Designers + LYS = A Match Made In Heaven

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 crafting unforgettable events, Patty's insights are a must-read for anyone looking to stitch together creativity and community. 

And don't miss your chance to meet Patty in person at the upcoming LYS meet-up during h+h Americas 2024 –hosted in partnership with Nina Chicago, owned and operated by gosadi’s co-founder Hilary Cerbin…

But we’re getting too far ahead of ourselves. First, let’s learn more from Patty about why this relationship matters.

Take it away Patty!

Let’s face it, we need each other. No LYS, no us. It’s as simple as that.

For many 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.

So, you might be asking – how can I be on that bridge?

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 this summer for seamless pricing management of your patterns)

-   Be sure to mention that in your gosadi bio and in product listings

Consider creating special content for an LYS that wants to do a class or knit/crochet along based on your pattern.

-   You could film custom video tutorials. Include a QR code for the 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 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 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.

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 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.

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.

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 LYS owners. Connect and build real relationships that foster growth.

People want to work with designers they feel a connection to.

If you’re going to be at h+h americas, don’t miss the opportunity to meet up with Patty Lyons, Nina Chicago, and Michele of gosadi for a Teacher / Designer & LYS Owner Meet Up 3:00 PM - 4:00 PM on Thursday, May 2, 2024.