Alright – so today we’ve got the honor of introducing you to Heather Swan. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Heather, thanks for joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

When we started thinking about creating a yarn-focused craft shop, also known as a Local Yarn Shop, I struggled with the idea of using industry-specific terminology. Our main goal was to build an inclusive brand and space where everyone would feel welcome as soon as they walked through the door. In my field, knitting puns and jargon are often the go-to because knitting tends to dominate the yarn world. However, I wanted to emphasize that yarn has so many other creative possibilities—such as crochet, embroidery, weaving, crafting, quilting, and many other forms of artistry. Yarn isn’t just for fiber crafters; it’s a versatile material for all kinds of creative mediums.

Finding words that rhyme with Yarn is also not the easiest. And then, seeing what other shops are out there, because even though these shops are independently owned and operated, they are limited in total quantity, and we don’t want to take on another’s persona. There is the Yarn Barn located in Kansas that has a fabulous reputation, so that would not be an option for us, especially being less than a 6-hour drive away.

During the brainstorming, we knew that we would also be focused on Community. By supporting our fiber community AND our community at large in the talents and activities to make our society productive and interesting.

We envisioned a brand that could evolve alongside our journey in the fiber arts. By incorporating the word “Yarn,” it’s immediately clear what we specialize in, while also blending in an element of “Community.” This combination of YarnCom is meant to convey our mission to customers before they even step through our doors or encounter our marketing efforts.

Heather, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Heather is a dynamic leader with a passion for bringing people together and fostering community growth. Her career began in Parks and Recreation, where she coached youth and coordinated community events, sparking her lifelong dedication to volunteerism and leadership. Over the past 25 years, she has held executive and managerial roles across various corporate settings, working with diverse teams at local, national, and international levels.

A natural mentor and strategist, Heather excels in guiding individuals through transitions, helping them clarify their goals, and leading them toward actionable solutions. Her ability to inspire and organize people has been evident through her extensive volunteer work—mentoring teenagers, coaching youth sports, spearheading fundraising efforts, and actively supporting community initiatives. Currently, she serves as the Community Outreach Coordinator for her chapter in Little Black Book, a St. Louis-based women’s networking group, where she connects and empowers others.

Heather’s leadership extends into event planning, operations, and business strategy. She has successfully planned national sales meetings, hosted international clients, overseen HR functions, managed operational teams, and contributed to software design. Her innovative, solution-oriented approach allows her to tackle challenges with creativity and adaptability.

People need connection. In our society, we sometimes overlook the importance of family and community, and this can create divides in many areas of our lives. This business exists because I know I’m not alone in feeling this way. Many people are longing for meaningful time spent together in ways that bring us closer. I want to create a space where individuals, regardless of differing values, beliefs, backgrounds, or appearances, can come together, share love, and experience joy. My hope is that when people spend time at my table, they leave with a broader perspective and carry that openness with them when they encounter others—whether the situations are joyful or challenging. At Yarncom, I want everyone who walks through the door to feel like they have a place at the table.

Outside of her professional and volunteer roles, Heather enjoys traveling, camping, and spending time with her family—including her husband, kids, parents, nieces, nephews, and beloved pets, who often join her at events. Her ability to lead with vision, collaboration, and compassion continues to make a meaningful impact on those around her.

What’s a lesson you had to unlearn and what’s the backstory?

One of the most important lessons I had to unlearn was the idea that I needed to change myself to fit others’ expectations. Throughout my life, I was often encouraged to quiet down, take up less space, and adjust to the comfort levels of those around me.

While there is certainly a time and place for mindfulness and awareness of others, we should never lose sight of who we truly are—at the table, in the room, or wherever we stand.

There were times when my ideas weren’t valued until someone else presented them. Moments when my insights, expertise, and guidance were set aside, only to be revisited later—after unnecessary struggles. I spent so much energy making things work for others, only to hear later that if they had listened sooner, we could have avoided setbacks. Those moments were frustrating, but they also shaped me.

Stepping out on my own was a leap of faith. I wasn’t sure who would listen or show up, but I trusted myself enough to try. And I’m so glad I did. Now, I show up as my full, authentic self every day. While I may still be “too much” for some, I’ve learned that those who are meant to be in my space will be there.

I’ve come to appreciate the balance I bring—the ability to energize and inspire while also providing a calm, steady presence. I now see those past experiences as lessons in listening, valuing my own voice, and creating space for others to do the same. Each day is an opportunity to grow, to push the envelope, and to make a meaningful impact. And that, to me, is truly exhilarating.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

There are so many great resources available in many different formats. The first books I recommend for anyone jumping into a new phase of their career or entrepreneurship include Big Magic by Liz Gilbert, E-Myth by Michael Gerber, Profit First by Mike Michalowicz, and Outliers by Malcolm Gladwell. These four books provide different information and resources to support the various aspects required to create a successful business or expand your current career/business to the next level.

‘Big Magic’ reminds of how ideas have their own life force. And that there may be others out there doing the same thing, it’s through a different lens. And we need all of them to bring it to fruition. There are others that may copy things I have done, and I may copy what others have done. In the end, I’m bringing to life the idea in the way that I interpret. Remembering that we are each here for a purpose and bringing a new perspective to the idea.

‘E-Myth’ provides a great formula for the different roles that are required to bring ideas to fruition. And depending on our funding, helps us to see the different aspects required for the business. It can help you see early on what aspects you are great at, and which ones you prefer to not do. By having this insight, it can save you frustration and loss of production to find the right resources to get the parts of the business done that you do not want to deal with completing, giving you more time to enjoy and focus on the tasks you excel.

‘Profit First’ turns financial planning and execution on its head to create an alternate perspective to accomplishing your financial goals. It provides a structure for the laymen to better understand how to use the revenue to ensure they are covering the bases with a fresh approach to tasks that most people do not enjoy.

‘Outliers’ is inspirational and can provide guidance for what is needed in the attitude of work to accomplish the goals that are being set, especially in the beginning. The insight that is shared, can also help to see examples of when the commitment is there, the work gets done, and goals are accomplished.

Contact Info:

• Website: https://www.yarncomstl.com
• Instagram: https://www.instagram.com/yarncom/
• Facebook: https://www.facebook.com/yarncom/
• Linkedin: https://www.linkedin.com/company/yarncom/
• Youtube: https://www.youtube.com/@yarncom
• Yelp: https://www.yelp.com/biz/yarncom-creve-coeur
• Other: Google: Yarncom: Community through Creation
  Ravelry: https://www.ravelry.com/shops/yarncom

Image Credits

Danijela Kandera of Empowering Portraits
Brianna Fox, Brianna Buchholtz Photography