Who we are and why we created yarnami

Who we are and why we created yarnami

Yarnami is a story woven with natural yarn and ami (from Latin amore – love). The yarnami brand is like us. Joyful, uncomplicated, honest, focused on children and their needs. Somewhat modern, and somewhat old-fashioned, hidden somewhere in a cottage by the forest, longing for the past and for what we wish to go back to – nature, peace, a simple life, and playing in a tree house. It reflects what we appreciate and relish.

We like ‘little grand’ things in an uncomplicated, beautiful form. That is why, at yarnami, we prefer linen over satin on our quilts, single-colour wool over acrylic in our blankets, rag dolls over plastic toys, wooden over rubber chew toys. This is not asceticism, but choices that we enjoy. Our natural luxury.

We raise our own pretty big bunch of kids, and we know perfectly well that our choices are under the close scrutiny of their little eyes. Our decisions shape their sensitivity, teach them and show them the world. We want them to know that there is another way: calmer, fewer, but with higher quality.