The small community of Hoswick in Shetland's South Mainland shows how a strong sense of community and an enterprising spirit can combine to make a place more than the sum of its parts. Genevieve White discovers more...
Pay a visit to the small village of Hoswick, and you are likely to discover how vibrant and lively this South Mainland community is.
On a late summer day, with the sea sparkling and everything bathed in gold, it’s the perfect spot for a stroll, a coffee, or some high-end retail therapy. All made possible by the supportive and collaborative efforts of the Hoswick community.
Four of its members met for an al fresco chat, and to explain more about the creative hub.
“It’s always been a creative place,” says Louise Laurenson, of the Shetland Woollen Company. “There’s been something going on in Hoswick for over a hundred years.”
She goes on to explain that Hoswick was the first place in Shetland to have electric lighting and an early community sewage system. “It’s a go-ahead village,” she says. “A place where folk make things happen.”
That pioneering attitude carries on today. At the heart of Hoswick’s creative community are three distinct but interconnected businesses: Shetland Woollen Company, producing classic Shetland knitwear; Nielanell, a contemporary knitwear studio; and Karlin Anderson Jewellery. Alongside the Hoswick Visitor Centre, they form a kind of micro-ecosystem, each with its own voice, but all pulling in the same direction.
One of the most striking things about Hoswick’s creative cluster is its atmosphere of collaboration. “We get asked that a lot by visitors,” says Katie Leask, Studio Manager and owner of Nielanell.
“Folk come in and say, ‘We were just next door: are you rivals?’ But it’s not like that at all. Without each other, fewer people would come.”
The group holds regular Friday morning meetings to check in, share feedback, and work on joint projects. One idea born from these conversations was the creation of a beautifully illustrated village map by local artist Gilly Bridle, helping visitors make the most of their trip to Hoswick.
“We realised that although it’s obvious to us where everything is, it’s not always clear to visitors,” says Karlin Anderson, whose jewellery studio is just a few doors down from Nielanell. “The map helps people navigate the studios and walks, and it’s beautiful too.”
Karlin, who spent decades working as a jeweller in Glasgow and London before returning home in 2019, now creates contemporary jewellery in a light-filled studio with a view of the bay. “I wanted to be around other creative businesses,” she says. “When you’re self-employed, it can be lonely. Being here, we support each other: not just practically, but emotionally too.”
It shows young folk that you can build a creative, meaningful career in Shetland.
That mutual support has transformed Hoswick into one of Shetland’s most rewarding day trips: art, design, shopping, coffee and coastline, all in one walkable loop.
The team collaborates on events like the annual Hoswick Christmas Shopping Night, where businesses stay open late, serve mince pies and mulled drinks, and contribute to a raffle that supports the village’s defibrillator fund.
“It’s become a really special night,” says Katie. “There’s music, lights, carol singing from the Sandy Burn Singers, and such a buzz. And it reminds local folk that we’re here year-round, not just for tourists.”
Helen Laurenson, newly appointed Supervisor of the Hoswick Visitor Centre, agrees. “We’re thinking about Saturday craft days, winter warmer menus, events that pull people in during the quieter months. The centre has always played a big role in offering opportunities, especially for young people.”
Across the businesses, there’s a shared emphasis on employment and mentorship. Many local school-leavers find their first jobs in Hoswick, return during holidays, or come back after university. “We’re proud of that,” says Karlin. “It shows young folk that you can build a creative, meaningful career in Shetland.”
It’s a go-ahead village. A place where folk make things happen.
Hoswick’s community-mindedness has deep roots. One of the most remarkable episodes in its history is the 1888 whale case: a dramatic legal battle that saw the village stand up to its landlord and change Scots law.
At a time of hardship, the people of Hoswick refused to hand over a third of their whale catch to the laird, as was customary. They were taken to court and, against the odds, won. When the case went to the High Court in Edinburgh, they won again, thanks in part to donations from Shetlanders as far away as Australia.
“It’s a David and Goliath story,” says Katie. “People here have always stood up for themselves, and for each other.”
You walk to work, chat with neighbours, see the sea out the window, and still make world-class products. That’s not something you can replicate just anywhere.
When asked how best to describe Hoswick, the group unanimously agrees that it’s a place which is beautiful, creative, and growing. “And there’s more to come,” says Louise. “We’re always adding to what’s here, making the experience better for everyone.”
That growth isn’t just about numbers. It’s about keeping the village’s spirit alive: innovative, collaborative, rooted in place.
“It’s such a joy,” says Karlin, “to live and work somewhere you feel supported. You walk to work, chat with neighbours, see the sea out the window, and still make world-class products. That’s not something you can replicate just anywhere.”
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