Knitch Magazine

Jay working the KFI booth at the last TNNA show.One of the most successful US distributors is Knitting Fever, who bring to the market a huge selection of yarns from designers like Noro, Debbie Bliss, Louisa Harding, Elsebeth Lavold and many other names you'd recognize. They also distribute yarns for European manufacturers Katia, Mirasol, Sirdar and Sublime. As you can imagine, the people who rep their yarns to local yarn shops have to possess a wealth of knowledge about fibers, yarns, the knitting market and fashion. We were thrilled when Jay Opperman, one of their very experienced and knowledgeable reps, agreed to speak to Knitch Magazine about his work.

Knitch: Jay, can you tell us about your career with Knitting Fever?

Jay: I've been at KFI since 1991. I am instructive in yarn selection and color choices for each season, and I supervise both of our sales teams at Knitting Fever and Euro Yarns. I go to the big European shows each season in Italy and Germany to view the collections and follow the trends.

Knitch: How did you get into the yarn industry?

Jay: I started out in college doing it as a part time job and was offered a position as a sales rep after graduating. I developed a collection of yarn lines early on in the late 1970's and was in the right place at the right time when the industry exploded in 1979-1980.

Knitch: You're considered an authority on the yarn market. Can you tell us how it has changed in the past 20 years?

Jay: The Internet, the Internet , the Internet! It has become the great equalizer, creating a level playing field in its ability to bring accurate information quickly to both the retailer and the consumer. They have become much more knowledgeable about price and product, and are instrumental in creating a demand and desire for a yarn, fiber blend or weight category almost instantaneously. The Internet can be a double edged source and we need to know how to use it wisely in a positive manner. It can be a great tool in searching for product, patterns, pricing and sources.

Knitch: Do you predict any changes in the next two or three years?

Jay: I foresee a return to novelties and quick projects that take one or two balls of yarn. The cycle is returning to 'yarns of interest' after a few years of classics. Big needle knitting, instant gratification and hand dyes will proliferate. However, real experienced knitters will still crave high quality, soft luxury yarns.

Unfortunately, I expect prices to continue to rise due to the weak dollar and high transportation costs.

I also think that the future of pattern sales is in downloading the pattern off the Internet and then inspiring the knitter to go out and seek the yarn. We have seen that the color or garment shown in the pattern is almost always the one the consumer wants.

Knitch: Can you tell us which yarns you think are going to be popular the 2011 autumn and winter season?

Jay: Yarns with a 'Wow!' factor whether they are unusual novelties, thick quick knits or luxury yarns with a hint of glitz. Most knitters want a yarn that feels good and soft with no issues of fuzzing or pilling. I see Chenille and metallics making a comeback.

Knitch: Is there a pronounced fashion trend we should look for this autumn season?

Jay: Again, instant gratification with super bulky yarns. I've been telling retailers to stock up on size 19, 35 and 50 needles for fall. On the other side of the spectrum we still have a calling for luxury Lace and 4 and 6 ply sock knitting. Aran and cabled garments are also in fashion for fall 2011.

Knitch: You attend a lot of yarn shows throughout the world. Can you tell us about your favorite?

Jay: I love the Handarbeit show in Cologne, Germany each spring. The show previews everyone's collections in a stylistic and effective way with great panache. The buzz and excitement generated at this show propels a positive and influential mood into the showing of the fall collection here in the states as well as with our sister companies worldwide. The upbeat excitement is unique here each and every year.

Knitch: Yes, it's unlike any other show in the yarn industry, isn't it? Handarbeit attracts buyers and designers from all over the world to create a truly global marketplace. That raises the question of the global economy. How has the current economic climate affected the yarn industry?

Jay: Both good and bad. I think though that the consumer has become more educated on pricing and quality and is not trading down. The knitter is still working with the level of high quality that they are used to but maybe doing projects that use less consumption. I see more knitters appearing in groups of three or four heading into shops recently due to higher gasoline prices. Once they're in the store they feed off one another's excitement.

Knitch: There's an old adage: If you want to save money, don't go shopping with your friends! You must see a lot when you visit the shops, and that first-hand experience must be extremely valuable to you.

Jay: I live in yarn shops. Each and every day is a new experience for me and my interaction for the past 35 years in the industry with shop owners has been a place for me to read the pulse of the yarn world. By listening to the retailers we are able to search out and provide for them what they and their customers want.

Knitch: Tell us what you've learned about yarn shop owners in all the time you've spent in stores.

Jay: The overwhelming majority of retailers love their work and the interaction with their customers. Most get into retail to provide their services and talents to help out. It is a labor of love. They're quite talented and I have seen thousands of them provide the help they give in a most positive way.

Knitch: So what advice would you give to our readers who dream of one day owning a yarn shop?

Jay: Pursue your dream! We need more innovation and talent and new blood in the industry. I must speak to half a dozen prospective retailers each week about the nuts and bolts of opening a shop and always encourage them if they are realistic about their goals. You only live once and if you can't open a shop I guess you can always become a yarn rep..however that is a completely different story!

Knitch: You make it look like a great career, Jay. You seem to love the excitement of the shops, the fashions, the yarns. Of all the yarns you've seen or sold throughout your career, which one would you say is your favorite?

Jay: I've always loved Noro yarns. They're unique, colorful and inspiring. The man is a genius. No one has ever created the magic that he has with fiber and color. All the imitations that he has inspired have been a compliment to his talent and vision.

Knitch: Do you have any other industry heroes?

Jay: I love visionaries who have the ability to inspire and create things that are unique to their calling. Joseph Galler comes to mind as someone who started over in America after leaving the ashes of Europe and beginning a yarn company that exuded high quality and uncompromising standards. He was a man who did things his way and who commanded immense respect. Probably the most inspirational person I have met is Sion Elalouf who created KFI in the late 70's and has made it to the pinnacle of the industry.

Knitch: That's quite a tribute!

Jay: He is the wisest and most profound man...and I am proud of my association with him.

Knitch: Is there anything else you'd like our readers to know?

Jay: Yes. After all these years I still love my job!

Many thanks to Jay for taking the time to speak with us. We know how busy he is taking care of shops to ensure they have all the Knitting Fever International products on their shelves for the autumn and winter season.