Interview: Emm’s & Sew Much More

What does it mean to be nominated in the British Knitting Awards?
Well, how fantastic! It’s amazing to be part of the British Knitting Awards. We love the fact that we have been nominated. We really try and champion our store and when we gets nominated for the best yarn store in the Midlands, it’s some recognition for the long hours we put in. We have some fantastic competition in the Midlands and we wish everybody the best of luck!

Why are bricks and mortar yarn shops so important?
Well, for one, I would be jobless and wouldn’t be able to buy any more yarn or Knit Pro needles! Joking aside, bricks and mortar shops aren’t just regular yarn shops, it’s more of a community and meeting place especially with yarn shops running knit and natter groups. They provide a place where like-minded people can meet, exchange ideas, ask questions and also make friends which you cannot do with online shops. There are some amazing online retailers, but there is nothing better than going to a shop and being able to see the selection and colour of yarn for your next project. It is very important that people don’t just buy online as we need to keep the community going. Knitting is not just about jumpers and socks. It’s about being a part of the community and supporting your local shop. We have seen it with the closure of book shops where they cannot compete with online retailers. They do provide a service, but we need both local shops as well as online retailers. Use your local yarn shop!

What does Emm’s and Sew Much More offer to crafters in the Droitwich area?
Mainly tea and coffee with the odd biscuit. Knitting-wise, we love to sell yarn to the people who love to knit and crochet or who want to learn. We like to think Emm’s & Sew Much More is a place to meet, a place to spend the morning or afternoon or even evening as we run two knit and natter sessions, dressmaking classes as well as knitting, crochet, sewing and quilting workshops. We believe Emm’s & Sew Much More to be very relaxed, somewhere fun and we also like to think that we offer a very friendly and family atmosphere with knowledge and experience as well as giving advice to customers when choosing the right yarn and fabric for the their project.

Tell us about the shop’s recent expansion?
Emm’s was originally started in 1995 by my beautiful late grandma, Myrtle Firminger and has evolved from the small market stall then to the large yarn and fabric shop it is now today. My Mother, Debbie took over the reins in 2010 and I joined the family business in 2012 followed shortly by my Aunt, Lynda. I learnt to sew and knit at a young age having been taught by both Grandmothers, Lynda was a quilter and mum was a knitter and dressmaker. In the summer of 2013, we were running out of space and plans were hatched to expand. After a little persuasion and a few quilting and sewing magazines placed strategically around the shop, we opened the dressmaking and quilting shop next door and became Emm’s & Sew Much More.

What yarns and patterns are you most excited about at the moment?
We carry an extensive range of yarns including King Cole, Rowan, James C Brett, Debbie Bliss, Tivoli, Louisa Harding, Katia, Adriafil as well the patterns to go with them. We are also extremely excited to be introducing three brand new ranges from the US; Ella Rae, Lotus and Jupiter Moon Farm as well as all the new Autumn ranges that all the yarn suppliers are bring out. Obviously I’m in love with the new Rowan Magazine 58. Can’t help but love a bit of autumn winter!

For more about Emm’s & Sew Much More, visit their website or Facebook page!