New York-based boutique yarn company, Tahki Stacy Charles, has a proud 40-year history driven by its ties to Fashion Avenue. For many years, it was the exclusive distributor of Missoni yarns, and today its runway-inspired designs inspire high-end knitters and crocheters across the United States.

However, facing tough competition from international manufacturers going direct-to-consumer and home-grown “indie” designers, founders Diane Friedman and Stacy Charles knew they needed help to put their brands and products in front of the surprisingly tech-savvy craft audience.

In 2014, Tahki Stacy Charles reached out to Media Volery, and together, we launched an integrated digital marketing plan designed to help this unique company break through the noise of the saturated craft marketplace.

“The Media Volery‎ team helped us think through and implement strategic plans for our website and all our social. Navigating this ever shifting world in e-commerce and social can be overwhelming without a professional team. In a small business outsourcing is a necessity. Working with people you trust, and who follow through, makes all the difference in both short and long term planning. They are the best.”
– Stacy Charles, President

Through a website redesign, brand relaunch, upgraded email marketing, and a combination of organic and paid social media tactics, Media Volery saw Tahki Stacy Charles’ audience grow by 61% year-over-year. During this time, Tahki Stacy Charles also became the leader among its competitive set in terms of total social engagement (the amount fans clicking, liking, retweeting, and commenting on social media content) with 1147% growth over the same period, the year prior.

We also launched the most effective ad campaigns Tahki Stacy Charles ever had on niche, craft channels, resulting in direct sales and promotion of their new collections, and driving sales in their retail partners. In addition to developing new social media tactics, Media Volery conducted a complete overhaul of the Tahki Stacy Charles website with a brand new, easy-to-manage interface. With the new interface, Tahki Stacy Charles saw a consistent month to month increase in e-mail newsletter subscriptions, whereas their sign-ups had previously been stagnant.