Alex Koenig
Who are you?
Hi, I’m Alex, founder of WhichCraft Studio & Gifts. I’m a Maplewood-area local, a mom of two, and a lifelong “I’ll just make it myself” person who accidentally
turned that into a business. By day I’ve been a hands-on creative director for years. By night, I’m usually covered in paint or some kind of mystery adhesive,
making art and gifts for people who want their stuff to feel like them. Now I get to channel that energy into a shop and community nights that are equal parts cozy and fun.
Tell us about your business!
WhichCraft Studio & Gifts is a colorful gift and art shop inside The General Store Shops & Cafe in Maplewood, NJ, with online shopping also available. I make and stock original art, handmade pieces, and the kind of elevated, “wait where did you get that?” gifts you actually want to give. It’s for thoughtful gifters, people who like personality in their homes, and anyone who wants an excuse to get out of the house and do something creative. I also host craft nights and seasonal workshops, which are basically wholesome fun with a tiny bit of chaos, in the best way.
How did you find yourself doing this work? (Name previous jobs or experience)
I spent over a decade in creative strategy, branded content, and production, working with teams at places like The New York Times, The Washington Post, Vox Media and ATTN:, and creating work for brands like Netflix, Google, Amazon, and Disney. I’ve always been a hands-on creative at heart, the kind of person who wants to concept it, write it, make it, and be involved in every detail. Over time, my personal art practice stopped being “a side thing” and started being the thing, and WhichCraft was the most natural way to build something I could fully own.
What excites you the most about what you do?
Two things: watching someone find a gift that feels so specific it’s basically a personality match, and watching adults remember they’re allowed to make stuff for fun. I love building a space where creativity isn’t intimidating. It’s not precious. It’s not perfect. It’s just good.
What is it about you that makes you so good at what you do?
I have taste and follow-through, which is a dangerous combo. I can spot what’s interesting, shape it into something people actually want, and then execute it without disappearing into a creative spiral for six months. I’m also really good at translating “I don’t know, I just want it to feel… vibey?” into something real.
What have you learned about yourself since becoming an entrepreneur?
I’ve learned I’m at my best when I’m learning by doing. There was a version of me earlier in my career who would overthink the thing, second-guess it, and quietly spiral until it felt “ready.” Now I’m way more into: do the thing, learn fast, adjust, repeat. Turns out momentum is a skill, and confidence is basically just evidence you collected by trying. Also, perfection is a scam.
What are 5 words that describe what you do?
Curate, Craft, Charm, Connect, Celebrate. I know this didn’t have to all be C-words, but here we are.
What's the weirdest thing on your desk right now?
It’s a toss-up between a hand-carved bird that is, unfortunately, covered in blood I accidentally spilled while carving it during an impulsive “let’s try a new hobby” moment, and a dangerously large jar of glitter with no lid because I lost it but refuse to throw it away, so it lives on my desk like an active threat.
If your business had a theme song, what would it be and why?
“Good as Hell” by Lizzo, because the vibe is: you walk in, you leave happier, and you remember you’re that girl. Also, it pairs well with impulse-buying something sparkly.
What legacy do you hope to leave through your business?
I want WhichCraft to be one of those places people bring out-of-town friends because it’s so “us.” A community spot where gifting feels personal, creativity feels accessible, and you can pop in on a random day and leave feeling more like yourself. If people remember the shop as warm, funny, and a little bit magical, I’ll take it.
What's the most unusual request or inquiry you've received from a customer?
Someone wanted a spell kit for dealing with a neighbor who was being really rude and complaining constantly. We kept it firmly in the “protect my peace and strengthen my boundaries” lane, not the “hex a random person” lane, and honestly it was deeply satisfying to design.
Favorite songs to listen to when working
Honestly, it’s mostly audiobooks and podcasts. My taste is a totally normal mix of murder podcasts, smutty romance, sci-fi, and thrillers, and sometimes smutty romantic thrillers where the bad guys get what’s coming to them. It’s less “playlist” and more “creative flow powered by chaos and questionable reading habits.”
Share a memorable encounter with a fellow entrepreneur or industry figure
Getting to build WhichCraft inside the General Store alongside a bunch of awesome female entrepreneurs has been one of the best parts. It’s equal parts inspiring and fun, and it’s really nice being around smart women making cool things and figuring it out in real time.