This past weekend was a whirlwind of fiber crafts, slow marketing, and business insights, and I took my podcast on the road—literally! In this blog post, I’ll take you through my weaving workshop in Amsterdam, my trip to Crea Weekend, and my slow marketing approach to building real connections in the fiber community. Plus, I challenged small business owners with one simple but powerful question: Can you describe your brand in three words? Let’s dive in!
would you rather listen to this; Episode #95 of the Pattern Shift podcast is on the same topics.
Weaving Linen: Overcoming the ‘Ghost Stories’
I started my weekend with a weaving workshop at Klee Handwoven in Amsterdam, led by Eva Klee. If you’ve ever gone down a YouTube rabbit hole on weaving linen, you’ve probably seen the warnings—linen is difficult, it snaps easily, it’s unforgiving. But I'm not afraid. Ha!
Linen is a fascinating fiber. I first fell in love with it while learning the full flax-to-linen process in Sweden. The ability to grow, process, and weave your own fabric is incredibly empowering. But there was one big question in my mind—would weaving bore me? Some crafts, like spinning, can feel repetitive to me, and I worried that weaving might not hold my interest.
It was absolutely not boring. Weaving engaged my hands, feet, and brain in a way that left no space for distractions. The physical rhythm of the floor loom, the focus required to maintain the pattern—everything about it felt immersive. I walked away from the workshop with a woven dish towel, a deep appreciation for the process, and a renewed determination to one day weave my own linen fabric from flax I’ve grown myself. Will keep you posted on that one!
Crea Weekend: Slow Marketing in Action
On Sunday, I headed to Crea Weekend in Hardenberg, a relatively new creative fair covering everything from fiber crafts to bullet journaling. This fair stood out for its thoughtful organization, spacious layout, and friendly atmosphere—every business owner I spoke to raved about how well it was run.
But I wasn’t there just to browse. I had a mission: to connect with fellow business owners and explore how they describe their brands. Slow marketing—building relationships in person rather than relying on social media—has become a core part of my approach, and this fair was the perfect place to practice it.
At these events, I don’t just introduce myself; I ask questions that spark meaningful conversations. This time, I kept it simple:
“Can you describe your brand in three words?”
It was fascinating to see how business owners responded. Some found it easy, others hesitated, and a few emailed me later asking if they could change their words after thinking about it more! (Of course they could.)
What Three Words Define Your Brand?
Here are the businesses I spoke with and the words they chose to describe their brand:
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Lisette | Schaap en Draak – Kleurrijk (Colorful), Eigenzinnig (Eccentric), Natuurlijke Materialen (Natural Materials)
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Françoise | Bad Cattoo Yarns – Kleur (Color), Craftsmanship (Craftsmanship), Uniek (Unique)
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Ingrid | Ik-ke – Dit Ben Ik (This Is Me)
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Lisette | Woolly Adventures – Avontuurlijk (Adventurous), Kleurrijk (Colorful), Enthousiast (Enthusiastic)
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Myrthe | Frog Mouse Studio – Vrolijk (Cheerful), Kleurrijk (Colorful), Hebbuh!! (Must-Have!!)
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Martine | Stoffen en Stiksels – Kleurrijk (Colorful), Persoonlijk (Personal), Vakkundig (Skilled)
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Winnie | Winnie’s Wol – Kleurrijk (Colorful (vivid, bold)), Winnie (Winnie), Net ff Anders (Just a Bit Different)
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Ilse | Bujo Boutique – Creatief (Creative), Kleurrijk (Colorful), Structuur (Structure)
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Anouk | Nouk-San – Warm (Warm), Sfeervol (Atmospheric), Rustig (Calm)
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Willianne | Kaart Studio – Roze (Pink), Klassiek (Classic), Verfijnd (Refined)
Sadly I don't have pictures of the last two businesses, go to their websites and socials to get a good idea of their brands.
It was eye-opening to see common themes emerge. Many used colorful or creative—understandable, but not necessarily distinctive. Others highlighted specific techniques, values, or emotions tied to their work.
It's not easy, but important to know what sets your business and products apart from the rest. How is it DIFFERENT? If you use this in your communication, it's so much easier to find the right customer who's out there looking for what you offer specifically.
If you want to hear more of my thoughts on this, listen to the accompanying podcast episode here.
Key Takeaways from the Weekend
1️⃣ Don’t believe the ghost stories. Whether it’s weaving linen or launching a new offer, challenges are just learning curves, not roadblocks.
2️⃣ Slow marketing works. Real conversations at craft fairs build connections in a way that social media never fully can.
3️⃣ Brand clarity matters. If you can’t define your brand in three words, your customers may struggle to understand what sets you apart.
Define Your Own Three Words!
Now it’s your turn! Take a moment to think about your business. If you had to describe your brand in just three words, what would they be?
💡 Need help? Download my free Three-Word Brand Clarity Worksheet to guide you through the process! [Download Here]
I’d love to hear what you come up with—drop your three words in the comments or tag me on [Instagram handle]!
Until next time, keep crafting, keep growing, and embrace the journey. 🚀✨
