How an award win helped a Torquay yarn shop go global

A winner in last year’s Torbay Business Awards has revealed how the triumph helped to take her business to a different level.

That Crafty Stitch claimed top spot in the ‘Best New Business’ category.

Owner Sam Webber said winning the award has not only shone a spotlight on the brand across Torbay, but also significantly raised its local profile, firmly establishing That Crafty Stitch as a trusted bricks-and-mortar destination within the community. 

The recognition cemented its reputation as a growing independent business, who have even gone on to relocate into larger premises just a few weeks ago.

The craft based business expanded and moved into a brand new bigger location in St Marychurch.

Just 16 months after opening their first bricks and mortar store in the centre of town, they have relocated to their self proclaimed ‘bigger better yarn shop’ to become part of the growing crafty community in St Marychurch. 

Their new store opened in January to an eager crowd waiting outside the doors, ready to experience That Crafty Stitch 2.0. 

The brand has been steadily growing for the last five years since being founded from owner Sam’s spare room in her flat in 2020.

They now have a global reach with online orders received internationally and a huge social media presence. 

Owner Sam says: “Tourists have been known to visit Torquay specifically so they can experience the viral yarn shop for themselves. The store has seen customers from parts of Europe, The US and across the UK, a lot of customers arranging their stays in Torquay just to fit in a visit to That Crafty Stitch, creating a flow of craft obsessed customers into the local economy and making Torquay a real destination for craft lovers.” 

Sam shares the highs and lows of running a business on her social channels with a combined following of almost 100,000 followers.

She even documented  the entire process of renovating the new store, from picking up the keys for the retail unit, to painting and decorating, even turning her hand to carpentry and floor sanding along the way. 

She says: “People have become so invested in the journey that I’ve been sharing. Showing the entire process not only inspires others but you become a lot more relatable and people naturally want to support you in whatever way they can, which has helped us to grow our crafty community to what it is today. 

“On the opening day we even had a lady come down from Kent for the store opening.” 

Since opening the store has also received fantastic feedback from the locals who have been enamoured by the bright vibrant colours, squishy textures and potential projects. 

Sam says: “At least once a day the store team is met with ‘Finally a decent yarn shop, we’ve needed this for so long.”

Last year’s ‘Best New Business’ award was sponsored and presented by Wollens solicitors.

Sam has since hosted a complimentary ‘Learn To Knit’ workshop for some of the team at Wollens, supporting her mission to share the joy of crafting and to get as many people knitting or crocheting as possible.

She says: “The team at Wollens thoroughly enjoyed it and some have not been able to stop crafting since.”

That Crafty Stitch stock their own branded yarns as well as various collections from King Cole, Baa Ram Ewe, Wool And The Gang, Hoooked and Wendy Wools, with a selection of natural and man made fibres. 

Sam said “We really wanted to have something for everyone with our new and improved store, we want crafting to be as price accessible as possible so have lots of entry level price points as well as more premium yarns in natural fibres.” 

The store also stocks a collection of knitting and crochet patterns, notions, needles, hooks and books, as well as a great range of gifting products perfect for craft obsessed gift recipients. 

The new store is located at That Crafty Stitch, 5 Tudor Buildings, Fore Street, Torquay, TQ1 4PR.