While She Naps With Abby Glassenberg

On today's episode of the Craft Industry Alliance podcast we're talking about building a retail fabric and yarn shop, both online and in a brick-and-mortar setting, with my guests Joelle Hoverson and Page Marchese Norman. Joelle and Page, along with Jennifer Hoverson Jahnke, are co-owners of Purl Soho, a fiber arts supply company that brings a modern sensibility to traditional needlecrafts.   We begin by talking about the story of how Joelle came to found Purl in 2002 as a small knitting store on Sullivan Street. Joelle explains how her vision for the store was different from most other yarns stores in existence at that time. Bringing her background as a stylist to curating the merchandise she says, "I really envisioned a shop that when you went in you felt that the shop had a vision." Her sister, Jennifer, started the ecommerce side of the business not long after. Joelle explains how high-quality tutorials presented on the company's blog really drove the business's growth. The business grew into a second sto