Exclusively carrying products handmade by women in Newfoundland and Labrador, locals know NONIA as the go-to spot for quality knitwear. Founded to help fund healthcare needs in the province, this unique social enterprise continues to honour long-standing traditions and support crafters across Newfoundland and Labrador.

Long-ta(le) cast-on

In the years following World War I, Newfoundland and Labrador faced major hardship. Its population was declining due to those lost to the war and a pandemic of Spanish flu that spread across the province. In 1920, Lady Constance Harris and her husband, Governor Sir Alexander Harris, travelled from St. John’s to Burin, and she was shocked by the level of poverty and lack of medical care in outport communities.

When she returned to town, Harris sprang into action and assembled a group of friends to form the Newfoundland Outport Nursing Scheme to provide residents with the medical care they needed. The organisation raised funds to fly to England and recruited six nurses to work in the province. But a question remained: How would these nurses be paid?

The solution relied on a traditional pastime of women across the province, knitting. In 1924, the Outport Nursing Scheme became the Newfoundland Outport Nursing and Industrial Association (NONIA). The organisation hired knitters across the province to knit products, and profits were used to pay nurses.

Following the pattern

NONIA had essentially established a public healthcare system. After years of operation, the provincial government noticed its success and, in 1934, decided to take over. Not having a team of nurses to employ, the future of NONIA was uncertain. But the organisation had knitters throughout Newfoundland and Labrador who still wanted to knit. So, NONIA shifted its focus exclusively to the industrial part of its mission, providing work for women in the province. At the time, women traditionally didn’t work outside the home and knitting for NONIA was a way for them to make money to support their families.

Sherry House, business manager, says NONIA is the original social enterprise in Newfoundland and Labrador. The nonprofit organisation is run by a volunteer Board of Directors and a small group of employees. All profits are invested back into the organisation and shared with their knitters. House says they’ve been using the same business model since 1935. NONIA purchases wool in bulk to send to knitters along with patterns for the items they need. Knitters are paid for each piece they complete, and all knitwear is sold by NONIA.

“NONIA knitwear has always been known as the best in the world,” says House. When finding new knitters, NONIA follows its internal standards and reviews samples before assigning work. Many women have been knitting for the organisation for over 50 years, and one celebrated 79 years of knitting for NONIA in October.

Maintaining traditions

Today, NONIA helps maintain the tradition of knitting, which has long been part of Newfoundland and Labrador’s culture. The organisation has a team of over 100 knitters who make sweaters, hats, socks and more, which are sold at NONIA’s shop at 286 Water Street and its online store. Generations have shopped in-store and placed mail or phone orders for their quality knitwear, and eCommerce has expanded NONIA’s reach worldwide. Continuing to spread the word, in October, NONIA launched its Woman Made campaign, showcasing four of its long-time knitters.

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