NENA - Stores and Vendors Unite

Sunday and Monday were hectic days in the world of the yarn trade in New England. Sturbridge, MA was the setting for the New England Needle Arts Trade Show. This annual event unites retail stores and vendors to exchange product news for the upcoming Fall season. As a sales representative to the industry, I participated again this year on behalf of many of the companies I represent. My Booth was chuck full of samples and products from all over the world. With each company I offer the yarn stores various opportunities to enhance the knitting experience of the consumers. I personally spoke with 64 store owners!

After weeks of preparation, Saturday brought the day of set up and final organization of my labors. With the help of many friends and coworkers the booth took shape and each vendor's wares were carefully positioned and made ready for the store owners to review.


Judy, Jan and Eileen in a photo op in the booth


Eileen Petre from Bulls eye Buttons and Soup to Knits, Diana Mennig Smith from Dale of Norway, and Judy Tollefson from Judy's Colors worked closely with me to organize and add order to the presentation. My friend Bob Belley provided needed strength, height, and patience to the mix.





Later in the afternoon Vincent Glorion and Joanne Fauchon from Bergere de France arrived from Montreal with their significant others. They proceeded to add the finishing touches to the Booth.


Vincent Glorion and his wife discuss where to display the Bergere de France signage!

It was finally ready. We retreated to our evening preparations to arrive early Sunday morning to great the line of customers waiting in the halls.

Sunday was the busier day at the event as over 100 stores were represented in the aisles to survey all the booths in the convention center. With six people in our booth, we were swamped all day. Each of us hardly had time for a break and 5 o'clock came quickly. Store owners were positive about the market having, experienced a steady flow of business through out the winter. The economic situation has had an effect but certainly not curtailed the knitting excitement across the country. Cautious optimism is abundant. Sales continue but the end customer is more discerning on the products they are buying. Quality and value are key concerns. Gathering fibers for "stash" (a technical term in the knitting world) is not so encouraged. Likewise, shops are not accummulating inventory without a plan to move it. A sign of the times for consumers and stores.

Activity and traffic was high. This show occurs during a slow period of knitting sales in New England as Spring is in full bloom, and many knitters are also avid gardeners. It is a time to reflect on the passed busy months of winter and look forward to summer knitting which need not be an oxymoron. And then, farther to the future of next Fall and Winter when new fibers, colors, classes, patterns and other encouragements will be introduced to entice and amuse the winter knitters. As such, there is much discussion of trends and analysis of the past.

It is not a time many local yarn shops want to increase their inventory investment but do want to offer a few new things to keep their knitters involved in the experience of playing with fibers. Summer fibers of cotton and linen are looked at in a more positive light. Louet euroflax linen, Sassy Skein's Cotton knit kits for kids, Fiesta's La Boheme and Blue Heron's Rayon and Rayon metallic are strong contenders for filling this need. Lerke from Dale of Norway is a newer contentder in this market and growing the Dale line from it's classic base in of Baby ULL, Falk and Heilo which is consistently in demand for baby items as well as the ever popular nordic and olympic sweater patterns


Accessories know no season and Della Q needle cases offer new options of silk needle and crochet cases, especially ones for Circular needles and interchangable needles which are becoming a necessity for the discerning knitter. Hiya Hiya needles offer an economic and incredibly light functional needle in steel or bamboo which many store owners took the time to experience and rave about. Stitch markers from Goose Pond offer a bit of bling as well as functionality. Note cards from Itty Bitty Witty Knitties gave everyone a welcome giggle.

Eileen of Bulls eye buttons offers just the right selection of polymer buttons to set off that one of a kind knitted creation. Her calendar was filling up for her "Finding Closure" event she will be presenting at stores throughout New England. Watch for a feature story in a future blog!

With an eye toward the Fall season, everyone couldn't help but stop and admire Judy's Colors Christmas stockings and her neo-nordic designs. A preview of her new collection which will be formally introduced in June at TNNA was like eye candy to all. Karabella's exceptional Italian fibers and blends renewed excitement in high end traditional and a longing for more Aurora 8 and Gossamer. O-wool's new DK weight and bulky organic offerings brought visions of more knitted hat gifts for growing population of the organically concerned. Ironstone's Color changes and Harmony offer great value in soft wools for the winter.

Bergere de France, a relatively new contender, offers a wide variety for summer and winter, showcasing their new Aromalaine fiber - "a wool for wellness." A pure wool yarn embedded with microcapsules containing essential oil of Niaouli which must be experienced to appreciate. Many got a first hand first look on Sunday!

Phew - we were busy! Educating the stores so they can educate the consumer and all can experience the wonderful world of fibers all year long!

If you were lucky enough to have been at NENA - you may want to share your thoughts here. As New England hosts one of the first showcases for what's coming in the world of fibers for crafters, we get a headstart in the newest of the new. There is lots of promise and fun things to look forward to. I look forward to sharing this with you more through the eyes of shop owners and knitters in my area.

Stay tuned.