If you’re reading this, I assume you know who we are, but if this is your first time, allow me to re-introduce myself…
My name is Krista LeRay, and I’m the owner, founder, CEO, HBIC, etc, etc of Penny Linn. A needlepoint company started in 2020, based in Westport, CT. We are a new kind of needlepoint store offering inspiration, education, essentials, and accessories to help anyone fall in love with the craft!
The plan for this substack is to connect with you guys and share the inner workings of running our business. Let’s call it a peek behind the curtain at Penny Linn.
Most of the time, you’ll hear from me, but sometimes, you may also hear from people like our employees, friends, or fellow business owners. The world is our oyster here! Some posts you can look forward to… how we got started, recapping the last few years, our upcoming site + rebrand, new products we’re developing, and maybe even news about our biggest move yet.
It will be a fun time, and I hope you choose to follow along! You can subscribe via the button below, and you’ll be sent our posts via email as they are published.
Until then, here’s a little bit more about us:
Our Beginnings
Founded in a one-bedroom apartment, Penny Linn stemmed from a desire for fun, fresh canvases, accessories, and resources that weren’t available in the traditional needlepoint market. What started with just a few hand-painted canvases quickly became a true destination for all things needlepoint—nurtured by a passionate community of stitchers.
Our Purpose
Penny Linn is a joyful, welcoming place to shop for all things needlepoint. We hope no matter who you are—a first-time stitcher or a seasoned pro—Penny Linn leaves you inspired, encouraged, and eager to get stitching.
Our Name
“Penny Linn” is an ode to my grandmother, Lloydine, and our famous family card game, Six Penny. She introduced me to stitching, and her memory remains at the heart of everything we do. “Linn” was my maiden middle name, which now lives on in our company.