‍At a Glance

At a career crossroads, Wave McFarland was contemplating investing in a local business when he came across The Woolery. He purchased the e-commerce arts and crafts company in 2015 and spent the next three years laying the foundation for sustainable, efficient growth. Learn how Wave's philosophy, rooted in discipline and a commitment to cultivating meaningful, lasting customer relationships, has made The Woolery a reputable one-stop shop for fiber arts products and services.

Who is Waverly?

Meet Wave McFarland, President and Co-Owner of The Woolery!

About The Woolery

The Woolery is the place for weaving, spinning, felting, dyeing, rug hooking, punch needle, knitting and crochet. Established in 1981, The Woolery’s extensive inventory of products, excellent customer service and in-house fiber arts experience makes it the ideal source for all your fiber arts needs. It has one of the largest selections of weaving loom and spinning wheel floor models for you to test drive. The Woolery also has the largest selection of premium yarns for weaving, knitting and crochet in the area. 

Wave’s Entrepreneurial Journey

After more than 30 years in corporate sales and marketing, Wave McFarland found himself at a career crossroads. "I had just taken a buyout at the last company I worked for, and we didn't want to relocate from where we were living in Kentucky at the time," he recalls. At his wife's suggestion, he began researching local businesses for potential investment. "The process took about six months. We found an E-Commerce arts and crafts business whose owner was ready to move on to something else," he says. In 2015, Wave purchased The Woolery and now serves as President and Co-Owner.

Business Growth and Revenue Strategies

The Woolery’s Evolution Over the Last Ten Years

Reflecting on the last decade as a business owner, Wave describes the many ways The Woolery has evolved as an E-Commerce company, starting with the team. Noting that some employees have been there since the beginning, he says, "We're actually smaller from a headcount standpoint, even though the business has grown. We've become much more efficient in terms of the number of people it takes to achieve our objectives.."

The Woolery also relocated to a larger retail, warehouse, and office space in Frankfort in 2016, and has since undergone two expansions. Other changes include three website updates, automated payroll, and new ERP, accounting, and email marketing systems. "We've greatly expanded our product line," Wave adds, "and we now have about 25% more SKUs than when we purchased the business."

Key Factors Driving Growth for an Existing E-Commerce Business

During his first few years as owner of The Woolery, Wave focused on building a strong foundation. The list of changes he made in year one alone was extensive: updating and migrating the website to a new platform, switching to a new ERP system, incorporating a more robust accounting system, and automating payroll. Streamlining operations department by department was a key priority, and Wave points to customer service as an example. "We looked at the workflows, the team, and their day-to-day tasks, asking, 'How do we become more customer-centric and customer-focused, and less administrative, in that area?'"

Wave admits that the behind-the-scenes heavy lifting – accounting, insurance, local regulations, supply chain, and tariffs – isn't glamorous in entrepreneurship, but it's essential for long-term sustainability and success. "That's where a lot of businesses, big and small, get caught up. They get so focused on having the best product, service, or technology that they forget what I call the 'back office' that's necessary."

How The Woolery Prepares for Peak Seasons

Because people tend to gravitate toward indoor hobbies and crafts like knitting and weaving during the colder months, The Woolery's busy season stretches from October through March. The company focuses on making sure team members are equipped to handle bigger sales volumes and step into other roles if needed. Wave explains, "We're big on cross-training – we have several people that can ship, people that receive goods, and people that can maintain inventory. So during Q4, we have the ability to increase our shipping capacity by about 25% just by moving folks around, with no uptick in headcount." Between Thanksgiving and Christmas, a small crew comes in for "pick, pack, and ship Saturdays" to ensure a steady workflow and get orders out the door come Monday.

The CX Philosophy at The Woolery

"We want to put customer experience and customer service front and center. That's been a hallmark of The Woolery since the beginning," Wave says. Over half of The Woolery's business comes from repeat customers. Valuing long-term relationships over one-off transactions, the company aims to be the destination for all things related to the fiber arts.

Wave stresses the importance of LTV (lifetime value) as digital marketing becomes more expensive and competitive. "Getting a new customer is a lot more expensive now than it was ten years ago. Smart businesses are doing everything they can to keep that customer once they have them."

What Wave Looks for in a The Woolery Team Member

Stepping into a role at The Woolery requires that candidates possess a skill set that genuinely matches the job's duties and responsibilities. But Wave is just as focused on cultural fit. "There's only twenty of us, so there's no place to hide," he explains. "Everybody has to get along and work well together." Beyond skills and chemistry, he's also watching for something harder to measure: the potential and drive to grow within the company.

Innovations and Adaptability

Looking Forward: Wave’s Goals for The Woolery 

"The number one goal, year in and year out, has always been how do we maintain that high level of customer service and support that is at the heart of The Woolery ," Wave shares. To that end, the company has leveraged tools like an online review system and live chat to better engage with customers while tracking and analyzing feedback. At the same time, they recognize that their customer base spans generations, so they continue to offer traditional support channels – email, telephone, and even snail mail.

Wave's sights remain set on growing the business. As he looks to expand The Woolery's fiber arts community, he keeps returning to a central question: "How do we maintain our current customer base, but at the same time, cater to the next generation of crafters, create new crafters, and attract new customers who aren't aware of The Woolery?"

Wave’s Thoughts on AI in E-Commerce

The Woolery is taking an intentional approach to adopting AI in its e-commerce operations. "It's a tool. And it depends on how you use it. We're taking baby steps," Wave explains. Currently, AI is used for back-office tasks – crunching numbers, data analysis, and interpretation. The company draws a hard line, however, when it comes to incorporating AI into CX and creative strategy. "We don't use AI for anything that is customer-facing – it's all human, personal touch. And creative advertising and things of that nature are all designed and produced by our team.