R.I.P Miso Funky; welcome The Bellwether
When a brand is successful you think, why change the name? For example, why did Opal Fruits change to Starburst or why did Jif change to Cif? Well sometimes a rebrand can be a good marketing tool. Will it work for Miso Funky?
Miso Funky was started in 2005 by Claire Brown. In the 80s, Claire was taught to knit and got to grips with the basics of cross-stitch. In the 90s she gained her needlework badge at Girl Guides and made an apron in a home economics class. Until the millennium, Claire didn’t sew again. However, in 2001 she cross-stitched a mouse on a hat; in 2004 she re-learnt to knit and started to knit scarves. This led to an idea being born. Claire and her friend Jo came up with the name Miso Funky for their fledgling craft business. In 2006 the pair discovered a community of frustrated designer-makers in Glasgow who wanted an event to sell their work at. This led to the Miso Funky market being born. A year later and they founded Glasgow Craft Mafia, which is a massive success. In 2009 Miso Funky featured in a documentary by Enterprise Nation and featured in their book , Working 9-5. The business continued to grow and be successful but this year was when the label changed its name.
The Bellwether means one that takes the lead or initiative. What a perfect name for a brand that launched a craft market as well as founding a craft mafia. The label continues to strive to create unique and quirky designs and lead the way in modern cross-stitch.
You’ve got to agree that you associate cross-stitch with being old-fashioned, but The Bellwether will change your opinion. Traditionally you probably associate it with floral patterns, but when you browse through the website you will find slogans, including some expletives. I wouldn’t suggest giving a “home sweet f***ing home” sampler to your mum, maybe keep this as a present for yourself. However, she might like the What would Delia do? sampler. If home wares are your thing, then you will adore this I hate washing up tea towel.
What’s great is that after a rename and focusing purely on cross-stitch, The Bellwether may finally have found its niche. It’s combining an old craft and bringing it up-to-date with a modern twist. If you’re currently decorating and need inspiration on what to put on your walls, maybe a Bellwether Sampler may finish off your project nicely.
Head over there now by clicking here, and it will open your eyes to modern cross-stitch.