When Vice President Kamala Harris visited Fibre Space, a knitting store in Alexandria, Virginia in 2021, owner Danielle Romanetti experienced both the benefits and drawbacks of political involvement. The visit resulted in a $30,000 increase in sales and thousands of new social media followers for the small business. However, it also attracted negative attention when Fox News mocked Harris as the “crochet czar,” leading to an influx of angry comments and racist attacks on Fibre Space’s social media channels.
Despite the backlash, Romanetti remains a strong advocate for small business owners’ involvement in politics. She argues that their voices are crucial, as they employ middle-class workers and have firsthand experience with issues affecting local communities. Romanetti believes it’s hypocritical that large corporations can donate millions to political campaigns while small business owners are expected to remain silent.
In response to the negative attention, Romanetti consulted her employees and decided to turn the situation into something positive. Fibre Space began selling enamel pins featuring Harris and the phrase “crochet czar,” with proceeds benefiting a local women’s shelter. Now that Harris is the Democratic presidential candidate, the store has introduced a new version of the pin designed by a local artist.
Romanetti’s journey into politics began with local issues, such as advocating for parking meters near her store. She gradually became more involved in matters affecting her business and customers. When transitioning to national issues, Romanetti focuses on topics important to her as a business owner and relevant to her employees and customers.
For example, Fibre Space hosted an event with Planned Parenthood and state politicians to support a federal program providing access to long-lasting birth control. Romanetti spoke about the importance of reproductive control for women entrepreneurs. The decision to host Harris to discuss Covid-relief plans was also rooted in her experience as a small business owner navigating the pandemic.
Romanetti acknowledges that unique businesses like hers are more likely to attract media attention, which can be both beneficial and challenging. When faced with an onslaught of negative comments, she advises acting quickly to moderate social media accounts and protect the online community space for customers.
Regarding employee involvement, Romanetti stresses the importance of respecting boundaries and letting staff decide their comfort level with political engagement. She instructs employees to forward interview requests to her and checks in with them before participating in political events.
While the “crochet czar” pins signal support for Harris, Romanetti and her employees decided to donate the proceeds to a local women’s shelter rather than the campaign. This decision aims to create an environment where all customers, including conservative ones, feel comfortable in the store.
Fibre Space, which now generates over $1.5 million in annual revenue and employs six full-time staff plus freelance designers and teachers, serves as an example of how small businesses can navigate political involvement. Romanetti’s experience demonstrates that while engaging in politics can bring both opportunities and challenges, it allows small business owners to have a voice in issues that directly impact their communities and livelihoods.