American Yarns
Company
American Yarns is a trusted Australian retailer providing high-quality yarns, patterns, and accessories to knitting and crochet enthusiasts.
Services
American Yarns, founded by Pauline Borch in 2013, is one of Australia’s largest independent online yarn retailers. Based in Melbourne, the company was established to make premium international yarn brands accessible to Australian knitters and crocheters.
American Yarns offers leading names such as Bernat, Caron, Red Heart and Lily Sugar & Cream, supported by a comprehensive selection of tools, patterns and accessories. Over time, the company has built a strong reputation for quality products, reliable service and responsive customer support.
Trusted by thousands of customers nationwide, American Yarns continues to serve Australia’s crafting community with consistency, integrity and a commitment to excellence.
Overview
Modernisation, reliability, and growth.
Rubix Studios led the third full rebuild of American Yarns’ website, combining modern design, e-commerce optimisation, and brand consistency. The project involved a complete redesign of the site, refreshed branding that maintained legacy recognition, and comprehensive SEO and marketing alignment.
The rebuild included integration of WooCommerce, Stripe, WooPayments, Crocoblock, and Elementor, ensuring seamless hourly transactions and reliable performance. Rubix Studios also rewrote key content, set up Google My Business and Merchant Centre, and connected verified product reviews for enhanced credibility.
American Yarns now operates with a faster, more stable e-commerce platform that supports growth, improved conversion rates, and sustained customer trust.
Rubix Studios refreshed the American Yarns logo and visual identity while preserving key design elements from previous versions. The update maintained brand familiarity and recognition, presenting a refined, professional look across all digital assets.
The site was rebuilt using WordPress, WooCommerce, and Crocoblock with Elementor for visual flexibility and speed. Hourly transactions are processed through Stripe, WooPayments, and additional gateways, ensuring a seamless customer experience from cart to checkout.
Rubix Studios implemented Rank Math SEO, optimised all metadata and structured data, and refined the site hierarchy for stronger visibility. Content was reviewed, retained, and rewritten where necessary to align with search intent and locality.
A complete shop redevelopment introduced structured categories, sale modules, gift cards, and improved navigation. Google Merchant Centre integration extended reach through Shopping visibility and verified product reviews.
Checkout processes and forms were streamlined for clarity and speed. Product filtering, CTA placement, and page structure were optimised to encourage higher conversion rates and user satisfaction.
Google My Business and Google Merchant reviews were configured for brand credibility. All payment, shipping, and notification systems were unified for operational consistency and transparency.
Rubix Studios manages secure hosting and domain operations, ensuring reliability, scalability, and fast load speeds. Infrastructure is maintained for peak performance during campaigns and product launches.
American Yarns now operates a modern, conversion-driven e-commerce platform that reflects its long-standing reputation for quality and trust. With refreshed branding, optimised SEO, and a stable technical foundation, the business is positioned for continued growth and stronger customer engagement across Australia.
I am completely impressed with the service from Vincent at Rubix Studios, his quality of service exceeds my expectations every time! I highly recommend this business to anyone that values a quality, honest and reliable service.
American Yarns
Owner
