It seems like more and more people want to know the story behind the products they buy, not only for environmental concerns but also to feel personally connected in a sometimes anonymous virtual world. After reading books like The Mesh and Collaborative Consumption, these kinds of business ideas make so much sense to me.
The Golden Hook is an example of a business capitalizing on this craving for personal interaction. Customers choose from a variety of hat designs, which they can customize by color and yarn type. Then they go on to select the grandmother they want to knit their design. Golden Hook has an arsenal of grannies that are expert knitters and are also looking to earn some extra income. It’s a mutually beneficial relationship; the kind that I think so many businesses are trending towards. I also like to ponder how these types of projects can be applied to our cultural institutions. I’m having visions of stories about museum acquisitions and personalized curatorial stories…slightly different than dancing sugar plums.






