A Shetland business specialising in contemporary knitwear, homeware and accessories is preparing to expand into new international markets.
Hoswick-based Nielanell Inventive Knit, owned by knitwear designer and producer Niela Kalra, is being supported in its plans with a grant of £29,000 from development agency Highlands and Islands Enterprise (HIE).
The £79,600 expansion project is aimed at boosting sales of its products and services in the UK as well as reaching new markets in the US and Far East by attending trade fairs and meeting potential wholesalers.
Ms Kalra’s designs are known for their vibrant colour and texture combinations which capture the spirit of Shetland, its people and its landscape.
Her wraps, shawls, cardigans and jumpers are distinctive in texture, using wool, silks, merino, man-made fibres and cashmere combinations. Eight years after moving to Shetland to start her business, Nielanell’s knitwear designs now sell widely to local people and visitors to the islands.
As part of the company’s plans for growth, its online range will also be expanding.
Ms Kalra said: “I’m delighted to have the support of HIE as I push forward with my business expansion plan. The creative industry sector in Shetland is going from strength to strength and I am excited to be part of that movement.
“I have been lucky to get commissions from outside Shetland and I would like to nurture these opportunities as they, in turn, translate into increased sales.
“I am fortunate to be able to work in a rural environment which I love, in a supportive community, yet still be involved in knitting in an international context.”
David Priest, account manager at HIE Shetland area team, said HIE had recognised the potential for growth in Ms Kalra’s businesses and others throughout the Highlands and islands.
Mr Priest added: “Nielanell brings unique garments to the market, influenced by Shetland life, but very different from traditional Shetland knitwear.
“We recognise that Nielanell has significant growth potential and we are keen to support the business in activities that would help it reach wider UK and global markets.
“This is a great initiative to expand the business in international markets. There are many opportunities for Highlands and islands textile businesses if they can make the connections with wholesalers abroad, in particular in Japan and North America.”
Nielanell has a studio shop on Hoswick’s main street.
