About the Company
We at YarnYAY! believe in the “rising tide” philosophy of working together with other fiber-loving (and whenever possible, indie) businesses, to help us all thrive.
Our mission is to introduce our community to gorgeous yarns and on-trend, totally doable projects (we love little wins like FOs!) Once makers fall in love with the yarns from our boxes, we encourage them to support their local yarn shops by buying more of it from them.
YarnYAY! is more than a subscription box company, though. It’s an experience based in large part on community, which we try to nurture virtually almost every day. Subscribers can interact with Vickie, the team, and each other as much or little as they like. We just want them to know that they always have a place to get help, stitch-along, and to share projects with fellow yarn-lovers. We hope you’ll come YarnYAY with us!
Meet the Team
YarnYAY! is a women-owned business based in Austin, Texas. The team is 60% cat-eyelinered, 20% mustachioed, and 100% whip-smart bad-assery.
Vickie Howell Founder/Stitcher-in-Chief
Vickie is a mom of three, award-winning broadcaster, author, designer & entrepreneur. Over a decade and a half, through various television shows, YouTube videos, online courses, conference tours and books - she’s had the privilege of teaching hundreds of thousands of stitchers new yarn-y skills. It’s her mission to empower people to lean into creativity by making DIY totally doable! Follow @vickiehowell
Felicity Fromholz Marketing Manager
A true "Jill of all Trades," Felicity has over 7 years of subscription experience from operations to sourcing and merchandising...she's also a wiz on a spreadsheet! When she's not working on YarnYAY! newsletter marketing initiatives, she loves watching movies with her family and snuggling with her two smushy-faced dogs.
Carin Greene Customer Service & Projects Manager
Combining her studies of engineering and past life in the ad world with two dashes of the mom life, Carin is on her Type-A game caring for the details important to our customers and managing our projects. Need some YarnYAY! assistance? Just email support@yarnyaycom -- she's got you!
Chaitanya Muralidhara Lead Patterns Editor
Chaitanya’s background in mathematics and scientific publishing, meshed with her passion for fiber arts, shines through as approaches whipping each YarnYAY! knit and crochet pattern into shape. When she's not doing that, she's knitting WAY too many sweaters and traveling to places where she can wear said sweaters.
Chris Bahls Web Operations Manager
Chris is a printmaker, turned software interface designer, turned knitwear designer and instructor. When he’s not managing the YarnYAY! shop, he can be found elbow deep in color, creating the latest of gorgeous shades for his hand-dyed yarn company, Left Coast DyeWorks
Becky Joiner Associate Maker
As a serial maker, Becky will always have a bag full of projects in various states of completion. Yarn, paint, cloth, and thread are her besties! When she's not packing YarnYAY! orders, and assisting in all that is creative within the company, she's trying new crafty things. Becky gets the most joy from creating and doing something different every day.
Tanner Howell Lead Box Folder/Studio Maintenance Asst.
Tanner's ability to pole vault higher than most room's ceilings, and solve a Rubik's cube in under 2 minutes, speaks to the agility that aids him in speed folding YarnYAY! boxes (his record is 350 in an hour), and figure out most maintenance conundrums!
2022 Spring/Summer Designer in Residence
& Tech Editor
Julia is a Toronto-based designer and graphic artist. She spent 15 years designing hundreds of knit and crochet projects as part of the Design Team for Yarnspirations (Caron/Red Heart/Bernat/Patons), and under her own name on Ravelry. Follow her on Instagram here.
Toni Lipsey 2022 Fall/Winter Designer in Residence
Toni, the designer and instructor behind TL Yarn Crafts, strives to inspire others' creativity through online tutorials and modern, approachable crochet patterns. Follow her daily crochet journey on Instagram and pick up her book, The Tunisian Crochet Handbook, and patterns here.
YarnYAY! proudly supports women-run businesses worldwide. This site was developed by Yael Rozanes, owner of UL-UX studio in Tel Aviv, Israel.