Wool Couture Company

Wool Couture is a Yorkshire based luxury yarn and crafting kit brand founded in 2016 by Claire and Ali Gelder. Claire is a lifelong lover of crafting and was inspired to share her love of crafting with others and aims to inspire others by giving timeless hobbies a 21st century makeover. To expand her online presence Claire went on the British reality show, Dragon’s Den (similar to the USA’s Shark Tank) in 2019. Her pitch featured her yarn and her popular new-mom knitting projects. She showcased the therapeutic aspects of knitting and addressing shorter attention spans with quick knitting bulky yarn projects. With her target market understanding she also brought along the financial details of her already growing market and easily won over two of the Dragons, Touker Suleyman and Tej Lalvani, to invest in her worldwide online expansion for a percentage of the business. Wool Couture yarns are now available at Yarn Haus and are ideal for not just babies but for any quick next-to-the skin project.