This week our interview is with Jenny Hart of Sublime Stitching. Since 2001, Sublime Stitching has been turning unsuspecting non-needleworkers into embroidery fanatics. Jenny Hart’s cheeky designs and fun instructions have helped fuel the DIY revolution and given veteran needleworkers something new to stitch about.

How did you get your start?
My dad loaned me $1,000. with the promise to pay back half once I turned a profit. Getting the money from him was harder than from a bank! I had to account for every dime needed, and how it would be spent. And, I paid him back in six months. My first real ‘break’ I owe to BUST magazine, who published a full-page embroidered illustration I did for them. Instead of running a credit in my name, I asked if they’d publish the link to my new design company. They ran both, and the exposure gave me a great kick-start.
What was the first item you ever made?
My first line of embroidery patterns: Cat-a-Rama, Tiki Freak, Viva Las Vegas and Country Cool. Then, I offered the first embroidery starter kits! The idea of putting a hoop in a kit along with tools, patterns and complete beginner instructions teaching the basics of embroidery was apparently shocking to the major manufacturers of the needlework industry, who really have disconnected with the next generation of crafters that make up the DIY movement. They offered only single-project kits (that dictated exactly what the project would look like) and assumed you already knew how to embroider- so there was no information on how to put fabric on a hoop, thread your needle, etc. Plus the instructions were dry, overly-difficult and really uninspiring. I made the decision early on that I wouldn’t make handmade items, even though I offered them for a time. My intent was to offer well-designed patterns, tools and resources for others to do their own handwork.
Do you have any formal training?
My formal training is in drawing. I started taking classes when I was five (thanks mom!) and have practiced and studied formally and informally all my life. Officially, I’m an art-school dropout. I took private lessons for oil painting when I was young, my father was a photographer who taught me a lot about that….my parents always made the resources for exploring creative disciplines available. I was raised in a very small farming town in Illinois, so that was a true blessing.

When and why did you create your business?
Sublime Stitching was officially launched in 2001, about a year after I learned to embroider. I started it with the mission of turning others on to embroidery who might not have ever considered trying it as a hobby or creative outlet. Which, most people weren’t since the designs, instructions and resources that were completely outdated and uninspiring. Only if you were a die-hard needleworker, taught by your mother or grandmother, were you embroidering. The education and inspiration for non-needleworkers was completely unavailable. No one was saying “Yay! Let’s learn to embroider!” It was unheard of. I was surprised at how much I enjoyed embroidering once I learned, that I wanted to share my experience with those who weren’t considering it as a relaxing, creative outlet.
What do you enjoy most about your job?
The people I meet because of it.
Where do you get your inspiration from?
What happens when I close my eyes. It’s there.

Who is your favourite designer?
Cat Chow or Rebecca Turbow.
What one thing couldn’t you live without?
Creative independence.
Here in Austin, I’m lucky if I get to break out a scarf. But, I’ve been wearing this quarter-length, twill trench at the slightest drop in temperature. Most people look at me and say “Is it really that cold out side?” Usually, no.

You’ve been very successful at selling your designs online, what advice would you give to other designers trying to sell online?
Two words: link swap. Although, I’ve been so overwhelmed with link requests, I haven’t stayed on top of that as well as I should lately. Do as I say, not as I do!
Where do you hope your business will be in 5 years?
It’s funny, you start out thinking that you ‘work for yourself’ but really, you are working for the company you’ve created. Sublime Stitching is its own entity now, and I have to meet the growing demands! It’s wonderfully overwhelming, but I hope that in five year’s time I will be able to enjoy more independence from the business operations so that I can play a more focused role in its creative vision.
What’s the best piece of advice you’ve ever received?
Know your flow (as in cash).
Site: www.sublimestitching.com
By: Anissa Mook, Editor in Chief