Relationship building is the key to becoming a successful designer. We asked designer & teacher Patty Lyons to share her insider tips on fostering fruitful partnerships between designers and local yarn shop owners (LYS).
From leveraging LYS pricing to identifying new opportunities and crafting unforgettable events, Patty’s insights are a must-read for anyone looking to stitch together creativity and community. Let’s learn more from Patty about why this relationship matters and the impact it has.
Take it away, Patty!
by Patty Lyons, @pattyjlyons
Let’s face it, we need each other. No LYS, no us. It’s as simple as that.
For many crafters, knitters, and crocheters, wandering into a local yarn store is their first entry into this wonderful fiber world. Our hard-working local yarn store workers can be the all-important bridge between a new knitter/crocheter and the rest of the world of fiber.
Challenges for the Local Yarn Shop
Local yarn shops (LYSs) face several ongoing challenges, including the following:
- Competition from big-box retailers and online stores offering lower prices and a wider selection
- Limited foot traffic
- Rising rent and overhead costs
- The need to continually adapt to shifting trends in fiber crafts
- Maintaining inventory that meets diverse customer preferences while staying financially sustainable can be a delicate balance
So, you might be asking – how can I be on that bridge?
PRICING
The simplest way to get the eye of the LYS owner is to make sure you’re taking advantage of local yarn store pricing.
- Ravelry allows you to turn on Local Yarn Store sales, which is great for shops that have this search feature turned on when assisting customers. (This feature is also launching on GoSadi for seamless pricing management of your patterns)
- Be sure to mention that in your GoSadi bio and in product listings
ADDED VALUE
Consider creating special content for an LYS that wants to do a class or knit/crochet along based on your pattern, showcasing your skills.
- You could film custom video tutorials. Include a QR code for the local yarn shop to access unlisted videos on your YouTube channel.
- Film a short video for the yarn shop to use on social media. It should name the store and say what is happening. For instance: “I’m so excited that Nina Chicago is hosting a class based on my pattern (name of pattern here).”
- Offer a 30-minute free Q & A session for local yarn shops that sell over a certain number of patterns
Offer a bulk discount for patterns to be added to kits in the LYS
Offer to feature customers who are photographed wearing your design on your social media page. This can be a great win/win. Suggest that the yarn shop photograph customers and send you the picture. Then you can tag the shop as a collaborator so the post shows up on both Instagram grids. And the biggest added value is to reach out to an LYS and ASK them what works best for their customers. Brainstorm with them on how you can add value.
- Design seasonal or themed collections (e.g., “Cozy Winter Accessories” or “Beginner Summer Knits”) using yarns available in-store. These help shoppers visualize finished projects and inspire purchases.
- Provide a pattern only available through the LYS for a limited time to encourage in-store visits and purchases.
- Knit samples of your designs in the shop’s yarns to display. Shoppers are far more likely to buy yarn when they can see and touch the finished piece.
- Provide drop-in support sessions or office hours where customers working on your patterns can ask questions or get assistance, which encourages pattern sales and builds trust.
- Partner with the shop to create limited-edition curated boxes that include a pattern, yarn, and small notions – great for holidays or quarterly subscriptions.
And the biggest added value is to reach out to an LYS and ASK them what works best for their customers. Brainstorm with them on how you can add value.
RETAIL VALUE
It’s important to consider what the shop sells. Patterns are not the way a shop makes money – yarn sales are.
- Ask what yarn brands the store carries and help them find substitutes for the yarn in your pattern.
- Offer the shop a free copy so they can make a store sample in the yarns they carry.
- If your pattern would look great with a shawl pin, closure, or other accessories, make bundle suggestions.
- If they have an in-house label, offer to work with them on exclusive kit colors and options.
EVENTS
Yarn shops are always looking for programming and activities to attract customers to the shop. Help create in-person or virtual events. This is a great way to help shops create excitement around your design and can be mutually beneficial for cross-promotion, growth… and sales.
- For designers who are also teachers, consider building class content around a pattern that features tricky techniques. Offer an in-person or virtual class.
- If you are not a confident teacher, consider creating a tip sheet for a LYS teacher to build a class around your pattern.
- Offer to be the virtual host for a LYS KAL of your pattern. You can hop on Zoom every couple of weeks to help guide the shop teachers.
- Consider collaborating on a Make along with another influencer who can host locally if there’s an LYS interested in your pattern but not local to you.
What other events can be held to promote the local yarn shop? (which will help promote my offerings too!)
- Knit Nights or Stitch-and-Sip Gatherings: Weekly or monthly social events encourage community, increase foot traffic, and build customer loyalty.
- Yarn Tastings: Let customers sample new yarns before committing to purchase, great for introducing new inventory and boosting sales.
- Trunk Shows or Indie Dyer Pop-Ups: Partnering with smaller yarn brands or local dyers creates exclusivity and draws in fiber enthusiasts.
- Seasonal or Holiday Sales Events: Limited-time promotions or themed shopping nights can create urgency and attract new customers.
- Charity Craft Drives: Events that support local causes (e.g., making hats for hospitals) strengthen community bonds and bring people together for a purpose.
SHOW UP
Finally, it’s hard to be visible when there are so many designs out there. How do you stand out? Put a face to the name!
The easiest way for your designs to be visible is for YOU to be visible. Meaning, attend trade shows like H&H North America. Go to networking events, talk to local yarn shop owners. Connect and build real relationships that foster growth. People want to work with designers they feel a connection to.
