Detroit native Sally Moore sought to create a space for community and to build a network of individuals who share a common thread, yarn work. Launching the first Black woman-owned yarn shop in the city, Parker Avenue is the culmination of Moore’s hard work, tenacity, and hometown pride.
Knitting is a hobby enjoyed by many but is not always inclusive of African Americans. Moore, who was introduced to knitting at an early age, did not immediately fall in love with the art. Some years later, knitting would become a passion point and a hobby.
“My mother taught me when I was young, probably 10 or 11-years-old. It didn’t really stick and then in about 2008, I just kind of stumbled back into it as a hobby and it stuck for me then,” says Moore. “I did it pretty aggressively for about three years and then it just stayed with me as a pastime.”
Practicing litigation for more than 20 years, a move to New York lit the entrepreneurial spark in Moore, who originally thought to open a nail shop. Michigan Women Forward, a Detroit-based community development financial institution advancing female entrepreneurs of color, played a vital role in the formation of Parker Avenue. Though the nail shop never came to be, a quick pivot moved the needle to enter a pitch competition for the organization and win $10,000.
“I have no idea what happened in my brain other than I know that Michigan Women Forward, which was an entity I was already familiar in dealing with, had a pitch competition and I decided I was going to pitch a yarn business and began modifying my business plan and applying everything that I have spent several years learning how to do to a mass funding for my nail salon,” says Moore. “I was able to replicate it quite easily for the yarn store.”
Signing a lease for the space in April 2021, with personal finances incorporated into the business, construction on the storefront began. The buildout costs upwards of $50,000, however, the owner was able to pay for the vast majority in cash. Despite Covid spikes and its ripple effect for many entrepreneurs, Moore never let the pandemic or thoughts of money deter her from the goal.
“When they said ‘okay it’s time to sign on the dotted line,’ Covid never crossed my mind,” says Moore. “I had absolutely no ‘what-ifs.”
Moore’s goal of creating a village through Parker Avenue was realized before the completion of the storefront. Not only does it provide space for the community, but its formation was built on the very word. With the help of Moore’s village, who are affectionately referred to as ‘The Board of Directors,’ three women instilled themselves into the fabric of the shop and all shared a commonality: breast cancer.
During a car ride to view other knit shops, the women shared their individual stories of their journey and battle. Moore knew, at that moment, her work was in alignment.
“I knew in that moment that my mission to build community had been fulfilled and it didn’t matter anymore of what happened because when I heard these three women bonding in that way I realized if the doors open, great. If they don’t, my mission was to build community and create a safe space for people who needed it, for Black women, for individuals to commune. So, I had done that, and construction had barely started,” says Moore.
Named, in part, for journalist, poet and Civil Rights advocate Dorothy Parker, who Moore says is her ‘spirit animal,’ Parker Avenue is a name that denotes opulence. The reflection of the space is a quiet grandeur that grabs attention, yet is subtlety stated.
“People always mistakenly call it Park Avenue and that’s what I want it to happen. That was somewhat of a marketing ploy. People always think of Parker Avenue in New York or Park Place in the monopoly game. It’s synonymous with luxury and that’s what I wanted,” says Moore.
Weaving a dream into reality, Parker Avenue is a space unlike any other. Located in the Rivertown section of downtown Detroit, Parker Avenue creates a home-like feeling, but combines unique elements to design a one-of-a-kind space for all who enjoy both knitting and crochet. Its living room-style setting presents a comfortable seating area while a DJ booth sits just behind it to keep the tunes flowing while needles are moving.
“The comment I get a lot is how inviting the space is, how welcoming it is. I’m the only knit shop that I know of with a DJ Booth,” says Moore.
Offering social knitting, Parker Avenue also hosts classes for every skill level. The knit shop is also a space where everyone, despite gender or race, can come together to learn, commune, and enjoy the artistry involved in yarn work.
“Everybody from all walks of life share their projects, you share what you’re doing, and we marvel at each other’s skill levels,” says Moore. “It is very much a social sport.”
Parker Avenue is located at 1578 Franklin St and is open Wednesday through Saturday.
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