If you’ve ever bought one of my cross stitch kits, you might imagine a big studio packed with staff, machines and endless shelves of ready-made stock.
The truth is much more personal...
Behind every kit is a lot of thread cutting, fabric trimming, packing, designing and endless cups of tea and custard creams. Whether you’re brand new to cross stitch or already obsessed with this hobby I thought it would be fun to share a few things people are always surprised to discover about my small cross stitch business.
1. I design, manufacture and pack every cross stitch order myself
Yep, every single cross stitch kit is made by me from start to finish.
That means I design the patterns, cut the fabric, sort the embroidery threads, design the instructions and carefully pack every order by hand before it heads out the door.
Running a handmade cross stitch business means there’s no giant warehouse involved. It’s a real small creative business where every kit is prepared with care. I love knowing exactly what goes into each order and making sure it arrives feeling special. It's taken a lot of time to get to a point where the business is streamlined this way!
For me, that’s part of the joy of modern cross stitch - creating something thoughtful, colourful and creative that someone can enjoy stitching at home.
2. I know every DMC thread colour on my shelf by sight
If you mention a DMC colour number, there’s a very good chance I know exactly what shade you mean instantly.
Years of designing cross stitch kits means I’ve become strangely attached to embroidery floss colours. And all the thread in my kits is cut by hand too.
Thread preparation is one of the most time-consuming parts of creating cross stitch kits, but it makes such a difference for stitchers. Everything is organised and ready to use so you can jump straight into the stitching.
Using high-quality DMC embroidery thread is really important to me because it gives beautiful results, especially for beginners learning cross stitch for the first time.
3. Every cross stitch Kit is beginner friendly
One of the biggest compliments I receive is when someone says that “I’d never tried cross stitch before, but now I’m obsessed.”
That’s exactly why I design my kits the way I do.
Every kit is created to feel approachable and relaxing, even if you’ve never picked up a needle before. I include clear instructions, simple guidance and designs that are enjoyable rather than overwhelming.
Cross stitch should feel calming, creative and satisfying, not intimidating.
So whether you’re looking for:
- beginner cross stitch kits
- modern embroidery projects
- relaxing craft hobbies
- mindful creative activities
…you’ll be able to start stitching with confidence.
4. Starting my Cross Stitch subscription box was the best decision ever
I started my cross stitch subscription because I wanted to create something a little different from traditional kits.
I loved the idea of giving people a small creative project each month, something fun, colourful and achievable that wouldn’t sit unfinished in a drawer for years, and the response has been amazing!
It’s incredibly rewarding seeing stitchers excited for each new design, and It’s also given me freedom to experiment with quirky ideas, unique materials and playful seasonal projects.
For anyone who loves happy mail, cosy crafting and modern cross stitch patterns, subscription boxes are such a fun way to stay inspired. Find out more HERE
5. I run my cross stitch business part-time
This one surprises people the most!
Alongside running my cross stitch business, I also work part time for another small business, and I genuinely love having both. Its a creative role but also customer facing in a completely different industry.
Running a creative business on your own can sometimes feel quite solitary, so working with another team gives me balance, connection and a different kind of creativity in my week.
Oddly enough, the two roles complement each other really well. One lets me focus deeply on designing and making, while the other brings collaboration, conversation and community - some weeks its a tricky balance but it works!
Why small businesses matter
When you buy from an independent cross stitch designer, you’re not just buying a craft kit. You’re supporting:
- original pattern design
- handmade production
- creative small business owners
- thoughtful packaging
- real people passionate about crafting.
Whether you’re discovering cross stitch for the very first time or you’ve been stitching for years, I’m so happy you’re here and part of this creative little corner of the internet.
Happy stitching! Ruth x