Craft Company Launches Online Yarn Club Celebrating City of Detroit
As the city of Detroit undergoes a massive transformation, a trio of yarn enthusiasts has found a fun way to celebrate their home city’s rebirth. Craft Lady Trio owners Lynn Cusumano, Martina Browning, and Patty Halan, who bought the Macomb yarn shop just over a decade ago, are launching an online yarn club called KYHO (Knit Your Hearts Out).
Starting in January, the program will deliver high-quality yarn straight to the doorsteps of people who may not otherwise have access — or who simply want a surprise project. Here’s how it works:
“Those who wish to join will have the option to choose a one-month, three-month, six-month or 12-month membership,” said Browning. “Prices range from $49.95 for one month to $419 for the whole year. Each month, members will receive yarn sufficient for a (one-skein) project, a link to download the pattern, a unique reusable project bag, and an extra surprise.”
To celebrate Detroit and Michigan, most of the yarn that comes in the packages are from small family-owned businesses, and either the pattern or the yarn itself will represent a place or event in the city or state.
“The first year begins with a celebration of the city of Detroit and all of its wonderful, historic and new venues worth visiting worth knitting about,” explained Browning. “Places such as the Grey Ghost Restaurant, Belle Isle Park, the Renaissance Center, and Campus Martius Park are just a few of the inspirations members can look forward to learning…about.”
Projects will include fingerless mittens, cowls, scarves, and hats, and the skill level will vary, as will the types of knitting needles (there are three basic types: “pin” style, double pointed, and circular). However, the shop will offer two-hour help sessions for members who need assistance or additional tools and equipment.
Knitting clubs are, of course, nothing new, and neither are monthly subscription boxes. In fact, while search engine queries and email are the two most popular Internet activities across the globe, more and more consumers have been using the web to find subscription box services over the past year.
Businesses have begun to take advantage of what some people are calling the “Dollar Shave Club phenomena,” responding to consumer’s desire for convenience.
“The value proposition is just too good for people not to try,” explained James Gagliardi, VP of Strategy and Innovation at Digital River. “Distilling those elements outside Dollar Shave Club to any replenishment products — set it and forget it — is a key aspect of having success with subscription services. People who take advantage of these types of services feel like they’re members of a club rather than subscribers.”
He went on to explain that “the curation that many of these programs offer appeals to people who are open to experimentation, who want something outside the norm and who are willing to pay for some expertise — Barkbox for a variety of things for your dog; Unboxed Love for date night in a box; and even curated clothing services.”
These types of services are particularly popular among young people, which is precisely the audience Craft Lady Trio is looking to engage with.
“The future of hand knitting and crochet is in the hands of the young people of today. With (Club) KYHO, we can, hopefully, reach a larger audience and not only tempt them with unique yarn and patterns, but encourage them to create,” said Halan.