Every now and then, a moment stops you in your tracks and reminds you why you do what you do. For me, that moment came a few years ago after receiving a heartfelt message from a customer. Their words sparked a realisation: my passion for knitwear has always been more than work — it’s been my lifeline.
At the age of five, I unexpectedly lost my mum. With that loss came a deep sense of loneliness and emptiness. One weekend, my grandparents visited, and my Nan placed a space-dyed ball of yarn and a pair of children’s knitting needles in my hands. She began teaching me to knit.
I was instantly mesmerised. For weeks, months, and years afterwards, I would knit, unravel, and re-knit that same ball of yarn — at home, in the car, anywhere I could. I didn’t realise it at the time, but those quiet repetitions were both therapy and the golden thread of my future career.
What began as comfort grew into a lifelong pursuit of craft, connection, and creativity. That single ball of yarn led me to study knitwear, where I met lifelong friends; it carried me across the world to work with global brands; and it ultimately brought me home to create Genevieve Sweeney — a British knitwear brand rooted in sustainability, heritage, and community.
I’ve always been endlessly curious about yarn, the knitting process, and the people who work within it. In every mill, studio, and factory I’ve visited, I’ve felt the same profound connection: from raw natural fibres to the skilled artisans whose hands shape every stage. Each person, each process, forms part of a larger story — a living history of craft and knowledge.
Over the last decade, manufacturers have become like family, and customers have become like friends. That connection came full circle when a customer wrote to thank me for creating a cardigan that gave her what she needed most after losing someone dear: a warm hug. In that moment, I realised what I had been creating all along — the very thing I needed most as a child: warmth, comfort, and connection.
Today, I’m proud that 40% of our collection is now made in-house at our studio in Hertfordshire, where I personally oversee the design and production of each piece. This is part of our growing mission to revive local manufacturing, celebrate artisanal skills, and preserve British textile traditions. We’re also preparing to launch our first apprenticeship programme — passing on skills, creating opportunities, and building a stronger community for the future.
If I could speak to that little girl again, I would tell her: keep knitting. It will bring you everything you need — purpose, connection, and a warm hug.
Thank you to my Nan for teaching me to knit. And thank you to our GS community for being part of this journey.
All the best, Genevieve
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