Cast Away & Folk - Photographer Santa Rosa

I recently interviewed and photographed Justine Malone of Cast Away & Folk for a spotlight series I'm doing for Mugsyclicks.  Here are the questions and answers from our interview as well as a few of the photos we took. Check out her shop in Railroad square or visit her website here www.castawayyarn.com

What’s your favorite thing to talk about with your customers?

 I love it when customers tell me about an ongoing or finished project and include stories about what was going on in their life when they made the item. Some people knit during boring periods of life- school, meetings, work. Some find knitting helps them through loss- quite a lot of people come in to stock up for hospital stays. Some people have pets that try very hard to destroy their projects! It can be boring, trying, and comical. Such is life!

What is a positive thing that beginning knitters often say?

"This is fun!" "I'm doing it!  "Oh my gosh I made this!" (about a tiny square of nothingness which makes it even cuter), or even "I am awful at this hahahaha!!!" and then keep trying with a smile. Students who talk like this do well. The ones who say "I won't be able to do this"  "This is terrible!"  "I'm not creative" just don't do well. Teaching knitting has taught me how to be a better student in areas that are challenging for me, mindset is 90%!

How is knitting changing peoples lives?

 I have a lot of beginning knitting students that are at retirement age. These are women (yes, mostly women- you should see how excited we get when we get a male student!) who's mothers were knitters & crocheters. Baby boomers who wanted nothing to do with hand crafts back then- but now these women are excited and thankful to have someone teach them what they weren't ready for 30 years ago. I like to think that these people walk away with a sense of nostalgia and pride.

Why do you think people love to see your dog at work?

 Ow wow, that dog has taught me a lot. Greeting people with pure love, adoration and the complete expectation of all of that in return. How could you not fall for that?!! Also, everyone needs to get out of their head. She's silly.

In what ways do your customers inspire you?

 I have customers that go to knitting retreats & events, remember the names of designers and patterns, kit sweaters in weekends!  I so wish I could do this. My brain is scrambled with the daily chores of running a shop. I can't wait to someday take some time off and immerse myself in ... ironically... knitting!

What is your favorite yarn or project of all time and why?

 Don't make me choose! I love The Fibre Company yarns, Shibui, Skacel yarn company ( I love rain so someday I hope to live in the pacific northwest or midwest and work for someone like any of these companies!)  My favorite needle size is 4-6 and I just can't decide if I like a meaty project that takes months (ok, years) or a small project I can finish in a weekend. I really just get full of yearning and excitement when I dream of a new project. It's like hunger- not unlike after a long day at the beach when you long for warmth, stew and a beer! It's a full body experience. Not sure how else to decsribe it.

What do you consider your greatest achievement as a small business owner?

 I'm proud, honored and a little bit shy about how everyone seems to have heard of my shop. that's awesome for 5 years! I want to be a staple in santa rosa/sonoma county/railroad square. I am so glad that I was able to connect with leslee fiorella and isla corbett, my amazing partners and co-owners who brought us Folk Modern Craft. Cast Away & Folk has become a full service modern craft shop, the only one in Sonoma County. We are so lucky to rent a space in the Lee Brothers Building, the first building built in SR after the 1906 earthquake, in railorad square.

speaking of RAILROAD SQUARE....

I wouldn't have my shop ANYWHERE else. I fantasized for years about being here. to me it was the ultimate. I had 2 shops before this and wished both of them were here. I live on the west side of the tracks and try to do most of my living over here. The great thing about our large and vibrant city is that the downtown really feels like a small town. we don't feel much bigger than petaluma or healdsburg , even though we are the county seat and triple their populationsa. I have been adamant about shopping local for 20+ years, no matter what my community. Living near Railroad Square for 13+ years and having my business here for the flast 5 years makes me feel like I am finally a permanent part of a community. I run into the same people every day, have regular customers, and spend as much of my money within 1 mile of my house as possible! I think Railroad Square will once again become the heart of Santa Rosa, as it was 100 years ago, and I feel lucky to be here. I serve on the railroad square asociation board as a trustee and love being a part of change and decision in my town.