Behind the Stitches: What Happens Between Product Launches

When people visit the Sideshow Knitting shop, they usually see the finished products—the hats, scrunchies, mug wraps, key fobs, and everything else that’s ready to find a new home. What they don’t always see is everything that happens between product launches. Those quieter moments are some of the busiest and most important parts of running my shop.

Whenever I finish a new collection, I like to take a moment to appreciate everything that came from a single yarn. It’s rewarding to see how one skein—or a handful of skeins—can become a variety of handmade pieces. Before long, though, my mind starts looking ahead to the next project.

For me, every new collection begins with the yarn. If there’s a particular yarn I’m excited to work with, that’s usually where the planning starts. From there, I begin brainstorming project names, winding skeins into cakes, gathering the tools I’ll need, and preparing for the next round of knitting. Those little behind-the-scenes tasks might not be the most visible part of the process, but they’re what keeps everything moving.

When it comes to creating new products, I usually rely on patterns that I know work well. That lets me spend more time enjoying the knitting itself while still producing pieces I’m proud of. But every once in a while, an idea comes along that requires a little more experimentation. If I’m trying something new, I don’t worry about how long it takes. I’ll keep working on it until it feels right.

One project that’s taught me a lot is my ongoing attempt to create a throw rug. It’s been a balancing act. Sometimes I find a pattern I really like, but it uses far too much yarn. Other times I discover a more efficient method, only to realize the finished piece doesn’t look the way I imagined. It’s reminded me to be patient and, more importantly, to let the yarn guide the project instead of forcing it into something that doesn’t feel right. Finding that balance is all part of the creative process.

Of course, running Sideshow Knitting is about much more than knitting. Between launches, I spend a lot of time planning the promotional side of the business. I’ve made it a goal to improve my social media presence, grow the Behind the Stitches blog, and continue building the shop as a whole. I also find myself daydreaming about taking Sideshow Knitting to local arts and crafts shows someday. Every new skill I learn helps move that goal a little closer.

Before anything makes its way into the shop, it goes through a little bit of testing. My wife and daughter are usually the first people to see a new design, and I always value their opinions. Sometimes I even become my own tester. My newest key fob, for example, has been living on my own keyring so I can see how it holds up with everyday use. So far, it’s doing exactly what I hoped it would.

There are also all the things that happen after the knitting is finished. Product photography, writing listings, planning blog posts, creating newsletters, and sharing updates on social media all help introduce new products to customers. Just as importantly, they’ve challenged me to learn new skills that I never expected to develop when I first picked up my knitting loom.

One of my favorite parts of the time between launches is simply creating. If I’m not preparing a new collection, I’m usually filling a storage container with finished pieces. Watching that container slowly fill up is incredibly satisfying. Then comes another rewarding moment—updating the shop and seeing everything displayed together, ready for someone to discover.

If there’s one thing I hope people understand about Sideshow Knitting, it’s just how handmade everything truly is. Every item is made by me. Right now, that also means my kitchen is often overflowing with yarn, supplies, tools, and finished products waiting for their turn in the shop. It’s a lot of work, and it can get a little chaotic at times, but I wouldn’t have it any other way. Every collection, every product, and every stitch represents time, care, and a genuine love for creating something by hand.

Until next time, 
- Blair, Sideshow Knitting