YARN SHOP HEROES
Yarn shops have been through the mill this past year, but have come back bigger and better than ever. We shine a light on their hard work
Independent yarn shops have worked hard since the pandemic hit, with many moving out of their comfort zone and into the virtual realm; building websites, running Zoom meet-ups and learning how to use social media. But this has enabled them to sell smarter and look outside their locality to nd customers from further a eld, connecting with yarn crafters all over the UK.
FLEXIBLE WORKING
Vickie from Wool n Stu traded through lockdown, doing all she could to provide for her customers – taking internet and phone orders, having video calls to show people yarn, operating a click-and-collect service, and hand-delivering local parcels. “In the rst lockdown we also o ered free delivery on all orders,” says Vickie. “We were certainly kept busy and I would like to think we did our bit in helping people keep sane.” Similarly, Melanie, of Ethel & Em, exed her creative muscles to nd new ways to interact with her customers, launching personal shopping video consultation calls for people further a eld, to help them with upcoming projects and review colours and bre choices. As well as this, she launched a new website, a Facebook page for their community to chat, and held regular MALs. The team also decided to host their Knit, Knot and Natter via Zoom, which is still going strong, with members in Devon, Cambridgeshire, Humberside, Bolton, London and beyond. “Lancaster is a university town and the pandemic has seen graduates carry on with the Zoom sessions when we would
normally have lost them – and we have now gained some of their mums and siblings to the group!” Melanie tells us.
CUSTOMERS FIRST
A clear support through the tough times and a source of inspiration when life felt somewhat lacklustre, our yarn shops have been there with us through thick and thin. Sue from Cottontail Crafts – which is celebrating an amazing 65 years in the business – would deliver orders to those isolating. Using social media as a means of staying in touch with her loyal customer base has been invaluable for Sue, with people leaving lovely reviews like this one from a shopper who tells of her experience with Cottontail: “Once again, incredible service. Nothing was too much trouble for Sue. I needed help matching a knitting pattern with suitable wool and Sue’s advice was really helpful. It’s the personal touches that make all the di erence. I didn’t feel I was just another customer, I felt Sue really wanted to help. I’ll be back.” Positive feedback, although seemingly small, is actually invaluable to the shops. Melanie says: “The nicest thing anyone has said about my shop was, ‘If I ever get back to Lancaster, I’ll be sure to pop in – all local yarn shops are friendly, but yours felt like home.’” Stronger than ever before, local yarn shops are now better able to serve and are tuned into customer’s needs. They’ve learned what customers really need, and that the personal touch is not always lost when we can’t be face-to-face. Their always-helpful personalities still shine through, building relationships with customers that will stand the test of time. It’s the teams’ friendly faces, along with the deliciously squishy yarn, that means we’ll be visiting as many shops as we can this summer.
A CLEAR SUPPORT THROUGH THE TOUGH TIMES AND A SOURCE OF INSPIRATION WHEN LIFE FELT LACKLUSTRE, OUR YARN SHOPS HAVE BEEN THERE WITH US THROUGH THICK AND THIN