A Passion For Wool, Colour And Creativity
Keren Eggers is the owner of Cruellas Natural Fibre Boutique. A journey of reinvention and passion for the craft community. Nestled in the heart of Nelson at 155 Hardy Street, Cruellas is not just a store—it is a vibrant hub for creativity and inspiration for knitters, crafters, and hobbyists from near and far.
Keren’s story begins growing up in Dunedin, she pursued a career in occupational therapy, a field that allowed her to help individuals achieve their full potential. “I trained as an occupational therapist in Dunedin and then moved to Nelson at 21 to marry my husband, who is from here,” Keren recalls. Her early career was rooted in helping others, first as an occupational therapist and later in health and safety and human resources.
Despite a successful career in these fields, Keren always had a deep-seated passion for crafts.
“Crafting has always been a part of my life. Both sides of my family were very crafty, and it was a hobby I cherished from a young age,” she explains. It was this lifelong love for textiles, colours, and knitting that ultimately led Keren to explore new avenues for her creative expression.In 2013, Keren saw an opportunity to combine her professional skills with her personal passion when Cruellas became available for purchase. “I was at a point in my life where I was ready for a change. When the opportunity to buy Cruellas came up, I knew it was the perfect chance to follow my passion,” she says. Keren’s mother joined her in this new venture, and together they took over the beloved store. After her mother’s retirement in 2016, Keren became the sole owner.
The transition from a career in health and safety to running a retail business was not without its challenges. “Retail is a lot more work than people realise. There’s so much more to running a store than just being there and selling products,” Keren notes. Over the years, she has navigated various challenges, from fluctuating foot traffic to the evolving retail landscape.
One of the major challenges Keren faced was adapting to the changing nature of retail. “We can’t rely on foot traffic alone anymore. We had to become creative in how we reached customers,” Keren explains. This led to a significant shift towards enhancing their online presence and using social media to engage with a broader audience.
Despite these challenges, Keren finds immense joy in her work. “I love that people come in and feel inspired to create something. It’s rewarding to see them leave with a smile, knowing they’ve learned something new or found a project they’re excited about,” she says. Keren also enjoys sourcing unique products and encouraging customers to experiment with colours and techniques, reflecting her own enthusiasm for creativity.
Cruellas offers an extensive range of products that cater to a variety of crafting interests. The store features yarns and fibres, hand knits, NZ made knitwear, NZ made clothing, knitting needles, buttons, patterns, embroidery threads and more. “We strive to support local artisans and offer high-quality New Zealand-made products,” Keren emphasises. The store also provides fibre for spinning and a variety of craft supplies to suit diverse creative pursuits.
Keren’s approach to business reflects a deep commitment to the crafting community. “I want to offer more than just products. I want to be a resource for people who want to learn and grow in their craft,” she explains. This includes offering free help for customers who need assistance with their projects and creating a welcoming environment for crafters to share their experiences.
In recent years, Keren has expanded Cruellas reach through online sales. “A couple of years ago, online sales were just 5% of our business, but now it’s about 20%,” Keren shares. The growth of the online store has allowed Cruellas to connect with customers beyond Nelson, reaching a mix of local and international buyers. “Our online presence helps us attract new customers who might visit the store when they’re in town, and it’s been great for bringing in new business,” she adds.
Operating in the heart of Nelson, Keren appreciates the lively atmosphere of the city. “Nelson is a wonderful place for a craft store. There’s so much to see and do, and I enjoy being part of this vibrant community,” she says.
Despite these challenges, Keren remains optimistic about the future of Cruellas. “It’s been an amazing journey so far, and I’m excited about what’s next. We’re always looking for new ways to grow and connect with our customers,” she says.
Keren’s journey from occupational therapist to craft store owner is a testament to the power of pursuing one’s passions and adapting to new challenges. Through her work at Cruellas, she fosters a community of creativity and learning, offering both products and inspiration to those who walk through her store’s doors.
Contact Details:
Cruellas Natural Fibre Boutique
155 Hardy Street, Nelson 7010, New Zealand
Website: www.cruellas.co.nz
Explore the virtual tour at Cruellas Natural Fibre Boutique
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