When Amelia Freeman-Lynde started up her craft-supply store, she had a vision of a community-centered experience — hands-on learning, classes, interaction between people. Then the COVID-19 pandemic took hold, and her business model changed completely.
Freeman-Lynde owns Freeman’s Creative in Durham, North Carolina, which normally offers craft courses, including knitting, sewing and indigo dyeing, as well as community meetups. But the store has been closed to the public since last March, so she’s pivoted to e-commerce with curbside pickups.
“I said, ‘I really want to connect with people. I want to show them kind of the joys of handcraft,’ and suddenly, our whole model is now online,” Freeman-Lynde said.
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