The Story Behind String Theory

by Janet Avila

The Story Behind String Theory

We've had a lot of new visitors recently, so I thought I would take a moment to introduce myself and String Theory. I'm Janet Avila. To learn about why I started String Theory, take a minute (actually three minutes) to watch our video

Any business is supposed to solve a problem. For us, it is world peace. I know that sounds presumptuous but stay with me. Studies show that knitting and crocheting are good for you, both mentally and physically. Since everything is connected, the more peace you feel, the more you bring to the world. 

However, addressing peace on a personal level isn't enough. Since day one our mission has been to support small groups (both local and global) who are trying to make the world a better place. We've raised about $40,000 for local groups through our annual Scarf Market. (more on this later)



We also reach across the country and the world. We help women in Rwanda, who survived the genocide, educate a new generation. We help women in Uruguay find meaningful work without leaving their rural homes. We help a family in New Hampshire maintain a mill, a tradition spanning hundreds of years. We help moms who are raising families, dyeing yarn, and seeking social justice.



Times have changed enormously since I opened in 2004. Back then, most customers didn't understand the importance of organic cotton - why would you pay more? Businesses were not supposed to have opinions - I shared mine anyway. I've always been interested in diversity, but when I opened I was focused on empowering women in other countries. I've come to realize that there are marginalized women in this country that need support too.


Thank you for being part of our community. You hold me, inspire me, and help me make the world a better place for everyone.





Janet Avila
Janet Avila

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