Rowan Yarn


The other day, while working, I decided to peruse the pattern books, looking for a crochet pattern that I could make as a store sample to feature the yarn we are selling. My current favorite is the Rowan Linen. I was very disappointed that I could not find one crochet pattern in any of the pattern books, so I decided to convey my dismay to the company:

I work in a yarn store, as an associate and crochet instructor. We sell your yarn and as such, we have some pattern books. Loving your linen, I looked through the book to find a crochet pattern I could make to promote yarn sales. THERE WAS NOT A SINGLE CROCHET PATTERN IN ANY OF THE ROWAN BOOKS. Needless to say, I am very disappointed. Not everyone knits!

I received the following reply:

Thank you for your recent e-mail.

We are sorry to hear that you are disappointed with the lack of crochet designs. We are a hand knitting company therefore, we do tend to produce many more knitting patterns however, you can view all of our crochet designs on the following section of our website.

Apparently, if one spends enough time around someone, their personalities can be transferred by osmosis. That someone is my freelance graphic/web design boss, who has a strong sales/marketing background. Here is my final reply:

Thank you for your reply. Below are some additional comments, which I hope you will take into serious consideration. Whether you do, or not, is entirely your choice as a company, but my many years working in sales and marketing, always has me thinking and willing to share business improvement suggestions.

As a yarn company, I suggest you start including at least one crochet pattern in your books. You are not selling hand-knitting, you are selling yarn, which is used by both crocheters and knitters.

I am also a designer, so a lack of crochet patterns is not my issue either. From a marketing perspective: In my store, we like to make something from the books provided as a store sample, so the customer can purchase the book and yarn at the same time and feel like they have a kit. Honestly, I don’t know whether or not the pattern books are for sale, but I am sure you can understand a customers sense of satisfaction knowing they have the pattern and the yarn to make an item.

One last thing to consider from a marketing perspective: by not including crochet patterns in your book an exclusionary perception could be developed by your customers. For instance, as a crocheter, I was put off that there was not one crochet pattern in all your books. This could potentially lead to a lost market. My belief is better to be inclusionary than exclusionary.

That’s all I have to say. I hope you will take my suggestions seriously, as I love your yarns and would hate to “exclude” you when it comes to making purchase decisions.

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