Penny Linn Podcast

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 minutes
• The data behind restocks and waitlists
• Why kindness toward customer service teams matters
• And 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 obsessed
• Learning needlepoint through YouTube and local needlepoint shops
• Why the in-person community around stitching is such a huge part of the hobby
• The explosion of needlepoint’s popularity in recent years
• Why creative hobbies are pulling people away from their phones
• Harrison’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 brand
• Designing canvases that feel fresh, playful, and collectible
• The challenge of predicting demand in the needlepoint world
• Taking creative risks and trusting your instincts as a designer
• What it’s like launching a new collection through the Penny Linn Collective
• Building confidence as a small business owner in a niche industry

Laura 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 brand
• The early scrappy days of launching a business
• Navigating wholesale, retail, and direct-to-consumer growth
• The realities of scaling production while keeping quality high
• Lessons 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 boom
• Building a designer collective and distribution model
• Managing a painting service
• Inventory stress, market strategy, and navigating supply chain chaos
• Hiring your first employees (and what that actually feels like)
• Why “the math has to math” — but sometimes your gut has to win

Caroline 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 Stitchtent
• Early exploration into printed canvases for specific use cases (and why she’s softened her stance)
• Hiring updates, including a new Product Development Manager opening
• The decision to stop publicly sharing detailed financial numbers—and why
• Signing with a PR firm to support press, events, and the New York store launch

The 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.

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