OUR STORY
ABOUT FORME. THE LABEL
FORME (pronounced form) is a name inspired by my love of learning French and my desire to weave meaning into everything I create.
In French, forme translates to shape, structure, or form — a nod to the way yarn becomes something tangible in our hands. But I also love that it reads as for me, because creating should always bring joy back to the maker. Every piece we make should feel like it’s just as much for ourselves as it is for anyone else.
FORME was born from an evolution. Previously known as She’s Hooked, the name came from a very literal place — I was completely hooked on crochet and couldn’t stop creating. While I still hold so much love for that chapter, my brand has grown alongside me, and I found myself slowly moving away from a name that has become quite common in the space.
I wanted something fresh, versatile, and reflective of where I am now — a name that could grow, shift, and expand without limitation. FORME represents that next chapter: thoughtful design, intentional making, and creativity that evolves over time.
At its heart, FORME is about slowing down, creating with purpose, and finding joy in the process — whatever form that may take.
MEET THE MIND BEHIND FORME. THE LABEL
Hi, I’m Rachael — a maker, designer, and mum of two boys.
I’m married to my teenage sweetheart, and creativity has been part of my life for as long as I can remember. My nan taught me how to knit when I was little, but like many people, life got busy and making fell by the wayside for a while.
Everything changed when I lived in England for six years. It was there that I picked knitting back up after years away, reconnecting with the slow, grounding joy of creating with my hands. I began knitting for my cousin’s clothing label, and somewhere along the way I discovered crochet. Completely self-taught (thanks to many late nights on YouTube), I quickly fell in love with it and made the switch to crochet full-time.
After moving back to Australia, I continued working closely with my cousin — but life shifted again when I had my first baby in 2021. With demand growing and motherhood calling, making physical products became unsustainable. In 2022, I pivoted to pattern writing — a decision that changed everything.
My page took off, and in March 2023 I had my first $40k month. That same year, I reached my first six figures and expanded into YouTube, as well as subscriber-based content on Instagram and TikTok.
Beyond the numbers, my biggest goal is to inspire others to believe this kind of path is possible for them too. Living with rheumatoid arthritis means I struggle to work a traditional job, but creativity gave me another way forward. If I can help even one person build confidence, flexibility, or an income through making — especially someone navigating similar challenges — that would mean everything to me.
Thank you for being here and for supporting my journey 🤍