Knitting and darning have become trendy for a new generation learning how to 'make do and mend' says a young businesswoman.

Jo Watkins is mad about needlework — she even has a degree in knitwear. When she moved to Oxford she was frustrated at the lack of 'beautiful and interesting' sewing supplies.

So after a 'light-bulb moment' while sitting on a bus, she is setting up her own shop, Darn it and Stitch.

She said: "It is primarily a haberdashery selling buttons, ribbons, fairly traded and sustainable yarns, along side all the basic necessities such as pins and needles but I like to think of it being a sort of homage to anything needlework based, past and present, displayed in a unique and inspiring style."

She added: "Since the last sewing shop closed a couple of years ago there has been a huge need for a haberdashery."

She started trading in September from a market stall in Gloucester Green every Thursday. Now she has taken a lease on a small shop in Blue Boar Street.

She is undeterred by the closure of the previous shop, Lolapaloza, which sold accessories and also housed a small art gallery. Owners Neil and Sandy McCredie blamed spiralling overheads and a drop in trade due to the recession.

Ms Watkins, 28, said: "They were doing a completely different business. There is no other haberdashery shop in Oxford and I think there's a huge need.

"Lots of people have bemoaned the dearth of craft supplies in Oxford, and there are so many knitting groups meeting now and it has become much more fashionable.

"It's not just about saving money," she said. "It's very enjoyable and there are health benefits as well, in that it reduces stress. Changing the buttons on clothes and personalising them, turning curtains into cushions — it's becoming more trendy.

"You could buy on the Internet, but ribbons and yarns are very tactile. You need to be able to touch and feel things."

See www.haberdashery-darnit.com.