BLACK SHEEP WOOLS
At Black Sheep Wools they like to keep things in the family! Sara Mulvey tells Penny Batchelor about her journey from Saturday shop girl to yarn shop director
BLACK SHEEP Wools is a family-run yarn shop in the village of Culcheth, near Warrington in Cheshire. Its home is the Craft Barn, famous for its welcoming atmosphere, huge range of yarns, tea shop, and extensive workshop programme. It also operates a successful online store and hosts popular ‘make-along’ projects on its website.
The business is run by Sara Mulvey, whose family established the business back in the 1980s. The Craft Barn was closed during Covid-19 lockdown, but has now happily reopened, with social distancing measures in place. We caught up with Sara to find out more about her shop, and her own love of knitting and crochet.
What’s the history of Black Sheep Wools?
“Our first shop was opened in 1983 by my mum Carol in Culcheth in Cheshire - the village our Craft Barn is now in. I worked there as a Saturday girl, and when I was a student I would meet my mum and dad and brother Steve at shows around the country. I came into the business full-time about nine years ago, after working in sales and marketing for national newspapers.”
Which other family members also currently work in the business?
“My eldest brother Steve has been with Black Sheep for over thirty years. We work together really well and complement each other. We each have specialisms: he is more logistics-based and I’m more marketing. My niece, Ellie, works with us now too, at shows and in the warehouse. I think most of my nieces and nephews have helped out at some point!
“My parents are still an important part of the company. They live abroad now, but always get involved when we are doing something special. Mum loves to walk around the shop with me and tell me how it could look better. In fairness, she’s (nearly) always right!”
As well as the Craft Barn you have a popular online store. What are its challenges?
“The biggest challenge is recreating online the personal service and passion for what we sell, which is so important to us. The big online players are certainly having an impact on yarn shops as a whole, as they can work on smaller margins, and so many independent yarn shops are closing at the moment. I can’t think of a yarn that isn’t stocked online by at least one local yarn shop. Buy from them and make their day!”
What does a typical working day look like?
“I start most days chatting with Steve to discuss what we have coming up. Then
I say hello to everyone who’s working in the shop that day, and check that we’re all good. We discuss stock moves, displays and anything else that comes up, and then I move on to talk to the internet team. I quite often start by saying ‘I’ve had an idea’ and they roll their eyes!
“I drink copious amounts of tea, touch beautiful yarns and have great conversations with customers. Every day is different, as it depends if we are away at a show, have an event on, are running workshops or are working on special projects. At our tea shop in the Craft Barn, my favourite treat is the lemon and blueberry sponge. It has fruit in it - so it’s one of my five a day!”
Which designers have visited Black Sheep Wools, and who would you love to appear?
“We are lucky because we have had so many incredible visitors to our Craft Barn. Arne and Carlos are very special and create such an incredible atmosphere. Kaffe Fassett has visited us; Martin Storey was on my hit list for years, and has been here twice now. Jane Crowfoot visits every year, and Sarah Hatton teaches for us too. Other people we are so fortunate to have had include Dedri Uys, Tatsiana from Lilla Bjorn Crochet, and Dee Hardwicke.
“Joji Locatelli is one of my favourite international designers, so I’ve love her to come and visit Black Sheep Wools.”
Which yarns and colours are most popular with your customers?
“Colour knitting and Fair Isle yokes are huge. There is also a move towards finer yarns, and we sell more 4ply than ever before. Blues and greys are always the most popular colours out of every range, but yellow is also big at the moment.”
Do you get much time to knit for yourself?
“Every day I try to do a couple of hours.
I’m currently knitting a chevron blanket, socks, an easy Fair Isle sweater in the round (a relatively new concept to me).
I’m also crocheting a blanket, and have multiple other things on the needles!
“I’m a huge Rowan fan and, like so many knitters, I love Felted Tweed and Pure Wool Worsted. Fyberspates Vivacious 4-ply is a favourite for accessories, and Urth yarns for socks and shawls. My newest favourite is Stylecraft’s Naturals Bamboo and Cotton. There are lots of colours available, and it feels beautiful.”