Changing the narrative. Bringing you the real voices of Detroit.

Sally Moore’s belief in her power to “make magic” is unshakable.  

As Moore has faced challenges dished out by law school, high-stakes litigation cases and competitive entrepreneurial competitions, along with the destructive impact of breast cancer on her support circle, the magic has still been with her. 

Even during this present time of uncertainty for many, due to a global pandemic that does not seem to be lessening, Moore’s response is guided by her own magic, which, in this instance, involves opening a new business in the city she loves.

“Energy is going to flood the space and we’ll watch what grows from having a collective group of individuals that are going in the same direction,” said Moore, four days before the grand opening of Parker Avenue in Rivertown, the only Black woman-owned yarn shop in the city of Detroit.  

A practicing attorney for 25 years and a self-described student of people for even longer, Moore has added “business owner” to her resume to “positively impact socioeconomic and racial disparity” in Detroit. With a name that pays tribute to Dorothy Parker — the celebrated writer, poet, editor, playwright and critic who was part of a famous clique that assembled daily for lunch in New York during the Roaring ‘20s — Moore’s shop offers all things related to knitting and crochet and more. And it is the “more” part of the equation, which has the shop owner fired up.  

“I am passionate about this business and what can happen when fiber-crafting women from all walks of life have a place to call home,” said Moore, who grew up in Palmer Woods and graduated from Cass Tech in 1985. “The pandemic has taught us that interaction is what makes us human and the shop is all about connection, just like the yarn we knit with — we touch it, feel it. When you get people together around this common activity, they will see each other and have meaningful conversations about real things that matter most in their lives.”

Moore further explains how mere yarn can transform lives and enrich her city by telling a story about driving west on I-94 this summer. It was a route that Moore had become accustomed to traveling while checking out other yarn shops across metropolitan Detroit. But on this day it was the conversation that was going on in her vehicle among women she adores (Dondi Roberts Parker, Joye Watts Mosley and Moore’s sister Sharon), which held her attention. 

“Their love for knitting and their support of the business brought them together, but in the car they were bonding about their breast cancer treatment spectrum and were laughing about things like chemo and diarrhea and throwing up and their boobs,” Moore recalls. “That openness and ability to get all of that out was showing me how knitting and yarn have helped to sustain a lifelong, incredible community for three of the most important people in my world. It’s so much bigger than string and stitching and weaving — it’s human. And that’s why I have to do this, because other people need a community.”  

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Evidence of the community building that Moore spoke of could be found at Parker Avenue during the shop’s first days of operation. Throughout the day on Dec. 28, a colorful array of masks were worn by about 40 customers representing multiple generations and an even broader range of sizes. But more than their exterior presentations and physical stature, it was the actions of the customers that spoke louder than words. Through the masks, there was no shortage of animated conversation and laughter, along with gentle, spontaneous touching and hugs, too.    

“This is a gift from God,” said Detroiter Karin Massey Brock, who was describing her feelings about becoming the shop’s first "Parker Purl," a shop membership she was gifted that provides a special T-shirt, birthday discount, first dibs at limited-edition products and a “seat at the table” when decisions about the shop are being made. “I truly believe in supporting Detroit, but definitely a Black entrepreneur. And the shop is easy for me to get to from the west side, and easy for my 94-year-old mother to get to; she’s my traveling buddy and has taught me everything about knitting and she’s teaching me crochet.”

Massey Brock’s membership was purchased by Mosley, who attempted to keep her kind gesture a secret before Moore made it known because Moore did not want to take credit. While the soft-spoken Mosley wanted to keep her generosity private, she had no problem opening up about her hopes for Parker Avenue.   

“We have some very talented and crafty people in the city, so I’m hoping that people can come and share their talents with each other and know that any kind of fiber art is welcomed,” said Mosley, a 1984 graduate of Cass Tech. “And it’s not just knitting and crocheting; I know one lady is weaving, and I’m pretty sure she’s interested in macrame and stuff like that. We’re even trying to get some men to come down. We just want it to be a wide range of people with different backgrounds that can come and express themselves with art.”     

Mosley’s words brought a smile to the face of Jeane Moore (mother of Sally and Sharon) who was seated nearby. In close proximity to Jeane Moore were people dear to her, including two daughters and fellow St. John’s Presbyterian Church members, like her longtime friend Janice Howell. But Moore, 87, explained that in her own way, she was casting her eyes on the entire city of Detroit as well. 

“I’m excited because Detroit is our home — born and bred here. And to have this facility, Parker Avenue, in my city, for the people is awesome,” Jeane Moore declared. “And we now have a way of bringing together much that will lift us all. I say feet to move and hands to lift and we will make it across.”    

After speaking her peace, which included explaining the historical and cultural links to yarn for Black people, Moore exerted her motherly authority by summoning her daughter Sharon to speak. And the self-described “emotional member of the family” did not disappoint her mom when it came to candor. 

“We say this often, but it’s true — representation matters,” Sharon Moore, who like her sister Sally is also an attorney, said. “It’s really a hard thing when you go into a shop and people look at you like you don’t belong. It’s like, 'Did you get lost? Or are you here for a friend?' And the thought never crossed their mind that you could be the person who actually engages in this. So having representation really matters and having a place that embraces that at its core is very important. When we buy our products, we seek out women-owned businesses, and of course we seek out Black-owned businesses. So it’s wonderful to be able to bring that all the way through and say ‘Yeah, these are things that my folks do and these are things that my folks know about.' 

“And it’s also been wonderful to have a space where we can gather, and where we can hang out and be ourselves and have those real conversations. One of the things about some of the folks here, is that some of us are breast cancer survivors. I am still going through treatment, but I am coming to the end of it, and it has been wonderful to find other Black women that I can talk to about my experience. To find a place that says 'You’re welcome — bring your scars, bring your wounds and we can talk about it. Maybe I can’t fix the problem, but I can give you space to talk.' And it’s important for us to have welcoming spaces where we can do those kinds of things.”

Dondi Roberts Parker was so moved by all of the conversations that were going on in the shop during the afternoon of Dec. 28, that she called Sally Moore later that evening to find out what was said after she had to leave. But before her departure, Roberts Parker also contributed heavily to the conversation, including speaking about a knitting community bond that transcends race and ethnic identities.  

“Through my second stint of breast cancer, fortunately for me I was part of that community because the people that came out for me the most were a bunch of white, Jewish women that I had met through knitting,” Roberts Parker, a 1982 graduate of Cass Tech, said. “They came out, they helped, they provided food and meals and I never had to ask. And then when I lost my mom in March, the knitting community rallied again for me. That’s why I tell people all the time that knitting is cheaper than therapy. The bond crosses boundaries and you’ll hear that as you listen to conversations today. It’s not just about the yarn anymore, or the fiber community, it’s about us being together as a group.”     

The testimonials provided on Dec. 28 more than validated Moore’s decision to open a yarn shop in Detroit — and not a nail salon, which had been her intention immediately after being selected as one of the Motor City Match (Round 16) cash awardees in 2019, where she competed against other local entrepreneurs with big dreams. 

“After the competition, because of COVID, I needed to pivot and keep it moving,” said Moore, who also was a first-place winner in a business pitch competition put on by Michigan Women Forward in 2021. “The reason I found the courage to move forward with the yarn shop is because of my team, who was smart enough and loved me enough to believe this was going to work even though they were dealing with a maniac.”   

Descriptive words flow naturally from Moore. She talks about a transformational period during 2008 when she began “knitting ferociously.” Moments after that statement, Moore describes a close friend in her circle as a “fiber-arts fanatic.” She even uses the word “crack” to explain how addictive purchasing yarn can be for people that share her passion for fiber arts.       

And like a quilt pattern rich in color and texture, Moore’s ability to vividly communicate her journey and passion through words has been essential to making her Parker Avenue dream a reality. 

“When I go into a courtroom, I tell six to eight people a story and ask them to believe me, and that is what this entrepreneurial journey has been about for me,” Moore said. “I had never run a business, I just run my mouth. But the people that have given their support believe in me. 

“You can look at a business plan, but the entrepreneur is the special ingredient, so I am the secret sauce. The plan for this business is something I know like I know my name. We’re not trying to disrupt, but the beauty of diversity is to have other voices at the table, and we’re just trying to show that life comes in all of these shades. We want to create a community that sees and accepts everyone where they are and that is what Parker Avenue is going to do.” 

What: Parker Avenue, the only Black woman-owned yarn shop in the city of Detroit.

Where: 1578 Franklin St. (Rivertown), Detroit 48207

Statement from Owner:  “Parker Avenue is bringing a long-standing craft community back within the city limits. A place close to home to see fiber friends and meet new neighbors.” 

For updates about shop hours and events, go to: Instagram @parkeravenueknits313

Scott Talley is a native Detroiter, a proud product of Detroit Public Schools and lifelong lover of Detroit culture in all of its diverse forms. In his second tour with the Free Press, which he grew up reading as a child, he is excited and humbled to cover the city’s neighborhoods and the many interesting people who define its various communities. Contact him at: stalley@freepress.com or follow him on Twitter @STalleyfreep. Read more of Scott's stories at www.freep.com/mosaic/detroit-is/.

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