Penny Linn Podcast | Podcast on RSS.com

Penny Linn Podcast

Penny Linn Podcast

by Krista LeRay

Season 1

Introducing the Penny Linn Podcast and The Story of How I Started Penny Linn

In the inaugural episode of the Penny Linn Podcast, Krista shares her journey of starting and growing her needlepoint business, Penny Linn. From the initial idea to the challenges faced during the pandemic, she discusses the milestones achieved, including a million-dollar month and successful collaborations with brands like Tootsie and Eric Carle. Krista reflects on the impact of social media on sales, the importance of her team, and her aspirations for the future of Penny Linn. Takeaways: Krista's journey into podcasting began with a desire to share more than just short clips. Penny Linn started as an online store during the pandemic and has grown significantly since. The business celebrated its five-year anniversary with major milestones, including a million-dollar month. Advent boxes have become a popular seasonal product, selling out quickly each year. Collaborations with brands like Tootsie and Eric Carle are expanding Penny Linn's offerings. Social media, particularly TikTok, has played a crucial role in increasing sales and visibility. The importance of customer feedback in product development is emphasized. Krista's personal experiences, including challenges during pregnancy, have shaped her business journey. The team at Penny Linn is described as passionate and dedicated, contributing to the company's success. Future plans include expanding the business and possibly opening a second store.

Duck, Duck, Goose: Mackensie, Bloom & Stitch | Penny Linn Podcast

This week on the Penny Linn Podcast, Krista kicks things off with a solo update on the highly anticipated Eric Carle collection launch, plus a candid conversation about the current state of the needlepoint industry. From production timelines and growing demand to what’s happening behind the scenes with canvases, she shares an insider look at the challenges and excitement shaping the industry right now. Then, Krista is joined by new Collective designer Mackensie of Bloom & Stitch to celebrate her launch Friday, June 5th at 12 PM ET! 🌸🪡 Mackensie walks through the inspiration behind the collection, her design process, and the stories behind some of her favorite pieces. It’s a fun conversation about creativity, building a brand, and bringing fresh new designs to the needlepoint community.

THE Finishing Expert: Lita, Nashville Needlepointer | Penny Linn Podcast

This week on the Penny Linn Podcast, Krista kicks things off with a solo update and all the behind-the-scenes details from the opening of our new New York store 🗽✨ Then, she’s joined by her longtime friend Lita of Nashville Needlepointer — the finishing expert who has built an incredible business in the needlepoint world. Krista and Lita chat about how Lita grew her finishing business, built her community through teaching and online classes, launched her Substack, and turned her passion for needlepoint into so much more. It’s a fun, inspiring conversation about creativity, entrepreneurship, and all the ways Lita continues to make stitching more approachable for the community 🪡💙 https://nashvilleneedlepointer.substack.com/56e7bbbe

The Tide Loves Penny Linn: Everyday Natalie Jane | Penny Linn Podcast

This week on the Penny Linn Podcast, Krista sits down with Collective designer Natalie of Everyday Natalie Jane! 🪡✨ They chat about how she found needlepoint, designing some of the community’s favorite canvases, life in Birmingham’s booming stitch scene, and the story behind her iconic Christmas Countdown canvas. Natalie also opens up about stitching through grief, finding comfort in creativity, and shares some very exciting personal news 💙 Plus: rapid fire needlepoint takes, upcoming designs, and lots of laughs along the way!

Market Haul! The PL Team Goes to Needlepoint Spring Market | Penny Linn Podcast

In this episode of The Penny Linn Podcast, Krista is recording on the go from needlepoint market — joined by Emily, Dylan, and Olivia for a chaotic, behind-the-scenes look at what it’s really like to shop market. They break down their real-time haul, sharing what they bought, what they missed, and how they decide what actually makes it onto the Penny Linn site — plus a fun side conversation on Disney, dream designs, and what they wish they could find more of. From quick-fire buying decisions to limited inventory stress, they chat about balancing data, gut instinct, and customer demand, along with their favorite finds from the trip!

And Away We Go! Sydney, The Checkered Canvas | Penny Linn Podcast

In this episode of The Penny Linn Podcast, things start a little differently — Krista is on vacation, so her mom steps in to kick off the episode with a special guest intro before handing things over. Then, Krista is joined by Sydney, the founder of The Checkered Canvas. Our newest addition to the Penny Linn Collective, whose path to needlepoint is anything but traditional. From growing up riding horses to nearly pursuing pre-med, she shares how she unexpectedly found her way into canvas design — and turned a creative hobby into a business. Together, they chat about: Turning niche interests (like equestrian life and Formula 1) into designs The “why not make it a canvas?” mindset Building confidence as a new designer They also dive into the stories behind her designs and how following your interests — even the unexpected ones — can lead to something much bigger.

Didn't You Quit This Job? With Bridget, Our Senior Manager of Licensing & Logistics | Penny Linn Podcast

In this episode of The Penny Linn Podcast, Krista records live from New York City, sharing a behind-the-scenes look at Penny Linn’s Times Square billboard and a sneak peek at the upcoming NYC storefront! Then, she’s joined by Bridget, Senior Manager of Licensing and Logistics and one of Penny Linn’s earliest team members. Bridget shares her journey from advertising to joining Penny Linn in its early days, her transition to a remote role, and how she’s grown into overseeing wholesale, buying, the collective, and licensing. They chat about what it really takes to run a fast-growing business behind the scenes, balancing big ideas with execution, and why every team needs someone willing to say “no.” This episode is a candid look at the operations side of Penny Linn — and the people who make it all happen.

She's a Witch! Stephanie, Spellbound Stitchery | Penny Linn Podcast

In this episode of The Penny Linn Podcast, Krista kicks things off with a quick life and business update, recapping the recent Mackenzie-Childs launch and sharing a behind-the-scenes look at prepping for Penny Linn’s New York City store opening — including a Times Square billboard moment. Then, she’s joined by Stephanie, founder of Spellbound Stitchery, for a conversation about building a creative business that doesn’t follow the rules. Stephanie shares how she went from working in local government to designing needlepoint canvases full time after COVID, starting with custom work and eventually creating a brand known for its bold, witchy, and unconventional designs. They chat about designing for a niche audience, trusting your creative instincts, and why staying true to your style — even when it doesn’t fit the traditional mold — can be your biggest advantage. This episode is a fun mix of creativity, business, and a little bit of magic. ✨

If Found, Please Return to: Kyra Cotter Designs | Penny Linn Podcast

In this episode of The Penny Linn Podcast, Krista kicks things off with a candid solo update — and a big milestone. She shares the surreal experience of Penny Linn being featured in Forbes, reflects on the emotional high of that moment, and opens up about the challenges that came with it. Krista also gives a deep dive into the current state of the needlepoint industry, breaking down the unprecedented surge in demand and the very real growing pains behind the scenes — from supply chain bottlenecks to months-long production timelines and the pressure of predicting inventory nearly a year in advance. Then, she’s joined by Kyra of Kyra Cotter Designs — one of Penny Linn’s original Collective Designers and a close friend — for a conversation about growing alongside the brand and building a business within a rapidly evolving industry. Together, they dive into: What it was like joining the Penny Linn Collective in the early days How the designer–retailer relationship works behind the scenes The realities of long production timelines and forecasting demand Growing a creative business while balancing real life How the needlepoint community has evolved in recent years Turning a side passion into something much bigger This episode is equal parts behind-the-scenes business breakdown and honest conversation about what it looks like to grow — both as a brand and as a creative — during a time when the entire industry is changing in real time.

How Big Is Your Stash? With Emily, Our Senior Brand Experience Manager | 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!

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