Inside Crochet chats to Australian designer Sarah London about the joys of launching new patterns. sarahlondon.wordpress.com
Crochet designer and blogger Sarah London lives on the beautiful east coast of Australia with her husband and children and sells her patterns on Ravelry and her WordPress blog. Sarahâ€™s grandmother taught her to knit and crochet at an early age. She remembers watching her grandmother crochet granny squares and being mesmerised by the colourful yarns.
Her love of crafting, colour and design grew. â€œI used to work in a patchwork and quilting store. Although I have always crocheted, I initially designed and taught patchwork quilt classes!â€
The transition from crocheter to designer began when people starting requesting patterns for her work. Her patterns became very popular, leading to her first book, Granny Square Love, being published.
Sarah draws inspiration from fashion and homewares. â€œWhen I see a trend emerging I think how I could incorporate that into crochet,â€ she says. â€œWhether it be in form or colour, texture or symbols. I think about how to keep crochet on point in a modern society.â€
With so many fabulous patterns, from a pretty flower sampler and snuggly blanket in bright diagonal lines, to a geometric cushion with pops of neon and a chakra blanket to warm the heart, Sarah has something for everyone.
â€œThe Loopy Roses corsage is a favourite and loved by many,â€ Sarah says. â€œThe Apache Tears blanket has proven to be extremely popular. It is a visually stimulating design and beautifully textured and looks fabulous worked in numerous colourways.â€
Sarah finds that running her business is very rewarding and fills most of her day. â€œI enjoy all the elements, from the initial concept of a design through to the finished pdf article. Selecting the palette, the construction, the photography and writing the instructions. The launch of a new pattern is always an exciting day!â€
Sarahâ€™s sons Jack, 22 and Tom, 17 are living at home while her daughter Emma, 26, recently moved into a home of her own. â€œWith my children virtually grown up I have the luxury of my time being my own,â€ she says, adding that her secret is to structure her day to keep herself focussed. â€œIâ€™m a list girl and love the satisfaction of ticking things off.â€
Sarah also loves the freedom that comes with running her own business.
â€œThe beauty of having an online business is that you can work anywhere in the world. Time zones do play an important role and I prioritise answering emails as efficiently as I can as people purchase my patterns from all continents.â€
When sheâ€™s in her workspace, the item she couldnâ€™t live without, she says, is her iMac. â€œItâ€™s the portal to the online world. WordPress, Instagram, Twitter and Pinterest allow me to connect and present my designs globally.â€
What exciting plans does Sarah have for 2017? â€œIâ€™m planning a series of crochet retreats which Iâ€™m really looking forward to. Iâ€™d also like to collaborate with a yarn company in the future and produce a palette of scrumptious yarn.â€
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