I turned my needlepoint side hustle into a $10M business in five years. I never thought it'd take off as it did.
Business Insider
February 20, 2026
AI-Generated Deep Dive Summary
Krista LeRay’s journey from a college needlepoint hobbyist to the founder of a $10 million needlepoint business, Penny Linn Designs, highlights the power of passion, adaptability, and leveraging online communities. After discovering needlepoint in college and rekindling her interest during the pandemic, Krista turned her love for hand-painted canvases into a thriving enterprise by sharing her work with followers on social media. This organic growth, combined with her refusal to compromise on quality and her unique approach to handling criticism, has made Penny Linn Designs a standout in the craft industry.
Krista’s story began when she shared a hand-painted canvas of a green Ralph’s Coffee cup with her blog followers, sparking demand for her custom canvases. This led to the creation of Penny Linn Designs in 2020, which quickly gained momentum as Krista shifted her focus from blogging to needlepoint during the pandemic. By 2022, she was matching her previous income through the business, driven by the growing popularity of needlepoint as a hobby among younger audiences.
One of Krista’s key strategies is her “24-hour rule” for handling online criticism, which helps her maintain emotional resilience and focus on constructive feedback. She also emphasizes staying true to her creative vision by designing canvases she would love to stitch herself, ensuring the products align with her personal style and quality standards. This approach has attracted a loyal customer base of needlepoint enthusiasts, particularly beginners, who appreciate the accessibility of her smaller-scale projects.
Krista’s success story is not just about monetizing a hobby but also about recognizing market opportunities during uncertain times. The pandemic provided the perfect environment for her business to grow, as people sought new ways to engage in creative activities at home. Her ability to adapt and stay true to her values has positioned Penny Linn Designs as a leader in the needlepoint revival trend.
For anyone interested in entrepreneurship or creative industries, Krista’s story underscores the importance of staying authentic, embracing feedback, and building a business that aligns with your passions. By focusing on quality and community, she has not only built a profitable business but also contributed to the resurgence of a centuries-old craft in modern culture
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Originally published on Business Insider on 2/20/2026