Meet Karly Ortega Martinez | Karly | The Craft Club’s CEO

We had the good fortune of connecting with Karly Ortega Martinez and we’ve shared our conversation below.

Hi Karly, what was your thought process behind starting your own business?
Coming from a city as colorful and creative as Miami, I felt inspired to bring that same crafty energy to Southwest Florida. An arts and crafts studio here felt like the perfect addition to the city-for locals, for tourists, for anyone ready to get a little creative and a lot sparkly. I also knew I wanted to spend less time working hands on as a Hair and Makeup Artist and more time building a business with and for my family.

My plan was to create a CIY (Craft it Yourself) Arts and Crafts Studio that would become a favorite in the SWFL community. We started off with pop-up events-just us, some pins. patches, and a bunch of cute accessories that made people smile. I dreamed of opening a retail shop where we could not only showcase our pins and patches but also let people customize their own tote bags or backpacks with them. Of course, we had to include the viral Drip Bears-they were literally everywhere online! While searching for a location to lease, the Fake Cake (Decoden) aspect of The Craft Club started to grow stronger. With this vision in mind, I began researching materials, suppliers, and methods to bring the idea to life. I reached out to various manufacturers, tested products, and slowly pieced together the foundation for a business that would offer high-quality service, and cute customizable projects.

Our doors opened up in 2024, trusting the vision God gave me and the community that would grow around this vision. The Craft Club became more than just a logo-it were The First Decoden Arts & Crafts Studio in Florida and a place where crafters can create and find joy in the process. Putting one, two and three together, I knew that we were onto something special, something totally us. Every challenge, from sourcing materials to perfecting designs, was met with the faith that the dream would become reality.

Now, we’re relocating to Edison Mall in Fort Myers and opening a second location in the heart of Miami’s artsy Wynwood District—a true blessing from God.

My inspiration came from so many forms of art: bold colors, fashion, beauty, the energy of sip-and-paint workshops, and all those cool Etsy-style DIY projects that just needed the right tools and guidance. With my background in the beauty industry, translating that creativity into this space came naturally—and I’m so excited to keep growing our crafty little universe.

Let’s talk shop? Tell us more about your career, what can you share with our community?
At The Craft Club, our art is all about turning creativity into something playful, practical, and unforgettable. What sets us apart is that we aren’t your typical “paint on canvas” studio—we specialize in unique hands-on projects like Decoden (aka fake cakes), fluid sculptures, drip bears, and customizable totes and accessories. We’ve created a space where anyone—whether they think they’re “artistic” or not—can come in and leave with something that feels personal, one-of-a-kind, and filled with joy. What I’m most proud of is that we’ve introduced Florida’s very first Decoden arts and crafts studio. Watching people light up when they see a table full of frosting tips, spackle “icing,” and rhinestones—it never gets old. The excitement and freedom of play is contagious. I’m also incredibly proud that we’ve grown from a small idea in Southwest Florida to having a presence in Edison Mall (Fort Myers) and expanding to the Wynwood Arts District in Miami, which is a dream come true.
The journey hasn’t been easy. Starting a creative business comes with challenges, learning everything from scratch comes with it’s trials and errors—explaining to people what Decoden even is, handling the logistics of running a studio, and proving that arts and crafts can be both fun and meaningful. There were moments of doubt, but every challenge pushed me to get more creative—whether it was in marketing, experimenting with projects, or building community partnerships. I learned that persistence, adaptability, and listening to our guests’ feedback are the keys to growth.
The biggest lesson I’ve learned is that art doesn’t have to be intimidating or “perfect.” It’s about connection, self-expression, and fun. I want the world to know that The Craft Club is more than just a place to craft, we’re a place to bond, to laugh, and to create memories that last longer than the projects themselves. Our story is about taking something niche and turning it into a movement of creativity and joy, and we’re just getting started.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
🌴 Miami Week Itinerary Day 1 – Arrival & Rooftop Vibes
Check in & settle into your hotel or Airbnb.
Start your trip at Rosa Sky, a rooftop bar with gorgeous views of Miami’s skyline. Perfect for cocktails and catching the sunset.
Day 2 – Beach Day & Chill Eats
Morning: Head straight to South Beach for sun, sand, and swimming.
Afternoon: Grab coffee and light bites at Crema Gourmet Espresso Bar.
Evening: Dinner at Moon Thai, a Miami staple for Thai & Japanese fusion.
Day 3 – Creative Day
Morning: Breakfast in Coconut Grove and walk through the charming streets.
Afternoon: Visit The Craft Club for a unique, hands-on arts & crafts experience (Decoden fake cakes, drip bears, and more!).
Evening: Dinner at Finka Table & Tap, known for its Cuban-Peruvian-Korean fusion menu.
Day 4 – Exploring Coconut Grove & Parks
Morning: Stroll Coconut Grove’s shops, cafés, and art corners.
Afternoon: Relax in Kennedy Park or Peacock Park for greenery and bay views.
Evening: Casual bites at a local spot, then maybe gelato in the Grove.
Day 5 – Adventure & A Mari Mix
Morning: Beach or pool day.
Afternoon: Visit A Mari Mix, Miami’s go-to for custom cocktails and a fun bar experience.
Evening: Head out to the actual clubs—LIV, Story, or E11even—if you’re ready for a true Miami nightlife vibe.
Day 6 – Foodie Fun & Culture
Morning: Coffee & pastries at Crema again (because once is never enough).
Afternoon: Explore Wynwood Walls and local art galleries.
Evening: Dinner at Finka (yes, it’s worth a second visit) or another local favorite before heading to Coconut Grove for nighttime drinks.
Day 7 – Relax & Reflect
Morning: Final beach walk or park stroll.
Afternoon: Quick lunch, last-minute shopping, or return to The Craft Club if you want one more project to take home.
Evening: Fly out or wrap up your Miami stay with one last sunset.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Honestly, so many influences have played a role in shaping who I am and the path I’m walking today. My inspiration pours in from everywhere — from bold colors that stir something in my spirit, to the artistry found in fashion and beauty, to the raw joy and community of sip-and-paint workshops. Even scrolling through DIY projects on Etsy or watching someone bring a creative idea to life gives me that spark. I’m constantly reminded that creativity is a language that speaks across all forms.

But above all, I have to give the ultimate credit and recognition to God. He is the original artist — the Creator of all creators — and everything I do is just a reflection of the gifts He placed in me. I really believe that nothing is new under the sun; we’re all just vessels, remixing the beauty He already laid out. The fact that He chose me to steward this vision, this business, this mission — it’s humbling. It’s empowering. It’s divine.

I’ve come to see that everything is connected — the moments, the lessons, the people, even the challenges. All of it has been orchestrated to prepare me, to stretch me, and to remind me that I am one of His favorites. Not in a prideful way, but in a deeply grateful way. The favor on my life isn’t accidental — I see it in the doors that open, in the fruit that’s being produced, and in the peace I feel even when things get hard.

So yes, I draw inspiration from the world around me — from art, beauty, culture, and creativity in all its forms. But the true credit belongs to God, who continues to show me that I’m right where I need to be, doing exactly what He designed me to do. I don’t take that lightly, and I don’t take it for granted. Every step I take is a reflection of His grace and His intentional design.

Website: https://linktr.ee/TheCraftClub.FL

Instagram: https://www.instagram.com/thecraftclub.florida

Facebook: https://www.facebook.com/profile.php?id=61556681964703