Two Sisters, One Passion {Saturday Coffee & Net Talk}

A wonderful good morning to you! Today we have the promised second summer edition of our Saturday coffee. For this, I asked Heidi a few questions. Heidi? Well, Heidi - one of the brains behind the Danish yarn manufacturer Krea Deluxe. Together with Pia, she decided in 2015 to launch a small but fine yarn collection including matching pattern.

We are completely in love with Organic Cotton and Co! Since a few weeks you get the high quality processed qualities also at Maschenfein. And this color palette ... so beautiful! How did it come to Krea Deluxe in the first place? What makes the brand? I asked Heidi B. Johannesen everything and she answered. Since we wrote in English, I have translated the answers into German for you. Have fun reading!

When did you learn to knit and crochet?

We were still quite young. Our grandmother was always very creative and taught us to sew, knit and crochet. When we visited her and there was enough time, the three of us would eventually be found in her sewing room. She sewed new clothes for us and we worked on our own projects.

When did you decide to develop and sell your own yarns? And why?

About six or seven years ago, we were looking for organically produced yarns without toxic chemicals for our projects, as always. Both our children and ourselves have allergies and it was always difficult to find organic yarns in nice colors that we would use for teddy bears and clothing. So we decided to change that. We wanted to make high quality, ecological and sustainable yarns in great colors. And not just for the Danish market, but worldwide. Everyone should have the opportunity to easily get hold of non-toxic yarn alternatives - without having to compromise on colors and quality.

We had no experience in this area, but we knew exactly what we wanted.

Heidi B. Johannesen

So we told our husbands about our business idea, invested everything and put all our time into Krea Deluxe from the beginning. We had no experience in this field, but we knew exactly what we wanted. We spent a lot of time finding distributors and partners and then started yarn development. With each sample and modification we got closer to our goal and after two years we were able to introduce the first 20 colors of Organic Cotton. A year after that we launched Organic Wool and then last year Deluxe Silk Mohair. All together it took five and a half years, but it was worth it. We are very proud of our yarns!

What makes Krea Deluxe so special?

In everything we do, we work without compromise - we don't deviate an inch from the quality of our designs and yarns, our unique color palette and inviting packaging. Of course, this means it takes us longer to introduce new products and colors. But it makes us and our colleagues much more fulfilled.

With Krea Deluxe, we want to make a difference. And not just through our products. We are very fortunate to do what we love and we want to share that with others. For example, we have been working with the local job center for the past four years. People who were out of work for various reasons were able to get a fresh start for a few weeks or months at Krea Deluxe, for example after a long period of sick leave. In the process, we have met wonderful people who are passionate about their work. Everyone on the team at Krea Deluxe started out this way and made themselves indispensable. These people are the backbone of Krea Deluxe. We're all here because we love what we do. And that just shows in all of our work.

Do you have a favorite yarn from your range?

Phew, no, not really. Each yarn is designed for a different purpose and we just need them all. I may have a slight preference for the improved version of Organic Wool. It pills pretty much not at all. We've managed here to develop a soft and organic wool yarn without adding unnecessary chemicals or using processes like superwash. What didn't seem possible has happened - and we will continue to challenge ourselves to change conventional yarn manufacturing. Using GOTS certified enzymes instead of chemicals just makes so much sense!

What do you like better: knitting or crocheting?

I can't decide here - we need both. I love the shapes you can create in crochet as much as the textures and finishes in knitting.

The best thing about our work is that we look out for each other. First and foremost, we are a family.

Heidi B. Johannesen

There's a lot of talk at the moment about sustainability and living a sustainable life. What role do handicrafts play here?

Handicrafts represent parts of our core values: Is it important for one to know where each product comes from? How they are produced and what effect they have on the environment? If you choose to live sustainably, you can now better than ever choose sustainable products that have been produced with respect for people, animals and the environment. For example, if you buy certified stuff, you can trace the path of the finished product and learn more details. About the farm where the eco-wool comes from, or view test reports and get proof.

Knitting your own favorite sweater, investing in high-quality yarn and a really well-fitting design in your favorite color - that's sustainable. Because this way we have something from our clothes longer and we ultimately need less, because we stop always chasing the latest trends. Slow fashion is the opposite of the many conventional fashion collections and the "use it - and then throw it away" thinking of the fashion industry.

How does it actually work with your own sister?

We are business sisters - and we can't imagine it any other way. We think so similarly and always have an immediate image in mind when the other has an idea. Fittingly, we previously worked in different fields. Pia, for example, creates all our designs and takes care of our graphics. I take care of the day-to-day business, sales and marketing. We complement each other very well and have great respect for each other's skills.

The best thing about our work together is that we look out for each other. First and foremost, we are a family.

Can you tell us how old you both are? And do you live together?

I am 44, Pia 42 years old. We live three hours apart - each on one side of the country. We talk on the phone a lot and use Facetime a lot. It works wonderfully. Maybe it really is for the best. 😊

Dear Heidi, thank you so much for your answers!

Well? I'm sure you've learned a lot about Heidi, Pia and Krea Deluxe. I always find such stories very exciting - and I hope you do too! Have a look at the yarns and the matching knitting kits in the store. Great to try out is for example the Honey Clutch from PetiteKnit. And if you like to crochet cute little animals, you will definitely be happy with the book Edwards cheeky animal parade or the matching bird pendant. By the way, my favorite among the knitting kits is the Mohair Sweater No. 2. Designed by Pia, it is knitted with two threads Deluxe Silk Mohair.

Which color would I take? Powder of course. You know me yet 😉 You a wonderful weekend and have fun knitting and browsing. Next week there will be another summer edition of our Saturday Coffee. Be curious!

About Sophia

I'm Sophia, live in Hannover and since October 2020 I've been taking care of the blog posts, the newsletter, planning the podcast and coming up with actions for social media. By the way, I also happen to be a knitting addict, which benefits me at work.

Show all posts by Sophia

Krea Deluxe - Organic Cotton

Delivery time: approx. 2-3 working days

5,20 €

Krea Deluxe - Organic Wool 1

Delivery time: approx. 2-3 working days

8,90 €

Krea Deluxe - Deluxe Silk Mohair

Delivery time: approx. 2-3 working days

11,90 €

Kate O Cardigan

From: 130,70 €

Kate O Cardigan - knitting pattern

8,90 €

Stockholm Slipover

From: 60,75 €

Stockholm Slipover - knitting pattern

Delivery time: approx. 2-3 working days

6,90 €

Aino

From: 62,30 €

Mohair Sweater No. 2

From: 95,20 €

Rai Rai Sweater

From: 44,50 €

Almue Shawl

Edward's naughty animal parade

Delivery time: approx. 3-5 working days

19,99 €

Edwards cheeky animal parade birds

Delivery time: approx. 2-3 working days

16,99 €

Honey Clutch

From: 20,25 €

Honey Clutch - knitting pattern

Delivery time: approx. 2-3 working days

6,90 €