Small, on purpose

Avenfair makes cotton embroidery floss. That's the whole range. We have no plans to add hoops, or kits, or a subscription box, because the moment you have forty products you stop being able to answer questions about any of them.

Who we are

Avenfair is a brand of Powergroup Norway Ltd. The company is Norwegian-owned; our warehousing, packing and dispatch are in the United Kingdom, at the address in the footer. Our floss is manufactured outside Norway. We say all of this plainly because a brand that talks about heritage and then gets cagey about logistics deserves the scepticism it gets.

The Norwegian part is not decoration, though. It's why we started.

How we sell

Almost entirely through Amazon, where we've had around three thousand ratings and hold a 4.6 average. We're not going to pretend that's a disadvantage — Amazon handles fulfilment far better than we could — but it does mean the relationship stops at the front door. This site is where we get to say things in our own words.

What we're trying to do

Get more people past week three. Most beginners who quit do it early, and the reasons are usually fixable: thread that fights them, instructions that assume too much, and the belief that everyone else's work looks neat on the back. Cheap dependable floss and an honest guide address all three.