Creating a business from your passion is a dream many women have, but few manage to realise. Trudi Brewer stepped inside the home of Society of Wool director Kirsten Vernon painter, mother, and avid knitter.
When Kirsten Vernon started knitting as a teen, she could never have dreamed her hobby would become an online business - Society of Wool. It all began when Vernon stumbled across the UK craft company Wool and the Gang, and after some negotiation, she secured the distribution rights for New Zealand. Within months, Vernon has helped revive the age-old cottage industry of knitting to make it cool again. Using modern designs and upcycled yarns, from the comfort of your home you create a knitted creation - made with love. Here's her story.
How did you come up with the business idea Society of Wool?
I am a knitter. And on a recent trip to the UK in 2014, I came across Wool and the Gang. I very quickly saw how knitting and crocheting were enjoying a huge revival, and how experienced people were picking it up again, and beginners were giving it a go. I have always wanted to have my own business, so I decided to take the plunge and give it a go.
Why your fascination with wool?
Wool is a brilliant medium, for all sorts of creativity, it just needed the oomph of some fresh colours and new design. I think people have a preconception about knitting that it's a bit old-fashioned. The knit kits we sell are modern designs with beautiful yarns in current fashion colours. Our yarns are sourced ecologically. And our jersey yarns are fabric offcuts used by the fashion industry, so instead of ending up in the landfill, they are being reused and upcycled. Also, encouraging people to make something, that is a one-of-a-kind gives me such a sense of achievement, and it will be treasured, given that you took the time to make it yourself.
Now your hobby has turned into a business, do you still love it in the same way?
The feeling that I can now share this skill and encourage people to create and connect with knitting makes me love it even more. People are saying 'knitting is the new yoga' and to some extent its backed up by research showing it is great for mental health, so I am hoping that as a business, it will bring me the same enjoyment.
What’s a typical working day for you?
I like to exercise first thing in the morning, with a walk and occasionally yoga. At the moment, I spend most of the day working on all aspects of the business. We have just launched our website, so it's hard to plan what each day is going to be like. Also, having three kids has taught me that nothing is predictable and that I have to be flexible.
Who inspires you in your business?
My husband is such an inspiration. He is the most hard-working, loyal person I know. And my friend Kathryn Wilson, (my ex-boss) she is such an amazing business woman, who followed her passion and turned it into a business.
How has your career influenced your style?
My career has been on hold since having kids but I have always loved fashion, and so when opportunities arose to be involved (like working for Kathryn Wilson), my style was influenced by fashion, which I guess is why I like colour and texture.
What fashion designers do you admire, local and International?
I have always loved shoes, so it was fantastic to have a chance to work with Kathryn Wilson. We are lucky in New Zealand to have such great designers, such as Juliette Hogan and Karen Walker. I also follow with interest, new and emerging designers. Internationally, I have always loved Chloe and Stella McCartney.
Colour and texture combining is your skill, share your best tip? Colour is my passion and evident in lots of what I do, whether its painting or yarn colours. The texture you can create is what is most interesting from our knit kits, with different yarns, and different stitches, knitting or crochet can create amazing textures. A finished clutch from a simple ball of Jersey Be Good yarn is such an incredible creation to me.
How would your friends describe your style?
A combination of contemporary and classic. I would say that as I have got older, I feel more comfortable with my style, but that doesn't stop me from trying something new.
What is your favourite beauty look?
I love natural-looking makeup, simple eyeliner and mascara with beautiful colourful lips.
What would we always find in your beauty bag?
Chanel Healthy Glow Sheer Powder, Long Lasting Eyeliner and Powder Blush. Dior Show Mascara and range of lipstick in an array of different shades.
What do you always have on your bedside table?
Books. If only I had more time to read them.
How would your friends describe your style?
A combination of contemporary and classic. I would say that as I have got older, I feel more comfortable with my style, but that doesn't stop me from trying something new.
Are you a skincare or makeup girl?
I'm a bit of both. I use Chanel Skincare and have for years. A good skin care regime gives you a great complexion, which means makeup will just enhance.
What's your favourite fragrance?
At the moment, is Victor & Rolf Flower Bomb.
How would your friends describe your style?
A combination of contemporary and classic. I would say that as I have got older, I feel more comfortable with my style, but that doesn't stop me from trying something new.
What makes a great interior?
Space and light. Our current home is modern, whereas previously we have always lived in older villas and bungalows. Large flexible spaces allow me to constantly restyle my home, and that works for me.
What is your favourite room?
The downstairs of our home it's one big open plan, light, airy space. I love the way you move through it and how it opens out into different living spaces. And as the sun moves during the day the light is continually changing.
What are your most treasured possessions?
I tend not to have one favourite thing, there are many things I treasure, although my shoe collection is pretty important to me.
What’s the best interior advice you’ve picked up?
Be prepared to be bold and do what you like and what works for you - it's your home after all.
Makeup M.A.C artist Lochlain Stonehouse. Photography Keryn Sweeney