Heartland Fiber Co.

107 N. John Wayne Dr.
Winterset, Iowa 50273
(515) 468-8593

10am–5pm Mon. Tues., Wed., & Fri.

10am-8pm Thurs.

10am-2pm Sat.
or by appointment

Iowa map

About Heartland Fiber Co.

Just a couple of crazy gals running a small town yarn shop—that pretty much describes us! We’ve been working together in one form or another for over 10 years, which neither of us can believe. We started in “plant” management at a local greenhouse and went on to custom landscaping and garden maintenance. After five years it was obvious our aging backs needed a “break.” When one door closes another seems to open and for us that was an opportunity to purchase a long-established online business, Twice As Nice Designs.


Twice As Nice Designs incorporates beautiful yarns that we custom dye for doll crafters worldwide. We realized that many of our yarns would be perfect for knitting and crocheting and that Winterset had a need for a specialized yarn shop. So Heartland Fiber was born!

We first opened the doors in October 2008 in a tiny 250 sq. ft. room adjacent to the Teddy Bear Turn Around consignment shop (which is a must stop when you come to Winterset), but quickly outgrew those digs. Again, a door of opportunity opened when the owner of Hometown Decorating (a wonderfully talented designer and crafter of window dressings and more) asked if we would like to share her store space. We expanded to 500 sq. feet and were able to provide an atmosphere where knitters and crocheters could come in, sit down, have a cup of coffee, visit, knit and learn.  March 2010, a store front opened up and we moved to the north side of Winterset's historic square (between the infamous Northside Cafe' and the Madison County Dessert Factory) where we plan to stay!  The coffee is still on and now we have LOTS of room to visit, knit and learn. 

Heartland Fiber isn’t just about selling fibers and notions—we offer a wide range of classes plus we participate in many community events. This fall, we knitted hats, scarves and mittens for the local CRISP organization which provides for needy children plus each October we donate 10% of our sales to breast cancer research.  .

Taking InventoryAmy and Marcia are the ‘official’ owners—meaning we pay the bills! We feel each of our knitters have part ownership in the store and we value their opinions and patronage. Many of them have helped us with inventory, working a day while we need to be gone or pitching in to help a customer if we are busy.


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Cal the CatNow, about us. Have you ever read the book “Drunk, Divorced and Covered in Cat Hair” by Laurie Perry? That’s Amy! Well, maybe 2/3 of that! She lives in a little brick house in Winterset with Lola, Franklin and Callie—her feline children. Her human children are all grown up and making their mark on the world. Jack is a builder, Bryan attends law school at Ole Miss and Nick is attending Iowa State University. Amy loves all things crafty, thrives in her gardens, and her favorite knitting project is the one she can get finished. What is that saying, ‘a cobbler’s children has no shoes’…?

The Doggies“Sober, married and covered in dog hair” describes Marcia! She and her Master Electrician husband, Greg, have three canine kids: Rupert, Finley and Tucker. Their two human kids are all grown up with families of their own. Nate lives and works in Shenandoah and he and his wife have twin daughters, while Nick is a journeyman plumber in Des Moines and has three children. Marcia is a hat knitting fiend and an eBay junkie and is quick to remind everyone that she’s actually retired—from a 30-year career at Qwest. Aside from her yarn fetish, plants and gardening is her other passion.

If you are ever in Winterset, whether it’s to see the famous covered bridges, John Wayne’s Birthplace or the Fons & Porter quilt shop, bring your knitting and stop by for a cup of coffee. We’d love to have you!




Marcia and Amy


Goddesses Gather Here