World Building

Dinner with some of my retailer friends who really get me! Represented here we have a gift store, four yarn shops and a fabric store! But what do we actually sell...?

Every year, I attend a retreat as part of my coaching program. I go for a lot of reasons. I get to see the coaches, spend time with friends who truly get it, and step out of the day-to-day of running the shop for a bit. Because owning a retail business can feel… a little isolating. It can feel like you’re constantly scrambling, working hard, doing all the things—and still not quite getting ahead as quickly as you’d like.

This year, the retreat theme was World Building, and it really clicked for me.

What wasn’t working - even if I couldn’t quite name it:

Learning all the things during the retreat! My amazing coach, Krystal, is talking about the people in our World.

I had a lot of yarn, but not always a clear purpose for it. Customers would come in, walk around, and sometimes feel overwhelmed. There were so many beautiful options—but not always a clear next step.

And I felt like I was constantly trying to mind-read. What are they looking for? What should they make? What do they need?

The truth is, I was trying to help people find projects… but I didn’t always know either.

And then the world shifted...

At the retreat, we talked about a simple but powerful question: What do you actually sell?

And my answer wasn’t yarn. Crazy, right?

What I really offer—and what I want this shop to be—is built around three words:

Belonging. Guidance. Experience.

Let me tell you what that means in real life.

These aren’t just nice words. They’ve become a filter for every decision I make in the shop now (ok, at least they're going to be - I'm still working on the implementation!).  I was already doing some of these things, but now I’m doing them with much more intention.

Belonging means walking into the shop and feeling like you’re in the right place. You’re greeted, someone might know your name, and you’re welcome to sit down, work on your project, join a class, or just spend time with people who enjoy the same things you do. You don’t have to figure it out alone.

Guidance means more than teaching classes. It means helping you actually choose a project. Instead of “I like this yarn,” we move toward “I know what I’m making.” That might look like a kit that gives you everything you need, a thoughtful project suggestion, or help adjusting something so it works for you. You don’t have to guess—we’ll guide you.

Experience is the feeling of the shop. It’s not just shelves of yarn. It’s yarn tastings, lock-ins, classes, book clubs, seasonal displays, and little moments that feel fun, creative, and special. It’s a place you want to spend time.

What’s changing?

At least I wasn't alone in my struggle!

I used to think my job was to sell yarn and teach people how to knit or crochet. Now, I see my job as creating a space where you feel like you belong, guiding you toward projects you’re excited about, and creating an experience that makes you want to come back. That’s a very different job.

And this shift isn’t just about what you see on the surface—it’s touching every part of how I run the business. I’m being more intentional about how I spend money and what I bring into the shop. The inventory is becoming more curated, with a balance of fresh inspiration and trusted favorites. My team is focused on being engaged, present, and supportive so that every interaction feels welcoming. Our marketing is becoming more seasonal and invitational, tied to real projects and experiences instead of just products. And the physical space is evolving too, with the front of the store focused on storytelling and projects, and the rest of the shop supporting that in a way that feels clear and inspiring.

So what will you notice?

You’ll start to see more projects right at the front of the store—not just yarn, but clear ideas of what to make with it. You’ll see more kits at all levels, from beginner-friendly projects to more advanced ones, along with seasonal ideas you can take home and start right away. And instead of trying to carry everything, I’m focusing on more intentional collections that actually fit into your life and your projects.

The goal is simple: less overwhelm, more clarity, and more finished projects you love.

Who does this world belong to?

I’m building this for the person who wants something relaxing and creative, who wants to feel accomplished, but doesn’t always know where to start.

Because what I see happen all the time is this: someone buys yarn they love, but it doesn’t have a plan, and it ends up sitting. Or they walk into the shop, feel unsure, and leave without starting anything.

I want to change that. I want to put projects in your hands so you can truly experience that sense of Craft Joy.

What I’m most excited about (woohoo!):

I am very excited about the prospect of an open bar and delicious dinner!

Right now, I’m building signature kits, seasonal kits, project displays, and a more intentional layout in the shop. I’ve already started with a project wall and updated displays, and it’s just the beginning.

(And yes… the back of the store still needs work. We’re getting there!)

You're invited, friend.

If you’ve been wanting to start something but didn’t know where to begin, you’re exactly who I’m building this for.

Come in, and let’s find you a project. Let’s make something together.

You don’t have to be “good enough.” You just have to be willing to start—and we’re here to help.

And one last thing...

I’m not just running a store anymore.

I’m intentionally building a world that creates connection, confidence, and creativity—and I’m so glad you’re part of it.