61 RETAILER INTERVIEW Are you looking for any new products or styles? Absolutely. We’re always looking for products that fit our values of quality, creativity and sustainability rather than simply following trends. We love discovering independent brands and products that make people excited to start their next project. Independent brands like Emma Ball and Divide & Rule overlap knitting and stationery and are both British brands that we have discovered in our travels – we didn’t know we needed them – until we found them! Do you visit any trade shows? Yes, they’re a fantastic opportunity to discover new products, meet suppliers and keep up with what’s happening in the industry. Just as importantly, they’re a chance to connect with other independent retailers and share ideas and experiences. For stationery we go to h+h Cologne in the spring and the UKHKA’s Knit Show in Harrogate in the autumn. We go to more generalist shows like Top Drawer and Spring Fair for stationery primarily – but sometimes find knitty/crafty goodness at those. And the London Stationery Show is a must for that side of the business. Have you seen a boom in the craft industry or a new type of customer? YES! YES! YES! We’ve definitely seen more people discovering creative hobbies, particularly those looking for a break from busy, screen-filled lives. Younger people are also embracing knitting, crochet and journaling, often finding us through social media or university groups such as Lancaster University’s Yap & Yarn Society. It can be a crowded space and with the advent of AI an increasingly noisy space. We love being a people led craft and creative business, because we can help our customers navigate the increasingly cluttered world of patterns online – figuring out what’s legit and explaining different terminology (especially US/UK crochet terms). So yes – there’s a boom, but is worth noting that there are some less scrupulous players out there and part of the job of small indies like us is educating our customers – this is something we think is a lot tougher for some of the bigger players out there. Are you active on social media? How is this useful for the business? Very much so. Social media allows us to share inspiration, new products, projects and behind-the-scenes moments, but it’s also where our community comes together. It’s a way of encouraging creativity, supporting other independent businesses and reaching people who might never have discovered us otherwise. I find it hard work and the goalposts are constantly moving – but we know this is part of modern retailing and community, so we show up. Do you have any plans for the future of the store? Workshops etc? We’re currently rebuilding our website and expanding our online businesses, including relaunching Analog Shop and developing a specialist website for people who knit and crochet socks. In the shop we’ll continue growing our workshops, community events and Knit, Knot & Natter sessions because bringing people together is just as important as selling products. We also have a virtual Knit, Knot and Natter group and do virtual make alongs as well. We are also involved with a research project with the Open University, where we will look to do a creative community project in the longer term. Do you have any tips for people looking to start their own retail venture? Build the business you would love to shop in. Listen to your customers, stay true to your values and don’t be afraid to adapt when things change. While you may start your shop for you, it’s important to remember that your customers are NOT you, so you need to consider a wider audiences’ wants and needs when decision making. Finally – there will never be a right time – so if you want to do it… go for it! What is the one product you couldn’t live without? That’s a tricky question! My tricky answer is a great backpack. A great backpack holds my KnitPro needles and Addi Swing hook, my yarn (too many to choose from) and notions box. It holds my Traveler’s notebook and Kaweco pencil. It holds my computer and phone so I can work just about anywhere. A great backpack. Needless to say, I may have one of our fab Re:Designed Project ones for just this purpose! ETHEL & EM 24 New Street, Lancaster, LA1 1EG 01524 65344
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