Why Do Busy Women Love Jigsaw Puzzles?
Maramataka, Switching Gears, and Finding Peace Through Māori Art Puzzles
Since launching our range of Māori art jigsaws last month, we've built a small community of avid puzzlers. Interestingly, many are busy women—and even young wāhine—who love to puzzle. Initially, I expected jigsaw puzzles to attract retirees, off-the-grid enthusiasts, or teachers.
But our customers are proving that wrong.
So, why do so many busy women unwind with a jigsaw?
Perhaps it’s the feeling of accomplishment and completion, even while relaxing. Or maybe it’s the shift in thinking that happens when puzzling, a break from everyday pressures. It could also be the value of quiet time—alone or shared with others who enjoy the same activity. It’s likely a combination of these, and I’m glad to see it because we all need to slow down more often.
Our nannies were already on to the importance of rest and caring for our hinengaro (mind) long before “self-care” became a trend.
Maramataka Encourages Rest: A Lesson from Nature
When we first started the business, I ran workshops about the maramataka (Māori lunar calendar). Many people didn’t know about how they could incorporate the lessons of the traditional calendar into everyday life, and one message that resonated deeply with women was the importance of rest. The maramataka teaches us that nature moves through different rhythms—times to plant, times to grow, times to rest, and times to harvest.
In today’s world of 24-hour stores and constant online noise, there’s an unrealistic expectation that everything is available anytime we need it. As a result, many of us have lost touch with the natural cycles of te taiao (the environment), and we often place unrealistic expectations on ourselves, our bodies, and our productivity. The women I spoke with were struck by the idea that you are not meant to perform at your peak 24 hours a day, 7 days a week. If nature takes time to rest, why shouldn’t we?
Especially for busy māmā, it’s essential to carve out moments of rest, even if it’s just an hour a day. A simple activity like a jigsaw puzzle can offer a chance to slow down and step back from the busyness of life.
Switching Gears: Engaging a Different Part of Your Brain
For those immersed in fast-paced environments, finding ways to switch mental gears can be a form of rest. Jigsaw puzzles are a perfect way to do this. Unlike the analytical thinking that work often demands, puzzles tap into different skills—spatial reasoning, pattern recognition, and visual problem-solving. Personally, when I sit down to a puzzle, it takes a while to adjust my sight. After a day spent reading text on screens and documents, it’s refreshing to focus on imagery in detail, instead of mindlessly scrolling through videos on social media.
Puzzling shifts your mind away from the usual routine and engages you in a mindful, tactile activity. This change can be restorative, recharging your mental energy while keeping you present. It’s a break that doesn’t quite feel like a break, but it offers a true opportunity to reset.
Finding Peace in the Puzzle: Settling Your Wairua
Puzzling has become popular among busy wāhine because it offers moments of peace and connection. It’s a chance to find peace within yourself, reconnect with te ao Māori through the beautiful imagery in our puzzles, and connect with whānau, friends, or colleagues who join in.
Many customers have shared heartwarming stories about their puzzle experiences. One young wāhine bought two puzzles—one for herself and one for her mum. She told me how her mum used to do puzzles for “timeout” when she was growing up, never letting the kids help. Now, as an adult, she wanted to enjoy that time together, doing a puzzle side-by-side—sometimes in silence, sometimes talking. Their relationship now revolves around practical support, with her mum helping as a nan, but she wanted to spend time doing something they both enjoy.
She planned to do the second puzzle with her own children, creating a different experience—encouraging them to join in rather than saying, “don’t touch, this is for mum only.” Once completed, she even hoped to frame it as “her artwork,” much like her kids' drawings fill their bedroom walls.
These stories remind me that puzzles aren’t just about the end result but about the moments of connection they foster and the way they settle our wairua (spirit). When a puzzle is complete, it becomes a symbol of time spent caring for yourself, reconnecting with your need for peace, and embracing a slower pace. It’s a reminder that, like nature, we all need time to pause and find balance.
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