One entire wall of the store is full of sock yarns, primarily really small brands that you may not have even heard of. Zen String, Woolarina, SWTC's Tofutsies, Dream in Color, Yarntini, Cherry Tree Hill, Austermann Step, Alpaca with a Twist, and Karen's Heavenly Creations. If bloggers are excited about a yarn online, you'll probably find it here.
They have a great selection of vegan/plant fiber yarns, too. They stock a Sirdar Bamboo ribbon, Louet linen, Frabjous Fibers' banana silk, hemp, and nettle, and SWTC's A-MAIZing and Pure (soysilk).
Other yarn lines include Noro (of course), Araucania, Sublime, Sirdar, Ella Rae, Debbie Bliss, and 22 colors of Feza Baby yarns, $6 and superwash.
They also have a small collection of craft materials: Sublime Stitching and supplies for crewel and embroidery are what I remember best.
It's not a yarn shop without notions, including Addi Turbos, and they also have a varied collection of knitting bags and containers including locally-made Queen Bee Creations and Yarn Traveler. They of course have books and magazines, and they also carry Bitch and Bust as well as your favorite crafty mag.
Finally, these ladies have done their homework. They have several areas of the store set up as hang-out space: two tables to work at, a couch and multiple comfy chairs. Lots of natural light. They have free wifi (yarn lovers will love the password) and reading materials for your kids or less-yarn obsessed tag-alongs. They serve many exotic teas, chilled juices, and baked goodies from Bower's Bakery.
And, they are just plain nice. No attitude. It's sweet. What a great addition to NE! They're open 11-8pm, Tuesday-Sunday, so they are available for that early evening yarn or notion need.