Women in Family Business Hosted Shelley Brander, Founder of Loops and Knit Stars

The UNC Women in Family Business Club concluded the Fall 2020 speaker series with entrepreneur, author, and mother, Shelley Brander. After a successful advertising career, Shelley decided to switch directions and put her passion first, resulting in her store’s opening, Loops. Loops started as a local yarn store in Tulsa, Oklahoma; however, it has blossomed into much more. Shelley shared with our group the details of how she began her entrepreneurial journey and how it has grown into a global brand. Shelley shared stories showing that she has always gone after what she wants, from riding her tricycle to the grocery store as a child to switching career paths as an adult. Shelley wanted to leave a unique legacy for her children, one that could make a great impact, which pushed her not to give up and start a global brand at the forefront of the modern maker movement.

Shelley and her Loops Troops, her team that she built over the years, have grown significantly, overcoming many obstacles to start a business. Shelley pursued many ventures to expand her brand, including LoopsLove.com, LoopsClub.com, and Knit Stars. These programs have spread her brand across the world. Knit Stars, an online learning platform, allows people to share their passion for knitting with others worldwide. It has been an enormous success, with over 12,000 owners who inspire, teach, and connect in a beautiful community that Shelley created.

Shelley shared her experience working with her family and finding inspiration from their support. In her business’s beginning phases, her daughter Mallory, UNC ’23, would model in photoshoots to support her mother. Shelley shared that the support of loved ones convinced her to keep going; specifically, her mother-in-law motivated her to keep trying when her first store opening was not as successful as she hoped.  Hearing Shelley’s success story encouraged students in the audience to do what makes them happy and never give up on their creative passions. In her life, Shelley has inspired many people worldwide with her determination, perseverance, and love for knitting.

Written by Donna Crink, BSBA ’23