Our Brand Values

At Salem Style, we want to make sure you know our values: Science is real. Love is love. Black Lives Matter. Women’s rights are human rights. No human is illegal. Kindness is Everything.

With every decision we make, we honor our values. Salem Style is here to do our part to make the world a better place. While we are a small brand, we believe we can make a difference, even if it’s connecting to one person at a time.

brand values

Through our work, we are honored to have the opportunity to give back to organizations through raising money for donations, or donating items to the cause. Money is energy, and we believe that it is a tool that we can use to lift others up.

Handmade Crochet Items

If it’s a crochet item in the shop, it’s made locally by hand by either myself, or a member of the team! All of our crochet items are original designs, made with you in mind. We only use the softest materials so you feel cozy, confident, and ready to take on the day.

Curated Accessories

In addition to our line of crochet designs, we offer accessories from other artisans. Community is everything, and it’s an amazing feeling being able to offer goods by other makers. All of these items are intended to compliment our creations, and give you positive vibes.

We also strive to embody:

Boldness – having courage and determination

Gratitude – showing appreciation and thankfulness

Kindness – showing humanity and an open heart

Originality – embracing individuality and creativity

Transparency – to live honestly with integrity

Meet The Founder: Juls Donovan

Hi there! Thank you for visiting me in my little corner of the internet. Salem Style is my dream and my happy place, and I am so happy that you’re here.

I have a habit of not showing my face around here, leaving the question “who is running Salem Style??” Surprise! It’s me, Juls Donovan. I am the founder, CEO, designer, witch in charge of this little brand. On an effort to put myself out there more, here’s a post to introduce myself.

Juls Donovan

I start my day with a cup of coffee before anything else.

My home has been Salem since 2010.

I am a Scorpio Sun, Aquarius Moon, and Capricorn Rising.

Restorative yoga is the best during stressful times.

Go to pizza toppings: Pepperoni & Green Pepper (or plain cheese if it’s Papa Gino’s!)

I have been crocheting since I was about 7 years old.

I was never the “cool kid” and I marched to the beat of my own drum. But I always struggled with what it really meant to be me. I always loved making, and even dabbled in making jewelry when I was 12, even selling some of my creations in a trendy boutique in my home town. 

I started Salem Style as a creative outlet and a way to make a connection. Originally the name came from an idea that I had to start a fashion blog. But I quickly realized that what made my heart happy was creating my own accessories through my many years of experience crocheting.

Salem is magical. Making things is magical. Being true to yourself is magical.

The community that has flourished around Salem Style is the reason why I keep going. To prove that nothing is impossible, and when you really want something, you should go for it. And there’s no better feeling than that.

Stay wild moon child,


Taking A Short Break! March 2022


Rest is so important. The shop is going to be taking a break from March 1st – 10th.

You can still place orders, but they will not ship until after the break is over.

Everything is okay! As a small business owner, I just need some time to step back, rest and recharge.

If you have been needing a break too, I think you should do it.
If there are things that can wait, let them wait.
Take care of you.

As for now, time off is calling, and I’m going to answer

See you later & Stay Wild Moon Child

🖤 Julianna

What Inspired Me To Start Salem Style

Salem Style started almost 10 years ago. Yes, you read that right, 10!

I was inspired to start this business when I was starting to design my own hats. I had been crocheting for years, but never really designing my own thing. So I made a practice one (a prototype if you will) and wore it when I went to work.

One of my coworkers at the time complimented me on my hat and asked where I got it. when I told her I made it, she asked if I could make her one too, and then asked how much.

How much? I’d never thought of that before. This was the first time someone wanted to buy one of my hats!

She bought a hat and loved it, and my other coworkers said I should sell them online.

I didn’t know where to start. I had shopped on Etsy before, but I felt that I wasn’t experienced enough to sell on there. (Even though I had been crocheting for over 10 years at that point!) So I clicked “open a shop” on December 28th 2011, and just started. I had five items listed, and the photos were super blurry that I took myself.

The first item I ever listed

From then on, I kept making items, taking blurry pictures of them, and listing them on Etsy. I figured it would last about a year, tops. I had such imposter syndrome (okay I still do sometimes) that I thought I would just be posting things to nobody. It wasn’t until a few days after I opened, that I received my first sale from someone I didn’t know. A complete stranger wanted one of my items. Now don’t get me wrong, I love all my friends and family who have purchased from me, but this hit different. This was what I needed to see. This made it REAL.

I never in my wildest dreams thought that people would find me online and want to purchase items that I designed and made by hand.

and they still do. ✨

Holiday 2020 Wrap Up

Thank You for all of your love and support this year.

2020 has been… insane. It threw us all for a loop and created hardships and challenges we never thought we would face. 

Thank you to all of you who continued to show love to Salem Style, place orders, and spread the word to your friends and family. Without you, this never would be possible.

The shop is now closed for the season, so we can take some time to welcome our new baby into the world and enjoy some quiet time. (if we’re lucky!) But I just wanted to leave you with warm wishes to you and yours this holiday season. And again, thank you!


Juls & Chris