Needlepoint Hobby Turned Into $10M Business in 5 Years

A founder explains how turning a personal needlepoint hobby into a modern brand led to over $10 million in sales and long-term growth.

Published on Feb. 28, 2026

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Krista LeRay, founder and CEO of Penny Linn Designs, started needlepointing as a hobby in college and then revived her interest during the pandemic. She began painting her own needlepoint canvases and selling them online, which quickly grew into a multi-million dollar business. LeRay shares how she navigates online criticism, hires a team of experts, and designs products she would want to stitch herself.

Why it matters

LeRay's story highlights how a personal hobby can be transformed into a successful business, especially in a niche market like needlepoint that has seen a resurgence in popularity. Her focus on quality, customer feedback, and building a strong team provides insights for other entrepreneurs looking to turn a side hustle into a thriving enterprise.

The details

After college, LeRay worked for Major League Baseball but also ran a successful blog on the side. When the pandemic hit in 2020, she started painting her own needlepoint canvases and sharing them with her blog followers, who then requested custom canvases to stitch. This led LeRay to launch Penny Linn Designs, which has grown to over $10 million in sales in just five years. LeRay credits her 24-hour rule for dealing with online criticism, her focus on only offering products she is confident in, and her strategy of hiring experts to guide her on accounting and legal issues.

  • LeRay started needlepointing in college in the early 2010s.
  • LeRay stitched a ringbearer pillow for her wedding in 2019.
  • The COVID-19 pandemic hit in 2020, giving LeRay extra time to start painting her own needlepoint canvases.
  • By 2022, LeRay's needlepoint canvas business was making as much as her blog.
  • LeRay had her first son in 2022, leading her to focus full-time on Penny Linn Designs.

The players

Krista LeRay

The founder and CEO of Penny Linn Designs, a needlepoint business that has grown to over $10 million in sales in five years.

Penny Linn Designs

A modern needlepoint brand founded by Krista LeRay that offers custom-painted canvases and other needlepoint products.

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What they’re saying

“Everything we sell is something I'd want to make. For now, that means mainly smaller canvases.”

— Krista LeRay, Founder and CEO, Penny Linn Designs (Business Insider)

“Once you're a needlepointer, you're one for life. I think people will always come back to it, and we'll continue to evolve.”

— Krista LeRay, Founder and CEO, Penny Linn Designs (Business Insider)

The takeaway

Krista LeRay's journey shows how a personal hobby can be transformed into a thriving business, especially in a niche market like needlepoint that is experiencing a resurgence in popularity. Her focus on quality, customer feedback, and building a strong team provides a blueprint for other entrepreneurs looking to turn a side hustle into a successful enterprise.