The Unconventional Path · 2026-05-28 · 55 min
Welcome back to another episode of The Unconventional Path. In this special reissue from our archives, hosts Bela Musits and Mike Wasserman dive deep into the inspiring story of an entrepreneur who turned a passion for crafting into a global e-commerce success. Our guest today is Nicole Snow, the visionary founder of Darn Good Yarn. While many might assume the company is strictly about selling yarn, Nicole reveals how she has grown a multifaceted retail e-commerce business that serves a $44 billion crafting industry. Surprisingly, more than 70% of her revenue now comes from clothing and apparel, alongside a thriving subscription model with over 13,000 monthly members in her yarn club. In this interview, we explore the "human touch" required to build a brand from the ground up. Nicole shares her insights on the grit needed to manage complex international supply chains and the beauty of small business, where job roles often morph into robust, high-impact careers.
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