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A new magazine celebrating crafting with yarns. KOEL is all about curating a contemporary interior decor with yarns.
A new magazine celebrating crafting with yarns. KOEL is all about curating a contemporary interior decor with yarns.
253 backers pledged €25,540 to help bring this project to life.

About this project

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A new magazine celebrating crafting with yarns. KOEL is all about using yarns to create a stylish home. Curating a contemporary interior decor with yarns.


Preserving the traditional, KOEL brings back the coolness to decorative crochet, knitting, macramé, latch hooking, needlework, and weaving. Selectively featuring guest stories on other vices of KOEL’s makers, such as flowers, food, ceramics and other handmade crafts. 

 

KOEL helps yarn crafters to connect the dots. From pattern inspiration to creating an artwork that adds to the uniqueness of a home. Sourcing the best yarns and materials was never so easy. KOEL’s pages are filled with interior styling tips and tricks. In KOEL, we document the creative journeys of yarn crafters across the globe, through interviews and special reports. 

KOEL is impeccably curated through captivating photography, revealing beautifully styled spaces. Homes become personal museums filled with handmade yarn designs. A gift to those that are passionate about yarns and their homes, you will find KOEL on coffee tables, a keepsake treasure with thumbed pages. KOEL is a timeless source of inspiration for yarn crafters.

 

While we have seen the rise of the craft movement for more than a decade, there is no ‘one stop’ reference for the modern crafter that focuses exclusively on yarn crafting for the home.

That leaves a large global market unaddressed. KOEL will tap into this new market, which has existed under the surface, but has yet to be unlocked. KOEL gives yarn crafters the curated content that they have always craved for, but in an innovative and appealing way. 

In a pre-KOEL era, yarn crafters had to spend a lot of time searching for the best yarns, supplies, tools and inspiration. Starved for tastefully presented yarn ideas, often these crafters were left disappointed, not finding what they were looking for. Fast forward to KOEL. 

More than just a magazine, KOEL is a tapestry of captivating photography, unique ideas and beautifully-styled spaces, weaved together by KOEL makers. KOEL will become part of daily routines, fitting seamlessly with lifestyles. KOEL will draw a crowd, both offline and online. 

A fresh look at crafting with yarns, KOEL has an endless desire to inspire.

 

KOEL is a publication by Studio Bloesem. Curated by Irene Hoofs, a content expert, social influencer and maker. Irene founded Bloesem Blogs in 2006, which evolved into Studio Bloesem, a new media creative studio with roots in Amsterdam and Singapore. An avid yarn crafter herself, Irene has been at the forefront of craft trends for more than ten years.

Since inception Bloesem Blogs has been consistently ranked among the most influential international design blogs. Recognized by awards from leading publications such as Newsweek, The Independent UK, The Times UK, The SAY 100 and Martha Stewart Living.

With more than 450,000 page views each month from all over the world on Bloesem Blogs, we bring our content making expertise to a more specific area of interest — yarn crafting.

KOEL is a natural evolution of what we do best at Studio Bloesem. We curate unique content.

 

Tuned to specific interests of yarn crafters, KOEL content will be desirable, recognizable and achievable. Filled to the brim with big yarn ideas, KOEL will become a ‘go to’ reference.

Resembling pages of a modern recipe book, KOEL provides easy steps for makers to re-create designs. But unlike a recipe book, we want our readers to pursue their own creative intuition — to take KOEL ideas and just let their imagination run free.

KOEL readers will learn about yarns, share experiences about crafts, work and life. In KOEL, like-minded crafters will meet, enjoy making beautiful things with their hands or simply marvel at KOEL’s visual story telling. Each KOEL issue features interviews with makers showcasing their work in the most authentic form, inspiring readers along their creative journey as they engage in yarn crafting.

We believe in people, their passions and dreams. Freedom of expression. Using yarns. The good life as defined by the individual crafter, not by us or some other institution. There are no KOEL rules.

While KOEL will initially be published twice a year, we have plans to expand it to a quarterly publication.

 

The global craft community has grown exponentially since the early 2000’s, both online and offline. There are tens of millions of crafters worldwide and that number is growing each year. KOEL does not aspire to reach all of them, but we do aspire to reach a very large and distinct group of crafters that are passionate about yarns.

Yarn crafters are a global community who want their passion for yarns to be known and made visible. Curated in a way they have always envisioned it.

Our KOEL readers are urban crafters or aspire to be. They are contemporary artisans that come from different walks of life. They want to connect to like-minded peers globally. They are yarn crafters looking for an avenue of inspiration.

For them, yarn crafting is a form of personalized yoga, relaxing and entertaining. Something they can do after coming home from work or in the weekends, alone or in the company of friends and family.


With an audience of over 40 million yarn crafters in the United States and many more globally, the market for KOEL to tap into is very much alive and growing. Yarn crafting for the home has gained significant interest from crafters worldwide.

We see a similar trend key European markets, such as the UK and the Nordic countries, as well as in Australasia. Clearly, yarn crafting is catching on fast around the globe.

KOEL will be a new voice to crafters, enthusiasts and newbies alike. We aim to reach out to this ever-growing community through an informative and inspiring publication that truly reflects the beauty of yarn crafts.

KOEL is supported by our established online readership of Bloesem Blogs and our followers across all major social media. Through our reach, KOEL’s audience will grow organically under the Bloesem umbrella and beyond — online and offline.

We have fostered long lasting relationships with a number of KOEL Ambassadors who are well-known influencers. They are as excited as we are. 

With their endorsement the message of KOEL will be shared with an even greater audience across the globe. 

To keep up to date with all KOEL happenings, come join us over on KOEL's Facebook, Instagram and Pinterest for an unlimited supply of yarn and interior inspiration.

 

And that’s where we need your help. While we have already invested in KOEL’s infrastructure and are spending a lot of time creating content for the debut issue, we’ll need your help to cover our printing costs and to engage freelance creatives across the globe to create more unique KOEL content - think of photographers, stylists and writers. We very much believe in building a global KOEL ecosystem of collaborations which we hope will become a virtuous cycle that is beneficial to both our readers and content contributors.

Join the KOEL team as we embark on a journey to inspire and be inspired by the modern-day yarn crafter.

The KOEL Postcards (comes with Pledge Reward: SPECIALLY FOR YOU)

The Weaving Kit (comes with Pledge Reward: KOEL CRAFTERS - Weaving)
Includes:
1 x Instructions on the basics of weaving by KOEL, along with downloadable instructions and a follow-along video tutorial 
1 x Wooden weaving loom
1 x Weaving tool kit (comes in a drawstring canvas bag)

The Embroidery Artwork Making Kit (comes with Pledge Reward: KOEL CRAFTERS - Embroidery)
Includes:
1 x Embroidery pattern instructions by KOEL, along with downloadable instructions and a follow-along video tutorial
3 x Colored yarns
3 x Various sized needles
1 x Wooden embroidery hoop  
1 x Embroidery cloth (choice of black or white)
1 x Drawstring canvas bag

The Macramé Plant Holder Making Kit (comes with Pledge Reward: KOEL CRAFTERS - MACRAME)
Includes:
1 x Macramé plant holder instructions by KOEL, along with downloadable instructions and a follow-along video tutorial
1 x Bundle of rope 
1 x Metal ring 
2 x Various sized leather detail 
1 x Drawstring canvas bag

The Crochet Basket Making Kit (comes with Pledge Reward: KOEL CRAFTERS - CROCHET)
Includes:
1 x Crochet basket instructions by KOEL, along with downloadable instructions and a follow-along video tutorial
1 x Crochet needle 
250g of yarn (choice of brown or white)
1 x Drawstring canvas bag

All rewards come with Issue 1 of KOEL.

_________________________________________________________________

A BIG thank you to everyone who made this Kickstarter project possible: 
Hili Studio, Esther Loh, Chong Mei Kwee, Zara Salahuddin, Charmaine Chew, Emily Joosten
Xo, Irene

Risks and challenges

As with all things in life, there are always unforeseen circumstances and as it is common knowledge that the process of printing can sometimes be a bummer, the KOEL team will do its best to make sure everything goes as smoothly as possible. We have a close relationship with our printer who has a long history of successfully printing many prestigious magazines. We also work with a trusted first tier global courier that offers a guaranteed delivery service. All of that said, we will of course keep a very close watch over print quality as well as print and circulation deadlines. Having worked on many printed publications previously, the KOEL team is highly confident that all our backers will receive their KOEL Issue 1 or other rewards on their doorsteps right on time!

We can't wait to share Issue 1 with all of you KOEL kids worldwide!

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  1. Reward no longer available

    Pledge €9 or more About $10

    KOEL ONLINE - Get KOEL magazine's online dowloadable PDF of Issue 1. No shipping, no fuss, just a lot of yarn goodness right at your finger tips for easy viewing on your mobile device, everywhere you go. 100% yarn goodness, 100% of the time.

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    Reward no longer available 10 backers
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    Pledge €18 or more About $21

    FIRST IN LINE - SHIPPING IS ON US! Be the first to get your hands on KOEL magazine, with no additional cost for shipping! You'll be the talk of the town wherever you are in the world and might even have a swarm of new friend requests just because you're the only one with a KOEL copy in your area. We apologize for the inconvenience in advance.

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    Pledge €18 or more About $21

    GOTTA BE KOEL - Be the proud owner of KOEL magazine's debut issue and that's pretty darn KOEL if we don't say so ourselves. Get KOEL magazine Issue 1 wherever you are in the world!

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  4. Select this reward

    Pledge €25 or more About $28

    HAPPY TO SUPPORT - For those who aren't looking for anything in return but just want to support the yarn cause, we salute you!

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    Pledge €30 or more About $34

    SPECIALLY FOR YOU - An extra special version of KOEL magazine Issue 1 with a limited edition cover, plus 3 KOEL post cards. Be one of the 250 KOEL kids to grab this and boast about it to your friends. They'd be jelly.

    See examples of the KOEL Postcards at the bottom of the page.

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    Pledge €45 or more About $51

    KOEL CRAFTERS (MACRAME) - A copy of KOEL magazine Issue 1 with a side of macramé craft supplies. Yes, this starter's kit includes everything you need to make your very own macramé plant holder.

    See an example of the KOEL Macramé Plant Holder Making Kit at the bottom of the page.

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    Pledge €45 or more About $51

    KOEL CRAFTERS (EMBROIDERY) - A copy of KOEL Issue 1 with a side of embroidery craft supplies. Yes, this starter's kit includes everything you need to make your very own embroidery artwork.

    See an example of the KOEL Embroidery Artwork Making Kit at the bottom of the page.

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    Pledge €45 or more About $51

    KOEL CRAFTERS (CROCHET) - A copy of KOEL Issue 1 with a side of crochet craft supplies. Yes, this starter's kit includes everything you need to make your very own crochet basket.

    See an example of the KOEL Crochet Basket Making Kit at the bottom of the page.

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    Pledge €65 or more About $74

    KOEL CRAFTERS (WEAVING) - A copy of KOEL Issue 1 with a side of weaving craft supplies. Start making your very own woven creations with this weaving loom starter kit, inclusive of a weaving loom and tools. Beautiful wall hangings and pillows are in your future!

    See an example of the KOEL Weaving Kit at the bottom of the page.

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    Pledge €72 or more About $82

    KOEL WHOLESALE PACK of 12 FOR RETAILERS -
    Grab 12 copies of KOEL’s debut issue for your store at our wholesale price. They’ll be swiped off the shelf before you know! Whether you’re a concept store in Tokyo or a yarn shop in Amsterdam, we would like to have KOEL lining your shelves..

    Shipping rates may vary depending on destination. Click here to find out how much it costs to ship to your location. If your destination is not included in the list, please email us at contact[at]koel-magazine[dot]com

    12 copies isn't enough? We've got what you need! The more you buy the lower the price per magazine. Email contact[at]koel-magazine[dot]com and we'll send over a copy of our wholesale catalogue along with more stockist information.

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    Pledge €80 or more About $91

    KOEL CRAFTERS COMBO - Take your pick of 2 KOEL CRAFTERS Kits. This one's perfect for you and your crafting partner in crime. Find two copies of KOEL Issue 1 and two crafting kits (choice of crochet, macramé or embroidery) to go absolutely nuts in this Crafter's Combo.

    See an example of all 3 options of KOEL Crafters Kits at the bottom of the page.

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    Pledge €90 or more About $103

    KOEL WHOLESALE PACK FOR RETAILERS -
    Grab 6 copies of KOEL’s debut issue for your store at our wholesale price. They’ll be swiped off the shelf before you know! Whether you’re a concept store in Tokyo or a yarn shop in Amsterdam, we would like to have KOEL lining your shelves.. We've gone ahead and included the shipping fee as well, so what you see is what you get. Hooray for no hidden costs!

    Looking for more than just 6 copies? No problem! The more you buy the lower the price per magazine. Email contact[at]koel-magazine[dot]com and we'll send over a copy of our wholesale catalogue along with more stockist information.

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    Pledge €90 or more About $103

    THE KOEL BIRTHDAY PACK - Buy a pack of 6 debut issues of KOEL for 5 friends and yourself. That’s 5 birthday presents settled! No more head scratching and searching for the perfect gift. Here’s a gift which supports a cause, we’re sure your friends are going to love you for it!

    We've gone ahead and included the shipping fee as well, so what you see is what you get. Hooray for no hidden costs!

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    Pledge €144 or more About $164

    KOEL WHOLESALE PACK of 24 FOR RETAILERS -

    Benefit from much better shipping rates by choosing this pledge option of 24 copies!!

    Grab 24 copies of KOEL’s debut issue for your store at our wholesale price. They’ll be swiped off the shelf before you know! Whether you’re a concept store in Tokyo or a yarn shop in Amsterdam, we would like to have KOEL lining your shelves..

    Shipping rates may vary depending on destination. Click here to find out how much it costs to ship to your location. If your destination is not included in the list, please email us at contact[at]koel-magazine[dot]com

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    Pledge €250 or more About $285

    BE A KOEL LAUNCH ADVERTISER - A quarter page advertorial in KOEL magazine's debut issue. With a usual price of €750, we are offering 8 very special spots at a very affordable price. To keep in the KOEL aesthetic, we will work hand in hand with all our special sponsors to create their advertorial content.

    We expect the first issue to have a worldwide pass-along readership of 25k through the sales of 10k hard copies as well as online downloads of the magazine.

    If you have more questions about this pledge or our other sponsorship opportunities please email: frederique[at]koel-magazine[dot]com

    Estimated delivery: Oct 2016

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    Pledge €500 or more About $570

    BE A KOEL LAUNCH SPONSOR - A half page advertorial in KOEL magazine's debut issue. With a usual price of €1100, we are offering 8 very special spots at a very affordable price. To keep in the KOEL aesthetic, we will work hand in hand with all our special sponsors to create their advertorial content.

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Funding period

- (30 days)