From Hobby to Success: How Krista LeRay Built a $10 Million Needlepoint Business
She Made Just $2 An Hour Painting Needlepoint Canvases — Now Her Hobby Is A $10M Business
Image: Benzinga
Krista LeRay transformed her pandemic hobby into a $10 million business, Penny Linn Designs, specializing in needlepoint. Initially struggling with labor-intensive work, she leveraged social media to attract a younger audience. The brand has expanded significantly, opening retail locations and gaining popularity through viral trends.
- 01Penny Linn Designs generated $25,000 in sales within two hours of its online launch in September 2020.
- 02LeRay initially earned about $2 per hour while hand-painting each canvas, which took roughly six hours per piece.
- 03The brand's designs cater primarily to customers under 35, focusing on beginner-friendly patterns and a 'coastal preppy' aesthetic.
- 04Penny Linn Designs opened a 5,000-square-foot retail store in Norwalk, Connecticut, attracting long lines of eager customers.
- 05The company has expanded to a second location in New York and launched 'The Penny Linn Podcast' to engage its community.
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Krista LeRay, who started Penny Linn Designs during the COVID-19 pandemic, has turned her needlepoint hobby into a thriving business valued at approximately $10 million. After launching her brand from her New York apartment, she quickly saw demand surge, selling $25,000 worth of painted canvases within just two hours of her website going live in September 2020. However, the initial phase was challenging, as she painted each canvas by hand, earning around $2 an hour. The brand's popularity soared as social media, particularly TikTok, introduced needlepoint to a younger demographic, with designs that include trendy motifs like champagne bottles and quotes from celebrities. The success led to the opening of a 5,000-square-foot retail store in Norwalk, Connecticut, where customers began lining up early for the grand opening. With a second store in New York and a new podcast, LeRay continues to grow her business while fostering a creative community around needlepoint.
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The opening of retail locations has created local jobs and fostered community engagement in the craft of needlepoint.
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