Sew What is a successful family run business providing a genuinely personal service. Established in 2000 in The Mews of Rosebank then moved to much larger and more accessible premises in Baker Square in 2004.

Edana Blieden founded Sew What and is now assisted by her mom, Denise and father Norman. Edana has inherited her passion for fashion and fabric from her folks and together they make a fabulous team that can assist you in many areas of the industry. If you do not see what you are looking for in the shop, just ask and a solution will be found.

Edana has a Clothing Technology diploma from Wits Tecknikon and is constantly keeping abreast of fashion colours and styles in order to bring the newest and best products to the customer. Her knowledge, passion for fabric and incredible eye are given freely to all who step over the threshold.

Norman's extensive knowledge of fusibles, lectures at colleges and can assist with fusible problems. Sew What carry and can assist you with a great range of fusibles - the basis of a great garment.

Denise, an avid cross-stitcher, embroiderer and knitter can assist with knitting enquiries and can show you how to read a pattern, also with day to day customer service in the shop.

Sew What has a wide range of products from all over the world. Their customer service is legendary - providing you the customer with advice and guidance starting with the pattern all the way through to fabric choice, co-ordinating trims, zips, buttons and threads thereby ensuring you have the right components for the end product.

Sew What stocks a large range of cross-stitch, tapestry and embroidery kits. There are also catalogues to select items from, which they will gladly order for you. Sew What carry a full range of DMC threads and yarns as well as the hand dyed threads of House of Embroidery.

As of January 2008, Sew What have started stocking knitting wools and patterns. This range includes an extensive selection of Elle, Sirdar and Rowan Wools. All needles, crochet hooks and accessories that one might require for knitting are also available. Catalogues of wools are available so that you may order what is not immediately available.

Sew What - your one stop fabric, wool and haberdashery store!