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Heather Lins Home: 2014 American Made Honoree

I design really easy, poke-and-stitch embroidery calendar kits. Even non-crafters agree that they are easy, little projects to do each month.


Heather Lins


Madison, Wisconsin

Tell us about your business.

I started my business with home textiles (pillows and napkins) but have really been enjoying creating craft kits. I love that I can share the creative process with other people. It is so satisfying to make a something by hand and, with craft kits, I can share that satisfaction with others. My process often begins with word association. For example, I was casting about for a calendar subject, thought of the zodiac and then the phrase "stitch the stars." That phrase was a turning point for my business. A few sketches evolved into a calendar kit with glow-in-the-dark printing and embroidery floss. Even kids can connect the dots and make the constellations.

Tell us about your workspace, shop, or studio.

I work in an upstairs home studio. I hear my kids playing, the sounds of the neighborhood and the rumble of the dryer. A cup of tea is never far away.

What inspires you?

I have been very inspired by how these kits can bring people together. For example, I've had grandmothers buy these kits as a way to introduce embroidery to their grandchildren. My kids also inspire me. I'd love to create kits that my five-year-olds can do.

What makes your business stand out?

I think I take a modern approach to designing my craft kits. For example, my Year in Stitches Calendar Kit is a modern interpretation of the cross stitch sampler. It blends my love of typography with an age-old craft. Also, I recently created the Gemstone Geometry Calendar Kit. It's geology meets geometry as each month highlights a different birthstone.

What advice would you give an aspiring creative entrepreneur?

My advice is to stick to it! We get better with practice and I think many entrepreneurs give up too soon.

What does American Made mean to you?

To me, American Made means hard work, grit, optimism and tenacity.

Year in Stitches Calendar Kit, completed card
Year in Stitches Calendar Kit - white background
Stitch the Stars Calendar Kit - pieces
Stitch the Stars Calendar Kit - in process
Stitch the Stars Calendar Kit- white background
Gemstone Geometry Calendar Kit

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