Excerpt from web site:
What makes Yarnia different from other yarn stores? It's the only place where you can design your very own custom blend of yarn--you choose the fiber, color, thickness, and amount, and can have your custom cone of yarn wound for you right on the spot.Of course one can combine yarns on one's own, but I think it's cool that someone is adding it to a LYS concept.
Not only that, but the yarn here is sold not by the skein, nor the hank, but by the pound. This bodes well for the avid knitter who typically winces at the price tag on a 50 gram skein of wool.