Penny Linn Podcast

This week on the Penny Linn Podcast, Krista kicks things off with a solo update and all the behind-the-scenes details from the opening of our new New York store 🗽✨ Then, she’s joined by her longtime friend Lita of Nashville Needlepointer — the finishing expert who has built an incredible business in the needlepoint world. Krista and Lita chat about how Lita grew her finishing business, built her community through teaching and online classes, launched her Substack, and turned her passion for needlepoint into so much more. It’s a fun, inspiring conversation about creativity, entrepreneurship, and all the ways Lita continues to make stitching more approachable for the community 🪡💙 https://nashvilleneedlepointer.substack.com/56e7bbbe

This week on the Penny Linn Podcast, Krista sits down with Collective designer Natalie of Everyday Natalie Jane! 🪡✨ They chat about how she found needlepoint, designing some of the community’s favorite canvases, life in Birmingham’s booming stitch scene, and the story behind her iconic Christmas Countdown canvas. Natalie also opens up about stitching through grief, finding comfort in creativity, and shares some very exciting personal news 💙 Plus: rapid fire needlepoint takes, upcoming designs, and lots of laughs along the way!

In this episode of The Penny Linn Podcast, Krista is recording on the go from needlepoint market — joined by Emily, Dylan, and Olivia for a chaotic, behind-the-scenes look at what it’s really like to shop market. They break down their real-time haul, sharing what they bought, what they missed, and how they decide what actually makes it onto the Penny Linn site — plus a fun side conversation on Disney, dream designs, and what they wish they could find more of. From quick-fire buying decisions to limited inventory stress, they chat about balancing data, gut instinct, and customer demand, along with their favorite finds from the trip!

In this episode of The Penny Linn Podcast, things start a little differently — Krista is on vacation, so her mom steps in to kick off the episode with a special guest intro before handing things over. Then, Krista is joined by Sydney, the founder of The Checkered Canvas. Our newest addition to the Penny Linn Collective, whose path to needlepoint is anything but traditional. From growing up riding horses to nearly pursuing pre-med, she shares how she unexpectedly found her way into canvas design — and turned a creative hobby into a business. Together, they chat about: Turning niche interests (like equestrian life and Formula 1) into designsThe “why not make it a canvas?” mindsetBuilding confidence as a new designer They also dive into the stories behind her designs and how following your interests — even the unexpected ones — can lead to something much bigger.

In this episode of The Penny Linn Podcast, Krista records live from New York City, sharing a behind-the-scenes look at Penny Linn’s Times Square billboard and a sneak peek at the upcoming NYC storefront! Then, she’s joined by Bridget, Senior Manager of Licensing and Logistics and one of Penny Linn’s earliest team members. Bridget shares her journey from advertising to joining Penny Linn in its early days, her transition to a remote role, and how she’s grown into overseeing wholesale, buying, the collective, and licensing. They chat about what it really takes to run a fast-growing business behind the scenes, balancing big ideas with execution, and why every team needs someone willing to say “no.” This episode is a candid look at the operations side of Penny Linn — and the people who make it all happen.

In this episode of The Penny Linn Podcast, Krista kicks things off with a quick life and business update, recapping the recent Mackenzie-Childs launch and sharing a behind-the-scenes look at prepping for Penny Linn’s New York City store opening — including a Times Square billboard moment. Then, she’s joined by Stephanie, founder of Spellbound Stitchery, for a conversation about building a creative business that doesn’t follow the rules. Stephanie shares how she went from working in local government to designing needlepoint canvases full time after COVID, starting with custom work and eventually creating a brand known for its bold, witchy, and unconventional designs. They chat about designing for a niche audience, trusting your creative instincts, and why staying true to your style — even when it doesn’t fit the traditional mold — can be your biggest advantage. This episode is a fun mix of creativity, business, and a little bit of magic. ✨

In this episode of The Penny Linn Podcast, Krista kicks things off with a candid solo update — and a big milestone. She shares the surreal experience of Penny Linn being featured in Forbes, reflects on the emotional high of that moment, and opens up about the challenges that came with it. Krista also gives a deep dive into the current state of the needlepoint industry, breaking down the unprecedented surge in demand and the very real growing pains behind the scenes — from supply chain bottlenecks to months-long production timelines and the pressure of predicting inventory nearly a year in advance. Then, she’s joined by Kyra of Kyra Cotter Designs — one of Penny Linn’s original Collective Designers and a close friend — for a conversation about growing alongside the brand and building a business within a rapidly evolving industry. Together, they dive into: What it was like joining the Penny Linn Collective in the early daysHow the designer–retailer relationship works behind the scenesThe realities of long production timelines and forecasting demandGrowing a creative business while balancing real lifeHow the needlepoint community has evolved in recent yearsTurning a side passion into something much biggerThis episode is equal parts behind-the-scenes business breakdown and honest conversation about what it looks like to grow — both as a brand and as a creative — during a time when the entire industry is changing in real time.

In this episode of The Penny Linn Podcast, Krista kicks things off with a behind-the-scenes update during a busy launch week at Penny Linn. She shares what it was like watching the highly anticipated Eloise collection sell through in real time and recaps a recent Eloise-themed event at The Plaza that brought the needlepoint community together for tea, shopping, and stitching. Then, Krista is joined by Emily — one of the early team members at Penny Linn — for a conversation about what it’s really like working behind the scenes at a fast-growing needlepoint brand. Emily shares how she got into needlepoint during COVID, how a DM from Krista turned into a job, and what it’s like helping manage everything from launches and product listings to customer service and analyzing what customers are actually buying. Together, they chat about: Managing launches that sell out in minutesThe data behind restocks and waitlistsWhy kindness toward customer service teams mattersAnd of course… the real question: how big is Emily’s stash?This episode is a fun, behind-the-scenes look at Penny Linn and a very relatable conversation about the joys — and dangers — of building a needlepoint stash. Enjoy!

In this episode of The Penny Linn Podcast, Krista kicks things off with a solo life and business update. She shares a behind-the-scenes look at a recent Penny Linn photoshoot at the iconic Eloise Suite at The Plaza, where the team spent the day capturing content for the upcoming collaboration. Krista also celebrates hitting 100,000 followers on Instagram, reflects on how quickly the needlepoint world is growing, and gives listeners a peek at what it’s really like preparing for major launches and collaborations behind the scenes. Then, Krista is joined by Harrison Wallace — content creator, recipe developer, and enthusiastic newcomer to the needlepoint world. Harrison shares how he first fell in love with cooking and hosting (thanks to years of watching Food Network growing up), and how he eventually transitioned from balancing a traditional job with creating online content to pursuing it full time. The two dive into: How Harrison got pulled into the “needlepoint cult” by friends and quickly became obsessedLearning needlepoint through YouTube and local needlepoint shopsWhy the in-person community around stitching is such a huge part of the hobbyThe explosion of needlepoint’s popularity in recent yearsWhy creative hobbies are pulling people away from their phonesHarrison’s growing needlepoint stash (and dream of a fully ornamented tree)They also chat about social media, creating long-form content on YouTube, cooking and hosting culture, and how online communities are helping revive traditional hobbies for a new generation. This episode is a fun conversation about creativity, internet culture, and how a simple hobby can unexpectedly turn into a full-blown obsession.

In this episode of The Penny Linn Podcast, Krista starts with a quick solo update from a very busy week behind the scenes at Penny Linn. She shares what’s currently going on in the business — including prepping for an exciting Eloise at The Plaza collaboration shoot in New York City and gearing up for the launch of a new Penny Linn Collective designer. Krista also gives listeners a glimpse into the real-life chaos of running a business while juggling family life, travel, and a packed production schedule. Then, Krista sits down with Laura, founder of Mason June, the newest designer joining the Penny Linn Collective. Krista and Laura first connected through the needlepoint community (and later in person on Nantucket), and in this episode they catch up on Laura’s journey from designing for fun to launching a full collection of canvases. Together they dive into: How Mason June got started and the inspiration behind the brandDesigning canvases that feel fresh, playful, and collectibleThe challenge of predicting demand in the needlepoint worldTaking creative risks and trusting your instincts as a designerWhat it’s like launching a new collection through the Penny Linn CollectiveBuilding confidence as a small business owner in a niche industryLaura shares the excitement — and nerves — that come with releasing a new collection, plus how much blind faith and creativity it can take to put your work out into the world. If you love discovering new designers, hearing the behind-the-scenes of a canvas launch, or learning how creatives turn ideas into real businesses, this episode is a fun and inspiring listen.

In this episode of The Penny Linn Podcast, Krista kicks things off with a solo intro, sharing a candid life and business update. She reflects on what’s currently happening behind the scenes at Penny Linn — from the realities of managing growth to navigating the constant balancing act of motherhood and entrepreneurship. Krista also touches on the season she’s in right now: refining operations, making big-picture decisions, and staying grounded while the needlepoint world continues to evolve. Then, she’s joined by Emily, founder of Emily O & Bows, for a conversation all about creativity, brand building, and carving out your own space in a competitive market. Together, they dive into: How Emily started Emily O & Bows and turned an idea into a recognizable brandThe early scrappy days of launching a businessNavigating wholesale, retail, and direct-to-consumer growthThe realities of scaling production while keeping quality highLessons learned from trial and error (and doing it anyway)Emily shares what it’s really like to grow a product-based business as a female founder — from figuring out pricing and margins to trusting your creative instincts and pushing through self-doubt. This episode is a great listen for anyone building something from the ground up — especially if you’re in that messy middle of growth where everything feels exciting, overwhelming, and full of possibility all at once.

In this episode of The Penny Linn Podcast, Krista sits down with Caroline, founder of Atlantic Blue, for an honest and energizing conversation about building a business while working in corporate America — and what it really takes to make the leap. Caroline shares her journey from CPA at Deloitte to full-time needlepoint entrepreneur, including how she balanced Big Four accounting with launching and scaling Atlantic Blue, why she never originally planned to leave her corporate career, and the moment she realized it was time to bet on herself. The two dive into: Growing a brand during the needlepoint boomBuilding a designer collective and distribution modelManaging a painting serviceInventory stress, market strategy, and navigating supply chain chaosHiring your first employees (and what that actually feels like)Why “the math has to math” — but sometimes your gut has to winCaroline opens up about the realities of entrepreneurship: golden handcuffs, burnout, scaling responsibly, and the fear (and freedom) that comes with going all in. If you’ve ever wondered what it looks like to transition from corporate stability to creative ownership — or how two needlepoint founders navigate growth in real time — this episode is packed with insight, transparency, and plenty of behind-the-scenes business talk. Stay tuned until the end for a special code to shop Atlantic Blue.

In this whirlwind episode of the Penny Linn Podcast, Krista pulls back the curtain on one of the biggest transitions in Penny Linn history: turning on their brand-new warehouse fulfillment system — and surviving the chaos that came with it. After years of shipping orders out of the back of the Rowayton flagship store, Penny Linn officially flipped the switch to warehouse fulfillment. What was supposed to be a seamless backend update quickly turned into a two-hour Shopify scramble, manual SKU-by-SKU inventory updates (all 5,000 of them), and a crash course in what it really means to be the final decision-maker. Krista shares the surreal moment of realizing, “Wait… I’m the one who makes the call,” and the pressure (and power) that comes with it. The stress paid off. The warehouse launch weekend became the biggest sales weekend in Penny Linn history — bigger than Advent, bigger than Black Friday — fueled by the ongoing needlepoint boom and months of inventory planning that positioned Penny Linn as one of the few brands fully stocked when demand skyrocketed. From stretcher bars to tacks to in-demand designer canvases, timing turned out to be everything. Krista also opens up about: - The emotional push-and-pull of entrepreneurship (celebrating wins vs. immediately fixing the next problem) - The tension between handmade, small-business values and Amazon-speed expectations - Rebuilding the back office now that packing tables are gone - Restoring international shipping - A serendipitous potential collaboration with ASHA - A heartfelt Zoom call with the Stitching in Color community - Preparing for the major Tootsie licensing launch - Handing over inventory buying (gulp) and learning to invest in growth Plus, a peek at what’s on Krista’s desk: finished Playbill canvases, a mysterious “Potato Gate” Valentine, a Chanel-inspired custom-stitched bag, upcoming New York-themed souvenirs and needle minders, Eric Carle samples, and a massive restock in motion. The episode wraps with the first installment of a new behind-the-scenes employee series, featuring Amanda Caldwell (Cosgrove) — Penny Linn’s very first employee. Amanda shares her journey from working at The Eye of the Needle in college to building AC Designs with her now-husband John, and how both of them left traditional corporate paths to help build what they proudly call a “needlepoint lifestyle brand.” It’s an honest, funny, deeply transparent look at scaling a creative business in real time — imposter syndrome fading, risks increasing, and heirlooms being built one stitch at a time. Big wins. Big inventory. Big feelings. And, apparently… potatoes.

Krista opens up about how overwhelmed she’s been lately and what it’s taken to get the Penny Linn Podcast and business back on a more regular rhythm. Fresh off a visit from her mom (Penny Linn’s unofficial team MVP and resident mahjong/needlepoint queen), she shares a peek into the Penny Linn universe: candy collabs inspired by her mom, new Tootsie finishing arriving in the shop, upcoming Eric Carle pieces (including a “very full” caterpillar), and the chaos of licensing deals, product development, and a new warehouse coming online right before Chinese New Year shutdowns. She also gets honest about burnout, the emotional weight of what’s happening in the world, and how she uses needlepoint as both escape and anchor—especially in the 5–8 p.m. “survival mode” window with two little kids. Krista talks about taking life one step at a time, doing what you can (calling reps, donating, voting), and then coming back to stitching as a place that never judges you for stepping away. In the second half of the episode, Krista sits down with one of Penny Linn Collective’s newest designers, Kaitlin Lane of Kaitlin Lane Designs. They dive into how Kaitlin fell into needlepoint in 2023 after the viral Calder Clark Christmas tree, why she started designing her own canvases when she couldn’t find what she wanted, and how her background in fish and wildlife management (!) and love of “old stuff” like The Beatles, Lord of the Rings, and classic cars all show up in her work. Kaitlin shares the story behind her hit Wicked Queen playing card canvas (and the full five‑card series), her Lord of the Rings fellowship design, vintage car lineup, Anthropologie-inspired icon glass coasters, sweet nursery-friendly geese, SEC + MLB city rectangles, and her new Beatles coaster set—plus her very relatable confession that she’s stitched almost exclusively in DMC floss so far. They talk Stitchly vs. painting, designing by “stitching it into existence,” and what’s coming next from her Penny Linn collection. If you love process talk, honest small business updates, and pop‑culture‑meets‑nostalgia needlepoint, this one’s for you.

This week’s episode is a candid, behind-the-scenes look at what happens when a high-growth business hits friction—from delayed launches and supply chain strain to team transitions and leadership pressure. Krista opens up about a particularly tough week that forced her to confront the weight of self-imposed expectations. With multiple licensed launches (including Tootsie, Eloise, and Eric Carle) pushed back due to approvals, factory capacity, and Chinese New Year shutdowns, she shares how quickly momentum can turn into burnout when timelines don’t go as planned—and why learning to move the dates (instead of blaming yourself) is sometimes the real win. The episode dives deep into the operational reality of scaling Penny Linn: transitioning to a third-party warehouse, navigating massive order backlogs, managing overwhelmed painting services, and rethinking how launches are scheduled moving forward. Krista explains the shift away from rigid launch calendars toward a more flexible “produce first, launch when ready” mindset designed to protect both the team and the brand long-term. She also addresses broader industry challenges—why inventory shortages are happening everywhere, how restocks are being handled during the warehouse transition, and what collective designers can expect in the coming months. Along the way, Krista reflects on her deeply solution-oriented leadership style and how she’s learning to balance fixing problems with acknowledging how hard things can feel in the moment. Other major updates include: A transition of wholesale canvas ordering to StitchtentEarly exploration into printed canvases for specific use cases (and why she’s softened her stance)Hiring updates, including a new Product Development Manager openingThe decision to stop publicly sharing detailed financial numbers—and whySigning with a PR firm to support press, events, and the New York store launchThe episode closes with an honest reflection on emotional regulation, resilience, and what it means to stay steady through both highs and lows as a founder—plus a reminder that not every week is a win, and that’s okay. This is a raw, unfiltered founder update that feels more like a personal debrief than a polished highlight reel—and one that will resonate deeply with anyone building something big behind the scenes.

In this candid, end-of-year episode of The Penny Linn Podcast, Krista LeRay sits down during the in-between week after Christmas to share a wide-ranging update on life, business, and what’s ahead for Penny Linn. From warehouse transitions and restock delays to exciting hires, collaborations, and the upcoming New York City store, Krista offers an honest behind-the-scenes look at what it takes to scale a fast-growing creative brand. She walks listeners through the move to a third-party logistics warehouse, explains why certain bestsellers are temporarily delayed (and reassures everyone they will be restocked), and shares how explosive growth has reshaped inventory planning, wholesale strategy, and day-to-day operations. Krista also announces plans for a Penny Linn mobile app, discusses team expansions across customer service, social media, and design, and confirms major milestones—including officially signing the New York City lease. The second half of the episode dives into an extensive Q&A, where Krista answers listener questions about long-term vision, work-life balance, branding, collaborations, needlepoint trends, finishing, pricing pressures, tariffs, and the evolving needlepoint industry. She reflects on lessons learned, mistakes she wouldn’t repeat, and the realities of running a highly visible business in the age of social media. Thoughtful, transparent, and full of practical insight, this episode is both a state-of-the-union for Penny Linn and an encouraging conversation for anyone navigating growth, creativity, and community in a small business.

In this solo episode of the Penny Linn Podcast, Krista shares a major business update — Penny Linn is officially opening its second store in New York City. 🎉 From warehouse growing pains and fulfillment challenges to massive licensing wins and long-term brand vision, Krista pulls back the curtain on what it really looks like to scale a creative business in real time. She covers: Why Penny Linn is moving fulfillment to a 3PL warehouse Lessons learned from past growth bottlenecks -Upcoming licensed collaborations (including Sesame Street, MLB, Playbill, candy brands, and more) The strategy behind opening a brick-and-mortar store in NYC How the New York location will serve as Penny Linn’s proof of concept for future expansion What’s coming in 2026 for designers, collections, and retail This episode is part shareholder update, part founder diary, and part love letter to needlepoint, creativity, and making bold moves — even when they feel a little scary. ✨ Whether you’re a needlepoint lover, small business owner, or creative entrepreneur, this episode is full of honest insight, behind-the-scenes strategy, and exciting news for the Penny Linn community. Subscribe for weekly updates, launches, and life at Penny Linn.

In Episode 3 of the Penny Linn Podcast, Krista sits down with Emma, the creator behind the fast growing needlepoint account What’s The Stitch. What starts as a casual chat quickly becomes a fun, honest look at how Emma built her presence in the needlepoint world by blending humor, authenticity, and a love for stitching. Emma shares how she first fell in love with needlepoint and why she decided to start posting her work online. Her TikTok and Instagram videos took off almost immediately, thanks to her relatable storytelling and her ability to make needlepoint feel modern and fun. As she and Krista talk about content creation, Emma opens up about what it is like to balance growth, community, and creative inspiration. They also dive into the challenges of managing engagement, handling brand partnerships, and staying true to your personal style while building an audience. Krista and Emma compare notes on what it means to run a creative business in a niche craft space and how to keep things enjoyable even when life gets hectic. Episode 3 is a warm and energizing conversation for anyone who loves needlepoint, enjoys creator behind the scenes stories, or wants a peek into how modern stitchers are shaping the future of the craft online.

In the latest episode of the Penny Linn Podcast, Krista Leray shares big updates from her growing Connecticut needlepoint brand, including hitting the $1 million sales milestone and plans for expansion. From warehouse hunts to creative product launches, Krista gives an honest peek behind the curtain of running a modern retail and e-commerce business. She’s joined by Morgan Julia, founder of Morgan Julia Designs, who talks about her move to Jersey City, opening her new studio, and the huge success of her Bar Cart Club and Needle Minder Club subscriptions. Morgan also dishes on her first New York City pop-up, which pulled in more than 1,500 visitors and proved that experiential retail is here to stay. Together, Krista and Morgan chat about creativity, growth, and friendship in the needlepoint world. Whether you’re a stitcher, small business owner, or just love stories of women building creative empires, this episode is packed with inspiration. Listen now on the Penny Linn Podcast and get inspired by two of the most innovative voices in modern needlepoint.

In the inaugural episode of the Penny Linn Podcast, Krista shares her journey of starting and growing her needlepoint business, Penny Linn. From the initial idea to the challenges faced during the pandemic, she discusses the milestones achieved, including a million-dollar month and successful collaborations with brands like Tootsie and Eric Carle. Krista reflects on the impact of social media on sales, the importance of her team, and her aspirations for the future of Penny Linn. Takeaways: Krista's journey into podcasting began with a desire to share more than just short clips.Penny Linn started as an online store during the pandemic and has grown significantly since.The business celebrated its five-year anniversary with major milestones, including a million-dollar month.Advent boxes have become a popular seasonal product, selling out quickly each year.Collaborations with brands like Tootsie and Eric Carle are expanding Penny Linn's offerings.Social media, particularly TikTok, has played a crucial role in increasing sales and visibility.The importance of customer feedback in product development is emphasized.Krista's personal experiences, including challenges during pregnancy, have shaped her business journey.The team at Penny Linn is described as passionate and dedicated, contributing to the company's success.Future plans include expanding the business and possibly opening a second store.