About Two Balls

Two Balls Knitting is a direct-to-consumer education brand I founded and have built end-to-end, including strategy, content, product, operations, and growth. It is here that I combined a lifelong love of fiber arts with the same human-centered design instincts I bring to client work.

I've been knitting since 2007 and I started this company to lower the learning curve for new knitters while building something for myself. What began as a side project has scaled into a real content and education business: 500,000+ monthly organic views across platforms, built without any paid advertising, through a content strategy I designed, tested, and refined entirely in-house.

Running it has meant teaching myself web design, UI/UX, SEO, content analytics, and lead generation, treating the brand itself as a living usability study. I track visitor behavior, test page structures and content formats against each other, and iterate based on what the data shows. This is the same research-driven approach I use in every other role, just applied to a brand I own outright. I've also developed instructional programs and digital learning content that translate complex knitting techniques into accessible, beginner-friendly experiences, and built partnerships with local businesses and community organizations to expand reach through in-person education events.

This project is proof I can take an idea from zero to a functioning, growing business. I’m always iterating on the strategy, doing the design work, writing and producing the content, and using data to keep improving it, with no team and no budget behind me.