Meet Catherine from Loom Shared Space

People Behind the Space: Loom Shared Space

Catherine Tafto, Founder of Loom Shared Space

Meet Catherine Tafto, the passionate founder of Loom Shared Space in Pukekohe. As a content and copywriter turned coworking space creator, Catherine has woven together a vibrant, supportive community for freelancers, remote workers, and small business owners.

In this People Behind the Space interview, she shares how her journey inspired Loom, the unexpected collaborations (including one involving a hypnotised chicken!), and how Loom continues to shape the future of work and connection in Aotearoa.

What inspired you to create Loom Shared Space, and how does it reflect your own journey as a content and copywriter? 

When I started freelancing, I was working from home, but realised that just because you can work from home doesn't mean it is always the best way to work. When I heard about coworking spaces, I thought it would be great if someone started one locally. Turns out that someone was me!

It can be hard to grow as a creative professional working alone, and as the space has grown and changed the collaborations I have had with members and the experience of being around driven people working on different things has also helped me grow as a content and copywriter. 

Loom is more than just a coworking space, it’s a community. What makes the ‘Loominaries’ special, and how do they shape the culture of the space? 

A loom is just a tool, it is the threads and the way they weave together that creates something beautiful and functional - the more variety in those threads the more interesting what you create will be, with each adding something of value to the whole. 

The Loominaries are diverse in demographics and industry, each bringing something different and valuable to the space. Each addition subtly changes the community, adding richness and depth. 

I say we provide people with a place to work and a community to work within, and those elements are both important to most of our members. Even those initially seeking the physical offerings of the space quickly come to list the community as one of their favourite things about being here. 

What are some of the biggest challenges small business owners and freelancers face, and how does Loom help overcome them?

It is so easy to become isolated, both socially and professionally. 

People can be quick to have opinions about your business, but unless they are in business too they don’t really get it. There is so much value in a community of people who understand what it takes to make that leap, create something from scratch, or choose to do things your own way. A good coworking community comes with a built in group of cheerleaders that want to see you succeed, and that is something everyone can benefit from. 

Working alone often means solving problems alone - both our online and in-person communities give members a wealth of knowledge and experience to draw and bounce ideas off. Or even just to have a good vent! One of our members says coworking gives you people to work with, without the hassle of actual coworkers. 

As a writer, storytelling is at the heart of what you do. How does that translate into the design and atmosphere of Loom?

To tell people’s stories, I need to understand them, which leads to an abundance of curiosity about people and learning about their work and lives. 

At Loom, this means I inadvertently get a good feel for people who would benefit from connecting with each other, and what I can do to support the Loominaries in their goals, whether through introductions or by organising business or social events. 

What’s the most unexpected collaboration or connection that has happened at Loom?

There have been so many great connections made here, and project or start-up collabs between people whose paths may never have otherwise crossed, but the most unexpected has to be the chicken story. 

Last year, Daniel (tech start-up) taught Tracey (award-winning VA) how to hypnotise a chicken, and much to everyone’s delight, the very next day, Tracey’s son won Most Obvious Pet for his chicken at Calf Club Day. Pukekohe is still very much a rural hub! 

How do you see the future of coworking evolving, and what role does Loom play in that landscape?

In the early times of coworking, you were lucky to have a local space you could use, but as the sector has grown and coworking has become more widely available I think it is important to understand who you serve and what those people need, and there is opportunity for specialisation when there is more competition. 

In a place like Pukekohe, we have people moving from the city and often working remotely, and we have been able to serve as a starting point for them to make local social connections, which is huge to gaining a sense of belonging in their new home. Understanding that the “co” is often as valued as the “work” in coworking, and providing people with a third place is really important.  

Humans are wired for connection, and many of the traditional places we connected have gone or don’t serve modern needs. Coworking has an important part to play in addressing the loneliness epidemic and creating space for connection. 

What has been the most rewarding part of building Loom Shared Space, and how has it shaped you as an entrepreneur?

The people and the connections they make, and how what happens here has such a tangible positive impact.

I knew I needed the community, but I didn’t predict how much I would grow professionally or how much I would enjoy the community building. It is such a privilege to be a positive part of people’s business journey. 

What advice would you give to someone considering making the switch from working at home to joining a coworking space?

Just give it a try! 

Understanding why you are considering a coworking space, maybe you need the physical workspace, a business incubator, or a tech, creative, freelancing community, can help you find a space that might be right for you. Then book some trial days, talk to members, and get a feel for the spaces and if they will meet those needs.

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