About The Strand

The Strand is a modern fiber arts experience—part boutique, part creative studio, part community hub.
Whether you’re shopping in person at our Lafayette, Indiana flagship store or browsing online from across the country, The Strand connects you to the world of crochet in a way that’s thoughtful, customizable, and inspiring.

We offer a curated collection of artisan-made crochet goods, as well as fully custom, build-your-own pieces crafted by our nationwide network of makers, The Collective. Every item is made with care—never mass-produced—and built to reflect your personal style, color preferences, and vision.

We’re committed to ethical sourcing, supporting small businesses, and delivering beautiful products at fair, competitive prices. From the fibers we choose to the makers we partner with, everything we do is rooted in integrity, quality, and creativity.

But The Strand is more than just a place to shop. At our Lafayette storefront, you’ll find yarn by the skein and by the yard, a cozy retail space filled with handmade goods, and amenities designed to support every kind of maker—from beginners to lifelong fiber artists. With crochet classes, open studio time, maker tools, creative workspaces, and even a hand spa, Click here to learn more about our amenities! The Strand is a space to slow down, connect, and create something meaningful.

Whether you’re here for a one-of-a-kind gift, your next WIP, or a cozy spot to spend an afternoon stitching with friends—The Strand is where creativity lives, and community grows.

A Little Note from Us...

We weren’t quite ready to open—but when we heard Joann’s was closing, we knew the community needed yarn, and fast. So we opened our doors early to make sure you had a place to shop local, find your fiber, and keep those projects going.

More is coming soon—more yarn, more organization, more amenities, and more ways to create. Thanks for your support while we get fully settled in. We’re so excited to grow with you!

The Strand Team

About the Collective

We saw a problem in the world of crochet: beautiful handmade pieces were either unaffordable, mass-produced in unethical factories, or simply hard to find. Because crochet can’t be replicated by machines, many fast fashion brands cut corners by relying on sweatshops. That didn’t sit right with us. So we set out to build a better way.
Through our growing network of independent artisans – The Collective – we ethically produce handcrafted crochet items at scale, all while honoring the craft and the creators behind it. We also make it easier than ever for beginners and pros alike to dive into the world of yarn through our curated kits, classes, and tactile experiences.

And the Name?

Simple. Clean. A little clever. The Strand is a nod to strands of yarn and the idea that we’re all connected by threads of creativity. Our goal? To be the strand that ties people together.

Our Values

Whether you’re a fiber newbie or a seasoned stitcher, The Strand is your space to connect, create, and be inspired.

Slow fashion

We believe in thoughtful, handmade pieces that stand the test of time. At The Strand, we’re redefining fashion with intention - crafted slowly, sourced responsibly, and made to be loved for years, not just seasons.

Creative freedom

Here, your ideas matter. Whether you’re following a pattern or creating your own, we give you the tools, space, and support to explore, experiment, and express your style - your way.

Inclusive community

Everyone’s welcome here. The Strand is built on connection - between makers of all skill levels, backgrounds, and identities. In this space, everyone has something to learn and something to share.

Elevating crochet

We’re honoring the roots of the craft while pushing it forward. From custom tools to modern designs, The Strand is helping crochet take its place in the world of contemporary art, design, and slow living.

Creative Director

Ellie

Ellie is the creative spark behind The Strand. A proud Purdue grad (Boiler Up!) with a degree in Communication and Law & Society, she blends strategic thinking with imaginative flair to lead our brand’s creative direction. From crafting content to building an inclusive community online, Ellie brings bold ideas, color, and heart to everything she touches. She didn’t grow up crocheting - but once she picked up a hook, she was hooked. What started as helping Karla with early business planning quickly turned into a creative passion and purpose. Outside of The Strand, Ellie is a lifelong competitive figure skater, and her love for the ice runs deep. She’s a passionate advocate for athlete well-being and believes in creating joyful, supportive spaces wherever she goes - whether it's at the rink or behind the scenes of a growing brand. Her motto? “Where positivity meets passion.” And that energy is stitched into the very fabric of The Strand.

Web Designer

Alex

Alex is the tech-savvy creative behind The Strand’s website, bringing her sharp eye for design and incredible dedication to every digital detail. From layout to functionality, she’s poured her heart into building a site that feels just as handmade and thoughtful as the products we sell.

A lifelong learner and multi-talented creative, Alex is currently pursuing certification in HubSpot Social Media Marketing. Outside of work, she’s a self-proclaimed crazy cat lady with a deep love for comedy, musicals, Star Wars, and all things superhero-related. But above all, family means the most to Alex—and her warmth, humor, and heart shine through in everything she creates.

Multidisciplinary Artist

Audra

Audra is a deeply creative soul whose artistry lives at the heart of The Strand. With a bachelor’s degree in graphic design and a passion for both digital and traditional mediums, she’s the hand behind our logo and much of the visual magic you see in our studio and online. From custom illustrations and brand elements to hand-painted signage and murals, Audra’s work helps shape the look and feel of everything we do.

Beyond her visual contributions, Audra is a proud mother to a beautiful baby boy and a deeply spiritual creator whose beliefs often inspire her artistic process. Whether working in pixels or paint, every piece she creates is rooted in beauty, intention, and just a little bit of magic.