When the existing framework doesn't fit, I build one.
Slowly, row by row.
WHO I AM
I’m a marketer, a social activist and an entrepreneur. I’ve spent my life building things: strategies, teams, projects and sweaters.
For two decades, I helped build companies as a senior marketing executive, primarily in medical technology. My commitment to women’s rights has shaped my work mentoring women, leading a program supporting women-owned businesses, and volunteering at a women’s shelter.
Today, I bring that experience to Knit Local and Lila, two ventures rooted in a craft I’ve practiced since childhood. As the founder and executive editor of Knit Local, I lead a Hebrew-language publishing business and community exploring knitting as a craft and a cultural practice.
WHAT I BUILD
I've found that the more I understand how knitting works, the more freedom I have to experiment and make things my own. That experience shapes everything I build, from publishing and knitting guides to community and retreats.
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Publishing
A magazine that explores knitting through personal stories, research, history and culture. Each article brings another perspective to the craft and the people who practise it.
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Designing User Experience
Knitting instructions that consider the experience of following them, not just the information they contain. Clear, step-by-step explanations that assume no prior knowledge, and printed booklets with tracking tables, support the knitter throughout the process.
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Community
Gatherings, conversations, and shared projects where knowledge passes between knitters. Opportunities to exchange ideas, learn from one another, and feel part of something shared.
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Retreats
Uninterrupted time to knit, explore, and connect, away from everyday routines. Space for projects and ideas to develop at their own pace.
LET'S TALK
I welcome conversations with people working in yarn, craft, publishing, and anyone interested in what I'm building.
Instagram: @xen_mendelsohn