On today’s episode of the Craft Industry Alliance podcast, we’re talking about owning a craft store and workshop space with my guest, Sarah Ferguson.
Sarah is the owner of Craft Habit, a brick-and-mortar retail craft store in Raleigh, North Carolina, which offers adult and youth classes, private parties and events, and youth sewing and craft camps. In 2024, Craft Habit debuted a wholesale line of crochet, embroidery, cross stitch, punch needle, and weaving kits that are all designed by staff and local artists. Our mission for our store, classes, and kits is to bring new crafters into the fold with enthusiasm, encouragement, and a welcoming vibe.
When she’s not on site at Craft Habit, Sarah lives nearby with her husband and three to four dogs, and sometimes plays tennis.
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Knitting at Craft Habit
We begin this interview with Sarah sharing about her childhood growing up in Raleigh and being a crafty kids. Sarah went to Tufts University to study engineering, but quickly realized that she wasn’t quite suited to that field. She got her degree in early education, and while at Tufts she lived in the Craft House, a special residence hall for crafters who were also responsible for running an on-campus craft center. This experience inspired Sarah’s current career path.
Sarah taught preschool both in California and North Carolina before beginning to feel burnt out due to the meetings and administrative duties the job required. Teaching young children taught Sarah to approach people with love and kindness, valuing individual strengths, and adapting teaching methods to suit different personalities.
After recalling a conversation at a bar with a friend about opening a fabric shop, Sarah reached back out to that friend and asked if she was still interested in the idea. She was, and that was the start of Craft Habit. They began by teaching pompom-making workshops at local markets and then had a pop-up shop to test the concept. Eventually, they moved into a small downtown space after a local bead store closed, offering classes and a variety of crafts like fabric, yarn, and beads. \\
An interior shot of the shop.
Sarah talks about sourcing unique products to set the shop apart from local big box craft retailers. She emphasized the store’s boutique approach and the welcoming atmosphere that attracted a dedicated customer base interested in crafts and conversation. We talk about what works for youth and adult classes.
Sarah also explained how she purchased a building for the store, allowing for more space and increased class offerings. She emphasized the importance of delegation and building a strong team to manage the various aspects of the business.
One of Craft Habit’s in-house punch needle kits.
And, of course, I ask Sarah to recommend great stuff she’s enjoying right now. Sarah recommends:
- National Nonwovens‘ printed newsletter
- The Noun Project for icons
- audiobook narrator Moira Quirk
Keep up with Craft Habit on their website and on Instagram.
