Each time Jo Campbell dyes a skein of yarn, a transformation occurs—and not just to the fiber. “I think creating gives you a sense of control,” says the New Zealand-based craft supply designer behind Clementine & Thread. “Often in our lives we feel powerless or at the mercy of others. It might sound silly, but craft is one way we can empower ourselves.”
Jo found that strength in her own two hands at a time when she needed it most. After the loss of her first son in childbirth, she immersed herself in her craft, leaning into the knitting skills she’d honed since she was seven and exploring new forms of expression by hand-dyeing her wool. “I’d always liked the idea of working for myself and doing something creative,” says Jo. “Since I wasn’t in the right frame of mind to return to my day job, I put my energy into making.”
For Jo, creating a handmade business was an important part of coping with loss and starting to heal—today, her products place that same transformative power in the hands of others. Specializing in funky, modern embroidery kits and luxe hand-dyed yarns, Jo’s craft supply shop is a lush celebration of color designed to spread the joy of making.
Read on to learn how Jo parlayed her expertise as a teacher and crafter into a full-time business, and shop the collection.
You have degrees in English, French, and law. How did you arrive at crafting for a living?
It’s always come back to craft. I used to lecture law at the university by day and then at night I’d teach embroidery, quilting, or knitting at the craft store. Later when I had my twins and the opportunity came for me to be a stay-at-home mum, I realized quickly that I needed something for me as well. I started brainstorming ways that I could turn teaching into a business, which is ultimately where the embroidery kits came from.
How has being a teacher influenced your product line?
A lot of people who come to me to learn to stitch, they’ll rush to the craft store and come out with all these beautiful materials (and a couple hundred dollars poorer), but still have no idea what to do with them. So my kits are small, easy projects; I joke that they’re as close to instant gratification as stitching gets. And each kit has the scope for the stitcher to put their own mark on it—that’s where the kits and the yarn marry. I’m giving people the tools to make something their own.
I’m also passionate about teaching people that it’s not just about the end result, but rather the whole process that matters. People who are just learning will often choose cheap yarn but then won’t like knitting with it. My feeling is if the time spent making something is equal to the time you’re going to spend wearing or using it, you should enjoy that process.
Your yarns just exude coziness. Tell me about your making process.
Finding base yarns that dyed well and were fairly robust took me a solid year of research. I use superfine, superwash merino. It’s really lovely on the hands and it fluffs up quite beautifully. As for the dyeing process, you get to play mad scientist, which I love. I mix from eight colors of heavy metal–free acid dyes, and over time I’ve worked out shades, strengths, and dilutes to create a bunch of recipes.
Usually, I mix the dyes in my kitchen and then I dye outside on this massive barbecue that fits three giant pots. I dye four skeins in each pot, then I let them cool before I rinse them, spin them out, and hang them in the shade—I like to say there’s a little bit of beachside air in every skein.
Is there a trick to getting your colors just so?
For one thing, when you apply the dye influences the color outcome just as much as how you apply the dye. If the water is hot when you apply it, the dye is going to strike fast and grab the nearest yarn. I don’t own a thermometer, but I’ve done enough dyeing now that I can read the steam. As I’ve gone along I’ve gotten better at figuring out how different colors work and the science behind it, and my colorways have gotten more sophisticated as a result.
How would you describe your aesthetic?
Lush and fun and bright, but also mature. It’s not just, “this is red”—there are five different shades to that red. For me it’s about the interplay between the colors, that area between colors where new colors happen because of the way you blend them.
What’s your favorite part of having a shop on Etsy?
I’m finding more and more that I have a relationship with someone before we even get to the selling part. They’ll contact me and say, “I really like this yarn, but I want to do this pattern; how do you think it would knit up?” I love having the opportunity to say, “Okay, let’s work together. This colorway would be fantastic, I agree, but it’s the wrong weight yarn.” It’s the ultimate collaboration, really.
That’s something I’ve noticed as Etsy’s evolved—that people view the business owner as part of that knowledge base. It brings back that old-school mentality of face-to-face interaction with a shopkeeper. You go into the craft store and talk to the person behind the desk because they know what they’re doing.
What would you say to someone who is intimidated by trying a new craft?
I think a lot of what people fear about crafts is making decisions and feeling bound by those decisions forever. We’re overwhelmed with choices and conditioned to believe that everything hinges on us making the right decision at every stage of our lives. But it’s okay to make the wrong decisions, and it’s okay to change your mind. If you start a particular vocation and it’s not for you, you can choose to continue and sort of lean into the awkwardness and maybe learn to love it, but it’s just as valid to stop and change direction.
The thing is, there’s no one way to live your life. You don’t have to do things in a certain order or do them a certain way. You are the architect, you are the author and the creator. So you are deciding whether that ball of yarn ends up a hat, a scarf, a cat toy, or just a pretty ball of yarn that you pet occasionally. And if you want to deviate from the norm, that’s cool. It’s okay if your end result is different—in fact, it’s fantastic.
Follow Clementine & Thread on Instagram and Facebook.
Photographs courtesy of Clementine & Thread.
49 comments
Georgia from JewelMeShop said 3 years ago
Congrats on the feature! I love your alphabet keyring kit, it's a great idea for gifts!
Francine from HomespunHeartofMine said 3 years ago
Your diy kits are definitely charming, Jo....but your dyed yarns are STUNNING....such beautifully rich colors!!! Congratulations on the feature and many blessings for your continued success! :D
ClassicMemories from ClassicMemories said 3 years ago
Lovely shop. Congrats on the feature.
Megan from MegansMenagerie said 3 years ago
Love your shop! Congratulations on the feature! How fun ;)
DeUno from DeUno said 3 years ago
Great business idea! Congratulations on the feature!
Barbara Gable from CrazyLovely said 3 years ago
How fun! I just think these are so adorable!
Kashuen Collectibles from Kashuen said 3 years ago
Such a cool shop. It's true that a lot of time we can bound by our own decision. Congratulations on the feature.
Cathy from msbijouxbeads said 3 years ago
Beautiful yarns, love all the color. Congratulations on the feature!
R.M Garrett from ArtisticAcrylics said 3 years ago
I love your insight into creating! your products are lovely, and I wish you continued success!!
Rosita from pillowlink said 3 years ago
So nice story. Thank you for sharing this. Inspiring every sentence! Wish you the best!
Vintage Gypsy Studios from BohemianGypsyCaravan said 3 years ago
"craft is one way we can empower ourselves" I never thought of it like that.. Love all the colors you use. Really nice ! Congrats !
accentonvintage from accentonvintage said 3 years ago
Great work! Congrats!
Jennifer and Gary Pierce from LoftAtticEarth said 3 years ago
Love your art! and your words of wisdom! Thanks for sharing your story and journey with us. Best wishes as your business grows in 2017.
viena bone from bonesreusablebags said 3 years ago
Aw, your colors are so fun and full of life! Your yarn almost makes me want to try knitting again... uh-oh ; ) Congrats on the feature. I really enjoyed reading about your journey.
Priscilla from Gardenmis said 3 years ago
Love the look of your hand dyed yarns! Beautiful shop, congrats on the feature and best wishes for achieving all your goals and dreams :)
Melanie from MockingbirdByMelanie said 3 years ago
Very cool, love your studio!
renee and gerardo from GTDesigns said 3 years ago
Fun and vibrant kits....LOVE the mix of wood and floss! the colors are high-spirited fab! Congrats on this feature!!
Sonja from LapCatYarnCo said 3 years ago
Such gorgeous yarn!!!
Monica from ThreeBarDGifts said 3 years ago
What a cute shop! Beautiful colors and fun kits! Congrats on the feature!
Jess Van Den from Epheriell said 3 years ago
Congratulations gorgeous! So proud of you, and absolutely love your kits :)
Jennifer Tyson from LadyInPurpleBoutique said 3 years ago
Wow, such vibrant colors! I'm totally in love with your shop! Thank you for sharing your inspiring story and congrats on the feature!
Olga from LinenAndTailor said 3 years ago
Great shop! Congrats on the feature!
Renee from RandMhandmade said 3 years ago
Beautiful items.... Congratulations!!
Niki from JandEdoodles said 3 years ago
Just wanted to say that I really enjoyed your interview, Jo! I especially loved your last paragraph - "The thing is, there’s no one way to live your life. You don’t have to do things in a certain order or do them a certain way. You are the architect, you are the author and the creator." We all need that little reminder every now and then! Congrats on the feature and your success!
Relly from RelsFindsNapaValley said 3 years ago
Colorful, amazing designs. Congratulations Jo of shop Clementine & Thread! Have many, many years of continuous success.
Olesya Bagriy from BelkaUA said 3 years ago
Beautiful shop! Congratulations on the feature!
Sherri from ButterflyFeetDigital said 3 years ago
Beautiful work, congrats on the feature!
aressa from OriginalBridalHanger said 3 years ago
How adorable!! I love this idea...Such a unique way to use thread....Great creations!
Rhonda Stubbs from RhondaCorner said 3 years ago
I love the bright colors and I loved your story. Keep up the great work and I wish you the very best on your future endeavors.
Heidi Bondarenko from thecleverclove said 3 years ago
Gorgeous yarn! I am a knitter myself and am just getting into hand dyed yarns. Tried dyeing a few hanks myself, and really appreciate indie dyers now - because it was HARD.
LivingVintage from LivingVintage said 3 years ago
A wonderful and inspiring story! Love the sock yarn.
Joanne Ferguson from JosCollection said 3 years ago
Congratulations Jo, I wish you every success in future ideas. From Jo
farragio from farragio said 3 years ago
What a great feature, and I love the delightful first photo of Jo. Puts a smile on my face. :)
AMSkrafts from AMSkrafts said 3 years ago
Such beautiful color combinations! Thank you for sharing your story, your shop is wonderful!
Teerasak Borkam from TribalAndHarem said 3 years ago
Beautiful and modern
jessie lavon from JessieLavonFolkArt said 3 years ago
enjoyed reading your story and seeing your items, love the dyed yarns.
Sukran Kirtis from SukranKirtisJewelry said 3 years ago
I would love to make some just for fun again..I remember I was cross stitching on fabric while I was a little girl, that was my one of biggest enjoyment... Congratulations on your feature
Katrina Dzerkale from Dominna said 3 years ago
This is such a clever idea !
Kim Cole from BeachDaisyJewelry said 3 years ago
Congrats on the feature! Love the colorful hand dyed yarn! I am a huge fan of variegated yarn and thread, it makes it even more fun and interesting to create with the surprise of the color mix!
emaxtees from EmaxTees said 3 years ago
Thats my new favorite shop, very nice
Cat Encio Dolls from CatEncioDolls said 3 years ago
Absolutely love !! <3 <3
Cutie Expressions from CutieExpressions said 3 years ago
Love it. thanks for sharing!
evolvewithmary from evolvewithmarycrafts said 3 years ago
Great feature! Love the pendant! Beautiful work!
Eleni from PlexisArt said 3 years ago
Lovely items !!! Congrats on the feature ♥
Jennifer Beer said 3 years ago
Really inspiring feature. I too love your comment, "craft is empowering". It gives me an idea for my daughter who has depression. Being a many times over grandma, I think your little kits would be fantastic for the grandchildren. Thank you.
shirstars said 3 years ago
please it it posblle to bay it only the blank wood
Mary Jo and Rachael from SouvenirAndSalvage said 3 years ago
Such lovely products and beautiful vibrant colors! Congrats on the feature and best of luck to you in all your future endeavors.
Emily O'Connell from ShopByEmilyNJ said 1 year ago
Lovely items!
Lira Allayarova from LiraAllayarova said 258 days ago
You are an infinitely talented person. Creative people inspire me. Because I myself gave my life to my beloved hobby - felting.