In Nairobi’s bustling Tom Mboya Street, a quaint little shop has captured the attention of passersby
It’s not filled with the usual candies or trinkets; instead, it offers a kaleidoscope of colors, textures, and materials.
These are not your ordinary yarns; they come in various sizes, made from sources as diverse as sheep, plants, wood pulp, and even synthetic fibers like nylon.
This enchanting store is the brainchild of Joan Aoko Bwire, a 30-year-old entrepreneur who has single-handedly redefined the age-old art of knitting and crocheting.
Three years ago, when the world seemed to collapse inward, and people found themselves isolated with plenty of time on their hands, Joan seized the opportunity.
“As the world collapsed inward in 2020 and gatherings dwindled and commutes were eliminated, many of us found ourselves trapped inside with a lot of time on our hands. Some spent that time on baking, and animal crossing games, among others. Some got a ball of yarn,” she recalls.
Utilizing the power of social media, Joan started a Facebook page that quickly gathered a community of over 30,000 women passionate about knitting and crocheting.
In addition to this online community, she ventured into the realm of YouTube, creating tutorials that not only taught the art of crocheting but also attracted a steady stream of clients.
However, the local market had its limitations, offering predominantly acrylic yarn. Joan, always eager to meet the diverse needs of her customers, decided to source yarns from across the globe.
From China, Turkey, the US, to the UK, she imported an array of yarns that fascinated her customers.
To cater to the growing demand and to provide a more immersive experience, she opened a physical store in February 2021.
For Joan, the love affair with yarn began early, learning the craft from her mother when she was just nine years old.
Even as she pursued a degree in International Relations and Diplomacy, her passion for yarn artistry remained undiminished.
“I picked the art of crocheting from my late mum. I remember I would watch her sew and knit; it became a hobby which later I decided to monetize,” she says.
With the rise of knitting and crocheting as therapeutic practices, Joan noticed a significant shift in her clientele.
“At the moment, everyone is so excited to do it because they can get something out of it. And many parents are encouraging it and also the CBC [competency-based curriculum] has helped a lot. When you look at fashion trends, there is a recycling of the bygone era. The current generation has enhanced it, and with technology, there is so much one can do from different designs,” she notes.
As her business, Osona Yarns, flourished, Joan observed a surprising trend – a growing number of male customers.
“We are seeing men are also starting to buy yarns, 90 percent of my clients are female while the 10 percent are male, something that we have not seen in years,” she says, revealing plans to launch a men’s yarn range.
Like any entrepreneur, Joan faced her share of challenges. High taxation and import delays tested her resolve. However, she remains undeterred.
“Crocheting is a skill I return to throughout my life. I pick up yarn and a needle now and then, even when I’m anxious to calm down my mind. I made my wedding dress out of yarns, and I intend to pass down this skill to my generation,” she states with conviction.
