Knitting is no longer just a hobby among older generations—it’s quickly becoming as trendy passion among young people, too. And for young entrepreneurs like Katie Mowat, there’s a deeper symbolism behind it—knitting is not just about weaving yarn, it’s about weaving stories and binding lives together.
Recognizing this symbolism, Katie founded Grannies Inc., a UK-based producer of knitted goods—and a company that thrives on a culture of feminine traits like kindness and empathy.
Grannies Inc. pairs consumers with knitters who make hats, scarves and more. Each piece is handmade and the consumers can choose colors, stitches, size and even add extras such as bows online.
But what differentiates Grannies Inc. most is that you not only get to choose your product make—you get to choose your product maker. In other words, you get to choose your own Granny.
This approach fosters a personal connection between customers and producers, down to the label on the item, which carries a special custom message from the Granny. The result? Customers feel more connected and more valued, and are more likely to remain loyal to the company.
Holly Jones is one of the Grannies who uses her talents to supply handmade knitted products to people around the world. A busy grandmother who began knitting during World War II, Holly says she is grateful for the opportunity to make some extra money doing something she loves. While the earnings can vary based on each Grannies output, Holly says it provides them with a sense of accomplishment—and a way to personally connect with people around the world at a time when old age often makes us feel more isolated.
In keeping with the symbolism of knitting, Holly has tapped Grannies Inc. as a way to tighten ties with her community—creating a knitting circle that engages women in her village for a few hours a week. That means more projects completed, more dividends shared, and more ties that bind us.