Recently I've been approached about selling franchises of Unwind and opening additional locations in planned communities. The folks who brought this idea forward have viewed Unwind as more than just a store; they consider the lighting, colors, and signage as part of a "lifestyle" angle. As more and more yarn shops have opened, shop owners have looked for an angle -- a way to be different and stand out from the crowd. Best yarn, friendliest staff, community-oriented, relaxing. On and on. This is natural I suppose, to snag a claim of originality with an angle.
This makes me think of St. John Knits, the fashion design house known over decades for its classic, Chanel-inspired suits. It recently took a big -- and cynical -- gamble on "lifestyle" marketing. Angelina Jolie was hired to model an all-new look for St. John, catering to the 30-something gal with some bucks and attitude. They spent a lot of both, and love was left at the back door. The styles changed, the sizing became smaller, and St. John stopped producing the line that had made them successful. After bitter complaints and plummeting sales, they are going back to the beginning, bringing back their original designers -- and praying they will rekindle their original customers' love.
At this point you must be wondering, "what does this have to do with yarn?!" Well, I'll tell you.
I'm a curvy gal. I'm not too fond of angles. So let me be plain about what Unwind is. Unwind is yarn. Beautiful yarn that I love. If I don't love it, it's not in the store. I admit this is a bit of a change for the shop. When I opened, I was counseled by many people in both yarn retail and general retail about the 30% rule. That is, buy 30% ugly inventory, because someone will like it even if you don't.
Well the ugly is out, and the lovely is in. I mean it! Everything I bought for the fall season is lovable. I either love the way it feels, looks or knits. Or I love the value. Or I love that the sucker goes through the washer and comes out looking great. I'm a pretty normal gal, so I figure if if I love the stuff, there's a great chance you will too.
So no matter what yarn you choose at Unwind, you can know that I love it. And I'll tell you exactly why if you ask. I want a life, not a lifestyle. i presume that you do too.
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