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On the Lookout

Paying attention to trends can pay off for your store.

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This story appears in the October 2005 issue of Entrepreneur. Subscribe »

Instead of scouring textile trade magazines, Dhurat Rosinski, 42, co-owner with Kristine Clever, 43, of Skeins on Main Yarn Co. in Rochester, Michigan, pores over celebrity and fashion magazines. That's how she knew about the poncho trend long before Martha Stewart walked out of jail--Jessica Simpson's crocheted poncho had actually jump-started demand months earlier. And her shop's most recent hot item was born when Rosinski saw a model wearing a silk scarf tied to her purse.

"We created a knit version of the purse scarf, and it's been selling really well," says Rosinski.

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