Skye Stutt has seen new attention brought into Newmarket’s beading scene thanks to pop star trends.
The manager of That Bead Lady said the past two years have seen an increase in business from a new avenue: people looking to make Taylor Swift-themed friendship bracelets.
“It’s opened up a new market for us,” Stutt said. “A younger demographic, and a demographic of people who have never made jewelry before … It’s so fun.”
Bead retailers in Newmarket and beyond are reaping the benefits of a newer trend as Taylor Swift continues to travel the world with her Eras Tour. The pop star’s concerts are filled with fans and their beaded friendship bracelets, which are worn and traded. Swift’s Toronto show will be no exception, with six concerts scheduled this month.
Stutt said the trend started a couple of years ago, when Swift went back on tour. As Swift arrives in Toronto, Stutt said there has been some extra attention from fans looking to get more beads for bracelets. Some fans will not only craft dozens but hundreds of bracelets, she said.
“It’s great. I like that we’re getting more people in that haven’t done it before. We’re also seeing them come back to continue to create,” she said. “It’s just gotten bigger.”
The bracelets have become a staple for Swift fans, based on Swift’s Song, “You're on Your Own, Kid,” which includes the line “So, make the friendship bracelets, take the moment and taste it.”
The trend has caused Stutt to adapt. She said she needed far more letter beads, with fans spelling out song titles, phrases or associated terms for Swift like “childless cat lady.”
“We started bringing in beads that are like a lower pricepoint … some customers are making 100 (bracelets) minimum. You want to keep the costs down,” she said.
The store also offers their own Taylor Swift bracelets for those looking for something quicker.
Stores across the country have seen similar trends. The Canadian Press reported Walmart Canada experienced a year-over-year sales increase of 250 per cent for bead-making kits.
As for the future of the trend, Stutt said she has started to even see fans looking to make them for other celebrities.
“It could take off with other celebrities, maybe be a larger trend,” she said. “Or it could go the other way and completely drop off.”
