From Hobby to Millions: Krista LeRay’s Needlepoint Success Story
Let’s talk about how Krista LeRay went from making a measly $2 an hour in her side hustle to raking in nearly $369,000 a month with her needlepoint business, Penny Linn Designs. Yep, you read that right!
The Spark of Inspiration
Back in September 2020, Krista launched her shop selling cute needlepoint canvases. At first, she was just painting these adorable 4-inch-by-4-inch canvases that sold for $50 each. But here’s the kicker: each canvas took her six hours to complete! So when you do the math, you can see why she initially thought this couldn’t be her full-time gig.
She was a lifestyle blogger in New York, pulling in up to $242,000 a year. So why did she stick with needlepoint? Simple: she loved it! Little did she know that her hobby had the potential to explode.
A Boom in Demand
Fast forward to 2024, and Krista’s side hustle became her main hustle, netting a whopping $4.43 million in sales last year. Can you imagine? It’s roughly $369,000 per month on average, all while Krista and her team streamlined production and made it more efficient.
Now, she’s not just the owner; she’s also taking home an $80,000 salary. And she’s not one to sit on her laurels—much of that profit goes back into expanding her business.
The Growing Team and Retail Space
Penny Linn Designs isn’t just an at-home operation anymore. Krista has grown her team to 34 employees and even opened a 5,000-square-foot retail location in Norwalk, Connecticut. So if you’re ever in the area, you might want to check it out—though locals are already lining up to get inside!
The canvases, now designed with fun themes—think champagne bottles and Taylor Swift quotes—are made by various creators, and they perfectly capture that “coastal preppy” vibe folks are loving.
Riding the Crafting Wave
Krista’s success isn’t just about her talent; it comes from perfect timing, too. During the pandemic, many folks turned to crafts as a way to cope with being stuck at home. Needlepoint saw a huge resurgence, especially with the help of social media. Remember those viral TikTok videos of needlepoint Christmas ornaments? Yeah, that helped her business soar.
But it’s not just about the kitsch. Krista knows her audience—most of her customers are under 35, and she keeps her designs fresh and relatable.
A Journey Beyond Business
While Krista’s current salary might not match her blogging income, her values have shifted. After moving to Connecticut and starting a family, she’s found fulfillment beyond social media fame. And the excitement around her in-person store opening earlier this year was a big reality check—people lined up at 5 a.m. to get in!
“It confirmed what I always thought—we have a dedicated community that loves our brand,” Krista said. Just imagine seeing all those eager fans show up in person—it’s a moment that would melt anyone’s heart.
So, the next time you hear someone say crafting isn’t a serious business, think of Krista LeRay and her needlepoint empire. It’s proof that following your passion can turn into something truly special!
