Challenging the prejudice that “you can’t make a living with a needle and thread”!

A woman who was a copywriter and loved knitting
The struggle to open a knitting workshop, build a community, and grow it into a global brand.

Shelly Brander had a successful career as a copywriter and broadcast producer, creating commercials for companies like AT&T and Hard Rock.
Then one day, she opened a knitting workshop to challenge the prejudice that “you can’t make a living with just a needle and thread.”
The challenge that seemed reckless was, as expected, not easy.
It took a long time for the workshop to become established, and I had to maintain a separate main job to make a living.
Despite these challenges, Shelley didn't give up and continued to grow her workshop, building a community of knitters and launching a successful subscription-based yarn sales business.


Since then, they have launched Knit Stars, a world-class knitting event for creators, and grown it into a global brand. They currently operate Knit Stars Masterclass Events and Knit Stars Club, and also open flagship stores in various locations.
For those who think knitting is an old, boring, and unprofitable hobby, Shelley passionately explains how knitting is a new, exciting, and promising hobby and business.
People who love knitting itself, those who want to create a knitting community, and those who are thinking about starting a knitting business will find a lot of inspiration if they read this book.

There's something magical about every knitting workshop, no matter how old-fashioned or messy.
An explosion of colors, the irresistible feel of thread, and knits born from two needles colliding in mid-air.
There's something truly unique about knitting along with a pattern, experimenting with creative possibilities, blending yarns, and creating a one-of-a-kind garment.

--- p.69

After several orders like this, I finally learned the truth.
Because Jan had kindly and politely explained to me how to purchase thread from the workshop.
During that time, Jan had been buying yarn in packs of 10 balls of the same color, selling me one ball from each pack, and keeping the remaining 90 balls of yarn in stock.
I was astonished.
To make up for the fact that I had ordered without knowing the circumstances, I decided to buy the remaining threads from the glass that were in stock.

--- p.71

And there's one more thing most knitters know.
The thing is, there's a magic that happens on the sofa in the knitting workshop that you can't find anywhere else.
Knitters of all ages, races, religions, abilities and backgrounds knit here.
As the thread glides through their fingers and the needle and crochet hook move incessantly, creating an invisible bond, a dazzling light seems to emanate from them.
In this safe and creative space, guardedness melts away and language begins to flow.
A genuine conversation takes place between those who share a love of knitting.
A true connection is created.
That's how knitting is made.
Only a needle and thread can create something from nothing.

--- p.93

In fact, perfection is an obstacle to progress.


Knitters learn this quickly.
When we knit our first scarf or our first sweater, we strive for perfection.
But there is one thing that is never avoided when knitting thousands of stitches to make a sweater.
The fact is that mistakes are inevitable.
Even if you fix a badly done nose job, you can still make mistakes in other areas.
Even if you have perfectly floated all the noses, the tension may be slightly different.
Depending on the level of stress I feel that day, the lighting, temperature, and weather of the space I am in, some parts of my nose may be sagging, and some parts may be tight.
If there's one thing I've learned from completing each project, it's how to accept and embrace the fact that each of us is unique.
Plus, the pride in having learned the ability to resolve complex mistakes and move on.

--- p.101

I called my mother's friend, Aunt Sylvia.
She is the one who taught me to knit when I was 16, almost 20 years ago.
At that time, Aunt Sylvia had sold the knitting workshop she was running and became a sales representative for a yarn company that traveled all over the country.
I explained my plan to her.

“Oh my! You should definitely do that business! You’ll do really well.
“I’m sure it’ll be fun!”

I asked Aunt Sylvia.
How long do you think it will take for me to quit my advertising job and be able to support my family with just my store?

“Oh, no… I really don’t want to say this and I don’t want to destroy your dreams, but you need to know.
“It’s really hard to make money.”
--- p.125

It took me seven years to run the loop and get my first share.
I poured all my money into my business because I had the mistaken belief that I didn't deserve to be paid.
I thought my employees would know that even when I wasn't selling yarn at the counter, I was doing all sorts of things from home: researching materials, placing purchase orders, managing finances, sending emails, promoting on Facebook, and so on. But that didn't work out as well as I hoped.


It was only after I was told by someone outside the company that for a business to be considered worthwhile, it had to be proven that the money earned from the business could be taken as a salary that I began taking very small amounts of money on a regular basis.

--- p.152