Crafting Community Through Classes with Darn Knit Anyway

Rooted in Retail

Today, I’m thrilled to introduce you to cousins Aimee Pelletier and Carly Stipe, the team behind Darn Knit Anyway. Their yarn store offers everything from a thriving e-commerce platform to a makers' lounge, and various classes and events.

This episode is all about community: how to build it, connect with it, and nurture it in meaningful ways. Aimee and Carly have a lot to share about their journey and the amazing community they've cultivated through their store. Their story is full of lessons on managing a retail business, from delegating tasks and understanding financials to providing excellent customer service.

Whether you're looking for inspiration on how to connect with your own community or need a nudge to pursue a new idea, this conversation is full of insights that can help you take the next step.

You'll also hear about the creativity and dedication that Aimee and Carly pour into Darn Knit Anyway, and how they've successfully grown their business by being authentic and true to themselves. I know you'll find actionable tips to help you show up, put yourself out there, and grow your business!

[00:00] Welcome Aimee Pelletier and Carly Stipe of Darn Knit Anyway

[02:10] How a women's networking group played a key role in launching Darn Knit Anyway

[06:49] The role that humor and personality play in attracting and retaining your customers on social media

[11:42] How the Makers' Lounge came to life and has transformed their relationships with customers

[18:58] What Carly and Aimee believe sets their classes apart in the craft community and how frequently they host classes each month

[20:21 How do Carly and Aimee logistically manage to host dozens of classes every month?

[21:28] Two popular events that Darn Knit Anyway hosts

[28:45] Why hiring employees to work the floor was essential for business growth

[30:51] Carly's advice for retailers on how understanding your numbers can transform your business

[32:20] Carly and Aimee's resilience round
Get all the details on our website at: https://www.crystalmediaco.com/episodes/crafting-community-through-classes-with-darn-knit-anyway/

Learn more about our SCALE program at: https://www.crystalmediaco.com/SCALE/
Join the Rooted in Retail Facebook Group to continue the conversation - https://www.facebook.com/groups/rootedinretail
Join our Rise and Shine newsletter for all the latest marketing news for retailers - https://www.crystalmediaco.com/

Chapters

1. Welome Aimee Pelletier and Carly Stipe (00:00:00)

2. How a women's networking group played a key role in launching Darn Knit Anyway (00:02:10)

3. The role that humor and personality plays in attracting and retaining your customers on social media (00:06:49)

4. How the Makers' Lounge came to life and has transformed their relationships with customers (00:11:42)

5. What Carly and Aimee believes sets their classes apart in the craft community and how frequently they host classes each month (00:18:58)

6. How do Carly and Aimee logistically manage hosting dozens of classes every month? (00:20:21)

7. Two popular events that Darn Knit Anyway hosts (00:21:28)

8. Why hiring employees to work the floor was essential for business growth (00:28:45)

9. Carly's advice for retailers on how understanding your numbers can transform your business (00:30:51)

10. Carly and Aimee's resilience round (00:32:20)

11. Best business book (00:32:25)

12. Best retail technology (00:32:57)

13. How do you keep up with the ever changing retail landscape? (00:33:10)

14. What's a retail foundational best practice? (00:33:32)

15. If Carly and Aimee had to start their business all over again, what's one thing they'd do differently? (00:34:19)

16. What do you think the future of independent retail looks like? (00:34:54)

17. How you can connect with Carly and Aimee (00:35:13)