Purlescence
The face of knitting has changed since our grandmothers’ generation and is no longer primarily a money-saving pastime. More and more knitters are enjoying working with beautiful equipment and luxury yarns and Purlescence is one of several businesses which have sprung up to cater for this niche market. A chance gift of some beautiful Rosewood needles inspired Purlescence founder Robynn Weldon to set up a business dealing in products which at that time were almost impossible to find in the UK.
What began as a small line of wooden needles and other notions has grown in the past two years into an impressive range of luxury knitting equipment, yarns, patterns and accessories. Robynn maintains her own independent website and feels that it is important to keep it fresh and inspiring. She stresses the importance of keeping a sharp eye out for gorgeous new products and is also developing a collection of exclusive designs, in the Purlescence ‘Showcase’, sure to have customers coming back for new indulgences.
I asked Robynn how she chooses her products and what she does to keep in touch with her customers’ wishes. “I have to trust my instincts,” she says, “Purlescence is a strong representation of my personal taste, and it turns out, that is what attracts many people.” But she also warns that it’s easy to fall into the trap of stocking just what you like, “If I’m not careful,” she says, “I could end up with a whole room full of peacock colours – which would be gorgeous, but perhaps a little limiting!” Ravelry has been a blessing, providing an open forum in which Robynn can speak directly to customers and gain feedback about the site and her stock. This, along with regular email and the Purlescence Blog, keeps her connected with people and ensures that customers are being heard and their needs met.
Purlescence is not just about spoiling yourself with gorgeous knitterly goods, of course. I discovered the site originally through the Storytellers’ Design Challenge, where crafters were invited to imagine what a given fairytale character might knit. During a series of competitions, designers drew inspiration from literature to weave tales and designs based on what they imagined story characters may knit. Patterns such as the Cheshire Cat Stole and Cinderella’s Secret Stockings are now available to download from the Purlescence site. The stories and imaginings submitted along with each design entry range from whimsical to hilarious and are well worth a visit.
Although the Design Challenge is now finished, Robynn continues to develop new pathways for the business and is currently introducing talented artisans to the attention of a wider audience through the Purlescence Showcase.
Like most successful small business owners, Robynn finds running Purlescence immensely satisfying. “Although I love the “own business” angle,” she says, “what is really important is being able to immerse myself in a world that I am passionate about, and in which pretty much everyone I deal with (suppliers and customers) is equally excited to be doing what we’re doing.” As with any venture, there are lessons to be learned along the way, and Robynn still meets all the daily challenges which are part of owning a business. Since the very beginning though, her vision for Purlescence has been clear. She takes herself seriously, and others do to, contributing to her success and making Purlescence what it is today.
More About Purlescence
Inside Loop readers can enjoy a special offer from Purlescence until this issue closes on August 19, 2008.
Robynn is offering a 10% discount on the Italian Silk Yarn, and Lantern Moon needles used in the Wild Strawberry pattern in this issue. Key in the code 'insideloop' when checking out.
Visit Purlescence at www.purlescence.co.uk
This article is copyright © 2008 to Diane Mulholland. All rights reserved.