Dear Michaels,
This letter has been a long-time in the writing, as my disillusionment has grown over the past year. I am a person of a general craft persuasion but can usually be found knitting and/or sewing.
I learned to knit in the winter of 2000. I was in my freshman year of university and returned to our Nation’s Capital with a small budget and too much time on my hands. Oh sure, I could have been studying, but let’s be realistic. So I did what any girl would do after having spent too much money on gin; I bought some aluminum knitting needles and some acrylic yarn and taught myself to knit. For about 8 years, all I knit were scarves and the only yarn I used was acrylic. This suited both my skill level and budget just fine.
About 2 years ago, I got the hankering to break out. I wanted to try something new and I wanted a challenge. I was going to knit socks and so I came to you for help. I needed double pointed needles and I needed sock yarn and I needed the support you had given me through my various craft projects throughout the years (see Halloween 2000 through 2003 and Christmas “fireplace” 2000 and 2003). Sadly, I could not find the very thin dpns that I required. Nor could I find any sock yarn. I wasn’t fazed, the hand-knitted sock craze was in its early days and maybe you hadn’t caught up yet. I remedied the situation with a trip to Toronto and a proper yarn store.
A couple of months ago, having several pairs of socks under my belt, I took a trip to a local Michaels store in search of some slightly fatter 9mm dpns. My sister and I were making little bags and needed both 100% wool and the aforementioned needles. Sadly, we had only two brand options for 100% wool and your double pointed needle seletion was lacklustre (as in maybe you had 3 sizes, and I think I’m being generous). Again, we remedied this problem with a trip to another proper, and quite lovely yarn shop.
So Michaels, my first question is, to whom are you selling yarn? Follow-up questions include, but are not limited to:
With three aisles of your store dedicated to yarn, would it kill you to carry something interesting?
Again, with three aisles of your store dedicated to yarn, how is it I can only purchase 2 brands of 100% wool. Please do not tell me there is not a market for it. 206 936 knitters can’t be wrong. And in case you’ve been too busy pushing your big-box, corporate agenda, sock knitting has caught on. Sock yarns of extra special colour and fibre sell out in minutes from small local yarn stores all across the world.
And that Vanna’s Choice? Is Vanna’s actual choice really acrylic? I find it hard that she of the diamond dresses and letter turning would choose to knit in 100% acrylic.
While we’re at it, what’s the needle selection? I nearly had kittens when you finally found the wherewithal to carry bamboo needles. How 2005 of you! Why do you insist on NOT carrying double pointed needles – no sock needles? Clearly, you’re main market consists of equal parts women over 70 making afghans and university girls who spent their student loan money on gin.
And there is a lesson to be learned here, Michaels, (that I am a yarn snob is not the one I’m thinking of), and the lesson is this: if I am searching for quality, maybe some merino, a little mohair, a lot of alpaca, and the creativity that comes from yarn that has been spun and dyed in small batches I should look no further than the many local yarn shops that strive to provide their customers with quality goods and proper customer service. That’s MY lesson, but do not fear, I’ve got one for you too – girls who have university educations, no matter how much grocery money was wasted on alcohol, no matter how small their yarn budgets started out, well, they grow to be women with much more substantial yarn budgets that they’ll take elsewhere in the future.
Regards,
Kim
Authors note: This letter was sent, with links edited out, to Michaels online Customer Service on Sunday, November 3, 2008.