About us

Pure Laine etc was started by two professional women who were bored with their careers. Born from their passion for knitting & combined with the perfect circumstances, they decided to create a new venture. The shop opened on December 1, 2012 and since then, many changes have taken place. Sylvie Bouchard’s partner, Marie-Claude, left the business after a few months but she still takes an active interest in the business.

Pure Laine Etc later launched a web store to meet our customers’ needs:

  • Customer Service & Support
  • Wide variety of high-quality yarns & supplies
  • Ease of use for the customer
  • We offer free yarn winding services for yarn sold in hanks, on request.
  • All purchases over $50. (pre-tax) to be shipped to Canadian addresses, ship for free!

The shop moved to a new location in St-Sauveur, Quebec in March 2016. The updated decor & layout helped create a very friendly & efficient environment in which to shop & learn.

In addition to excellent customer service, Pure Laine Etc has a history of innovation in its field:

  • Sylvie develops knitting kits which provide customers with turn-key projects to knit, and simplifies colour & fiber selections for popular patterns.
  • We have a Facebook group where customers can ask for help & converse with other Pure Laine customers (Groupe D’Entraide Pure Laine, in French only).
  • Sylvie also created Youtube video tutorials to demonstrate techniques, which are sometimes featured in the Facebook group.
  • Sylvie hosts a Facebook Live telecast every Friday afternoon wherein she introduces new knitting kits, yarns & accessories (in French only). It has a large following, so be sure to tune in.
  • Pure Laine sets up sales booths at various yarn & fiber festivals & attends many events to ensure we are always on top of new trends & to look for the best products.

Pure Laine Etc is always looking for new ways to innovate & to provide fresh ideas & new products to offer our deserving customers the very best.


Our main goal is to be the best yarn store, with the very best service, and to offer a superb selection of yarns & accessories. We also aim to provide you with fresh ideas & products that ensure your knitting success.