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.