Infused with irony, sass, and a healthy dose of wit, What’s the Stitch designs are here to make you smile - and maybe raise an eyebrow or two.
How we got here
What’s the Stitch was established in 2024 when founder Emma realized her (very) expensive needlepoint habit needed an affordable solution.
Out of equal parts curiosity and necessity, she began designing and painting her own canvases, documenting the process on social media as she went. And when her community enjoyed her designs as well, What’s the Stitch was born.
About Emma
Prior to founding What’s the Stitch, Emma spent years in investment banking, where needlepoint became her creative escape from the fast-paced, high-pressure world of finance.
What started as a relaxing hobby quickly turned into a full-blown obsession - and an expensive one at that.
After leaving banking, and in an effort to make her stitching habit more affordable, Emma began designing and painting her own canvases. She shared the process on social media, and to her surprise, people started asking for her designs. Without really planning to, she found herself launching What’s the Stitch in 2024.
Today, Emma creates playful, clever, and refreshingly modern canvases that bring a sense of humor (and maybe a little sass) to a traditionally buttoned-up craft.
Emma's fave canvas
Regular price
$86.00
Our bestselling needlepoint canvas, for when you want your stitching to say what you’re thinking. It's giving main character energy.
Stitch it loud, mama would be proud.
