Purl Soho


Photograph by John Dolan

Purl Soho, a needlecraft supply shop in New York, is the ultimate destination for any one who loves handcrafts. Walls and tables are lined and covered with skeins of colorful yarns, fabrics, threads, and notions. There are supplies and books for every imaginable project. Purl Soho started as a tiny shop front on Sullivan Street selling natural fibers for knitting and crochet. In 2002 Purl Soho opened nearby in a larger space on Broome Street and expanded to include supplies for quilting, patchwork, needlepoint, embroidery and weaving. There is a lovely synergy between the shop and website, online sharing free tutorials and patterns, as well as selling supplies. Many Purl Soho customers visit the shop to experience the projects and materials they have read about online, whether they are local or visiting New York. Others come to be inspired, or participate in one of the workshops.

The Shopkeepers

Joelle Hoverson, her sister Jennifer Hoverson Jahnke, and Page Marchese Norman are the co-owners of Purl Soho. They were inspired to share their love of crafting, and bring needlecrafts into the modern design movement. Opening Purl Soho enabled them to meet like-minded people who share their passion. Jen loves knitting blankets and is currently working on the Eleventh Hour Marled Blanket. Page enjoys detailed projects, “the tinier the better” like this embroidery sampler, and Joelle is knitting this beautiful cashmere wrap.

On Purl Soho

 “We get so much inspiration from our customers. They come in with so many fresh ideas, new techniques, and creative energy, we can’t imagine life without them!”

459 Broome St., New York NY

Purl Soho


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  • Jo Jensen
    December 18, 2015 at 11:45 am

    this is the Knitting Store of all Knitting Stores. you make me so lonesome for New York. at my age you girls are helping me find knitting so interesting…..it is taking the place of my dance/music career and I thank you. They are so helpful even though I can’t grab a train to Penn Station and see them in person. I wish them all the luck and happiness in the world. thank you, Girls. jo

    • Paula Flynn
      December 19, 2015 at 6:16 am

      Thank you, Jo. Yes, it is. Jennifer, Joelle and Page have created such a wonderful and inspiring shop for us all to enjoy.