By Jessica Carmichael

WEBS, the world-renowned yarn store located in Northampton, Mass.,  is a gift to the senses.

Your fingers discover the softest cashmere yarn as you stroll down row after row of colorful yarns from near and far. At each row you allow your hands to graze the stacks of fibers that are aching to be touched.

This is not your grandmothers' knitting shop. There is a steady buzz of co-workers and customers alike discussing their latest projects as the store walls provide a sense of calm and warmth amidst an otherwise hectic and cold winter afternoon.

WEBS was founded in 1974 and over the past 30 years has grown into a  Mecca for knitters, weavers, and spinners.

The first step inside the 15,000 square foot store may be daunting. Don’t fret. Karen Minott, the store manager, knows a WEBS newbie when she sees one.

“They are blown away because most yarn shops are not this size," she said. "We make sure to let them know the layout of the store, show them the warehouse, and ask them what they initially came in for because they are so overwhelmed they might forget."

Owners Kathy and Steve Elkins are the second generation to run the family business.

“It is a family owned company…And it shows,” Minott explained. “Customers are always saying, ‘Everybody is so nice that works here!’ and ‘Everybody is so happy!’”

WEBS has only one storefront, located in Northampton, but the company’s catalogue and online business reaches around the world. The yarn products come from suppliers and WEBS also has its own brand called “Valley Yarns,” made in other countries, but named after Pioneer Valley towns. The owners are also happy to buy local products.

WEBS’ customers are unique. The age range starts around 9 years old and both men and women enjoy the products and services.

Area college students are also frequent customers and enjoy a special discount to encourage their knitting. 

Most surprising may be the visitors who travel from around the country, and sometimes the globe, to visit WEBS. Recently, groups from New Jersey, New York, Pennsylvania, and Vancouver have made the trek to the Pioneer Valley. Some groups even choose to rent a bus or van to make the road trip to Northampton.

What keeps customers returning?

It could be the great prices and on-time shipping. The WEBS warehouse is devoted to providing visitors with deals. The store purchases products from mills that close and discontinued yarns; WEBS also buys new fibers in bulk.

Store manager, Minott, noted that knitting groups are everywhere nowadays and many like to plan a trip to WEBS to build up their “stash,”  both the bulk of yarn that an individual accumulates over time and also the projects that she is working on.

The Elkins take pride in their customer service and knowledgeable staff as well as education for customers.

Employees are hired based on their working knowledge of fibers, patterns, and gauges. Once hired, employees take part in “staff” classes where they continue to work on their skill set.

“Some people are stronger weavers, or stronger spinners, crocheters, knitters…the more information I can give them, the better it is and the more excited they are to share it with the customers,” Minott said.

The extensive class schedule for the general public offers something for every skill level. Most classes at this time are full. The most popular? “Beginning Knitting” that meets once a week for six to eight weeks. WEBS also offers one day workshops with famous authors who come to the store and teach, such as Stephanie Pearl-McPhee, the “Yarn Harlot.” 

Customers appreciate the sense of community they find at WEBS. There are 12 hours of free drop-in  time each week where individuals are able to get together to socialize, work on projects, and gain advice from the staff.

The learning goes both ways.

“I learn something new everyday from a customer or a co-worker,” Minott said. “We all love what we’re doing. We love the yarn as much as they do. The color…it’s just inspirational. We offer products people are looking for and try to keep it fresh.” 

Visit the WEBS homepage to learn more about the source for fiber lovers around the world. Make sure to check out the podcast titled “Ready, Set, Knit!” featuring the Elkins, the active blog, and the Facebook and Twitter page. Here's a video instruction on how to make The Illusion Cube Blanket.