Ekupholeni Mental Health and Trauma Centre. We were then taken in as volunteers and trained.

“It allowed me to explore the world of social work and counselling. It exposed me to issues like drug use, gender-based violence and more.

“I went to Wits University to equip myself for this journey, studying towards a degree in psychology for three years and graduating in 2019,” said Markovic.