Hoswick knitwear studio is looking global

A KNITWEAR design studio based in Hoswick is expanding its business with the launch of a new website and online boutique after receiving a five-figure grant.

Highlands and Islands Enterprise is providing £24,882 to Nielanell, which is owned by designer Niela Kalra and recently attracted international exposure after designing official garments for 100 Shetland fiddlers who performed at the Military Tatto in Edinburgh throughout August.

Niellanel has been selling contemporary collections to locals, visitors and cruise ship passengers since 2008. Kalra is aiming to reach wider national and international customers and is investing in the business to raise awareness of her “alternative Shetland knitwear”.

HIE’s support towards the project has allowed the business to develop its brand, an online boutique and product research.  

“We aim to make highly innovative, individual items and keep the highest of standards in our design techniques and production,” Kalra said. “Sustainability of the local economy and culture is of the utmost importance to us.

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“HIE’s support has enabled me to focus my aims and aspirations to achieve concrete results and to engage a creative team, whose experience in a wider arena is invaluable, in rebranding my business and developing an appropriately design-focused website and online boutique.”

HIE’s head of business growth Elaine Jamieson said Nielanell offered “unique garments influenced by Shetland life, but very different from traditional Shetland knitwear”.

She said HIE recognised the “significant growth potential” of the company and said it was “keen to support the business in activities that would help it reach wider UK and global markets, and to develop trade sales with niche retailers”.

Jamieson added: “Nielanell’s inventive garments demonstrate the diversity of high quality knitwear coming from the islands.”

The Nielanell collections, designed and produced by a talented local team, include capes, snoods, boat-neck jumpers, tunic dresses and accessories and are said to“merge innovation and artisan tradition in striking designs combining high quality merino and cashmere with high-tech fibres. Striking colourways are rarely repeated, constantly being updated in limited collections and one-off designs.”

• You can visit the online boutique at www.nielanell.com