finance
Needlepoint Business Grows From Pandemic Hobby to $10 Million Revenue
Krista LeRay started Penny Linn Designs in 2020 after returning to needlepoint during the pandemic. The company reached roughly $10 million in revenue within five years. Early sales required hand-painting each canvas, which limited initial profit margins.
May 27, 3:31 PM·1m read1 source
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Krista LeRay launched Penny Linn Designs in September 2020 from her New York apartment. The online store sold $25,000 worth of painted needlepoint canvases in the first two hours. Each 4-inch-by-4-inch canvas sold for about $50 and required roughly six hours of hand painting. After spending $7,000 on supplies, LeRay estimated her effective hourly earnings at around $2.
LeRay continued working as a lifestyle blogger while operating the business. She earned up to $242,000 annually from brand partnerships and social media content at the time. Demand increased as more customers sought hands-on crafts during the COVID-19 pandemic. Needlepoint Christmas ornaments gained attention on TikTok in 2023, and most Penny Linn Designs customers are under 35.
The company now collaborates with multiple designers and offers patterns that include champagne bottles, Cape Cod chips, and Taylor Swift quotes. It also provides tutorials for beginners. LeRay learned needlepoint from her grandmother and returned to the craft in early 2020. She handled painting, packing, and shipping for the first 10 months before relocating to Connecticut.
